Behavior-Based
Selling Techniques
“Too many people overvalue what they
are not and undervalue what they are.”
- Malcolm Forbes
What Does DISC Measure?
BEHAVIOR
SKILLS
EDUCATION
HOW
VALUES
INTELLIGENCE
& TRAINING
& EXPERIENCE
NOT WHY
NOT WHAT
1-8
DISC
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Dominance
Influence
Steadiness
Compliance
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•
Problems
People
Pace
Procedures
Graph1
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Adapted Style
Conscious
Mask
Most Changeable
Requires Energy
Graph 2
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Basic/Natural Style
Unconscious
You!
Least Changeable
Comfort Zone
The “D” Factor - How You
Handle Problems &
Challenges
High D
• Results-oriented
• Desire to win
• High risk
• Argumentative
• Fast paced
• Quick to challenge
Problems/Dominance
Low
• Approaches
problems cautiously
• Little need to
challenge or lead
• Slower paced
• Slow to anger
• Tends to listen well
Low D
Quick to Anger
Low: long fuse,
may hold a grudge
High: short fuse,
quick to get over it
The “I” Factor – How You
Interact With Other
People
High
• Creative problem
solver
• Enthusiastic
• Humorous
• Fun loving
• Everyone is a friend
High I
People/Influence
Low
• Cautious in
relationships
• Skeptical
• Distrusting
• Gathers information
• Detail oriented
Low I
Optimistic
High: trusting
& optimistic
Low: distrusting &
pessimistic
The “S” Factor – The Pace
of Your Environment
High
• Need for closure
• Need for secure
situations
• Great listener
• Calms and stabilizes
others
• Good planner
• Able to “mask”
emotions
High S
Pace/Steadiness
Low
• Little need for
structure
• High risk
• Shows emotion
• Handles many tasks
Low S
Nonemotional
High: masks
emotions
Low: shows
emotions
The “C” Factor –
Following Rules and
Procedures
High
• Works well alone
• High expectations
• Able to solve
complex problems
• Organizes and
analyzes
• Self-competitive
• Follows rules
High C
Procedures/Compliance
Low
• Finds a “new” way
• Does not follow
“status” quo
• Thinks creatively
• Open to change and
new ideas
• Sees options
Low C
Fear
High: needs
permission
Low: expects
forgiveness
Self-Image Bias
We value in others what we value in
ourselves.
High D & High C
High I & High S
Two High Ds, Is, Ss, or Cs
Quick People Reading
Task
Is the person mainly
extroverted (D,I) or
introverted (S,C)?
People
Extrovert
D
I
Introvert
C
S
Is the person mainly task
(D,C) or people oriented
(I,S)?
D – DOMINANCE
Determined, factual, impersonal, intense, pushy,
demanding, efficient, forceful, harsh, decisive, self-reliant,
dominant, impatient. They measure personal value by
RESULTS.
To strengthen your relationship:
Focus on their goals, be punctual, organized, use their time
wisely, and don’t challenge them. Be Efficient. Support
their conclusions and actions. Stick to business. Provide
options and probabilities. Help them save time. Give
benefits that answer WHAT.
Relating to the High D
D - DOMINANCE:
• Be direct, straightforward, and open to their need for
results
• Make communication brief and to the point
• Respect their need for autonomy
• Be clear about rules and expectations
• Let them initiate
• Show your competence
• Stick to the topic
• Show independence
• Eliminate time wasters
• Be prepared for lack of empathy, sensitivity, and little
social interaction
I - INFLUENCE
Stimulating, personable, excitable, manipulative, animated,
undisciplined, enthusiastic, intuitive, outgoing,
unstructured, dramatic, creative, inspiring, persuasive.
They measure personal value by APPLAUSE.
To strengthen your relationship:
Start with big picture, use testimonials, make them look
good. Don’t deal in details. Help them save effort. Be
stimulating. Support their dreams and intuitions. Give
benefits that answer WHO.
Relating to the High I
I - INFLUENCE:
• Be friendly, emotionally honest, and recognize their
contributions
• Approach them informally
• Be relaxed and sociable
• Let them verbalize thoughts and feelings
• Keep the conversation light
• Provide written details
• Give public recognition for individual accomplishments
• Use humor
• Be prepared for attempts to persuade and influence others,
need for “lime light”, over-estimating self and others, overselling ideas, and vulnerability to perceived rejection
Graphing the Person
D
I
S
C
S - STEADINESS
Supportive, considerate, willing, careful, agreeable, quiet,
cooperative, obliging, warm, dependable, contented,
reliable, patient. Excellent listener. They measure personal
value by ATTENTION.
To strengthen your relationship:
Understand them personally, build a step-by-step
relationship, keep change to a minimum, and minimize
their risk. Take time to be agreeable. Support their
relationships and feelings. Give benefits that answer
WHY.
Relating to the High S
S - STEADINESS:
• Be relaxed, agreeable, cooperative, and show appreciation
• Be logical and systematic in your approach
• Provide a consistent and secure environment
• Let them know how things will be done
• Use sincere appreciation
• Show their importance to the organization
• Let them move slowly into change
• Be prepared for friendly approach, resistance to change,
difficulty prioritizing, and difficulty with deadlines
C - COMPLIANCE
Exacting, conservative, orderly, logical, precise,
systematic, persistent, punctual, critical, indecisive, formal,
serious, industrious, organized, thorough. They measure
personal value by ACTIVITY.
To strengthen your relationship:
Provide facts/data, be accurate, stick to business, be
persistent, and put it in writing with pros and cons. Help
them by letting them save face. Take time to be accurate.
Support their principles and thinking. Give benefits that
answer HOW.
Relating to the High C
C - COMPLIANCE:
• Minimize socializing, give details, and value accuracy
• Give clear expectations
• Show dependability
• Show loyalty
• Be tactful and emotionally reserved
• Allow precedent to be a guide
• Be precise and stay focused
• Value high standards
• Be prepared for discomfort with ambiguity, resistance to
vague or general information, desire to double check, and
little need to affiliate with people
Graphing the Person
D
I
S
C
Behaviors of Top Sales People
• High D, High I, High I/S
• High Utilitarian