You know the feeling. The need is real. The solution fits. On paper, this should be an easy “yes.” And yet something feels off. The conversation isn’t clicking. The energy is misaligned. You can sense it in your gut before you can explain it with words. That tension? That’s pressure — and how you respond to it determines whether the opportunity dies or deepens.

In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, chats with Robert Perry, partner and trainer at Sandler by the Ruby Group, to discuss buyer communication styles and what happens when seller and buyer aren’t in sync.

Robert explains how the DISC framework, often misunderstood as a personality test, should instead be used as a communication tool. When a seller presents through their own natural style without adjusting to the buyer’s preferences, confusion creeps in. The responsibility to adjust? It’s on the seller. That’s good news!

Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida

Key Takeaways:

– Most sales breakdowns happen because of communication misalignment

– Buyer communication style is often revealed in the first 90–120 seconds

– DISC should be used as a communication framework, instead of simply a personality label

– The responsibility to adapt always falls on the salesperson

– Body language, tone, and repeated questions can be early warning signs

– When something feels off, trust your gut

– Resetting the conversation can increase trust and credibility

– Owning the miscommunication positions you as a consultative professional rather than a pushy salesperson

– Slowing down often moves the sale forward faster

– Pressure decreases when alignment increases

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Helpful Links:

Robert Perry, Partner and Trainer, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/