DiSC Profile Explained: Personality Components & How to Identify Them

DiSC Profile Explained: Learn all about the components of the DiSC Profile and how to identify each of them. This can help with your sales process and how to sell to that profile type.

Today we are going to talk about the DiSC profile.  

Welcome to The Love of Business. I’m Crystal.

And I’m Sunshine. Let’s get to it.

DiSC profile? D-I-S-C.

That’s right.

Are you going to explain that to us?

That’s the plan.

All right, let’s hear it.

So, in 1928, a man by the name of William Marston developed and created the DiSC profile.

What is the DiSC profile?

And essentially what the DiSC profile is, it is a behavioral tool that has four quadrants focused on different personality and communication styles.

What does the DiSC acronym stand for?

So, the DiSC is an acronym and it stands for Dominant, Interpersonal, Stable, and Conscientious.

So, let’s go through each quadrant, one by one. So, you can get a little taste of what each means. And then we will talk about how you are going to use it and apply it to build re-pore and increase your conversion rate.

D stands for dominant

D stands for dominant. These are your typical business owners, entrepreneurs, which is really important for them to be in action.

And time is very, very important to them. So, when they are communicating, they talk really fast.

And they are short and concise in their communication. So, if you ask a D, where did you go? They are going to say, “I went to the store.”

They are not going to tell you what they bought at the store, the neighbor they talked to at the store, they have already moved on to the next item.

Now, from a sales perspective, D’s make decisions very quickly. So, if they decided to have a meeting with you about your service or product, they already decided to buy. They just have a couple of logistics to work out.

So, let’s go to I.

I stands for interpersonal

I stands for interpersonal.

You mean, like you’re going to talk about me? Squirrel, shiny.

I know I’m a super high I. I guess I will let you get back, sorry for the interruption.

Let’s dissect Sunshine. So, I’s are your natural sales people and they are influencers. And they are great a persuasion.

I’s tend to get distracted very easily. Like some were saying, shiny object, squirrel. But then they will come back to the conversation.

When I’s are communicating, they are very talkative. They like to relive every experience that they had, twice if you let them.

So, if you ask an I where did you go? They are going to say, “I went to the store. When I walked out, I saw our neighbor. Our neighbor has a new dog named Fluffy.” And they will tell you exactly what happened, twice if you let them. They are storytellers.

Now, I’s tend to make decisions quickly as well from a sales perspective. So, again, if they showed up to talk to you about it, they have already decided to buy.

So, now let’s go to S.

S stands for stable

S stands for stable. These people are the nurturers or caregivers of any group, whether it is in business or personal.

So, a lot of nurses, healthcare workers, are S’s.

So, S’s talk slowly. Because one of the things that they do not like is conflict. So, they talk slower so they don’t offend anyone or so say something that they shouldn’t be saying.

Also, when you are talking to an S, they will say something and then they will pause. You will think they are done talking and start talking over them. But nine times out of ten, they are going deeper into their body to pull out their last thought.

I don’t think I know an S’s.

Sure you do. You are just over talking them.

Now, S’s do not make decisions quickly. So, this is really important from a sales perspective, you can’t push an S. You have to just ask them, “When will you have a decision, either way?” And have them sent their own deadline. And then give them space. Because literally they have to go away and process their feelings about you, your service, and product.

So, let’s go to the last one, C.

C stands for conscientious

C stands for conscientious. These are your typical engineers and accountants.

What they love more than anything is research, information, organization. So, C’s like to be in control. Not necessarily with other people but of themselves and their surroundings.

So, for example, if a C were holding a meeting, they would have done a lot of preparation because they have to prepare and they are perfectionists.

And they have an agenda, so they are ready to go. And if someone in that meeting tries to take them off course of that agenda, they are going to get super uncomfortable and will do whatever it takes to get right back on that agenda.

Now, C’s, similar to S’s, do not make decisions quickly. What they need to do is they need to do all the research. So, if a C were buying a pair of eye glasses, they will literally go to every single eye glass store in the city, over a month.

They will create sales spreadsheet with all the specs. They will take pictures as well before they will make a decision.

So, you let C’s go do all the research they to do. Don’t push them. And then they will come back.

Now, to sum up, everyone has all four of those quadrants within their personality and behavior profile. But usually one or two stand out as dominant and that’s how they like to move through the world.

Okay, so now that we know all of the components of the DiSC profile, how are we going to use this in our sales talks? Or, I mean, how do we use it?

How you are going to use it specifically in your sales talks is once you know yourself, then you want to identify everyone that you come in contact with, their highest one on the profile based on some of the characteristics that we talked about today.

And then, you’re going to match and mirror their profile type.

  • So, if you are talking to a D, then you will talk fast.
  • If you are talking to an S, then you will slow down and take your time, really connect with them.
  • If you are talking to a C, they are going to want to know how everything works. They are going to have a ton of questions.
  • If you are talking to an I, then you are going to be very talkative, listen to their stories, because they want to be liked.

So, your homework to get a little bit deeper on the DISC profile is go to YouTube, search DISC profile, and watch a whole bunch of videos on it. Then put it into practice on a daily basis. And match and mirror other people’s profile types.

What’s your number one takeaway from today’s video? Leave us a comment. And thanks for watching.

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Published by

Crystal Shanks

Crystal Shanks, Certified Business Coach and CEO of Run Right Business Consulting, has been coaching business owners and executives around the world to achieve optimum results since 2009. Coach Crystal teaches her clients proven strategies to build thriving businesses and careers. She has worked with thousands of businesses and executives to generate substantial revenues and maximize profits.