Picture this: A salesperson, we’ll call him James, wants to sell magnifying glasses to Sarah. 

James is focused on details, facts, and accuracy. And he assumes that everyone else bases their decision will solely on facts, just as he would. “Just the facts, ma’am!” So that’s how he approaches his call with Sarah.

Sarah, on the other hand, is motivated by relationships and social recognition. She wants people to see that she did a great job purchasing magnifying glasses for the company. 

In fact, she can’t wait to win the Employee of the Month award next month, when she’ll be called on stage to receive a trophy that she will proudly display on her desk for a month. She dreams of her coworkers stopping by and praising her for a job well done. She grasps her coffee in a dream-like state as she pictures the joy of warm fuzzy feelings of happiness in her future. 

Sarah wants to chitchat. James goes straight into the details and specs of his magnifying glasses. 

Sarah asks James about his day is going. He clears his throat, says he’s been “very busy,” and goes back to his scripted pitch about how his magnifying glasses are shatterproof.

He doesn’t make eye contact.

Sarah listens politely, but checks the time at least 8 times while James finishes listing details.

When James asks for the sale Sarah says she has to think about it, and hangs up as quickly as possible. 

She is not going to think about it. 

She already knows she will find somewhere else to buy magnifying glasses.

What went wrong?

James missed the mark. 

He focused on what was important to him, and didn’t learn about what motivates Sarah. 

If he had been more aware of how their personality types differ, he might have seen a very different response from Sarah. 

That’s where DiSC comes in. 

What is DiSC?

DiSC is an acronym that stands for the four main personality profiles described in the DiSC model: (D)ominance, (i)nfluence, (S)teadiness and (C)onscientiousness. It’s a personal assessment tool used by more than one million people every year to help improve teamwork, communication, and productivity in the workplace and increase sales. 

Here are the four styles:

• People with D personalities tend to be confident and place an emphasis on accomplishing bottom-line results.
• People with i personalities (like Sarah) tend to be more open and place an emphasis on relationships and influencing or persuading others.
• People with S personalities tend to be dependable and place the emphasis on cooperation and sincerity.
• People with C personalities (like James) tend to place the emphasis on quality, accuracy, expertise, and competency.

Learn more about DiSC here.

Why Personality Types Matter in Sales

If Sarah and James were self-aware and knew their DiSC profiles, they could have had a deeper connection and more productive meeting. 

James didn’t get the business, and Sarah didn’t get a chance to build a new relationship that could have benefited her and her company. 

It’s a shame. 

James could have researched her in advance and discovered Sarah had an i-Style. He would have recognized his C-style and realize that he needs to be on the top of his game for the meeting. He would have backed down with all the data and facts and adjusted his communication to more about a relationship with her and asked her what was most important to her. 

When you aren’t aware of who you are, then you will struggle connecting with others. Sales will be difficult, long, confusing, and hit-or-miss experiences with no understanding why. 

How frustrating!

DiSC is Your Sales Superpower.

Sales is about slowing down, being empathetic about the other person’s needs, and taking the lead in the conversation with awareness and joy to help another person. Selling is an art and science and you need to have the right tools to be successful. 

When you adjust your style, you are saying to the other person, “I see you. I hear you. I want to connect with you and help you achieve your goals. I’m putting you first.” 

How beautiful would the world be if people did this in every conversation?

Sales is not some mysterious and confusing black box. It may feel like it some days. But one of my favorite parts of my job is hearing how people have “ah ha” moments about themselves and how it helped them not only close more business, but help more people. 

Happy selling and helping others!