Archive for Buying Behavior

Modify: Fighter (Pt. 1)

Posted in Closing, dustin hillis, Sales Coaching, Sales Tips, Selling Techniques with tags , , , , , , , , , on September 22, 2014 by Dustin Hillis
Modifying to a Figher's Natural Buying Style

Modifying to a Figher’s Natural Buying Style

Navigate: Selling the Way People Like to Buy consists of 3 sections:

  • Solidification on the behaviors of the 4 buying styles
  • Identification of the 4 buying styles
  • Modification of your natural selling style

Modification is the most important part of how to sell the way people like to buy.  The goal is to modify and adapt one’s own natural selling style to someone else’s buying style.

The Fighter

How do you modify your natural selling style in your approach, presentation and close to a Fighter’s buying behavior style?

–> Click here to continue reading. 


Identifying Someone’s Buying Behavior Style

Posted in dustin hillis, Sales Tips, Selling Techniques with tags , , , , , , , , , on April 19, 2012 by Dustin Hillis

The 7 Second Rule:

When selling to someone, you need to be able to sell the way they like to buy. In order to do this, you need to first build a connection with that person. You only have seven seconds to identify someone’s buying behavior style. After those seven seconds, they have formed their opinion on whether or not they like you and if they will do business with you. Here are some tips for each buying behavior on how to quickly and accurately identify them.

  • The Fighter: When the fighter dresses, they will wear bolder colors. When you meet a male fighter, he could have on a red solid tie or pinstripes on his suit, for example. They dress to show they are in control and will typically spend more money on their clothing than other buying behavior styles. They also usually will wear items like a championship ring as jewelry. Awards and recognition motivate the fighter. When they shake your hand, a fighter will either give you the “tomahawk chop”, which is a quick tomahawk chop motion or the “javelin jab” where they assert their arm firmly toward you. Look for their hand to have stiffness to it and they will oftentimes stare at their hand when they reach for you to shake it. When they are shaking your hand, they’ll apply more pressure and then less pressure. The true sign of a fighter buying behavior style is that they turn their hand on top of yours when giving you a handshake. This implies that they are in control.
  • The Detective: Detectives are perfectionists when it comes to dressing. Their clothes will rarely ever be wrinkled. Look for perfectly creased pants, tucked in shirts and a very neat appearance. When they shake your hand, it’s almost a perfect handshake – the pressure is perfect and their wrist is directly in front, not on top or on bottom. Detectives will step back after they shake your hand showing that they have a certain comfort zone.
  • The Counselor: Counselors love to dress comfortably. When traveling, they will wear something that is the most comfortable to them and even in business they will dress more for comfort than for business. Counselors are the most minimalist. When they shake your hand, they are the most reserved. They will usually have their hand in their pockets and be more hesitant to give you a handshake. Counselors have a very soft handshake because their fear is change and they do not want to embrace you positively or negatively until they have decided whether or not they trust you.
  • The Entertainer: The entertainer wears bright colors and more jewelry. Entertainer women will wear big hoop earrings, big necklaces and costume jewelry. Entertainer men will wear brighter button up shirts. Entertainers will spend the most money on clothing than the other buying behaviors and dress to impress. Entertainers are also the most extroverted of all the buying behaviors. They will walk into a room and give you a high five or a big hug. They will often over-extend their arm and put their hand underneath yours when giving a handshake. Entertainers are motivated by affirmations, so if you see an entertainer who has a new outfit, haircut or shoes make sure to compliment them and you’ll have a friend for life!

To perfect identifying someone’s buying behavior style in seven seconds give yourself a thirty-day challenge. Always carry a notepad and when you meet with people start trying to identify that person’s buying behavior. Write down their name and their buying behavior and start charting out every buying behavior of your organization.This will make it easier to change your approach to match their buying behavior style.

*If you’d like to learn more about Navigate, click here:


Posted in Motivational, Selling Techniques, southwestern company with tags , , on May 16, 2009 by Dustin Hillis
Selling the Way People Like to Buy

Selling the Way People Like to Buy


My first sales experience came while I was studying psychology at the University of Tennessee. I had to work my way through school, and I knew the best way was to work hard all summer so that I could focus on my classes the rest of the year. That meant I needed a job that would pay well for three months of hard work. That is when I found The Southwestern Company ( They train college students to sell books door-to- door on straight commission. I had very little selling experience, and up until then, playing football was all that I knew. Because I have a competitive nature and a passion for learning new things, I ended up selling books door-to-door for four summers. It was an extraordinary experience. I was working more than eighty hours a week and must have knocked on some twenty-five hundred doors per summer. The training at Southwestern is unmatched. After one week of intensive training they took me, an inexperienced college football player, and turned me into a selling machine! After my first summer, I finished number one out of twenty-five hundred other first-year dealers. At the end of my second summer, I earned a commission check for $46,000—not a bad summer’s earnings for a sophomore in college. On one of the last days of that second summer, an experienced dealer shadowed me. He told me, “If you ever figure out what you are doing, you will break the company record.” That comment dumbfounded me. I was already a top producer for the company, and I’m essentially being told that I don’t know what I am doing!

That was also the first time the thought entered my mind that maybe I could break Southwestern’s 154-year-old sales record. So the following year I studied the psychology of sales: unconditional confidence, social pressure, neurolinguistic programming, and the four different buying behavior styles. I was so intrigued by all of the topics that I started to convert the principles we were being taught at the University of Tennessee and funneling them through a sales-minded filter.

My first mission was to figure out my own behavior style. I took DISC, Myers-Briggs, and all the other personality profile tests I could find. They were all awesome tests that taught me a lot about myself and my personality, but something was still missing. In order to sell to other personalities, I needed to be able to make the transition from “who I was” to “how I was” selling.

Then in the spring of 2004, I attended a class in Nashville, Tennessee, at Southwestern’s headquarters, called Selling Like a Chameleon, (a class offered by Southwestern that taught the importance of adapting to different personalities to maximize sales) and my sales career was changed forever. The program not only identified different buying behavior styles, but it taught me how to adapt my selling style to best match the customer’s buying behavior style.

The next year I went out with the goal of breaking the company record. That meant more than doubling my production from the prior year. The way to reach my goal was by following the principles learned in the Selling Like a Chameleon class and the principles found in this book. My slight edge for that summer was in my initial contact, the way I approached the buyer. Unlike the previous summers, during my third summer at Southwestern, I tailored my selling style to best match the buyer’s behavior styles. During the previous two summers my sales approach had appealed only to people who were like me, so I was connecting with only one-quarter of my prospects. My first two summers, I treated everyone I approached as if he or she were an extroverted entertainer, which is my selling behavior style. I was successful those first two summers in large part because “birds of a feather flock together.” The prospects who let me in were extroverts; and they referred me to their friends, who were extroverts; and they referred me to their friends, who were extroverts. You get the picture. However, there are only so many of one type of behavior style in a city. I frequently would run into someone of a different behavior style, and, in those instances, my standard selling M.O. (modus operandi) would not work.

When I ran into people with aggressive behavior styles and used the same words I was using with the extroverted people, they were slamming the door in my face! At first I thought it was a problem with them, but after studying the psychology of behavior styles and going through the Selling Like a Chameleon course, I came to realize it was a problem with me. After adopting the Selling Like a Chameleon approach, my production doubled! As a junior in college, I earned more than $100,000 in fourteen weeks!

In my new book, you will learn the method and application of the Navigate system, how it has affected other people’s personal production, and how it has made a huge difference in the way they communicate and ask for business. There are four basic buying behavior styles that you need to know in order to be more effective at closing the deal. This book outlines those four buying behavior styles and shows you how to identify the buying styles in you, others, and how to adapt your selling style to best fit the buying style of your customer. Being aware of the different buying behavior styles and knowing how to identify and adapt to the different kinds of decision-makers is key to getting a person to like you and trust you. Whether you are attempting to set up an appointment, close a deal, or just want someone to hear what you have to say, the Navigate system will help you communicate better and connect with people for the rest of your life!


Selling the Way People Like to Buy

Selling the Way People Like to Buy

Navigate: The Four Buying Behavior Styles

Posted in Selling Techniques, southwestern company with tags , , , , on March 25, 2009 by Dustin Hillis

Watch this video and discover the four different buying behavior styles. Stay tuned for future video’s that will help you determine your own buying behavior style.

Entertainer Buying Behavior Style

Posted in Selling Techniques with tags , , on March 25, 2009 by Dustin Hillis

Have you ever had trouble connecting with a Entertainer buying behavior style? Share your story with us at the bottom of the blog in the comment section.

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