How can you identify a customer's preferred communication style during IT sales negotiations?

2 How to identify communication styles

The DISC model is one of the simplest and most widely used frameworks for identifying communication styles, categorizing them into four types: Dominant, Influential, Steady, and Conscientious. Each type has different preferences, motivations, and behaviors, as well as different ways of processing and delivering information. Dominant communicators are assertive, direct, and results-oriented; they focus on facts and data and may come across as confident but impatient. Influential communicators are enthusiastic and persuasive; they engage with others and may come across as friendly but impulsive. Steady communicators are calm, supportive, and cooperative; they establish trust and may come across as loyal but passive. Conscientious communicators are careful, analytical, and quality-oriented; they follow rules and may come across as professional but critical. To identify a customer's communication style, observe their verbal and non-verbal cues (e.g., tone of voice), ask open-ended questions, listen actively, and seek feedback.

3 How to adapt to communication styles

Once you have identified your customer's communication style, you can adapt your own communication style to match or complement theirs. This can help you create rapport, reduce friction, and increase influence. In general, when communicating with dominant customers, be clear, concise, and confident. Focus on the bottom line, the benefits, and the solutions while providing facts and data to support your claims. When communicating with influential customers, be enthusiastic, expressive, and engaging. Focus on the vision, the possibilities, and the impact while providing stories and examples to illustrate your points. When communicating with steady customers, be calm, supportive, and cooperative. Focus on the relationship, the values, and the stability while providing reassurance and testimonials to build trust. Finally, when communicating with conscientious customers, be careful, analytical, and quality-oriented. Focus on the process, the criteria, and the accuracy while providing evidence and documentation to prove your credibility. Respect their time and authority as well as show interest and appreciation for influential customers; show empathy and understanding for steady customers; show respect and professionalism for conscientious customers. Be prepared to handle objections and challenges from dominant customers; emotions and expectations from influential customers; hesitation and reluctance from steady customers; questions and concerns from conscientious customers.

4 How to handle communication style mismatches

Sometimes, you may encounter customers who have a very different communication style from yours, or who switch between different styles depending on the situation. This can create communication gaps, misunderstandings, and tensions, which can affect your negotiation outcomes. To handle communication style mismatches effectively, it is important to be aware of your own communication style and how it may be perceived by others. Additionally, you need to be flexible, respectful, and empathetic while avoiding making assumptions or judgments based on your own preferences. Here are some strategies to help you manage communication style mismatches: ask questions to clarify your customer's needs and expectations; listen actively using verbal and non-verbal cues; adapt your pace to match your customer's energy and comfort level; and acknowledge differences in communication styles with positive and constructive language. By following these strategies, you can create rapport and harmony while avoiding conflicts and frustrations.

5 How to improve your communication skills

Communication skills are not fixed or innate, but rather learnable and improvable. To become a better communicator, it is important to practice, reflect, and seek feedback. Practicing can range from role-playing different scenarios to reading, writing, or speaking about different topics. Reflection involves evaluating your communication performance and identifying your strengths and weaknesses. Seeking feedback from customers, colleagues, or mentors can provide valuable insight and help you improve your communication effectiveness and efficiency. By mastering these communication skills, IT sales professionals can negotiate more effectively and close more deals.