Sales Professional Guide to DISC

By Patrick Chapman,
Grandy & Associates

For sales professionals, effective communication is the foundation of success. It’s not just about what you say, but how you say it. Understanding and adapting to different communication styles can be the key to building strong relationships with clients and closing deals. One of the most powerful frameworks for understanding communication styles is the DISC model. In this article, we’ll explore DISC and how to leverage it to enhance your sales performance.

The DISC model identifies four primary styles: Dominance, Influence, Steadiness, and Conscientiousness. Each style represents a unique way of interacting with others and responding to various situations. Let’s take a closer look at each style and its traits:

Dominance (D): Individuals with a dominant communication style are direct, results-oriented, and assertive. They value efficiency and take charge of situations.

Influence (I): Those with an influential communication style are outgoing, enthusiastic, and people-oriented. They excel at building relationships and inspiring others.

Steadiness (S): Individuals with a steady communication style are calm, patient, and team-oriented. They value stability, collaboration, and harmony.

Conscientiousness (C): Those with a conscientious communication style are analytical, detail-oriented, and focused on accuracy. They prioritize information and logic.

Adapting your communication style to match your client’s DISC profile is the key to better, more productive sales encounters. Here are some tips to tailor your approach to each communication style:

Dominance (D):

  • Get to the point quickly and discuss the bottom line.
  • Present data and facts to support your points.
  • Highlight how your product or service can drive results and efficiency.
  • Respect their need for control by involving them in decision-making.

Influence (I):

  • Build a personal connection and engage in small talk.
  • Emphasize the positive impact your solution can have on their image or relationships.
  • Use visual aids and stories to captivate their attention.
  • Put details in writing as they are more relationally focused vs informationally driven.

Steadiness (S):

  • Show patience and empathy; take the time to build trust.
  • Focus on the stability and reliability of your offering.
  • Provide testimonials and case studies to demonstrate how your solution benefits teams and harmony.
  • Allow them to ask questions and seek clarification.

Conscientiousness (C):

  • Provide detailed information, data, and research to support your claims.
  • Address potential concerns and answer their questions thoroughly.
  • Offer structured presentations with clear outlines.
  • Highlight the precision and quality of your product or service.

People are not confined to a single communication style. Often, we all exhibit a combination of these traits. It’s essential to be adaptable and flexible in your communication approach. Here are some universal tips to keep in mind:

Active Listening: Pay attention to verbal and nonverbal cues to understand your client’s preferred communication style.

Mirroring: Subtly mirror their communication style to establish rapport and build trust.

Flexibility: Adjust your approach based on the client’s reactions and feedback.

Customization: Craft your sales pitch to highlight the aspects that resonate most with their style.

Mastering DISC communication in sales is about building genuine connections and facilitating effective conversations. By understanding the diverse ways people communicate and adapting your approach accordingly, you can forge stronger relationships, increase client satisfaction, and ultimately enhance your sales success.



Patrick Chapman has over two decades of experience in the trades industry in various
roles including Sales, Service Management, Installation, Job Inspections, Administration,
and Territory Management for one of the largest HVAC Distributors in the world. His
expertise includes both commercial and residential applications. Patrick joined the
Grandy team in 2017 in the role of trainer and consultant. His teaching style creates an
engaging learning environment where students discover proven success strategies.
Patrick also serves as a consultant for local contractors with a hands-on approach
to help teams unlock greater profitability and discover the pathway to consistently
achieve their goals.

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