FROM EFFECTIVENESS TO COMMERCIAL EXCELLENCE

One of the most important issues emphasized today in commercial matters, sales, and negotiation is the professionalism of salespeople to adjust and adapt their strategies according to customer behavior.

In response to all these needs, Juan Daniel Pérez Fernández teaches this Expert Behavioral Analyst Course in DISC for professional traders, salespeople, customer service departments, post-sales, and for all those whose professional activity exposes them to constant negotiation processes.   Knowing the DISC model  allows us – first of all – to become aware of our behavioral profile, and then to identify the behavioral profile of our interlocutor in relation to their needs for recognition and acceptance – which also operate as motivations – and to adapt to them.

On profiles and communication.

Each behavioral profile has a specific communication style. DISC allows us to identify it to move from the golden rule, which proposes treating others as we would like to be treated,  to the platinum rule, which suggests treating others as they want to be treated.

It is about seeing the world exactly as the customer sees it to know which words work and which do not, even with what type of colors they identify and how their decision-making process works. For example,  “D” profiles  love challenges, seek constant recognition for their achievements, and are constantly looking for recognition. That is, all arguments that go in that direction bring us closer to the customer to persuade them and achieve the desired results. On the other hand, arguments that sound risky or challenging may scare and confuse  “S”  and “C”  profiles, create uncertainty in a negotiation, and even derail a commercial proposal. Specifically, the  “C”  profile needs solid data and evidence.

On strategies to generate  rapport  through all channels.

Let’s see. Unlike  face-to-face  sales that give us a lot of information about the interlocutor, many sales processes or requirements – at different stages of the sales process – involve managing relationships through telephone or email channels.

And as always, the  DISC methodology  facilitates this work through listening and attention because through the language used by the person, it indicates in which factor they are; remember that DISC is an  “I am”  and not an  “I am.” For example, a predominantly “S”  profile will make several pauses during the conversation and use a monotonous, slow, and relaxed tone. In this case, if as sellers we belong to a fast-paced and direct communication profile, we will have to respect their rhythm, accompany their silences, synchronize and lead in the tone of voice, and even use their same language resources, since each profile has a different semantics.

What does this mean?  Among other things, as we saw in previous paragraphs, if we use a phrase like “this will be a challenge for you” with a  “D”  or  “I”  profile, it will work perfectly; although this same phrase for  “S”  or  “C” profiles, who prefer stable and predictable environments, will have an undesired effect.

This information also provides a  key to define how to write an email or how to draft a commercial proposal that fits the client’s profile. That is, it guides us on what kind of colors, words, and messages to use to capture their attention and also to facilitate their decision-making since, as we said, each client arrives at them differently.  “D”  and  “I”  profiles make risky, quick, and intuitive decisions, so the seller needs to act quickly and skillfully to close the sale; on the contrary,  “S”  and  “C”  profiles are more analytical, cold, and calculating, so trying to quickly close the sale would cause significant rejection.

The primacy effect established by psychology.

We highlight this because although the Methodology has its own rule and we have already seen it, this primacy effect could operate as another key principle. We know that the first impression, the first  input  that the other person receives in life in general, and in sales in particular, is crucial for them to receive the desired positive impact.

For all these reasons, being able to intuit the profile of our client allows us to know where to go to connect with them and persuade them. Because as our DISC specialist also points out,  “communication  can build bridges or can build walls.”

Following that maxim and especially to generate commercial excellence,  Juan Daniel facilitates throughout the training a number of dynamics in which he recreates real examples that allow learning to be internalized more quickly and effectively. Additionally,  he invites each participant to identify and generate an action plan on their real client portfolio. That is, he proposes working on that 20% of clients that represent 80% of their sales figure so that they can identify their behavioral profile and establish an intelligent interpersonal communication strategy that brings them closer to their goal and commercial excellence.

As Gandhi  said, “Adaptability is not imitation, it means resistance power and assimilation.”