5 Ways To Close A Dominant Buyer

Are you accidentally picking a fight with your most profitable buyers in the first 60 seconds?

I learned the hard way that "constantly talking isn’t necessarily communicating."

Back when I was an average associate, I used to torture my clients with a "feature buffet”. I’d dump every detail and feature of the vehicle under the sun on them like I was reading a dictionary. It was nasty, and my buyers hated it.

I thought I was being an expert, but I was actually just being a headache.

Today, we’re going to look at how to identify the "Dominant" buyer, the “D-style” and the one mistake you must avoid if you want to keep them from walking off your lot and going with your competitor's. If you want to move inventory with these big spenders, you have to change your frequency.

Let's dive in.

Stop the "feature torture" and respect the D-style's time.

The biggest deal-killer for a Dominant buyer is a salesperson who won't stop talking.

In the Maxwell DISC Method, the "D" stands for Dominant, and these individuals are driven by one thing: Results. The “D” style is direct, they love authority, and they want to be in the driver's seat of the transaction long before you ever pull the car around for that mandatory test drive that your sales manager says you must do. When you try to "outsmart" them or bury them in data they didn't ask for, they don't see a helpful pro, they see a sleaze salesperson trying to get paid.

If your buyer walks in, looks at their watch, and asks a direct question about the bottom line, you aren't in a standard sales presentation. You are in a race to the finish line.

Don’t mistake efficiency for arrogance because some people just hate to waste time.

D-style clients often come across as dry, blunt, or even arrogant, but you cannot take it personally. Because their foundation is built on results and authority. I remember a client who gave me a headache because he was coming across as rude, when in reality, it was just his communication style getting in the way.

The “D” style doesn't really care about socializing or making you their best friend. They aren't there for the coffee; they are there for the car. They’re not trying to be rude; they’re trying to be efficient. If you try to win a power struggle with a D-style to "put them in their place," you will lose the deal 100% of the time.

Instead of being offended by their directness, you need to match their energy. Speak in bullet points. Give them the "big picture" facts and let them feel like they are the ones making the main decision.

Never try to outsmart a Dominant buyer or challenge their "expert" status.

The fastest way to lose a "D" style is to try to show them who the "real" expert is in the room.

The D-style loves to feel in control. If they say they know everything about the towing capacity of a truck or the keyless ignition system, don't you dare correct them over a minor detail. Instead, validate their knowledge and move to the next step. If you try to "correct" them to gain the upper hand, they will view it as a challenge to their authority.

Your goal isn't to be the smartest person on the lot. Your goal is to be the most helpful navigator. Provide the options, present the results, and let them choose the winner. By giving them the "power," you actually gain the leverage to close the deal.

Navigate the conversation toward the final result they crave.

To a D-style, the car is a tool to achieve a specific result. It could be status, efficiency, or utility. Either way, it’s something they can control.

Focus your conversation on what the vehicle does for their goals. Will it save them time? Will it solve a problem for their business? Would it be reliable and not have to take a call from their wife saying the car broke down and now he has to stop everything and go to her? If you can demonstrate how the deal provides a winning outcome for them, the "D" will move faster than any other buyer. They don't need to be "sold"; they need to be shown that saying "yes" is the fastest way to get what they want.

Ready to master the "D" style and stop losing those high-gross deals?

Understanding the Maxwell DISC Method is the first step, but having the tactical tools to handle a "D" style buyer in the heat of a negotiation is what makes you a Auto Sales Insider.

Inside this week’s "Insiders" bundle, I’ve included:

·     The D-Style "Power-Close" Script: 3 specific closing frameworks that allow the buyer to feel in control while you secure the signature.

·       The "Don't Outsmart Them" Cheat Sheet: A list of phrases to avoid that trigger the "D" style's defensiveness, and what to say instead.

·       The 60-Second "D" Identifier: A quick-glance PDF for your desk to help you spot a Dominant buyer from the moment they pull into the parking lot.

If you haven’t done it, subscribe below and get access to all these tangible assets.

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