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Sales misfires usually aren’t caused by price objections or product flaws. They’re caused by miscommunication.
You think you’re being clear. You believe your pitch is solid. But what your buyer hears—or more importantly, feels—tells a different story. That disconnect is the silent killer of deals, and it almost always comes down to speaking the wrong DRIVE language.
At Suladio, we train sellers to go beyond surface-level scripts. We teach them how to read motivation and communicate in a way that resonates with how people actually make decisions. And that starts with understanding this:
Every buyer has a dominant DRIVE, and every DRIVE interprets information through a different lens.
The Filter They Hear You Through
Each DRIVE type processes communication differently. Directors want quick, big-picture, empowering conversations that give them ownership. Relators need emotional safety and a sense of connection. Intellectuals want logic, structure, and clarity. Validators tune into whether they’re being seen and appreciated. Executives look for results, control, and confidence.
Now imagine you’re pitching a new service. You lead with social proof and performance stats because that’s what you would want to hear. But the buyer sitting across from you is a Relator, and what they need is reassurance and trust. You’ve just missed them completely.
It’s not that your message was wrong—it was simply off frequency. The signal was strong, but the receiver wasn’t tuned in.
That’s the danger of miscommunication in sales. You can have the right message but deliver it in the wrong way—and lose the deal entirely.
Sales Pitches Aren’t Universal—They’re Personal
One of the most common traps in sales is assuming your pitch is “universal.” That if it’s worked once, it should work again.
But here’s the truth: buyers don’t interpret your words based on your intent. They interpret them through their own motivation filters.
You might be enthusiastic and high-energy, thinking you’re building rapport. But to an Intellectual, that comes off as lacking depth or seriousness. Or you might launch into a logical case study, thinking you’re proving your point. But a Validator hears zero personal impact—and tunes out.
It’s not just what you say. It’s how it lands.
When your delivery doesn’t match their DRIVE, it creates friction. The buyer might nod, but they’re not moved. You walk away thinking, “That went well.” They walk away thinking, “I’m not sure they get me.”
Learning to Read DRIVE in Real Time
You won’t always know someone’s DRIVE from the start. But you can learn to read signals that hint at their preferences.
If someone keeps asking how it works, dives into details, or wants to understand the full structure, they’re likely an Intellectual. If they ask how it will affect their team or use words like “community” and “trust,” you’re likely speaking to a Relator. If they cut straight to the bottom line, talk fast, and want to move quickly, you’ve probably got an Executive.
A Validator might linger on praise, mention achievements, or talk about their public image. A Director often pushes for flexibility and wants to know how this helps them design their ideal lifestyle.
These aren’t rigid rules—but they’re helpful cues. The more you notice, the more you can adapt in real time.
And when you do, the buyer feels it.
They feel like you get them. That’s when conversations shift. That’s when “let me think about it” turns into “let’s move forward.”
The Connection-First Advantage
When you learn to adjust your style to match your buyer’s DRIVE, you stand out—not just as a salesperson, but as a trusted advisor. You’re no longer selling a product. You’re offering a solution that feels designed for them.
You’re showing them you care about how they think, not just what they’ll buy.
This approach builds deeper trust, opens up real conversations, and makes you the kind of seller people want to return to. Because you didn’t push—you connected.
The Bottom Line
Miscommunication is quiet but costly. And in sales, it’s everywhere.
Not because reps aren’t trying hard enough. But because they haven’t learned to listen for motivation. To recognize the signs. To adapt their communication, not just their content.
The good news? It’s a skill you can learn.
When you understand DRIVE, your sales conversations become more than just exchanges. They become relationships. They become momentum. They become a reflection of how well you understand the people you serve.
Stop losing deals because you’re saying the right things in the wrong way. Start learning how to say what really lands.
That’s the power of DRIVE.
And once you master it, your words won’t just inform—they’ll influence.
