Strategic Human Capital Insights

Sales & the DiSC Profile®: Align Salespeople & Clients


Maximize your Understanding of the Total Client Buying Center (TCBC) & Develop Serious Client Business Plans


We hope you have enjoyed our blog series on Sales & Business Development so far.  This is the ninth blog in our series. In case you missed the other blogs, you can view them here.

The DiSC® Profile is a very powerful tool used in organizations globally. The DiSC® Profile assesses people for their underlying personality styles. The model presents a methodology for understanding the feedback from the DiSC® Profile.  The key elements that make up personality and motivators can be used to manage effective interpersonal relationships, manage the sales process at a very personal level, and understand how to create highly effective client business plans.  That information breathes life into and gives dimension to effective client business plans.

3 Ways to Incorporate DiSC® into your Client Business Planning Process to Increase Sales

1. The DiSC
® Profile, Salespeople, and Understanding Ourselves and Our Clients

What is the DiSC® Profile, and regarding sales, what do the results tell us? 

The DiSC® Profile helps us understand personality styles, our own and others.  Managing client relationships is all about having a deep understanding of ourselves and how we, in sales, need to adjust our style and approach to effectively work with our clients.  We sell into the total client-buying center (TCBC).  Therefore, salespeople need to understand the TCBC and the associated client buying patterns.  Every client has its own organizational structure, both formal and informal. It is made up of people and each person in the TCBC brings their own unique personality style to the TCBC. So salespeople must deeply understand each person individually and then the dynamics of the TCBC, in total, in order to effectively understand:

o   The kind of information the client needs and the way they need / want it

o   How the client organization operates and how people interact so you can proactively connect with the appropriate parts of the buying center

o   The how, why and when behind the client decision-making process

o   How different personality styles within the TCBC can have an impact on both the decision-making process and the time to make decisions


2. Observe and Identify Client Behaviors and Reactions to Effectively Manage Client Relationships and the TCBC?  

The DiSC® Profile provides a key to understanding the all-important motivators underlying each personality style. This helps us understand people on a much more profound and complex level. Using the DiSC® Profile can be a very powerful tool to carefully assess people on a very individual and personal level.  The four major DiSC® categories are:

o   D – Dominant

o   I – Influencer

o   S – Steadiness

o   C – Conscientious

Each of the above categories / styles will react differently to both normal and stress situations. Salespeople must train themselves to observe these client reactions and behaviors.  They are indicators that will provide highly relevant and applicable client data that leads to an understanding of their buying patterns:

o   How do they respond to open questions?

o   What is the quality and quantity of information the client gives

o   How well do they listen to you?

o   What is the span of attention?

o   What timeframe do they operate in and refer to?

o   Are they conceptual and visionary, or fact based and data driven?

3. Developing and Managing the Client Business Plan

Effective salespeople manage more than the quantitative sales process that measures activity in the number of calls and visits made. While that information is important activity data, it is the quality of that activity that is most important. The quality of effective relationship selling is all about providing valuable activity to the right people at the right time, the way they value that activity and ultimately act upon it. This is the qualitative information that an understanding of the DiSC® Profile can provide.  This information creates an understanding of the TCBC and brings the additional complex dimensionality that makes a Client Business Plan a robust and organic business tool.

Add this tool to your sales tool kit!
See the impact to your sales effectiveness!

For a more thorough understanding of our methodology for managing change, please set up a 30-minute consultation with PSP to begin your journey to successfully managing the change process throughout every layer of your organization.

Download the DiSC Presentation >>


Topics: Business Development

Posted by Joanne Flynn

Joanne Flynn

In 2014, Joanne Flynn founded Phoenix Strategic Performance, a strategic human capital advisory firm. Prior to this, Joanne was Vice President at Goldman Sachs for 10 years responsible for global learning and development. She then led the consulting practice of Phoenix Group International, a consulting firm specializing in global financial service. Joanne is now taking best practices from the people-intensive financial services industry and adapting those best practices to startup and growth businesses. She is a thought leader in the areas of strategic organizational alignment, organizational agility, human capital gap analysis, leadership challenges for the new workplace and transformation leadership.

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