Example of Negative Reverse Selling - Part II
Negative Reverse Selling to C-Type Personalities
In the my last article, I explored Negative Reverse Selling—a technique where pulling back, rather than pushing harder, creates space for prospects to reconsider their decisions. But what if the person on the other end of the conversation is analytical, private, and hesitant to share their reasoning? This is where understanding C-Type personalities (from the DiSC framework) is crucial.
C-Types often challenge traditional sales approaches because they value data over emotion and autonomy over persuasion. To effectively apply Negative Reverse Selling with a C-Type, you need to tailor your communication to their logical and process-driven mindset.
Who Are C-Type Personalities?
C-Type individuals are analytical, cautious, and detail-oriented thinkers. They approach decisions methodically, relying on data and logic to guide them. Recognizing their key traits allows you to adapt your sales strategy and build a foundation of trust.
Key Traits of a C-Type Personality
Reserved and Private: They prefer to process information independently and are cautious about opening up.
Data-Driven: Historical data and logical analysis drive their decision-making. They believe past performance predicts future outcomes.
Risk-Averse: They fear being wrong or criticized and seek to avoid unnecessary risk.
Objective and Critical Thinkers: They are comfortable challenging assumptions and prefer logic over emotion.
Feedback-Oriented: They value the opportunity to provide critical feedback, especially when it helps improve systems or processes.
Revisiting the Churn Email
Common Email Mistakes to Avoid
Avoid: Pushing for a Call
Most salespeople instinctively want to get the customer on a call to do fact-finding and persuade them. This tactic is likely to backfire with a C-type customer.
Why This Doesn’t Work
They’re hesitant about calls, especially when they’ve previously avoided them. They value written communication that allows time for analysis and response.
Recommended Approach
Handle the interaction over email. Keep communication concise, data-driven, and objective.
Avoid: Emotional or Empathetic Response
Typical Responses
“I’m so sorry to hear that.”
“I know that it has been a challenging year.”
“We really value your partnership."
Why This Doesn’t Work
C-types prioritize logic over emotion. Emotional language can feel irrelevant or even manipulative to them.
Recommended Approach
Stay objective. Focus on facts, data, and a logical follow-up question or proposal.
Avoid: Lengthy, overexplained email
Why This Doesn’t Work
A detailed, verbose response can overwhelm or frustrate a C-type customer, who values precision and clarity. Their succinct email reflects their preference for brevity.
Recommended Approach
Match their brevity and clarity. Get to the point while maintaining professionalism. Aim for no more than 4-5 sentences.
Avoid: Being Overly Accommodating
Typical Responses
“I totally understand.”
“If there’s anything we can do, please let us know.”
Why This Doesn’t Work
Over-accommodating language may come off as insincere or passive. C-types value confidence, directness, and logic.
Recommended Approach
Maintain a confident and objective tone. Instead of passively offering help, ask a focused, logical question or propose a data-driven next step.
Avoid: Selling & Pitching
Typical Responses
Offering a discount or promotional plan.
Highlighting features, benefits, or new updates.
Why This Doesn’t Work
C-type personalities aren’t swayed by promotional tactics. They base decisions on data, analysis, and logic — not discounts or sales pitches.
Recommended Approach:
Focus on asking a logical, data-driven question or offering a relevant next step for discussion.
My Email Response
Why This Works with C-Type Personalities
Appeals to Their Logic and Objectivity
C-Types value facts over feelings. My mention of positive feedback and expansion provided logical reasons to reconsider, which they could analyze without emotional pressure.
Non-Pushy and Respectful
They dislike being rushed or manipulated. By keeping my email succinct and neutral, I allowed them space to come to their own conclusion.
Invites Feedback
C-Types appreciate opportunities to give constructive feedback. My request for insights positioned them as collaborators, not targets of persuasion.
Reduces Risk and Pressure
By staying objective and patient, I minimized the perceived risk of renewing. My approach reassured them that they were making a measured decision.
Additional Resources
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