Have you ever noticed how some prospects engage with you instantly, and with complete attention, when you cite verifiable facts and figures … while other prospects remain totally unmoved by the same hard data? Some people will closely evaluate the data you share, ask how it was verified, and (if they like your answer) feel right at home in the discussion. Others, though, are more likely to need hands-on demonstrations …. step-by-step explanations … or in-depth discussions before they feel comfortable making any decision.
Just as students in a classroom have different ways of learning, buyers have diverse learning and decision-making styles. There are four main styles for salespeople to understand. Understanding them and catering to them can dramatically influence your ability to tailor your messaging – and secure the commitments that support your sales process.
News flash: Our own preferred learning style may not match the prospect’s! By providing the right kind of information at the right time to the right person, we can help make learning and decision-making comfortable and natural for the person we’re talking to. That means more engagement with us and our messaging, even across multiple platforms – and more sales.
Let’s look at each learning style to better understand the ideal strategies for helping specific learners find out more about our offering.
Active Learners
Active buyers learn through action and engagement. They prefer to dive right in, looking for hands-on experiences that will help them to learn about the product or service you’re offering. These buyers want to see practical demonstrations, ask pointed questions, and try things out for themselves. They are less interested in lengthy presentations – in fact, those turn them off -- and more focused on how what you’re offering will deliver immediate value. That’s their hot button. These learners correspond to the Driver quadrant of the classic DISC behavioral matrix.
These people are typically goal-oriented; they need to understand the strategic purpose a purchase supports. They often ask questions like, “What results can I expect?” To share information with these prospects, you will want to offer them opportunities to test, explore, and see tangible outcomes. They’re motivated by challenges and often energized by real-time problem-solving.
Effective strategies for connecting with active learners include:
- Taking advantage of first-hand product demonstrations and hands-on trials.
- Using concise, compelling case studies to show practical, real-world applications and clear, verifiable outcomes.
- Conducting interactive Q&A sessions that address specific challenges or needs. Pro tip: When in doubt, let them take the conversational lead. They’re more comfortable when they’re in control.
Collaborative Learners
Collaborative learners rely heavily on input from others and thrive in group settings. They value opinions, discussions, and shared experiences. These buyers prefer to discuss their options, gather feedback from colleagues, and seek advice before making a final choice. For them, a consultative, conversational sales process, ideally one that allows them to contribute as part of a group, is key. They correspond to the I, or Influence, quadrant of the classic DISC matrix.
These folks love brainstorming with others -- and are likely to be more open to examining new ideas if there is a social setting for doing so. They are looking for connection, partnership, and open dialogue. They may ask questions like, “Who else has benefited from this?” They will want to express themselves and their viewpoint, and at the same time they are likely to need reassurance that any new approach is sound, often turning to peer reviews, testimonials, or references to validate something they’ve learned.
Effective strategies for connecting with collaborative learners include:
- Including them in group meetings or team discussions with stakeholders.
- Sharing testimonials and success stories from other clients.
- Offering peer connections with satisfied customers and/or members of your own team.
- Giving them the opportunity to spread the word about what they have learned once they’ve mastered it. (These learners love to share good information with others.)
Thoughtful Learners
Thoughtful learners are introspective; they prefer a slower, methodical approach, and are likelier to prefer listening and watching to actively taking part in a demonstration. They take their time to process information, often preferring to absorb and analyze details before arriving at a decision. This may lead you to believe they’re disengaged, but that’s rarely the case. It’s far more likely they’re evaluating all the information from multiple angles. These buyers are cautious and deliberate, needing a clear understanding of the long-term value and implications of their purchase. They align with the Steady Relator quadrant in the DISC behavioral system, which means they may need time to process information that doesn’t match up with their established assumptions or preferences.
These buyers want structured, well-organized information that supports the success of the “tribe” of which they are a member. They might ask questions like, “What’s the process for this -- and how will it affect our team?” or “How does this fit with our team’s long-term goals?” It’s best to provide them with detailed explanations, thorough documentation, and plenty of time to evaluate the information you share – and all its implications. Whatever you do, don’t pressure them or make them feel rushed.
Effective strategies for connecting with thoughtful learners include:
- Offering them comprehensive product guides and step-by-step explanations.
- Providing case studies and white papers that delve into detailed scenarios.
- Allowing learners time to evaluate options without pressure to make an immediate decision.
Data-Driven Learners
These are the facts-and-figures folks. They are analytical and highly focused on logic and evidence. They can be expected to scrutinize every aspect of the information you provide, seeking to understand the “why” behind each element. If you expect them to engage, you will want to provide verifiable proof: clear, well- organized data that backs up what you are sharing with them. They correspond to the C, or Compliant, quadrant of the DISC matrix.
Data-driven learners often ask, “What data supports this?” or, “How do we know that?” To win their attention, you’ll need to be prepared with solid, well-organized information that addresses both the benefits and the potential drawbacks of a given course of action. They expect precision, thorough analysis, and reliable, testable data points to substantiate any information you put on the table. They are big on following established processes and procedures, but for a very different reason than the thoughtful learner is. Thoughtful learners like process because it’s what everyone has agreed to, and because following a process keeps everyone on the same page.
Data-driven learners are big on process because it’s their way of getting one step closer to the goal of zero errors, anywhere, anytime.
Effective strategies for connecting with data-driven learners include:
- Learning what processes they already follow and following those to a T.
- Presenting data-driven results such as ROI projections, statistics, and performance metrics – and showing all the sources.
- Providing in-depth product comparisons and technical documentation.
- Engaging them in critical thinking discussions about how to minimize or eliminate risks and errors. Allow them to weigh all the factors.
Learning to recognize, and adapt messaging to, the four distinctive learning styles can dramatically improve your ability to secure engagement and support. For help in customizing your message, or to learn more about DISC, feel free to contact us.
