Using DISC for Sales Profiling

DISC is a behaviour assessment tool based on the DISC theory of psychologist William Marston. Marston’s theory centers on four different personality traits:

• Dominance
• Inducement (sometimes known as Influence)
• Submission (also known as Steadiness)
• Compliance (also known as Conscientiousness)


This theory was then developed into a personality assessment tool (personality profile test) by industrial psychologist Walter Vernon Clarke.

In this article, we shall talk about the traits of these different personalities and how we adapt our sales strategies to each personality types.

Dominance Type:

• Decisive
• Result-Oriented
• Confident
• Compulsive need for change
• See the big picture
• Not easily discouraged
• Focus

• May be too Aggressive
• Domineering
• Strong need to correct wrongs
• Need to be in control
• Lack empathy
• Impatient
• Force opinion on others
• Don’t take No for an answer

How to approach “D” profile person:
• Show them you are Confident, Efficient and Effective
• Make recommendations and let them know you are resourceful
• Give options to solutions. Never tell them something cannot be done.
• Give them Overview, let them know the best and worse scenarios.

Influence Type:

• Make friends easily
• Fun to be with
• Good at entertaining
• Never run out of topics
• Volunteers for jobs
• Express thoughts with excitement
• Spontaneous
• Smile a lot

• Talk too much
• Easily distracted
• Lack discipline
• Restless
• Obliging
• Emotional
• Overly concern about what others think of him/her
• Over promise, under deliver
• Forgetful

How to approach “I” profile person:
• They will like you if you are very Presentable and Interesting.
• Give compliments. They will like you if they feel that you like them.
• Make them happy and feel special.

Steadiness Type:

• Peaceful
• Easy-going
• Patient
• Good Listener
• Make a loyal friend/employee
• Considerate
• Compassionate

• Avoid conflicts
• Resist changes
• Relaxed and lazy
• Quiet, do not speak up
• Seek easy way out
• Does not take a stand
• Lack confidence
• Slow in actions

How to approach “S” profile person:
• Make them feel Comfortable with you.
• Show Empathy and Care for their interests.
• They will like you if you are Patient, Soft-spoken and Considerate.
• Give them Encouragement and Guidance.
• Give them Assurance.

Conscientiousness Type:

• Analytical
• Schedule-Oriented
• Detail-Oriented
• Orderly and Neat
• Need to finish what is started
• Faithful
• Objective
• Responsible

• Skeptical
• Perfectionist
• Think too much
• Pessimistic by nature
• Oblivious to others’ feelings
• Always like to play “Devil’s advocate”
• Under promise, Over deliver

How to approach “C” profile person:
• Be Professional and Objective
• Make them feel they are getting “Value for Money”
• Tell them the worse case scenario. They will like you if they feel that you are honest and reliable.
• Give them Details, Statistics and Comparisons.

Most people are a combination of two types (primary and secondary). By profiling your sales target, you can adapt your approach to achieve better results and customers satisfactions.

Interesting Quotes about Sales & Marketing

“Marketing takes a day to learn. Unfortunately it takes a lifetime to master.” – Phil Kolter

“When you enchant people, your goal is not to make money from them or to get them to do what you want, but to fill them with great delight.” – Guy Kawasaki

“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” – Steve Jobs

“Don’t be afraid to get creative & experiment with your marketing.” – Mike Volpe

Introduction to SMS Marketing

What is SMS ?
SMS stands for “Short Message Service”. It is the technology that enables users to send and receive text messages via mobile phones.

How can SMS help your business ?
• Advertising of products and services
• Marketing Promotions
• Information dissemination and Query
• Birthday or Festive Seasons greetings
• Appointment Reminder and Confirmation
• Voting System
• Collection of Survey and Feedback
• Conducting of Quiz / Contest

Why use SMS ?
SMS is an extremely efficient, cost-effective and high-response-rate medium. Nowadays, almost everyone has a mobile phone and therefore SMS is very effective in getting the message across to your target audience. The cost of SMS is also much cheaper compared to traditional marketing medium (TV, newspaper, magazine, etc).

Some of you might ask, why not email marketing? Afterall, email marketing is totally free. Well, there are several disadvantages of using email marketing. Firstly, not everyone check their emails regularly. Some people have a few emails and some of those email accounts were never even checked. Secondly, most mail servers are equipped with spam filters so your marketing emails has a high possibility of not being read by your target audience.

So SMS is fast becoming a powerful medium for connecting with your clients. With the correct tool, you can effectively and systematically perform your SMS marketing to help your business grow.