Damian Johnson - “SERVING UP SALES” - Episode 9 - Selling With STYLE!

Damian Johnson - “SERVING UP SALES” - Episode 9 - Selling With STYLE!

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INTRODUCTION

​If your goal is to add value to ANYONE in an influential way, you must learn the art of selling.  This art begins first by understanding your OWN selling style, then learning the buying styles of your customers, and matching the two styles together for maximum sales benefit.

People have different personalities, and they think, do and BUY uniquely based on those personalities!  This is like a KEY to unlock the CASTLE door once you master it! And you CAN master it!

Show Objectives - The Why

Here are 3 reasons why you should listen to today’s show:

1. You will understand YOUR selling style – for SURE you’ll learn new things about yourself!
2. You’ll Understand your BUYER’S buying style
3. And with these two pieces of information, you can consistently sell more efficiently and effectively – you WILL get more sales!

By doing this here’s a few of the benefits:

• Increase Your Awareness
• Advance Your Personal Development
• Increase Your Confidence
• Increase Your Satisfaction
• Increase Your Value to Customers 

Key Issues - Owner Perspective:
Leadership expert, John Maxwell has written over 100 books on leadership, and the foundation of his teaching is built on 4 Principles of Leadership, the first being “Everything in life rises and falls on leadership.”  Not some things, not many things, but everything.  Not just in the big things….in our personal life, our professional life, everywhere, and in all things life rises and falls on leadership, and the same thing applies to selling.

Everything in selling yourself, your products, and your services requires leadership.
In fact, you are gifted with talents and skills as sales people that you could help lead, influence, and develop in others.

Learning more about your selling style and the buying styles of others is going to raise your level of sales leadership.  


What You Need to Know - The What
What we’re talking about, right out of the gates is getting the focus off of yourself and learning how to best communicate with those you are working to sell.  In order to do that we have to be self aware of how we communicate during the sales process.

This process starts with understanding the different selling and buying styles and how to identify those prior to, and during the sales process.

There are several personality assessments available today.  One of the most effective models for sales impact is the DISC model of behavior. Today – DISC usage has been expanded into a variety of interesting business focuses such as communication, leadership, and sales. 

The DISC model proposes that the behavioral expression of emotions could be categorized into four primary types, stemming from the person's perceptions of self in relationship to his or her environment. These four types were labeled as Dominance (D), Influencing (I), Steadiness (S), and Compliant (C).


What You Need to Do - The How

D - Extroverted & Direct Buyers are generally disinterested in "how" the job is done, they like change, and taking risks. 

Common Characteristics of “D’s” include

• Fast-paced; to-the-point
• Decisive
• Competitive
• Individualistic
• High ego strength
• Confident

They make buying decisions based on expert reviews, product quality, results, and they want to do it NOW!

Selling Tips for D’s

Do:

• Be direct and to the point
• Focus on results and benefits
• Be confident and assertive

Don’t:

• Over promise
• Joke around
• Mislead with a claim

BIG IDEA: Use a “Bottom Line” strategy
Let’s do this NOW! Be brief, Be bright, Be gone…

I - Extroverted & Friendly Buyers are positive, outgoing, and talkative and have a greater need for the salesperson to interact with them.  

Common Characteristics of “I’s” include:

• Responsive & Charismatic
• Optimistic and Spontaneous
• Sociable and Dynamic
• Enjoys Small Talk
• Emphasizes Having Fun
• Extroverted Feelings
• People Focused

They make buying decisions based on impulse, word of mouth, aesthetics, and how you make them FEEL!

Selling Tips for I’s:

Do:

• •Allow them to talk
• •Listen to their stories
• •Tell them the benefits

Don’t:

• •Give them too many details
• •Disregard their concerns
• •Be short in your responses

BIG IDEA: Use a “Conversational” strategy
Let’s do this together - Involve me…


S - Introverted & Cooperative Buyers ask more questions, and make less statements. They have a greater need for security from the salesperson. 

Common Characteristics of “S’s” include:

• Friendly, Relaxed, Agreeable
• Cooperative, Encouraging
• Patient & Caring
• Resist Change & Taking Risks
• Relaxed
• Empathetic
• Introverted Feelings
• People Focused

They make buying decisions based on practicality, simplicity, and your ability to make them feel more SECURE!

Selling Tips for “S’s” 

Do:

• Show sincere interest in them
• Give them facts
• Ask questions and let them talk

Don’t:

• Be aggressive
• Be fast paced
• Not provide assurances

BIG IDEA: Use a “Personal” strategy
Let’s do this in a caring way. Show me you care…


C - Introverted & Analytical buyers are independent, formal, and precise.  The higher the “C” the more the need for details and compliance (correctness) from the salesperson.  

Common Characteristics of “C’s” include:

• Less Responsive
• Less Expressive
• Seem Reserved
• Cautious & Controlled
• Questioning
• Task & Quality Oriented

They make buying decisions based on proven ability, product warrantees, comparisons, and your ability to provide them with INFORMATION!

Selling Tips for “C’s”

​Do:

• Allow them to ask questions
• Be accurate with responses
• Provide facts and details

Don’t:

• Pressure them to decide now
• Ask personal questions
• Overstate the facts

BIG IDEA: Use an “Evidence & Confirmation” strategy
Let’s do this right...Give me the details…

 
Damian Johnson 
Having over two decades in a successful sales career in the mortgage sector, Damian continues to pursue his passion in sales and people development.

Damian is also the Owner of Mandeville Ingleside LLC, whose mission is to develop and equip leaders, professionals, business owners and individuals who are able to build stronger teams that deliver demonstrated optimal performance and results.

Damian is passionate about equipping leaders and helping people to take action that will maximize their potential. His success and experience has allowed him to advance his reach, influence and impact by working with international organizations and teams who want to leverage their sales teams potential through in-person and virtual training programs across the Caribbean Islands (Trinidad, Barbados, Jamaica), Europe (U.K.), Africa (Liberia), and South America (Costa Rica). In a strategic pivot to expand his reach internationally, he is also a Radio Talent with the International Business Growth Network.  You can connect with Damian on Facebook and Instagram via his handle @iamdamianjohnson

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