Using DISC for Sales Profiling

DISC is a behaviour assessment tool based on the DISC theory of psychologist William Marston. Marston’s theory centres on four different personality traits:

• Dominance
• Inducement (sometimes known as Influence)
• Submission (also known as Steadiness)
• Compliance (also known as Conscientiousness)

This theory was then developed into a personality assessment tool (personality profile test) by industrial psychologist Walter Vernon Clarke.

In this article, we shall talk about the traits of these different personalities and how we adapt our sales strategies to each personality types.

Dominance Type:

Strength:

• Decisive
• Result-Oriented
• Confident
• Compulsive need for change
• See the big picture
• Not easily discouraged
• Focus

Flaws:

• May be too Aggressive
• Domineering
• Strong need to correct wrongs
• Need to be in control
• Lack empathy
• Impatient
• Force opinion on others
• Don’t take No for an answer

How to approach “D” profile person:

• Show them you are Confident, Efficient and Effective
• Make recommendations and let them know you are resourceful
• Give options to solutions. Never tell them something cannot be done.
• Give them Overview, let them know the best and worse scenarios.

Influence Type:

Strength:

• Make friends easily
• Fun to be with
• Good at entertaining
• Never run out of topics
• Volunteers for jobs
• Express thoughts with excitement
• Spontaneous
• Smile a lot

Flaws:

• Talk too much
• Easily distracted
• Lack discipline
• Restless
• Obliging
• Emotional
• Overly concerned about what others think of him/her
• Over promise, under deliver
• Forgetful

How to approach “I” profile person:

• They will like you if you are very Presentable and Interesting.
• Give compliments. They will like you if they feel that you like them.
• Make them happy and feel special.

Steadiness Type:

Strength:

• Peaceful
• Easy-going
• Patient
• Good Listener
• Make a loyal friend/employee
• Considerate
• Compassionate

Flaws:

• Avoid conflicts
• Resist changes
• Relaxed and lazy
• Quiet, do not speak up
• Seek easy way out
• Does not take a stand
• Lack confidence
• Slow in actions

How to approach “S” profile person:

• Make them feel Comfortable with you.
• Show Empathy and Care for their interests.
• They will like you if you are Patient, Soft-spoken and Considerate.
• Give them Encouragement and Guidance.
• Give them Assurance.

Conscientiousness Type:

Strength:

• Analytical
• Schedule-Oriented
• Detail-Oriented
• Orderly and Neat
• Need to finish what is started
• Faithful
• Objective
• Responsible

Flaws:

• Skeptical
• Perfectionist
• Think too much
• Pessimistic by nature
• Oblivious to others’ feelings
• Always like to play “Devil’s advocate”
• Under promise, Over deliver

How to approach “C” profile person:

• Be Professional and Objective
• Make them feel they are getting “Value for Money”
• Tell them the worst-case scenario. They will like you if they feel that you are honest and reliable.
• Give them Details, Statistics and Comparisons.

Most people are a combination of two types (primary and secondary). By profiling your sales target, you can adapt your approach to achieve better results and customers satisfactions.