Hey there!
Are you accidentally scaring away your most loyal customers in the first 60 seconds?
I didn’t find this out myself until 2021 when I joined the Maxwell Leadership team. At first, I ignored the DISC model because I was focused on public speaking, but once I saw it in action, it literally 10x’d my communication skills.
The truth is, communication is a beautiful skill, but very few people bother to refine it, and the consequence is fewer professional and personal opportunities.
Today, I’m going to show you how to master the "S" style. Since research shows this is the most common personality type. Mastering this connection is the fastest way to stop hearing "I need to think about it."
Let's dive in.
Stop rushing the process and start matching their pace.
The "S" in DISC stands for Stable, and the absolute worst thing you can do to an S-style buyer is rush them.
In the fast-paced world of automotive sales, we are trained to "close now." But the Stable buyer values security and predictability above all else. They aren't looking for a "flashy" deal; they are looking for a steady, reliable experience. If you come out of the gate too hot, they won't fight you, instead, they’ll just shut down and look for the nearest exit. Trust me, I made this mistake plenty of times when I was a rookie.
To win with an "S," you have to slow down. If you notice your buyer is soft-spoken, a great listener, and a bit hesitant about making a decision, you are dealing with a Stable personality.
Build a foundation of trust before you ask for the business.
For the Stable buyer, the relationship is the bridge to the transaction.
These individuals are incredibly loyal, but they prefer to work behind the scenes. They don't want the "big show" on the showroom floor. They want to know that you are a person of your word. If they feel like you are just another salesperson looking for a quick commission, the walls go up.
Take the time to ask about their current vehicle and why they’ve kept it so long. Because they resist change, you need to acknowledge that moving from their old car to a new one is a big step.
An "S" style buyer makes decisions based on what is safe and what has worked for others.
Unlike the "D" who wants results, the "S" wants to know they aren't making a mistake. They are great listeners, so use that to your advantage by sharing stories of other happy customers who were in their exact shoes.
Don't say: "This is the fastest car on the lot and it’s going to turn heads."
Do say: "Many of my long-term clients chose this model because of its incredible reliability rating and ease of maintenance."
Minimize the "shock" of change by emphasizing the familiar.
Because the "S" style naturally resists change, your presentation should focus on how easy the transition will be.
If the new vehicle has a completely different entertainment system, don't make it a "surprise" at the end. Walk them through it gently. Show them how the features in the new car are simply "better versions" of what they are already comfortable with. When a Stable buyer feels that the change is manageable and supported by a person they trust, their resistance fades.
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