FACTS: People buy from people – not businesses.
You’ve likely heard that phrase at some point in time but aren’t sure how to connect the dots. You may be telling yourself, “Of course, people buy from people…but, aren’t they really buying from a business?”
Technically, yes.
And…they buy because the person they’re buying from is someone they’ve grown to know, like and trust.
Did you know…
74% of all Americans say they are more likely to trust someone who has an established personal brand.
63% of Americans are more likely to buy from you if you have an established personal brand…and this goes for business owners and those in corporate leadership positions. (Brand Builders National Research Study, 2020)
When you combine messaging infused with your personality along with the exact strategies to help you communicate your brand to the people who want to buy from you … this is where the real magic happens.
So, how do you start to understand your unique communication style?
I use a tool called DiSC…and it’s a game changer.
I first used DiSC almost 20 years ago at a leadership event. I’ll never forget the feeling of, “Dang…I sure wish someone would’ve told me about this sooner.”
I learned that even though my dominant, get-it-done demeanor was highly productive, I was pissing off those around me because I was tough, decisive and not much of a collaborator.
After that DiSC session, I made some radical changes with how I managed my work, especially with my team. I learned to listen more. I learned the power of collaboration was so much more powerful than working in a silo…and it was fun too.
DiSC® is a personal assessment tool that helps improve communication, teamwork, and productivity. As a business owner, DiSC is critical for raising self-awareness and developing strong sales skills.
The more effective you are at examining the way you communicate and how that communication lands with your potential clients, the more cash you’ll see in the bank.
We all buy services and products based on emotional reasons. You buy because the brand makes you feel good about yourself…or you hire a service provider because you only want the best.
What if you could message to your perfect client in a way that would have that person begging to work with you because they felt so emotionally connected to you that it didn’t matter what the price tag was…they were ALL in. Would you do it?
You can spend thousands of dollars marketing your business, but if your message isn’t clearly connecting at a deep emotional level with your perfect client, those marketing dollars are wasted.
When you message to your perfect client, your messaging needs to be focused on them – not you. It’s natural to communicate to others based on how you want people to communicate to you.
However, let me push you to think about communication from this lens:
- How does your perfect client want to be communicated to?
- Do they need bullet points or a 25-page long PDF description?
- Do they like to talk about their personal life or keep it strictly business?
I’m not advocating you change who you are with your messaging. But, I highly recommend that if you’re a tell-it-how-it-is type like I was 20 years ago, you may need to consider how that communication style lands with your perfect client and maybe soften it up a bit.
What is the DiSC?
The DiSC is an acronym that stands for the four main personality profiles described in the DiSC model:
- (D)ominance,
- (i)nfluence
- (S)teadiness and
- (C)onscientiousness.
👉 People with D personalities tend to be confident and place an emphasis on accomplishing bottom-line results.
👉 People with i personalities tend to be more open and place an emphasis on relationships and influencing or persuading others.
👉 People with S personalities tend to be dependable and place the emphasis on cooperation and sincerity.
👉 People with C personalities tend to place the emphasis on quality, accuracy, expertise, and competency.
The best thing about DiSC is that not only will you learn so much about yourself, but you’ll learn how your type best communicates with other personality types too.
If you want to have the edge over everyone else in your industry, then you have got to really understand your unique communication style and how to utilize that in order to attract more clients and set yourself apart.
