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Providing Insight into human motivation through the DISC Personality Assessment
• • • • • • • • • The DISC Model of Human Behavior Learn what motivates buyers to seek out a specific Real Estate Professional (REP) Learn what motivates the REP when presented with a prospective buyer. Understanding the DISC approach of the REP Understanding the DISC approach of the customer Understanding the DISC approach of the team members of the sales process Neurolinguistic Programming used with DISC Assessment for the REP Determining personality types through non-verbal communication Overcoming the challenge of objections during the sales transaction.
REAL ESTATE SALES “DISC”OVERY
The Real Estate Professional (REP) can manage how they are perceived and reactions to their sales approach through self-discovery. They can gain insight into the personality type and the behavioral tendencies of the customer through understanding the DISC Model of Human Behavior.
“DISC”OVER HUMAN MOTIVATION
The DISC Model of Human Behavior is a personality assessment tool used to help individuals to identify human behavioral tendencies and preferences. This insight into human behavior allows for individuals to understand how human behavior can have a direct affect on the behaviors of others. “D”, “I”,”S”, “C” are dimensions that interacts with other factors of the personality to describe human behavior.
WHAT MOTIVATES BUYERS TO SEEK OUT A SPECIFIC REAL ESTATE PROFESSIONAL (REP)?
• • • Reputation of the REP Referral from friends, family, or coworkers Generally motivated by the ability to establish a relationship with the REP
“DISC”over the REP Customer conducts a personal assessment of the REP. Purpose is to learn: 1. personality characteristics 2. selling style 3. trustworthiness
MOTIVATION OF THE REAL ESTATE PROFESSIONAL (REP)
• • Establish a relationship with the potential buyer Build upon the relationship by keeping the potential client engaged
“DISC”over the Customer The REP works to: 1. Assess the needs, wants, and desires of the customer in order to provide them with a product they will enjoy. 2. Assess the personality characteristics of the customer. 3. Conform their sales approach to the results of their assessment.
UNDERSTANDING THE “DISC” APPROACH OF THE REAL ESTATE PROFESSIONAL
The REP who can understand their personality strengths and weakness can use that awareness in their approach to their customer.
Example: “D” REP Personality Style Strength: Great Motivators, Achievers, SolutionOriented, Results-Oriented Weakness: Can make people uncomfortable, Pushy, Fail to speak before thinking
UNDERSTANDING THE “DISC” APPROACH OF THE CUSTOMER
The Real Estate Professional (REP) can gain insight into how to address the needs of the customer and build a professional relationship based on their understanding of how the customer approaches the real estate process. This insight will help the REP to understand how the customer will react to their sales approach.
Example: The “D” Client Seeking Style: the “Do It Yourself” type Proactive approach to all transaction Hands on approach Like to be in control Best method for Sale: Do not try to sell but allow them to take control Signing the “D” Client: provide the client with relevant facts about real estate process and what can occur but let them decide how they wish to proceed. *if offer is rejected based on their decision, they are more inclined to delegate more responsibility to the REP. allow them to decide when the deal is done
NEUROLINGUISTIC PROGRAMMING AND THE DISC MODEL OF HUMAN BEHAVIOR
Neurolinguistic Programming (NLP) is a methodology of looking at the unique way our minds process what is said or what is heard. When it is considered with the DISC Model of Human Behavior, it helps us to understand how we can utilize effective words based on the personality type of the listener, to influence how they perceive the information that is presented. It causes the individual to be aware of how their words best influence us. The REP can adapt their presentation to fit the NLP through words and phrases that the customer can identify with during the sales process. Example: “D” Personality Type Key words: challenge, power, bigger, better, results Key phrases: “We need to work harder.” “I want to see results!”
PARTICIPANTS IN THE REAL ESTATE PROCESS
It is important for all team members of the real estate process gain insight into how different personality types can influence the real estate transaction.
Service Personnel: “S” Personality Type The gentle and accommodating type who is able to remain calm during hard times. They are genuine by nature, seeking opportunities to make the customer happy. They are often taken advantage of when they fail to stand up to those who attempt to intimidate them.
Customer: “S” Personality Type
They generally hate confronting problems however, they can act like the “D” personality type when they are pushed and feeling threatened.
DETERMINING A CUSTOMER’S PERSONALITY TYPE THROUGH NON-VERBAL COMMUNICATION
Non-Verbal Communication can be established through a customer’s body language. It is important for the Real Estate Professional (REP) to have insight into their own non-verbal communication style and to be knowledgeable of what the customer is communicating through non-verbal cues.
Example: “C” Type Non-Verbal Communication Will arrive prepared with pen, paper, and information they have researched. They will take detailed notes during the course of the presentation and be quick to catch inconsistent or exaggerated remarks with an inquisitive or suspicious look. Will look serious and disinterested with the “frills” or “thrills” of the product. They will instead make comparisons based on high standards.
OVERCOMING THE CHALLENGE OF OBJECTIONS
When under pressure, each personality type has a predictable response patter. These response patterns can be a hindrance during the real estate transaction for sales personnel.
Example: The “I” personality who believes they can buy more than they can afford. Problem: They become embarrassed and object to the accuracy of t heir credit report. They seek other options that are just as unrealistic as the first option. Solution: Shift their attention to their prestige and how the purchase of another option would be just as good as the previous.
Through the DISC Model of Human Behavior, the Real Estate Professional (REP) can learn about the motives of buyers and gain further insight into their sales approach through their own “Self-‘DISC’overy”. They can effectively communicate their professional intentions to form a connection with the potential customer. The REP can learn to modify their DISC approach to make a prospective buyer become an engaged customer as they manage how they are perceived as a salesperson and manage the reactions of the customer to their sales approach. They are able to confidently navigate through the sales process, addressing the needs, wants, and desires of the customer because they have foundational knowledge of the customer’s personality type and behavioral tendencies.
For more information, please contact:
ACADEMIC RESEARCH SOLUTIONS
P.O. BOX 690264 KILLEEN, TX 76549 (888)445-1116 (PHONE) WWW.ARS-MHRCS.COM/DISC-CONSULTING.HTML DONETTA.QUINONES@RESEARCH4USOLUTIONS.COM