Understanding, Working with, and Selling to the "D" Dominant Personality

D’s are very interesting people. They only make up 3% (three percent) of the population. That is only three out of one hundred people. They are rare and are natural born leaders. They are task oriented; goal oriented,
and have a dogged determination to accomplish the task. They want and need to
be in charge to be in their true element and feel successful. D’s often have
little time for small talk and building relationships as they are constantly
focused on the task that must be performed. They are not afraid to make a
decision, and even feel that a hasty decision is better than no decision at
all, as they will make another decision to quickly right any wrongs. For the D,
the wheel must be in constant motion as they see the decision as the spark that
ignites action, and until a decision made nothing happens. Time is always a
priority for the D and when a decision needs to be made they like choices and are
not afraid to make the decision on their own. One choice is an ultimatum as far
as the D is concerned and they can become angry, verbally hostile, and
uncommunicative. Give the D choices! It’s a must!

This is a tip on how to recognize the D customer on your lot… “I am in a hurry. I don’t have all day. I want your best price and if you don’t give it to me I am out of here. You’ve got five minutes”! Sound familiar? Sure
it does, we hear it all the time on the lot, as buying a car for many is a task
oriented occasion at first, because no relationship has been built. Under
stress most people’s D will rise, and there is nothing worse than a non D
trying to be a D.

Here is how to respond. You must acknowledge their task multiple times and do it quickly! “Absolutely, consider it done! Put your finger on the car that you want and I will get you the price right away! My
Camry’s are right over here”. This will calm the D almost immediately and as
they move towards the car they relax and lighten up considerably. When they
chose the vehicle and ask for the price, it is time to gain control or be
controlled. Remember D’s like choices. Give it to them or lose them, turn them
and make them mad. “I’d be glad to get you the price on this one! Would it be
smarter to take it for a drive first if not just to rule it out or would you
just prefer to take a chance and just get the numbers? You tell me, you are the
boss!

Seven times out of ten the D will choose the drive, because you allowed him to make the decision. The other three times you have a write- up! What could be better than that? Remember you are still in control as long
as they make the choices that you give them.

Learn and understand the qualities and needs of the D personality, and you will enjoy your job, be respected by leaders, and sell more cars and make more money. What are your thoughts on this topic?

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Replies to This Discussion

Permalink Reply by NANCY SIMMONS on September 28, 2010 at 9:07am

Wow! This is amazing information Joe! Many times this "D" or "D wanna-be" prospect visits the lot and the outcome is not a positive one. I have witnessed sales consultants get intimidated by the over powering personality, or get confrontational with them almost immediately, with the "If you want to play tough guy than I will play tough guy too" attitude. But with this information I just received from you, if the sales consultant gives the "D" buyers options so they buyer feels like they are controlling the deal, it can be a win-win for everyone! The Sales Consultant really does have control by offering all positive options, but the D will enjoy dealing with this attentive and polite sales consultant who has acknowledged the demands of the "D"! This powerful information is worth a couple of dozen more deals per year for those listening...Don't ya think?

Permalink Reply by Bobby Compton on September 28, 2010 at 10:55am

I love it brother! I already know what type of personality you are. lol

Would you like a Camry cafe latte or a Joe mocha with an extra shot?

This is great information for the sales staff to know in regards to them selves as well. To understand ones own personality will create the opportunity to understand others.

Way to go brother Joe. Looking forward to more... B.C.

Permalink Reply by Jim Radogna on September 28, 2010 at 12:45pm

Great information Joe, thanks!

Permalink Reply by NANCY SIMMONS on September 28, 2010 at 12:49pm

Bobby, I tested and the results were DISC across the board... with a strong "I",,, I am very curious to learn your results because I think you and I are probably the same!

Bobby Compton said:

I love it brother! I already know what type of personality you are. lol

Would you like a Camry cafe latte or a Joe mocha with an extra shot?

This is great information for the sales staff to know in regards to them selves as well. To understand ones own personality will create the opportunity to understand others.

Way to go brother Joe. Looking forward to more... B.C.

Permalink Reply by Joe Brunner on September 28, 2010 at 2:17pm

Nancy... I do agree that it is worth an extra 2- 3 deals a month per salesperson. Depending on the number of sales consultants you have it may be worth 20- 30 or more deals per month. The D definitely wants to be in charge. A good salesperson will recognize this and let the D be the boss in the beginning, so that they can be the BOSS in the end.

NANCY SIMMONS said:

Wow! This is amazing information Joe! Many times this "D" or "D wanna-be" prospect visits the lot and the outcome is not a positive one. I have witnessed sales consultants get intimidated by the over powering personality, or get confrontational with them almost immediately, with the "If you want to play tough guy than I will play tough guy too" attitude. But with this information I just received from you, if the sales consultant gives the "D" buyers options so they buyer feels like they are controlling the deal, it can be a win-win for everyone! The Sales Consultant really does have control by offering all positive options, but the D will enjoy dealing with this attentive and polite sales consultant who has acknowledged the demands of the "D"! This powerful information is worth a couple of dozen more deals per year for those listening...Don't ya think?

Permalink Reply by Joe Brunner on September 28, 2010 at 2:20pm

I am an IDS Bobby. I enjoy conversation, people, and am a loyal and steady, but am able to take charge if need be. We will talk more about the I personality tomorrow. Keep being a leader Bobby. Coffee is on the house!

Bobby Compton said:

I love it brother! I already know what type of personality you are. lol

Would you like a Camry cafe latte or a Joe mocha with an extra shot?

This is great information for the sales staff to know in regards to them selves as well. To understand ones own personality will create the opportunity to understand others.

Way to go brother Joe. Looking forward to more... B.C.

Permalink Reply by Joe Brunner on September 28, 2010 at 2:23pm

Thanks Jim! I appreciate you tuning in today. As a Compliance trainer, I am sure you are aware of the many different personalities that you have to deal with on a daily basis. Understanding people is one of your biggest strengths. Tune in tomorrow when we discuss the I personality. See you and Grinder, and the gang at Carbucks.

Jim Radogna said:

Great information Joe, thanks!

Permalink Reply by Joe Brunner on September 28, 2010 at 2:25pm

Bobby is a DI Nancy. We spoke about it over the phone with a nice cup of Carbucks! He is a leader, who helps make others better. Glad to have him as a peer and friend.

NANCY SIMMONS said:

Bobby, I tested and the results were DISC across the board... with a strong "I",,, I am very curious to learn your results because I think you and I are probably the same!

Bobby Compton said:
I love it brother! I already know what type of personality you are. lol

Would you like a Camry cafe latte or a Joe mocha with an extra shot?

This is great information for the sales staff to know in regards to them selves as well. To understand ones own personality will create the opportunity to understand others.

Way to go brother Joe. Looking forward to more... B.C.

Permalink Reply by Craig Lockerd on September 28, 2010 at 2:46pm

This so good Joe, now how would salespeople "practice this"...or train on it...Role Play?...one person plays the role of a client and each variation of personality type?

Permalink Reply by Joe Brunner on September 28, 2010 at 3:26pm

Thank you Craig. After the DISC training is completed, you will start to notice that there are really only four different responses you will get from the customer after the greeting. These responses my vary slightly, but will fall into one of the four categories of DISC. By doing this, the customer will identify themselves to the well trained sales person. Practicing, drilling, and rehearsing are super important. And yes Craig, you are spot on! Role- play is the key. I have a game I use in training called DISC survivor that adds competitiveness and fun to the training. The winner always gets "lunch" and the rest just get "better". I hope you will join me tomorrow when we discuss the I personality!

Craig Lockerd said:

This so good Joe, now how would salespeople "practice this"...or train on it...Role Play?...one person plays the role of a client and each variation of personality type?

Permalink Reply by aaron kominsky on September 28, 2010 at 3:36pm

If you're dealing with a D personality you need to keep your questions to a minimum, be prepared ,organized and to the point. Study the goals and objectives - what they want to do and how! Propose solutions and clearlly define how you will help them accomplish them , Provide different options and allow them to make the final decision D personality people just want the facts. If they see a message that is compelling enough to catch their attention, they will stop and DIG IN TO THE MEAT OF THE OFFER,but you'll lose them iHigh D's gf there is n't enough interest between you. your product or services High D's generally make buying decisions quickly and generally expect to implement your product and service immediately upon purchase So how would you handle a husband with a D personality and a wife with an S personality?

Permalink Reply by Joe Brunner on September 28, 2010 at 4:55pm

Good point Aaron. Yes D's do everything quickly. In fact they will leave quickly if you don't act in the proper manner. We are not on the S personality yet Aaron, but since you asked I will go there. First and foremost, it depends on who the main buyer is. If the D is the main buyer, the S being a follower will do pretty much whatever the D decides. If the S is the buyer, the D is usually a third baseman whether they are married or not. Focus on the S and compliment her decision for bringing along the D and you will subconsciously compliment the D as well. Let the D know that if there is anything that they would like you to cover, you will be happy to do so. Continue to focus on the S, but be ready for the D to ask questions because he will. When he does answer them quickly and honestly and ask if your reply was helpful. When he responds, return your focus to the S. Thanks Aaron... Too easy Master Chief! Next question...

aaron kominsky said:

If you're dealing with a D personality you need to keep your questions to a minimum, be prepared ,organized and to the point. Study the goals and objectives - what they want to do and how! Propose solutions and clearlly define how you will help them accomplish them , Provide different options and allow them to make the final decision D personality people just want the facts. If they see a message that is compelling enough to catch their attention, they will stop and DIG IN TO THE MEAT OF THE OFFER,but you'll lose them iHigh D's gf there is n't enough interest between you. your product or services High D's generally make buying decisions quickly and generally expect to implement your product and service immediately upon purchase So how would you handle a husband with a D personality and a wife with an S personality?