Sell retail salon products to your clients based on their personality

A good way to determine how best to connect with clients is to identify each client's behavioral styles, advises marketing expert Pamela Marte (shown here), director and coach at Sales Results, Inc., in Deerfield, Illinois. And a good way to do that, according to Marte, is to figure out where the client falls on the DISC personality scale that many businesses use for hiring and sales purposes.

"People's actions combine their natural behavioral style, which is hard-wired from about age 6, with their adaptive style, which reflects how they act within specific environments," Marte explains.

Although everyone is a blend of types, we all tend to favor one or two of the four personalities that DISC defines. Picture a circle or square divided into four quadrants. Starting at top right and moving clockwise, the behavior types are Dominance, Influence, Steadiness and Compliance, sometimes called Conscientiousness. On the right two quadrants, Dominance and Influence people are extroverts; on the left, Steadiness and Compliance people are introverts. On the top half, Compliance and Dominance people are task-oriented; on the bottom, Steadiness and Influence personalities are people-oriented. Marte breaks them down by specific traits.

Compliance                    people-oriented, extroverted	Dominance   task-oriented, extroverted
Steadiness                   people-oriented, introverted	Influence    people-oriented, extroverted

 

• Dominance. Quickly decisive, high D's enjoy tackling problems and challenges. They're described as demanding, forceful, egocentric, strong-willed, driven, ambitious and aggressive. Think Donald Trump.
• Influence. Chatty and emotional, high I's rely on their feelings. They are described as convincing and persuasive, magnetic, political, enthusiastic, warm, trusting and optimistic. Bill Clinton is a clear high I.
• Steadiness. Turned off by any sudden change, high S's prefer a steady pace and a lot of security. They're typically calm, relaxed, patient, possessive, consistent, stable and not too emotional. A good example is Laura Bush.
• Compliance. Thriving on rules and structure, high C's take pride in doing things right the first time. They're described as cautious, analytical, neat, systematic, accurate and tactful. If you watch "Friends" reruns on TV, Monica is a high C.

 

While you can't require your clients to take a DISC profile test to pinpoint where they fall on the chart, you can ask questions and try to detect subtle differences in their responses. Ask, for example, "What are you planning to do this weekend?" A task-oriented client - someone who's either a Compliant or Dominant personality - will focus on activity and may say, "I'm going up to the lake. I'll clean out my boat and go fishing, then probably make a campfire or just rent a movie." A people-oriented client - the Influence or Steadiness person - with the same plans will respond, "My kids wanted to go up to the lake, so we'll gather up the gang for some fishing, and then at night all sit around a campfire or maybe see if the neighbors want to come by for a movie."

how to sell

Once you've identified who's who, you can customize the way you approach clients during the consultation and in subsequent visits when you're trying to upsell them to another service or add a retail purchase:

• High D. Lay out the bare facts and get set for a quick decision. If the response is negative, wait until you have additional information or the facts change before trying again.
• High I. Establish a friendly, personal relationship before making any recommendation. Once you have this client's trust, the sale will proceed easily.
• High S. Explain the benefits of the product or service, allow time for questions and then let the client mull it over. It may take a few visits before the client will go for a change in look or product line, so from time to time continue to reassure the client that your suggestion will turn out well.
• High C. Make sure you have all of your information straight, and lots of it. Give the client pamphlets or website links; do some research so you can offer evidence backing up your recommendation. Then be prepared to wait until the client is good and ready to decide.