The 4 Unique Buying Styles

Buying Style #1 – The Decisive (D Style)

The four buying styles are based on the DISC behavioral model, and they control
how we like to communicate and be communicated with, how we prefer to make
purchasing decisions, and the speed with which we prefer to make them.

The first buying style is called the Decisive. These buyers have a clear picture in
their mind of what results they want. They are often seen as “Type-A” people,
preferring to make buying decisions very quickly. They are more often interested in
“winning” or “promoting their own agenda” so they like to buy when they feel they
have “gotten their way,” so to speak. They are attentive to actions or communication
that will speed up those results. Discussions about details and minutiae are
distracting to these individuals. They prefer to discuss top-line, big-picture concepts
when considering the value of any offering.

Selling to Decisive buyer (looking for results and efficiency):

 Be practical and efficient (avoid theory)

 Highlight opportunities for change and adventure
 Avoid overly emotional discussions or opinion-based arguments
 Accentuate independence and competition
 Challenge their idea, perhaps, but not them personally
 Stick to the big-picture, bottom-line business at hand
 Be quick and to the point (do not waste their time)
 Likes new, innovative things
 Let them be in control

Decisive buyers are Innovators = they will buy unproven, brand new, cutting-edge
solutions that have not been proven by anyone else in the market. They revel in the
chance to be the first to try things. Sales key = Let them lead…NOW!

The odds of running into a Decisive buyer are 10-15% in the general public.

On connection and speed:

When Connecting with Decisive buyers don’t try to connect very much. This buying
style prefers more professional relationships, may distrust you if you start asking all
kinds of questions about their family and seek to become their new best friend.
Coming on too personally is to be avoided with this style.
Regarding pace, when dealing with Decisive buyers you can move quickly and have
a shorter sales cycle. They don’t require as much evidence; are prone to making
rash decisions with less rational thought and more instinct, or gut intuition. Be aware
that if you take too long in your sales cycle, you will hurt your chances of closing the
sale. Decisive buyers don’t like to take too long to make a decision, and hate getting
caught up in the details.

Buying Style #2 – The Interactive (I Style)

The second buying style is called the Interactive. These buyers want to shape and
mold events and enjoy “getting their way” when it comes to negotiations or buying
something. Unlike the High D, however, High I’s tend to go about this by working
with or through people – much more collaboratively. They are interested in people
and like to interact with others, understand others and to be understood by others.
They are most receptive to making a buying decision when they feel a sense of
connection with the person, are in a more social environment and have had the
opportunity to express their emotions, thoughts, fears or excitement about the
offering first. Like the High D, this person is also particularly inattentive to details,
preferring to stick to the big-picture and emotional benefits of the solution.

Selling to Interactive buyer (looking for interaction and an experience):

 Avoid challenging them or personal conflict

 Don’t aggressively close or push
 Be enthusiastic and express emotions
 Let them talk!
 Highlight potential improved appearance, social standing, approval by
others
 Have fun!
 Accentuate the “newness” factor
 Name dropping is not a bad thing here (if done tastefully, of course)

Interactive buyers are Early Adopters = almost as brazen as the Decisive buyer,
but they really appreciate social proof as well. Be sure to point out how your solution
allows them to “join others” who are leading the way, pushing the boundaries and
blazing new trails. Sales key = Listen twice as much as you talk!

The odds of running into an Interactive buyer are 25-35% in the general public.

On connection and speed:

When connecting with Interactive buyers you can connect more. Actually, doing so
will improve your chances of signing their business. Not doing so will hurt those
chances. Regarding pace, when dealing with Interactive buyers you can move
quickly and have a shorter sales cycle. They don’t require as much evidence; are
prone to making rash decisions with less rational thought and more instinct, or gut
intuition. Be aware that if you take too long in your sales cycle, you will hurt your
chances of closing the sale. Also, Interactive buyers hate getting caught up in the
details.

Buying Style #3 – The Stabilizer (S style)

The third buying style is called the Stabilizer. These buyers are more passive and
introverted and interested in the how and why of a solution (i.e., the details and
minutiae that the I and D couldn’t care less about). Their primary interests are in
maintaining stability within themselves and whatever situation they find themselves
in. Messages that don’t address the specifics, or that champion radical change, are
likely to alienate rather than resonate. They prefer to buy things that will increase the
stability in their lives, provide more security, and are well known and well proven.
They prefer to “take their time” more than any other dimension so any offering should
give them plenty of time to decide.

Selling to Stabilizer buyer (looking for security and stability):

 Avoid conflict (with them or trashing anyone else, even those not
present)
 Reassure and reduce risk as much as possible
 Provide structure, step-by-step details and security
 Give them ample time to decide (as in days or weeks in some extreme
cases)
 Accentuate your support and commitment long-term (think family)
 Be sincere, modest and unassuming
 Don’t get too personal too fast

Stabilizer buyers are Early to Late Majority buyers = not wanting to be on the front
lines like the high D’s and I’s, the Stabilizer buyer prefers to wait until they can be
certain that the risk has been minimized, others have tried it first and they are joining
the majority. Sales keys: slow and steady wins this race!

The odds of running into a Stabilizer buyer are 45-50% in the general public.

On connection and speed:

When connecting with Stabilizer buyers you can connect more. Actually, doing so
will improve your chances of signing their business. Not doing so will hurt those
chances. Regarding pace, Stabilizer buyers prefer to take it slow, not be rushed and
get familiar with all the variables before making a decision. Push this buyer too fast
and they will balk. You have to take it slowly and provide lots of security and
certainty with this buyer.

Buying Style #4 – The Conscientious (C style)

The fourth and final buying style is called the Conscientious. These buyers are also
more passive and introverted. Like the High S, they too take a much more detailed
(the most) and accuracy-based approach to their buying habits. Their buying
decisions are very much driven by questions of accuracy, detail, reliability, level of
proof, etc. Without sufficient data to prove any statements made to a High C, you will
fail to achieve their buy in. Why is a favorite question for a high C buyer. Prove it is
the second most common one. They are very concerned with doing things
accurately. They are receptive to offerings that provide proof that the solution works,
proposals that are meticulously detailed and absent of ANY grammatical mistakes or
typos.

Selling to the Conscientious buyer (looking for accuracy and information):

 Provide high levels of high quality evidence and proof (data, facts,
statistics, etc.)
 Connect to solving problems
 Make sure zero typos, grammatical mistakes or forgotten deliverables
never happen
 Ensure accuracy, reliability and dependability
 Avoid pointing out any mistakes they may make
 Be organized and logical
 Be unemotional
 Establish trust, through proof

The Conscientious buyer is the Late Majority to Non-Adopter = if there is one

style that may never adopt it is this one. They require the most proof, the most
evidence and the most “selling to” before they have enough data to decide to buy.
They require plenty of facts, data and proof. Sales Key = Data, Proof, Facts…with
ZERO errors!

The odds of running into a Conscientious buyer are 20-30% in the general public.

On connection and speed:

When Connecting with Conscientious buyers don’t try to connect very much. This
buying style prefers more professional relationships, may distrust you if you start
asking all kinds of questions about their family and seek to become their new best
friend. Coming on too personally is to be avoided with this style. Regarding pace, the
Conscientious buyer likes a slower pace. They don’t like to be rushed. They want
plenty of time to consider the facts, analyze the options and study the data. Failing to
provide this buyer with ample time to conduct their research or carefully weigh their
options will push them away and ruin your chances of making a sale.