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Different Personalities Require Different Negotiation Styles

Updated: Sep 6, 2022

Here’s the deal – When it comes to the sales cycle, closing is the most important part.

Approaching negotiations the wrong way can damage customer relationships and lead to lousy deals and lost opportunities.

Skilled negotiators take the time to understand their opposing party on a deeper level fully; because they know that negotiations conducted without proper care, preparation, or tact 100% result in inefficiency and a daylight robbery for all involved.

Recognizing personality differences and adjusting your approach accordingly can help you negotiate smoothly.

The DISC Framework classifies people into four main personality types: D (Dominance), I (Influence), S (Steadiness), and C (Compliance).

Here are some of the best negotiation techniques that will help you in any situation, depending on their personality type:


D- Dominant Personality

Confident and no-nonsense D-types like their negotiations to be clear and to the point.

Focus on being upfront with your requests and be prepared to respond to objections. D-types can also share concerns about control, flexibility, cost, and more. Be prepared to confidently offer solutions to their complaint. Give them some control over the offer, but be upfront about your position flexibility and total cost information.


  • If the argument is too strong, walk away from the conversation

  • Challenge both sides to find a better solution

  • Develop clear personal and shared goals


  • Yield too easily to their demands

  • Let them control the conversation

  • Question their authority to make decisions

  • Reposition quickly to appease them

Expert Advice:

  • Stand your ground

  • Project assertiveness and confidence

  • Communicate clearly and concisely and avoid small talk

  • D-types value assertiveness and self-confidence, so don't give in easily to their demands and be clear about your goals and how they align with theirs.


I - Influential Personality

Creative and idealistic, I-types prefer persuasive and forceful negotiations.

The counter-arguments they may raise may focus on social impact or what they feel is lacking in your idea. Sharing powerful stories and connecting offers to growing social trends can solve these problems.


  • Keep a positive energy and momentum

  • Tell a compelling narrative

  • Project optimism and enthusiasm for the future


  • Limit your creative possibilities

  • Ask them to change the subject before you reach your goal

  • Depend too much on past experience and references

  • Assume their stories and claims are relevant to this situation

Expert Advice:

  • Highlight other customer success stories

  • Keep an upbeat, carefree and positive attitude

  • Communicate in a casual and expressive way, making small talk before getting into details

  • Try to get them into the conversation and get them excited about your request


S - Steady Personality

Thoughtful, safety-oriented S-types will want to take the time to reexamine their decisions.

Failure to provide sufficient positive, proven data can raise concerns. Try to ease their concerns by allowing them to fully express their concerns, provide concrete evidence of your competence, and give them time to consider their options.


  • Build relationships before starting a business

  • Ask about past experiences or concerns

  • Invite others into the discussion if helpful

  • Give them time to ponder


  • Ask for too much information

  • Push for quick decisions

  • Be too forceful or too aggressive

  • Rush into your income

Expert Advice:

  • Make it easier to initiate negotiations and avoid unnecessary tension and stress.

  • Be honest and give them time to ask and answer questions so they can fully share their perspective.

  • Communicate in a friendly and honest manner. Avoid being overly forceful or pushy in your tone.

  • You need to build trust with solid people. Try to give them enough time to address their concerns and make decisions.


C - Analytical Personality

Detail-focused and skeptical, C types seek as much information as possible when it comes to negotiations.

Be prepared to let them know all the details of your request, idea, or product. They can raise concerns about security, ease of implementation, or an overall cost breakdown. You should be prepared to deal thoroughly with any problems that arise. Use external data to support your claims.


  • Set expectations for the negotiation process

  • Bring in external data to back up your claims

  • Prepare for educated skepticism

  • Get into the details of what you both want to achieve


  • Advocate your own course of action

  • Use assertions that cannot be backed up by data

  • Use stories as your primary persuasion tool

  • Say something cynical

Expert Advice:

  • Send enough supporting data, information, and details before negotiating

  • Demonstrate expertise when talking about your product and how it can help, and keep interactions strictly business-related

  • Communicate factually. Include all relevant details and data and provide the opportunity to learn more. No detail is too small

  • C-Types are extremely objective. When you go in and try to deal with their personal side, you will not succeed. Never make statements that are not backed up by facts

Closing a business deal is a complex process so it's important to negotiate correctly.

Planning a conversation to address the other person's concerns can give the buyer confidence in the final buying decision. How can you do that?

  • By making an effort to match your negotiating style to the other party's preferences, you are more likely to get the results you want and end the discussion comfortably with a solution that everyone can agree on.

  • By tailoring your communications to the personalities of your prospects and customers, you can reach out more effectively and build lasting connections and a strong customer or customer base.

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