An understanding of the DISC behavioural profile model can help you improve your communication skills and your selling skills.  It will enable you to build rapport, communicate effectively and develop empathy with your clients.

Many profiling tools out there are complicated. DISC is useful to do quickly to you can adapt. Learn to use it and you can rapidly make an assessment of the person you’re talking to so you can communicate in a way that matches your prospect’s preferences.

DISC breaks into two dimensions:

  • Outward / Inward – is a person oriented externally or internally?
  • Task / People – is a person oriented around relationships or things?

These two dimensions create 4 quadrants

  1. D – outward/task – Dominant – Oriented on results, so get to the bottom line. In selling, don’t make it a long process – they will decide quickly. Rapport will come from giving them targeted information about the product, not chatting about the weekend or their family.
  2. I – outward/people – Influencer – Social types who love to talk, especially about themselves. Make sure you give them a chance to express themselves. They are socially oriented, so spend time on connecting so they can decide if they like you
  3. S – inward/people – Stable personality – interested in their team, fairly quiet – concerned about the people around them. In the sales environment, we need to know that they don’t like change, slow to make a decision, planned out step-by-step approach. Don’t scare them with exciting new ideas. Let them know there is a plan and an implementation process behind what you are offering.
  4. C – inward/task – Conscientious . They are inwardly focused, task oriented – -less social skill that the S types. They are also slow to make decisions, very analytic and look at numbers. Don’t try to pressure sell.

In conversations, learn to listen for information about your prospects’ needs and preferences. Think about the two dimensions of the model: Ask a couple of questions that will help you find out where they orient:

  • Is your prospect difficult to draw out and slow in answering? Are they quick to ask questions and chat?


  • Is your prospect talking about things or people? Relationships or achievements?