How to spot a buyer’s style in the first two minutes and know what to say next.
Ever had a promising prospect suddenly go quiet? The offer made sense. The conversation seemed to go well. Then nothing. What happened?
For me, it happened when my husband and I were buying our first car together. The salesperson was proud to be the stepfather of a famous athlete, and he wanted me to know it. I was not impressed. I wanted a car, and I wanted the paperwork done right.
As he was talking about sports, I noticed my name was missing from the title. My name was on the loan, so it needed to be on the title, too. He did not want to take the time to redo the paperwork, but he had plenty of time to tell me stories about his stepson.
So I told him that my name was on the loan and my name was going on the title, or he did not get the check. He grumbled, but he redid the paperwork.
I did not need a good story that day. As a C, I needed him to pay attention to the details.
I wonder how many buyers have quietly disengaged for the same reason. They weren't objecting to the offer. They simply weren't getting what they needed to feel confident moving forward.
Here is why that matters. Most of us sell the way we like to buy. That salesperson loved a good story, so he told one. I needed accuracy. A fast talker rushes a careful buyer. A lover of details buries an excited buyer in facts. The offer was never the problem. This is not a personality clash. It is a translation problem, and it is fixable.
The good news? You can often spot early clues to a buyer's style in the first two minutes. Listen to how they talk, notice what they ask, and adjust your approach:
The D (Dominant) may sound fast, firm, and to the point. They want tangible results, so lead with the bottom line and skip the small talk. Be brief. Be bright. Be gone.
The I (Influencing) may sound upbeat and chatty, eager to share stories and connect. They want an enjoyable experience, so let them talk and emphasize stories and benefits rather than burying them in details. Be upbeat. Be curious. Be all ears.
The S (Steady) may sound calm, kind, and careful. They may ask how things will work and want to know what to expect. They value security and practicality, so go step by step and offer reassurance. Be warm. Be sincere. Be there.
The C (Compliant) may sound reserved and precise, with plenty of questions. They want facts and credibility, so welcome the questions, bring the details, and get the paperwork right. Be prepared. Be precise. Be patient.
Most buyers show more than one style, so watch for the strongest clues and adjust as you go. And remember that your own style shapes how you sell, so it helps to know it first.
Try This in Your Next Sales Conversation
In your next conversation, try three things:
Listen for the first clue. In the first two minutes, notice how quickly they talk, how much they share, and what kinds of questions they ask.
Match one thing. Adjust your pace, the amount of detail you provide, or the warmth of your approach. Start with just one.
Try one phrase. Use “Here's the bottom line” with a D, “Tell me more” with an I, “Take your time” with an S, or “Ask me anything” with a C.
You don't have to change who you are or become an expert overnight. Start by noticing what the buyer needs and making one small adjustment.
Sometimes, keeping a buyer engaged isn't about changing your offer. It's about changing how you communicate it.
Want the Cheat Sheet?
I put all four styles, what each one needs, and what to say into a free, one-page cheat sheet. Keep it next to your phone, so you're ready for your next sales conversation.
Download The Four Buyers Cheat Sheet
Want your whole team to learn this?
The Maxwell DISC Sales Advantage helps teams learn to adapt their communication to different buyer styles.
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