People Tend to Buy From Like-Minded, Relatable Individuals
How do our behavioral styles impact a universal task like shopping for the holidays?
Put yourself in the shoes of a high C (DISC: Dominance, Influence, Steadiness, Compliance) to see all of the factors that could result in either shopping bliss or mayhem.
Say you, as a high C, want to surprise your sweetie with a brand new car and reward your son with a new Apple Watch after a successful first semester of college.
Maybe your detail-oriented nature precludes you from buying products willy-nilly because you want all your questions answered during the buying process. In particular, as a high C, you don’t want to be rushed as you examine all the details.
Fortunately, you not only have been researching the new 2016 Camry, but also have a good rapport with Neil Anderson at the local Toyota dealership. You buy from Neil because he’s been there for 15 years and you’re both diehard Chicago Bears fans.
Neil, also a high C, is a straight shooter and enjoys talking shop on all the bells and whistles that come with the 2016 Camry. He’s not pushy and wants to make sure you know all the facts before making your purchase; the commission is secondary to him.
After two hours negotiating with Neil, you’re already on your way out the door. You not only purchased your wife’s new car in time for Christmas, but also furthered your relationship with Neil should you ever be in need of a new vehicle.
But what about that Apple Watch?
Unfortunately, technology isn’t your friend. While you follow Apple’s stock and have a macro appreciation for the tech giant, you simply can’t keep up with all the latest gadgets on the market.
As you walk into the crowded Apple store, Sean, a high D, rushes over and quickly tells you an Apple Watch is a must-buy this holiday season before asking if you have been helped. You say “no” and begin asking questions.
Sean interrupts you mid-sentence on several occasions, provides shallow answers about the Apple Watch, and talks about it as a status item. You thank him and walk away, frustrated that he couldn’t provide you the details you were looking for.
After a while you spot, Ashley, an Apple Store manager and a high S, who immediately asks if she can be of assistance. You ask questions about which Apple Watch model is most durable, how the store’s return policy works, and whether it lives up to all the hype.
Ashley not only answers all your questions, but also offers her own suggestions on how to best maximize its use in a non-pressured way. You eventually decide to buy an Apple Watch from Ashley.
As you can see, our behavioral styles impact our everyday interactions and can have big implications — like the big purchases we choose as gifts for our loved ones.
What keeps us returning again and again to a retailer isn’t always the newest car or the latest gadget.
It can be in the conversations leading up to the purchase — and a salesperson aligning their communication to the buyer based on his or her behavioral style — that makes the difference.