How to Enhance Relationships Using Everything DISC Sales

Building strong customer relationships is the foundation of success for any business. It’s not just about making a sale; it’s about creating a connection that lasts long after the transaction is complete. According to a study by Bain & Company, increasing customer retention rates by just 5% can increase profits by 25% to 95%.

That’s why investing in building and nurturing customer relationships is crucial for driving growth, fostering loyalty, and establishing a competitive edge in today’s marketplace.

Think about it this way: when you have a positive experience with a company, you’re more likely to choose them again in the future, recommend them to others, and even pay a premium for their products or services.

On the other hand, a negative experience can quickly drive customers away and damage your reputation. In fact, research shows that it takes 12 positive experiences to make up for one unresolved negative experience.

So, how do you build those lasting customer relationships? It starts with understanding your customers’ needs, preferences, and communication styles. That’s where tools like Everything DiSC Sales come in.

By equipping your sales team with the skills to adapt their approach to each individual customer, you can create more meaningful connections, close more deals, and keep customers coming back for more.

However, building customer relationships goes beyond just the sales process. It requires a commitment to providing exceptional customer service, continuously gathering feedback and insights, and going above and beyond to exceed expectations. It’s about treating your customers as valued partners in your success, rather than just a means to an end.

In today’s competitive landscape, building strong customer relationships is no longer a nice-to-have; it’s a must-have for any business that wants to thrive. So, let’s dive in and explore the key strategies and tools you can use to enhance your customer relationships and take your business to the next level.

At Cooper Consulting Group, we use DISC everyday to help organizations with their communication internally and externally. Please feel free to call us if you have any questions about DISC training or how it can help increase your team’s performance.

In this blog post, we will cover the basics of DISC in relation to sales, DISC sale trends, and tips to help build stronger relationships.

The Importance of DISC Sales

Using DISC personality assessments for salespeople is important for several reasons:

  1. Understanding Customer Behavior: Salespeople who understand their own personality styles and those of their customers can tailor their approach to match the customer’s preferences. This leads to more effective communication and a better understanding of customer needs, ultimately improving sales outcomes.
  2. Adapting Sales Strategies: Different personality styles respond differently to sales tactics. By knowing their own style and the styles of their customers, salespeople can adapt their sales strategies to better connect with and persuade each individual customer.
  3. Building Rapport: Sales is all about building relationships, and understanding personality styles can help salespeople build rapport more quickly and effectively. By speaking the customer’s language and understanding their motivations, salespeople can create stronger connections and trust.
  4. Identifying Customer Pain Points: Certain personality styles may be more open about their challenges and pain points than others. Salespeople who understand these differences can ask the right questions and uncover customer needs more effectively, leading to more successful sales conversations.
  5. Handling Objections: Different personality styles may have different objections or concerns when making a purchase. Salespeople who can anticipate and address these objections based on the customer’s style are more likely to overcome them and close the sale.
  6. Improving Team Dynamics: Sales teams often work closely together, and understanding each other’s personality styles can improve teamwork and collaboration. Sales managers can use DISC assessments to build well-rounded teams with complementary strengths and weaknesses.
  7. Tailoring Sales Training: Sales training can be more effective when tailored to individual personality styles. By understanding how each salesperson learns and communicates best, managers can provide training that resonates with their team members and helps them improve their skills more efficiently.
  8. Reducing Turnover: Sales can be a high-pressure and competitive field, leading to high turnover rates. Understanding personality styles can help managers support their salespeople more effectively, leading to higher job satisfaction and lower turnover.
  9. Increasing Sales Effectiveness: Ultimately, using DISC personality assessments for salespeople leads to increased sales effectiveness. By understanding themselves and their customers better, salespeople can close more deals, build stronger relationships, and achieve greater success in their roles.

Changing Trends in DISC Sales

Several trends are shaping the landscape of sales, influencing how businesses approach their sales strategies and interact with customers. Here are some key trends in sales:

Digital TransformationWith the increasing reliance on digital channels, sales processes are becoming more digitized. Sales teams are leveraging technology such as CRM systems, AI-driven tools, and data analytics to streamline processes, personalize interactions, and optimize sales efforts.
Remote SellingThe COVID-19 pandemic accelerated the shift towards remote selling, with many sales teams transitioning to virtual interactions. Even as restrictions ease, remote selling is likely to remain prevalent, with salespeople leveraging video conferencing, virtual demos, and other online tools to engage with customers.
PersonalizationCustomers expect personalized experiences tailored to their needs and preferences. Sales teams are using data analytics, AI, and automation to segment customers, deliver targeted messaging, and provide customized solutions, driving higher engagement and conversion rates.
Customer-Centric SellingSales strategies are increasingly focused on meeting the needs and expectations of customers. Salespeople are adopting a consultative approach, actively listening to customers, understanding their challenges, and offering solutions that address their specific pain points.
Sales EnablementSales enablement has emerged as a critical function within organizations, providing sales teams with the tools, resources, and training they need to succeed. This includes content management systems, sales playbooks, training programs, and ongoing support to empower salespeople and improve performance.
Social SellingSocial media platforms have become integral to the sales process, allowing salespeople to connect with prospects, build relationships, and share valuable content. Social selling involves leveraging platforms like LinkedIn, Twitter, and Facebook to engage with potential customers and generate leads.
Value-Based SellingCustomers are increasingly focused on the value they receive from products or services rather than just price. Salespeople are emphasizing the value proposition of their offerings, highlighting benefits, ROI, and competitive advantages to differentiate themselves from competitors.
E-commerce and Omnichannel SellingThe growth of e-commerce and omnichannel retailing has transformed the way customers shop and interact with brands. Sales teams are integrating online and offline channels to provide a seamless shopping experience, allowing customers to research, purchase, and receive support across multiple touchpoints.
Data-Driven Decision MakingSales teams are leveraging data analytics to inform decision-making and drive sales performance. By analyzing customer data, sales trends, and market insights, organizations can identify opportunities, optimize processes, and allocate resources more effectively.

Overall, these trends reflect the evolving nature of sales in response to changing customer expectations, technological advancements, and market dynamics. By embracing these trends and adapting their strategies accordingly, sales organizations can stay competitive and drive growth in today’s dynamic business environment.

Challenges in DISC Sales

Salespeople face a variety of challenges in their roles, ranging from changes in customer behavior to internal organizational hurdles. Here are some common challenges for salespeople:

  1. Increased Competition: Competition in many industries is fierce, with multiple companies vying for the same customers. Salespeople must differentiate their offerings and demonstrate value to stand out from competitors.
  2. Changing Customer Expectations: Customer expectations are evolving rapidly, driven by factors such as digitalization, personalization, and increased convenience. Salespeople must adapt to meet these changing expectations and provide exceptional customer experiences.
  3. Access to Decision-Makers: Getting access to key decision-makers within target companies can be challenging. Salespeople often face gatekeepers, busy schedules, and reluctance from decision-makers to engage with sales pitches.
  4. Market Saturation: In some markets, saturation can make it difficult for salespeople to find new prospects and close deals. They may need to expand their reach or find creative ways to tap into niche markets.
  5. Price Pressure: Price competition is common, especially in commoditized industries. Salespeople must demonstrate the value of their offerings to justify higher prices and avoid getting stuck in price wars. According to Brian Tracey, the best time to make a new sale is when you just closed a sale.
  6. Long Sales Cycles: Some sales cycles are inherently long and complex, requiring multiple touchpoints and interactions with the customer. Salespeople must be patient and persistent in nurturing leads through the sales funnel.
  7. Uncertain Economic Conditions: Economic uncertainty, such as recessions or market downturns, can impact purchasing decisions and budgets. Salespeople may face tighter budgets, delayed purchasing decisions, or increased scrutiny from customers.
  8. Managing Rejection and Resilience: Sales can be a challenging and rejection-heavy profession. Salespeople must develop resilience and persistence to handle rejection, overcome setbacks, and stay motivated.
  9. Adapting to Remote Selling: The shift to remote selling presents its own set of challenges, including building rapport virtually, maintaining engagement during online meetings, and effectively demonstrating products or services without face-to-face interaction.
  10. Internal Alignment and Support: Sales teams may face challenges with internal alignment and support from other departments, such as marketing, product development, or customer service. Lack of alignment can result in miscommunication, missed opportunities, and friction within the organization.
  11. Continuous Learning and Skill Development: Sales is a dynamic field, and salespeople must continuously update their skills and knowledge to stay competitive. Keeping up with industry trends, learning new technologies, and refining sales techniques are ongoing challenges.

Addressing these challenges requires a combination of resilience, adaptability, strategic thinking, and effective use of resources and tools. Salespeople who can navigate these challenges successfully are better positioned to achieve their goals and drive business growth.

How to Incorporate DISC on a Sales Call

Incorporating DISC on a sales call can help salespeople better understand their customers’ communication styles and tailor their approach to match their preferences. Here’s how to incorporate DISC on a sales call:


Before the call, review the customer’s DISC profile if available. Understand their dominant personality traits, communication preferences, and behavioral tendencies. Otherwise, conduct a quick people reading exercise by asking yourself these questions:

  1. Is this person fast-paced and outspoken OR cautious and reflective?
  2. Is this person warm and accepting OR questioning and skeptical?
  3. Now combine them:
Fast-paced and outspokenQuestioning and skepticalD-Style
Fast-paced and outspokenWarm and acceptingI-Style
Cautious and reflectiveWarm and acceptingS-Style
Cautious and reflectiveQuestioning and skepticalC-Style

Initial Engagement

Use mirroring and matching techniques to establish rapport with the customer. Match their pace, tone, and style of communication to create a connection from the outset.

Listening and Observing

Pay attention to verbal and non-verbal cues during the conversation. Listen for clues about the customer’s personality style, such as their language, tone of voice, and body language.

Flexing Your Communication Style

Once you’ve identified the customer’s DISC style, adapt your communication style accordingly:

  • Dominance (D): Be direct, concise, and results-oriented. Focus on bottom-line benefits and avoid excessive small talk.
  • Influence (I): Be friendly, enthusiastic, and engaging. Use storytelling and build rapport through conversation.
  • Steadiness (S): Be patient, supportive, and empathetic. Provide reassurance and focus on building trust and rapport.
  • Conscientiousness (C): Be detail-oriented, logical, and factual. Provide data, evidence, and demonstrate expertise.

Ask the Right Questions

Tailor your questions to align with the customer’s preferences and priorities:

  • D-Style: Focus on results, goals, and challenges.
  • I-Style: Ask open-ended questions that encourage discussion and exploration.
  • S-Style: Show interest in their concerns, needs, and relationships.
  • C-Style: Ask specific, detailed questions to gather information and address their analytical nature.

Presenting Solutions

Present your product or solution in a way that resonates with the customer’s personality style:

  • D-Style: Emphasize efficiency, productivity, the bottom-line, and results.
  • I-Style: Highlight the social aspects, benefits to relationships, and positive impact.
  • S-Style: Focus on stability, reliability, harmony for people, and long-term support.
  • C-Style: Provide detailed information, data, and evidence to support your solution’s effectiveness.

Handling Objections

Address objections in a way that aligns with the customer’s communication style:

  • D-Style: Be direct and solution-focused.
  • I-Style: Provide reassurance and focus on positive outcomes.
  • S-Style: Offer support and address concerns about risk or change.
  • C-Style: Provide evidence and detail to alleviate concerns about reliability and accuracy.

Closing the Sale

Tailor your closing approach based on the customer’s style:

  • D-Style: Focus on the benefits and outcomes of making a decision.
  • I-Style: Create excitement and urgency around the opportunity.
  • S-Style: Provide reassurance and support throughout the decision-making process.
  • C-Style: Offer detailed information and address any remaining concerns or questions.

By incorporating DISC on a sales call, salespeople can better connect with customers, understand their needs, and deliver personalized solutions that resonate with their preferences, ultimately increasing the likelihood of a successful outcome.

An Assessment That Can Help You

The Everything DiSC Sales Profile can help anyone become a better salesperson and communicate well with customers. This profile takes learners through a DISC assessment to learn about their personal style. Participants will then learn about customer buying styles and how to tailor their style to a customer’s. As individuals practice these skills, they’ll ultimately make more sales and improve customer satisfaction.This profile helps participants learn three important things:

  1. Their own sales style.
  2. How to recognize a customer’s buying style.
  3. How to adapt their sales style to fit the customer’s buying style.

Increase sales and customer satisfaction

After completing the Sales Profile, participants will know how to match their style with their customer’s style to sell to customers more effectively. The Sales Profile will also improve customer service skills by teaching tactics to communicate with all kinds of people.

The Sales Profile equips learners with actionable knowledge so they can meet their customers’ needs. Participants will learn how to tailor their style to each individual customer they encounter. As a result, they’ll be able to close more sales and ensure that customers walk away satisfied.


Investing in your sales team sets the foundation for increased success for the entire organization. Looking for ideas or help?

Our expert facilitators will train your salespeople to be highly effective, and our copyrighted sales process will transform the way they sell. Whether you want to focus on your own sales skills or implement a sales process for your team, there’s a workshop or coaching experience that’s right for you. Call us today for a consultation!

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