Is DISC in Your Sales Tool Kit?

discprofilewheelSalespeople are usually seeking ways to connect with customers, and some of the most strategic utilize the power of DISC. If you haven’t heard of the DISC personality profile, it’s an acronym representing four behavioral styles: dominance (D), influence (I), steadiness (S), and conscientiousness. People can be a mixture of all four but typically act out behaviors that align with one or a blend of two primary styles. Strategic salespeople leverage the power of DISC by adjusting their approach, words, presentation, and pace to the prospects’ preferred style and the role the customer plays as influencer, approver, decision-maker, or recommender.

DISC ( measures (1) the degree a person naturally prefers to be outgoing as opposed to reserved and (2) the extent to which a person is people- versus task-oriented. Although there are many exceptions, people who gravitate toward finance, accounting, and analysis are typically strong C’s. CEOs tend to be D-driven. Commonly, salespeople are strong I’s, which explains why they typically approach their clients with enthusiasm, as if they too are I’s. Strong S-people are drawn toward jobs where they can support teams such as Human Resources and Training & Development.

Salespeople should ask enough questions to determine what behavior styles each client favors. The clients’ preferences and role they play in the purchase decision should influence how the salesperson approaches the sales process. For example, “C” clients will prefer to know the facts, measure the ROI, thoroughly understand the alternatives, and focus on efficiency. They will likely ask a lot of questions and may extend the sales process until they get answers. On the other hand, a “D” client will be about action. Once D’s decide something needs to be addressed, they look to solve it and solve it fast, so they can move on to the next decision that needs to be made. Salespeople should focus on the benefits and minimize the details; otherwise, they will lose the attention of this decision-maker.

High-performing salespeople intentionally get to know the personalities and behaviors of their clients and adapt their style to match. They don’t have a one-size fits all approach. Although salespeople have a tool kit, the DISC personality assessment can be one of their most effective tools when they know how to use it.

About the Author: Sandra Dillon is a professional coach with an extensive background in leadership and business coaching. She works with individuals and businesses as well as designs and facilitates workshops to empower people. She has a passion to help people be the best versions of themselves. You can learn more about Sandra or engage her as your coach by reaching out to her at or by visiting her website at

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