Communicating better with prospects using the DISC model
What better way to optimise a sales negotiation than by identifying the personality and profile of the people you are dealing with? The DISC model makes this possible thanks to its human behaviour analysis grid.
This sales technique, a genuine lever for commercial and managerial performance, considerably enhances the communication and exchanges you have with your prospects and customers.
The DISC model helps you to truly understand the behaviour and reactions of your contacts, enabling you to build a personalised, effective and appropriate sales pitch.
Here's a closer look at this sales method that combines psychology and business.
What is the DISC model?
Definition
The DISC model, also known as the "colour method", , is a technique for assessing human behaviour that enables people to improve their professional communication.
This acronym, derived from the work of William Moulton Marston, is based on 4 personality traits, also known as behavioural styles, represented by 4 different colours:
- 🟥 Dominant
- 🟨 Influential
- 🟩 Stable
- 🟦 Conforming.
💡 Be careful though, the DISC model is not there to assess your intelligence. It is neither an IQ test, nor an intelligence test, nor an aptitude test, nor a personality test. It is a tool that simply assesses your behaviour and reactions when faced with different professional situations.
Its value in sales management
This behavioural analysis enables you to identify the psychological dominance of individuals in a work environment. Thanks to a questionnaire of around ten questions called the DISC test, a profile is defined for your contact, enabling you to adapt your sales pitch as effectively as possible.
👉 An individualised pitch is more powerful and therefore more effective, which considerably increases your chances of succeeding in your sales negotiations. In fact, the DISC model is very common in :
- Sales: by optimising your sales pitches, sales processes and handling of objections,
- management: by adapting your communication to better manage your teams,
- recruitment : by identifying the reactions and behaviour of candidates at times of stress, for example.
The DISC model is perfectly suited to the SONCAS method. Both models enable you to identify the personality of the person you're talking to, so you can adjust your communication accordingly.
What are the 4 types of profile in the DISC model?
🟥 D for Dominant
The Dominant is a dynamic person, full of energy and down-to-earth. This profile is independent and direct. They see themselves as decision-makers. In other words, they need to :
- control situations
- make decisions
- achieve their objectives.
📣 How do you communicate with this profile?
You need to show patience and be simple and concise in your exchanges. Dominants don't like wasting time; you need to get straight to the point and know how to find the right words.
As a customer or prospect, the Red Profile is someone who is stubborn and very sure of himself, so you'll have to make every effort to deal with his objections correctly.
They need to be able to easily identify the added value of the product or service you're recommending.
👉 To do this, we advise you to use the SMART method, which is a simple and effective way of showing them the objectives of your offer and the interest they may find in it.
🟨 I for Influencer
The Influencer is a demonstrative person with great interpersonal skills. They like new things, which can sometimes lead them to commit lightly. Creative, friendly and social, they have an exuberant nature and are constantly seeking :
- recognition
- collaboration
- attention.
📣 How do you communicate with this profile?
To communicate well with a yellow profile, you need to be warm and optimistic. You need to demonstrate a genuine sense of exchange and sharing. Put them at ease, and try to create a genuine relationship of trust.
As a client or prospect, the Influencer is an understanding customer, but one who can quickly become disorganised. Try to establish a framework of trust and be more of an advisor than a salesperson.
👉 To do this, we advise you to adopt the active listening method! The Influencer profile will appreciate the fact that you' re listening and that you're adapting your offer as closely as possible to their needs.
Influencers also like social recognition. Don't hesitate to congratulate them on their work and their achievements. Put them forward during your discussions and meetings, they'll appreciate it and be more open to negotiation.
🟩 S for Stable
The Stable Profile is a calm and methodical person. They seek to be liked and appreciated, yet are fairly introverted and uncomfortable in public. Tolerant and conciliatory, their priorities are :
- human qualities
- balance,
- listening to others
- support.
📣 How do you communicate with this profile?
The Green profile needs to be put at ease, so you must be empathetic and benevolent. They don't like to be the centre of attention, so avoid putting them in the spotlight or asking their opinion during a group meeting.
As a customer or prospect, the Stable profile is patient and composed. You need to present your sales pitch clearly and ideally step by step so as not to confuse them.
To do this, present them with a detailed funnel plan. This will give them a clear vision of the plan and increase their confidence.
This is a customer who likes to work at his own pace, so you need to be patient and available. However, this is still a wary customer, so you'll need to learn to gain their trust over time.
🟦 C for Compliant
The Conform profile is someone who likes to follow the rules. They proceed methodically and logically and have a strong need for security . They have very distinct characteristics:
- They like order and organisation,
- They don't much like risk or the unknown,
- He needs to be supervised.
📣 How do I communicate with this profile?
To communicate well with the blue profile, you need to be extremely precise and clear in what you say. Your interlocutor is rather reserved and observes more than he speaks, so you have to "lead the conversation" as it were.
As a customer or prospect, the Conform profile is a reserved and reliable customer who waits to be approached. They tend to be conformists, motivated by experience and knowledge.
To achieve this, use the CAB technique. This will enable you to persuade your contact by presenting your offer in an impeccable way. Don't skimp on details, the Conform profile likes specifics.
Finally, the blue profile doesn't like to be rushed, so give them time to make their purchasing decision, don't rush them!
Why use the DISC model?
Better communication
The DISC model enables you to communicate better with your contacts by better understanding their behaviour and reactions to different situations. It optimises your customer relations and facilitates your sales processes.
But for the model to be effective, you need to do the DISC test yourself. Knowing yourself and knowing others will only make your communication more effective and relevant.
👉 Example: If you're a Dominant, and the person you're talking to is a Compliant, you know you're going to have to be patient, go at your prospect's pace even if it's difficult for you. You know that you mustn't rush them or impose your opinion on them. This will considerably optimise your exchanges.
Optimising your sales pitch
For a sales pitch to be effective, it has to be adapted. What better way of optimising your sales pitch than by knowing the character traits of the people you are talking to? The DISC model enables you to:
- Deal better with objections
Example: you know that when faced with a Dominant profile, you need to deal with objections in a direct and dynamic way. This profile expects concrete answers that leave no room for hesitation.
-
Present your offer better
Example: you know that for a Conform profile, you need to present your offer extremely precisely and clearly. Spare no detail and answer all the questions your interviewer asks. -
Adapt your body language
Optimising your words is all very well, but adapting your body language is even more important. For example, you know that for an Influencer profile, you need to be at ease, adopting simple, fairly informal gestures while remaining professional.
Would you like to go further and strengthen your sales pitch, while applying these best practices? Our complete guide takes you through the key stages from creating your sales pitch to improving it, so you can increase your sales. Download it for free to optimise your sales pitch and become a seasoned salesperson!
Better team management
In management circles, the DISC model is a real performance lever. It enables you to adapt your communication to each profile and thus manage your teams more effectively.
The DISC method enables you to create genuine team cohesion and collective harmony. This improves the productivity and performance of your teams, who feel more listened to and recognised.
Article translated from French