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Chris LoCurto


March 14, 2017

How To Sell To Different Personality Styles And Close More Sales

March 14, 2017 | By | 9 Comments">9 Comments

Here’s a great guest post by Joel Fortner, one of my key leaders, and fellow presenter at the Next-Level Leadership LIVE Event May 11-13. 

selling, personality styles, personalities

When it comes to sales, it’s not about you; it’s about them.

The more you understand the personality style of the person you’re communicating with, the better you can to guide them to a decision that’s right for them.

Now, before I go on, let me quickly explain what I mean by “right for them”.

Zig Ziglar said it best when he said, “Selling is not something you do to someone, it’s something you do for someone.”

I couldn’t agree more. And the better I get at “servant selling,” the more enjoyable leading the sales process is, and the more people say “yes” to doing business with us.

A key to selling as something “you do for someone” is understanding personality styles.

And of all of the personality style tools out there, DISC is the best tool.

Why is DISC the best personality styles tool?

“Complexity is your enemy,” said Sir Richard Branson said. “Any fool can make something complicated. It’s hard to make something simple.”

We can’t implement what we don’t understand. DISC is easy to understand, remember, apply, and get your team onboard with.

For example, when you know someone is dominantly a High I (Interactive) and the attributes of a High I, you can lean in the their direction, and understand their needs, strengths, and weaknesses.

This helps you lead them in the sales process. If you can’t even remember their personality style, you can’t do this.

Here’s a short, 3-minute video from Chris on using DISC to improve communication if you want to learn a little more.

When you know the personality style you are selling to, you can change the way you give information to best serve the other person.

Here’s how to sell using DISC, by personality profile.

First off, here’s a 30,000 foot view description of each personality style.

It’s important to remember that everyone has all 4 levels, but normally, people have 1 or 2 “high” levels, such as a “high D”.

Also, people’s personality fluctuate between their “natural” and “adaptive.”

A simple way to think about this is people tend to be in their “natural” when their at time, and “adaptive” at work or when they know people are watching them.

understanding personality styles, selling to different personalities

Here’s a breakdown of what to factor in to selling to each personality type.

Selling to High Ds:

  • Give them info in sound bites. Short and sweet.
  • If written, give it in bullet points
  • Once a high D has bought…STOP SELLING THEM. STOP TALKING. Transition to the close.

Selling to High Is:

  • They are all about people.
  • Don’t go into the meeting giving them information right off the bat. Ask them how they are doing?
  • But don’t be fake! Be genuinely interested in them.
  • They won’t hear a ton of details so follow up with them in a more detailed email.
  • Keep the meeting fun and energetic.

Selling to High Ss:

  • This is the most difficult style to sell to because change is conflict for them. Most people give up on them because they take a looooong time to make a decision.
  • They’re always asking themselves, “how is this going to impact the team?”
  • Give them information. Teach them how your product, service will help the company AND team.
  • Understand it will take a lot of follow up. But the effort is worth it!

Selling to High Cs:

  • You have to have A LOT OF DETAIL to sell to high Cs. They don’t want salesmanship or hype.
  • They just want the facts. It doesn’t need to be exciting.
  • If they disagree with your facts…you lost the sale.
  • Be prepared.
  • Ask them, “Are there any questions?” This allows them to give information back to you so you can fill in more information.
  • And remember…DETAIL DETAIL DETAIL!!!

Learning to master selling to different personalities, and servant selling overall, takes years of practice and diligence.

If you study top performing sales people, they take immediate action when they learn new, useful information. That’s what I encourage you to do with this information! Take action today!

The next step is committing to mastery.

If you want to take the next step, and take your sales ability to the next level, check out the Next-Level Leadership LIVE Event May 11-13 in Nashville, Tenn.

Growing a business isn’t as hard when you have a proven plan to get the vision, systems (including sales and marketing), and a united team in place and performing with more focus.

Early bird ticket pricing ends March 28, so don’t wait too long!

Go here to learn more about the Next-Level Leadership LIVE Event and register today. 

Question: How do you think selling according to personality style can help you? 


  • Joel, what I need to know next is how to quickly discern a stranger’s personality style. Many of the folks looking at my work in a gallery, at my studio or during a show are people I may have met once or twice before, or maybe not at all. I’d love to be able to apply your 30,000 foot view to them!

    • Jeanine from darwin

      Whilst not very skilled at this yet, I have found the biggest difference is learning to listen and observe the person beyond the facts they are telling me. Are their sentences long and chatty, short clipped, dry and factual, or needing reassurance? The biggest barrier? Me thinking about me and planning the next conversation instead of taking time to adjust.
      Hope it helps
      Jeanine from darwin

      • Great stuff Jeanine! And can’t wait to see you in a few months!!!

      • Thank you, Jeanine. This is helpful.

    • JANA!!!! It’s heart warming to be chatting with you!!!! It’s a blast from the past! So great question. Jeanine’s advice below is good. I’ll fill in some more. For instance, High Ds tend to talk about results, their high task and more dominate; high Cs tend to ask a ton of questions and share a lot of detail; high Is tend to be very chatting, higher energy and social and can also share a lot of detail but off topic; and high Ss are the “hard to read” category. It’s funny because you may find yourself thinking “I don’t know what their dominant personality aspect is.” Often, they’re a higher S. But for Ss, they tend to talk about how their decision impacts other people, they’re more soft spoken, more passive, and they need time to process on the decision. Don’t pressure them but follow up and give them space to think. I hope this helps!

      • Thank you, Joel! As always, you are so very helpful, and I appreciate the summary.

        I didn’t fade away because I don’t like you all – it is because your info focuses on team building, and it’s still just me around here. So I just check in when the topic seems relevant and remember the fun early days of the C-Lo tribe.

        • Ah yes those early years were so fun! I’d love to get that back going again! Do you ever listen or read our “life” content? There’s a bunch of new posts on the blog even.

    • So good to hear from you Jana!!! MIss you girl!

      • Thanks, Chris. I like to check in from time to time to bask in the reflected glory of your success.