How to Sell the Dominant Personality Type 🦁 (DiSC Model)

How to Sell the Dominant Personality Type (Using DiSC Model)

If you're struggling to connect with and close certain personality types when you're selling, this blog post is for you! 👀


I used to ride the struggle bus with the analytical/engineer personality type 😩 - my inability to close them is the very reason I hired my first sales coach!


Then I discovered "DiSC" personality types and learned how to adapt my communication to better connect with people, and as a result, my sales skyrocketed (and I became the self-proclaimed engineer whisperer). 🤩


What is DiSC? DiSC is an acronym that stands for the four main personality profiles described in the DiSC model: (D)ominance, (i)nfluence, (S)teadiness and (C)onscientiousness.


The DiSC model has been around for decades and was created by psychologists to measure how an individual prefers to interact with others.🗣


Being aware of DiSC personality types can significantly impact your ability to connect with prospective clients and turn conversations into cash! 💰



I've been teaching DiSC to sales teams and business owners for almost a decade - and it's one of my favorite lessons to teach! 👩‍🏫


Typically I spend a full hour teaching DiSC, so I'm going to split this lesson up into (4) articles - each article covering a letter on the DiSC model.


Let's start with reviewing the DiSC model layout - take a look at the graphic below and we're going to tackle the "D - Dominant" personality type first.





Here's what you need to know to identify and effectively communicate with this personality type:


🦁 The lion is associated with this personality type as a reference point to help you remember the DiSC model. 


Fun Fact: Only 14% - 16% of the population are a "D - Dominant" on the DiSC model. 


Who they are: The "D" is an extrovert who is task-focused when communicating.


How to Identify: Tough, direct, decisive, impatient, strong-willed, competitive, does not listen, will likely interrupt you.


Biggest Fear: Losing Control / It's super important that when communicating with these types of prospects that you let them feel like they're in control of the conversation. Be sure to ask for their agenda at the beginning of the call/meeting - "John - what do you want to make sure we talk about today that would make this call really productive for you?"


How to Communicate with the "D" - 


1 - Be direct, brief, and to the point (When they ask a question, give them a direct, clear, and bottom-line, quick answer)


2 - Focus on the task, stick to business (don't tell stories about your weekend or hobbies unless they bring it up)


3 - Use a results-oriented, logical approach (confidently explain how you can help them solve their challenges) 


4 - Touch on high points, don’t overuse data (they don't want to see all the nitty-gritty details of your program/product/service - stay high level and focus on milestones you'll help them acheive)


5 - Don’t be emotional (this personality type can be intense - this is harsh, but they generally don't care about your feelings when communicating)


6 - Don’t touch; keep your distance (They're not big on hugs! Try a fist bump or just a verbal acknowledgment instead)


7 - Act quickly; they decide fast (They will likely be the first type of personality to say "yes" or "no" to doing business with you. When they say "yes," stop selling - get them the contract and payment info.) 




Can you think of someone in your life that is a "D" personality type?  They can be tough cookies, but what you just learned will make it easier to connect and communicate with them! 


Speaking your prospect's language based on their personality type and how they prefer to interact is the path to closing more deals and growing your business.


Stay tuned because next week, you'll learn how to communicate with the "i" (Influencer) in the DiSC model.


So, was this helpful? Let me know - I'd love to hear from you! Shoot me an email at [email protected] or tap HERE.


To your greatest success and joy in the journey! 



P.S. Are you raising capital for real estate and want to sharpen your sales skills? SUBSCRIBE to "Capital-Raising Chronicles" - weekly sales tips to Help You Nail Your Investor Conversations, Keep Your Head in the Game, & Scale Your Business!