What is personality? Essentially, it’s a bundle of perspectives and behaviors that form an identifiable pattern that others can discern. Our personality is reflected in everything we do. We can observe our DISC style in how we communicate, lead people, manage stress, deal with change, and influence others. So, it stands to reason that salespeople will have a selling style that links to their DISC style.

Consider the strengths and challenges of each of the DISC styles in a sales environment:

Those with the Dominant DISC style, simply referred to as D’s, bring tremendous drive and focus towards achieving their sales goals. With an innate ability to cut through the clutter and highlight the primary benefit their product or service can provide the customer, D’s are direct and persuasive in their communication. D’s respect the customer’s decision making power and are careful not to waste their time with side issues or trivialities. Employing inexhaustible persistence, D’s will not hesitate to go the extra mile to enable the client to make a positive choice for their product. In overuse, however, D’s can come across as too intense to more introverted customers. In addition, they may neglect the details of a deal for the bigger picture and display impatience if the process gets bogged down.

Interactive I style salespeople bring tremendous enthusiasm to the selling process and are adept at putting potential clients at ease. Their enthusiastic curiosity about the client as a whole individual (personal hobbies and interests), can transform a mere transaction between wary advisories into a vibrant partnership. Naturally articulate, I’s project confidence without appearing self-important. Their optimistic, big picture focus keeps the process moving towards a mutually beneficial conclusion. Areas that I’s should be careful about include their tendency to be overly optimistic and promise too much, overlooking a more analytically inclined client’s need to study the details, and making the incorrect assumption that a smiling prospect foreshadows a successful conclusion.

Building trust is a crucial component of the sales process and those with the Supportive S style are built for trust. S’s make a sincere effort to fully understand their clients needs through attentive listening. S’s are naturally friendly and positive. By not feeling the internal need to rush through any phase of the sales process, S’s allow potential clients the time they need to build confidence in their approach and expertise. Challenges that are unique to S’s in a sales context include a reluctance to be assertive in the closing phase, a personal humility that may come across as a lack of confidence to other styles, and avoiding candid conversations when clarity would be beneficial to both sides.

Salespeople with the Conscientious DISC style focus upon quality and accuracy presents a very reassuring presence to potential customers. By demonstrating an expert’s grasp of their product or service and employing probing questions to fully understand the client’s situation, C’s are very adept at making logical connections and bridging gaps. Additional strengths include careful follow-up and thoroughness in delivering on promises. Sales challenges that C’s should be mindful of include an over-dependence upon logic and analytics when a more personal touch is required to connect, a reluctance to bring passion and enthusiasm to the process, and a tendency to put intensive energy into the details of the process at the expense of the bigger picture, which the client may require in order make a decision.

Understanding how your DISC style influences your sales presence with clients reveals important insights about how you may come across to others. By harnessing your personal strengths while borrowing the capabilities of complimentary styles, you can significantly broaden your appeal to potential customers.

Daniel Silvert, is a sought-after facilitator, executive coach, and speaker. As the VP of Learning & Development for Team Builders Plus, Daniel designs and leads training programs at every level on teamwork, accountability, and transformational change. Daniel is the co-author of Taking Flight!: Master the Four Behavioral Styles and Transform Your Career, Your Relationships…Your Life. You can follow Daniel on Twitter @DanielSilvert or on Facebook, learn more about Team Builders Plus at www.TeamBuildersPlus.com, and discover the DISC system at www.TakingFlightwithDISC.