Are Your Sales Emails Speaking to Your Prospect’s Behavioral Style?

BY Kathy Crosett
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Like any good sales rep, you put plenty of thought and effort into the email messages you send to prospects and customers. You try to address their needs. And, you always include a call to action. Have you also considered the DISC style of the recipient?

DISC is a behavioral assessment tool that is becoming popular in the workplace. Walter Vernon Clarke developed the tool based on a theory construed by psychologist William Moulton Marston. Using the tool, employers can assess candidates and employees and categorize them into four basic behavioral styles. Many organizations, such as SalesFuel through its SalesFuel COACH service, offer access to DISC tests. And companies like Assessments 24X7 also offer DISC training to help you understand the different aspects of each basic style.

Here’s a brief summary of the DISC styles and suggested approaches to a sales email that will result in action.

D Style

Because these individuals are usually impatient and have high expectations, they want to move things along. Cut any introductory lines from your email. Get to the point. Tell these folks exactly how your product can help them. Keep in mind that you might often encounter “Ds” in the CEO’s office.

C Style

These employees are typically detail-​oriented and highly analytical. They may also be a bit formal. Remove any breezy tones from your email communications. These people want to see data and studies to back up the claims you’re making about your products. Give them sufficient time to review your email, and then offer them a clear call to action. For example, suggest a meeting to review the information you’ve sent. 

You’re likely to encounter these folks in the IT department, so be specific about how your product can tie to their legacy system. “Cs” also also gravitate toward the accounting office. They’ll want exact details about what your offer will cost and the true ROI if they choose to invest.

Check out the other two DISC behavioral styles in Lisa Rose’s post on Brooksgroup​.com. Consider using DISC or a similar system to analyze key decision makers at your client and prospect sites. When you customize your email messages and your sales approach to the decision-maker’s style, your sales will likely grow.