People Buy from People - But Are We Missing Something?

“Your product’s great, the market needs it and your company’s sales strategy is technically sound. But is this enough to gain a competitive advantage when you are in front of a prospective client?”

One thing I have learned over the last 30 years, both as a seller and as a buyer is that “people buy from people”. Now don’t misunderstand me, if you don’t have a good product or service to sell then all of my following thoughts are worthless. However, I genuinely believe that if a buyer “likes me” and my “good” product or service, I may actually have the advantage over a competitor who the buyer doesn’t “like” but who may have a better product or service than me.

When this concept was shared with me 30 years ago, I was ecstatic because I was in no doubt that I was an extremely likeable fellow. Outgoing, friendly, charismatic, funny, a story for every occasion – what was there not to like?

Why don’t you like me?

You can imagine my horror, therefore, in September 1997 when I received some feedback that my company failed in a bid for some work because the Client “didn’t quite take to Mr Courtney. He was a bit flippant, arrogant and full of himself”

“Flippant, arrogant and full of himself!” Surely, they meant “quick witted, articulate and self-assured.” Some People!

After a few weeks in denial, I gave this matter a little more thought and realised that perhaps there was more to this “getting people to like you” thing than first meets the eye. It dawned on me that “likeability” is in the eye of the beholder. It really depends on the personality of the person you are trying to be “liked” by. I felt, therefore, that a more objective, behavioural approach to this important area of sales should be taken. It occurred to me that perhaps the term “People Buy From People” should be amended ever so slightly to “People Buy From People who behave in line with how they like to behave.”

In other words, if we are trying to connect, influence and ultimately sell to people, perhaps we should understand what “makes them tick” and amend, adapt and align our behaviours to the person we are trying to connect with.

Personality types

In taking this forward, I decided to try to understand what sort of people there are out there. I was able to identify that there are probably 4 main distinct types of people. We call this DISC profiling:

1. Forceful, Direct, Results Orientated People – I’m going to call them (D) People
2. Fun, Talkative, Outgoing People – I’m going to call them (I) People
3. Steady, Patient, Relaxed People – I’m going to call them (S) People
4. Precise, Analytical, Accurate, Detailed Oriented People – I’m going to call them (C) People

Each of these people thinks, acts and behaves in a particular way. They are motivated by different things and communicate and like to be communicated to in a variety of ways. Our challenge when selling to others is to recognise what type of person we are dealing with and to adapt our behaviour in such a way as to build rapport, connect and influence them to “buy” from us. In essence we are now getting closer to getting them to “like us.”

Recognising a “D” Character

A “D” character can be described with the following words: Independent, Quick, Direct, Decisive, Daring, Determined, Challenge Orientated, Forceful, Objective, Achieving, Firm, Confident and Results-Driven.

A “D” character is easy to recognise straight away, which when building up a rapport and connecting with a prospective client is very useful to understand.

A “D” character is easy to recognise straight away, which when building up a rapport and connecting with a prospective client is very useful to understand. Generally, a “D” character can be recognised as someone who likes to get to the point with the minimum of “small talk”. Ds like to stick to business and have low patience levels when irrelevant facts are being presented or when the other party is taking too long to get to the point. They are generally quite decisive people and use strong words with a strong tone of voice. They generally display a lot of dominant non-verbal communications.

Some tips to communicate, influence, build rapport and connect with a “D” character generally and in a sales context would be as follows:

• Be clear, specific and to the point – don’t ramble on or waste time.
• Stick to business, don’t get too personal or waste time with idle “chit chat.”
• Be prepared when meeting with them and present facts logically and in short chunks.
• Provide alternatives and choices for them to make their own decisions.
• Motivate and persuade by referring to results.
• Be punchy and to the point when communicating.

Recognising an “I” Character

An “I” character can be described with the following words: Emotional, Enthusiastic, Optimistic, Outgoing, Excitable, Persuasive, Friendly, Charming, Humorous, Motivating and Inspiring.

People in this category are comfortable talking about themselves and sharing personal details about themselves very quickly.

An “I” character is another that is easy to recognise person straight away. An I tends to talk a lot and is very animated non verbally. People in this category are comfortable talking about themselves and sharing personal details about themselves very quickly. You can be in the company of a strong “I” character for ten minutes and it feels as if you have known him or her for ten years. They tend to use words of “feeling” and non-verbally, they tend to be very animated. Their faces are open books and they respond quickly and emotionally to any controversial, happy or sad news given to them.

Some tips to communicate, influence, build rapport and connect with an “I” character generally and in a sales context would be as follows:

• Allow time for relating and socialising – don’t be curt, cold or tight lipped.
• Talk about people and their goals – don’t drive on facts and figures#
• Ask for their opinion – don’t be impersonal or task orientated.
• Use enough time to be stimulating, fun and fast moving – don’t cut meetings short or be too business-like.

Recognising a “S” Character

A “S” character can be described with the following words: Co-operative, Loyal, Supportive, Diplomatic, Patient, Easy-Going, Respectful, Effective Listener, Approachable, Friendly, Tolerant and Encouraging.

“S” characters don’t wear their hearts on their sleeves and their face doesn’t tend to be an open book.

An “S” character, whilst not the easiest character to recognise straight away, none the less does give out signals that may imply they are an “S”. They tend to be a little more reserved and although they don’t talk much, when they have something to say, it is generally worth listening to. An “S” character tends to be less animated than an “I” character and emphasises points with gentle and less erratic hand gestures. “S” characters, unlike the “Is” don’t tend to talk about themselves a lot. They are much more interested in others from a caring perspective. Again, unlike the “I” characters, the “S” characters don’t wear their hearts on their sleeves and their face doesn’t tend to be an open book. As a result of this they tend to make very effective counsellors, mentors or coaches.

Some tips to communicate, influence, build rapport and connect with an “S” character generally and in a sales context would be as follows:

• Start a meeting on a personal level to break the ice – don’t rush headlong into business.
• Show a sincere interest in them as people.
• Patiently listen to them and draw out their thoughts or ideas – don’t force a quick response to your questions.
• Present your case logically, softly and non-threateningly.
• If they are talking to you, give them time to speak and don’t interrupt.
• Make gentle movements non-verbally – don’t be too animated.
• If a decision is required of them, allow them time to think – don’t force a quick decision.

Recognising a “C” Character

A “C” character can be described with the following words: Logical, Thorough, Serious, Systematic, Critical, Conscientious, Precise, Perfectionist, Deliberate, High Standards and Accurate.

A “C” character places a lot of emphasis on detail, facts and figures.

A “C” character is one of the hardest characters to identify quickly face to face. Cs tend to look in control of a situation and in a sales context, tend to take a lot of notes when you are “pitching” to them. They can look pensive, contemplative and sometimes evasive when you are communicating to them, and in the extreme, can lack a little warmth. A “C” character places a lot of emphasis on detail, facts and figures. In a sales situation, it is always best to be well prepared when “pitching” to them, knowing all the details of your proposal and bid document.

Some tips to communicate, influence, build rapport and connect with a “C” character generally and in a sales context would be:

• Be well prepared – don’t be disorganised, out of control or messy.
• Approach a “C” in a straightforward direct way – don’t be casual, informal or personal.
• Use a thoughtful approach to sales – don’t force a quick decision.
• Present specifics and do what you say you can do.
• Draw up an action plan with schedules dates and milestones.
• In disagreement with a “C,” prove your case with clear data, facts and testimonials – don’t appeal to opinion or feelings as evidence.
• Provide a “C” with the information and time he or she needs to make a decision.

None of the above tips are a panacea for everything or a guarantee of success when “selling”. However, in a competitive world where we have to maximise every element of the sales process and where “the small margins can make a big difference,” understanding behaviour and getting people to “like us” can make a massive difference to the bottom line.

For further information on any of the issues raised in this article feel free to send me a message via LinkedIn.