Strategic Human Capital Insights

Sales & the DiSC Profile®: Aligning Salespeople & Clients


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

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 must 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 stressful 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 a 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 on your sales effectiveness!

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

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Topics: Business Development

Posted by Joanne Flynn

Joanne Flynn

Joanne T. Flynn heads up the human capital advisory group, Phoenix Strategic Performance, Inc. Previously, she was a Managing Director with Phoenix Group International and was Vice President / Director of Global Learning and Development at Goldman, Sachs for nine years. Joanne works with organizations as they face global growth and competitive challenges. She works with her clients to be both externally focused and internally responsive. With her unique background, she aligns competitive strategic efforts with related internal organizational leadership challenges. With the benefit of her career-long focus, Joanne contributes the unique insight of aligning strategy to internal organizational structure and process. She focuses on human capital relative to strategic initiatives, accelerated business growth, value creation, and business development. Joanne holds a Master of Arts degree in Business Management from the University of Oklahoma. In addition, she holds a double degree major in History and German from St. Elizabeth University, as well as certificates from a variety of leading universities and professional training and development organizations. Joanne has recently published her latest book, Accelerating Business Success, The Human Asset Management Strategy.

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