In the ever-evolving landscape of B2B sales, understanding the nuances of client personalities can be a game-changer. DISC, a behavioral assessment tool, offers invaluable insights into personality traits and behavioral tendencies.
By deciphering DISC profiles, sales professionals can tailor their approach to each client, fostering more authentic connections and effective engagements. In this blog, we will explore the DISC model, its various ranges and personas, and its critical relevance in B2B sales scenarios.
What is DISC?
DISC stands for Dominance, Influence, Steadiness, and Conscientiousness – the four primary personality traits it assesses. Developed by psychologist William Moulton Marston, DISC is grounded in the idea that people exhibit distinct behavioral styles, each with its unique strengths and challenges.
DISC is not about categorizing people into rigid boxes. Instead, it acknowledges a range within each trait, allowing for a more nuanced understanding of individual personalities.
The DISC model categorizes personality traits into four primary archetypes: Dominance (D), Influence (I), Steadiness (S), and Conscientiousness (C). Each archetype represents a distinct cluster of behavioral tendencies and preferences.
- Dominance (D): Individuals high in Dominance are results-oriented, assertive, and enjoy
overcoming challenges. They are direct, decisive, and prefer being in control. - Influence (I): Those with high Influence scores are sociable, talkative, and persuasive.
They thrive in social interactions and are often enthusiastic and optimistic. - Steadiness (S): Steadiness is marked by calmness, reliability, and patience. People with
high Steadiness prefer stability and consistency and are supportive team players. - Conscientiousness (C): High Conscientiousness indicates a preference for accuracy, detail,
and analytical thinking. These individuals are organized, cautious, and adhere to standards.
Understanding these archetypes can help individuals improve communication, collaboration, and effectiveness in various contexts, including sales.
DISC Ranges, Personas, & Archetypes
Most people exhibit a blend of these traits, with one or two being more dominant. This blend creates unique personas that can influence how individuals prefer to communicate, make decisions, and be motivated.
When an individual exhibits a combination of DISC archetypes, it means they display traits from more than one category, blending characteristics from two or more of the Dominance (D), Influence (I), Steadiness (S), and Conscientiousness (C) archetypes. Here’s how combinations typically work:
- Primary and Secondary Traits: In most cases, individuals have one or two dominant archetypes that are more pronounced than the others. For example, someone might primarily exhibit traits of Influence (I) with secondary traits of Dominance (D).
- Blended Characteristics: The combination of archetypes results in a unique blend of
characteristics. For instance, a person with a combination of Steadiness (S) and Conscientiousness (C) might be both patient and detail-oriented, emphasizing stability while also focusing on precision and accuracy. - Adaptability: Individuals with mixed archetypes can adapt their behavior to different
situations. They may draw upon the strengths of each archetype depending on the context. For example, someone who is primarily Steadiness (S) but has secondary traits of Influence (I) might be empathetic and supportive in interpersonal interactions while also being able to engage energetically in group settings. - Challenges: While having a combination of traits can offer versatility, it can also present
challenges. Balancing multiple tendencies may lead to internal conflicts or difficulty in certain
situations. For instance, someone with both Dominance (D) and Conscientiousness (C) traits may struggle between their desire for control and their need for precision. - Understanding and Development: Recognizing one’s combination of archetypes is crucial for personal and professional development. It allows individuals to leverage their strengths, address areas for improvement, and adapt.
DISC Archetypes Relevant for B2B Sales
Combining personas and archetypes offers a comprehensive understanding of customer behavior in technology purchasing. Personas provide detailed insights into specific buyer segments, while archetypes offer broader, universally recognized patterns of behavior. Together, they enable teams to develop targeted strategies that resonate with both the unique characteristics of different buyer segments and the fundamental drivers of human behavior. This integration fosters cross-functional alignment and enables organizations to create more effective marketing, sales, and product strategies. Here are the personas that AskWilly uses to create its actionable recommendations.
Relevance to B2B Sales
In B2B sales, understanding the DISC profile of a prospect or client can significantly enhance the effectiveness of sales interactions. Here’s how:
- Tailored Communication: By identifying a client’s dominant DISC traits, sales professionals can adjust their communication style. For example, a concise, goal-oriented approach for Dominant personalities, or a friendly, empathetic conversation with Steady individuals.
- Effective Presentations: Knowing the DISC profile helps in structuring presentations and
pitches. Influential personalities may respond well to enthusiastic, big-picture ideas, while Conscientious clients prefer detailed, data-driven presentations. - Building Rapport: Understanding DISC helps in building rapport by aligning with the client’s communication preferences and values. This alignment fosters trust and a stronger client-salesperson relationship.
- Managing Objections: Different DISC types have different objections and concerns. A
salesperson adept in DISC can anticipate and address these concerns more effectively.
Using DISC with AI Sales Tools
Combining DISC with AI-powered tools can lead to even more personalized sales strategies. An AI tool like Skwill.AI’s AskWilly could analyze DISC traits in real-time, offering recommendations on how to tailor messages, predict client reactions, or guide salespeople on the most effective negotiation tactics.
Conclusion
The DISC personality model is not just about understanding personalities but leveraging this insight to create meaningful, tailored interactions in B2B sales. Whether it’s for closing deals or enhancing team dynamics, DISC offers a structured way to increase success rates. Embracing these insights through modern AI tools can amplify sales effectiveness, ensuring that each buyer receives the communication and service approach they value most.
About the Author:
Anoop George is the CEO and Founder of Skwill.AI. His sales experience spans 30 years, and he is committed to making coaching accessible to all, by combining behavioral science, human expertise, and the power of AI. Anoop is an alumnus of Carnegie Mellon University, a fitness enthusiast, and loves cooking on Wednesdays.