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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? 


Chris LoCurto


March 14, 2017

The Powerful, Repeatable Sales Process Critical To Your Leadership

March 14, 2017 | By | 2 Comments">2 Comments

podcast live call in Q&A most recent (10)

Listen Now:

You can Subscribe in iTunes !

“When your business is who you are, every bit of you is tied up in the emotional decision-making process. It affects every part of your life.”

TODAY we are talking about sales and leadership. We’re talking about the fear of, “can I trust someone else with the revenue responsibility of this business?” I’ve been SO looking forward to this episode, and we’re going to cover what you can do right now in your business and role.

In this episode we walk through high-level sales strategy, and the nitty gritty details. Here’s what you’ll discover:

  • The #1 reason customers leave
  • How to build relationships and conquer objections in sales
  • What emotional buy lines in sales are, and how to use them
  • How to ask the right questions, and know when to close
  • How to determine if you have the right mindset for sales
  • Why selling doesn’t have to produce anxiety and stress
  • The fears holding back your business growth
  • What holds businesses back in sales, that has little to do with sales
  • Why 85% of business owners are stuck in their job

Thanks for listening folks!

If you enjoyed the podcast, please share it! Check out the social media buttons on the pop-up side bar, or at the bottom of the post.

Let us know…Reviews are insanely helpful. I read each and every one of them! Please leave an honest review for Chris LoCurto Show Podcast.


Want more? Don’t forget to subscribe to the show on iTunes!

Chris LoCurto


March 15, 2016

How To Lead A People Person

March 15, 2016 | By | No Comments">No Comments

How To Lead A People Person


We have received some great questions in from our listeners. We are unpacking two of those on the podcast.

Our first call came in from Nick, which by the way will be joining us at the Next-Level Leadership LIVE event. His question is one that I hear often,

“I had a question concerning the previous podcast recently about having the difficult conversation. I have a field supervisor in commercial HVAC over me who is a very very immature high I.

There’s all kinds of chaos as a result of that immaturity that he doesn’t even know is there, doesn’t even know why it’s there. But it translates into his decisions that he’s making and how it effects work in the field, the guys in the field.

My question is, how do you have a difficult conversation with an immature high I?”

Our second question was from Javier. He asked,

“Working in launching a new program or business that revolves around strategic planning consulting and leadership development for non profit organizations in Texas.

Now the reality is, I have a lot of experience, I have a great deal of knowledge both academically speaking and in the trenches leading. I know I have a lot of value to give and I know leaders know it too, but given the industry and my target segment I am facing the issue that not everyone is really willing to pay for my services.

They do find the value in it but they don’t necessarily want to pay or have the money to pay it. Would you mind speaking into that?”

Both great questions! Listen to the podcast to hear me walk Nick and Javier through a process to help them with their questions.

If you have a question, click on the “Ask Chris” button on the right of the page and leave me a message. We would love to hear from you!

Also, do not miss out on our May event. Do not miss out on the Next-Level Leadership LIVE event here in May.

You’ve got to get to this event because it is going to absolutely change the way you lead your team, the way you lead your business.
Click here to read the transcript.

Chris LoCurto


October 20, 2015

How To Wow Your Audience with Michael Port

October 20, 2015 | By | 2 Comments">2 Comments

michael port graphic

First off, when I say audience, you probably think a concert or a show don’t you? An audience is somebody who is listening. It could be one person sitting across the desk from you, or it could be a theater filled with people.

Anybody who you ask for attention from is an audience, and there is often an inherent value in that interaction based on performance. Performance in the way that we’re looking at is about authenticity.

The greatest performers in the world are the most honest ones, the most authentic ones. Performance is about amplifying different parts of your personality in order to achieve a particular goal.

Today we are talking to Michael Port, author of Steal the ShowHow to Guarantee a Standing Ovation for All the Performances in Your Life.

We have got a fabulous download from Michael today. It’s “50 Tips You Can’t Afford To Ignore If You Want To Wow Your Audience.”

michael port button

“Your life is made up of lots of high stakes situations, and how you perform during those moments, and if you fall flat, then your life is relatively flat, but if you can shine when the spotlight’s on you, then you get to do big things.”

The book focuses on on feedback, how to give it, how to take it, how to get the kind of feedback that you want. We tend to run away from criticism, and as a result, we don’t grow.



Recognize that you don’t need to be an entertainer to be a performer. You just need to be somebody who wants to connect with others and deliver on promises.

You can focus on you, or you can focus on what the people are hearing. The moment you stop thinking about yourself, the moment you stop being nervous.

So how do you crush your fears and face your critics?

BE PREPARED: One of the reasons that we are often afraid is because we are not as prepared as we would like to be. We don’t know if we are going to be able to deliver what we want to deliver. If you’re prepared, then you tend to be calmer.

STOP BEING SELF ABSORBED: Once we start thinking about ourselves, and we go, “Oh my God, I look fat in these pants,” or “They’re going to hate me,” or “They’re not going to believe anything I have to say,” or “Who am I to say this? It’s already been said,” or any other number of things that we start to obsess on.

When we obsess on those things, it just gets worse. It’s a downward spiral. If we focus on the audience and every speech, every interview, every negotiation, every deal, every engagement, then we are serving our audience. Our job is to deliver on the promise, to focus on the people we’re meant to serve.

When your focus comes off of you, and your own needs, and anxieties, and on to the people that you’re there to serve, it gets a lot easier. You get a lot more relaxed.

You are more comfortable, and you forget about some of the things that were making you nervous, because you can’t hold those two thoughts in your head at the same time. Your mind is focused on one thing, which is delivering on the promise, that you don’t have the space in your brain for the anxiety.

How do people create a story that keeps their audience, whether it is thousands of people or two people? How do they keep people on the edge of their seats?

People, places, things, and then times or events. That simple! Here is where you grab paper and a pen.

Take out a piece of paper, and you would just put a line on the side of the piece paper with a title that says “Stories.” You’re not going to judge these stories. You’re not deciding whether or not you’re going to use these at any point. You’re just trying to remember the stories. That’s all.

Then you back later, and you look and go, “Could I use that in my next meeting to demonstrate the point of hard work,” or “Could I use that story to demonstrate that every once in a while we do things that make us look foolish, but you know what, we live to tell the tale?” You go back after and do that.

Then, brainstorm the whole story. Sometimes, it helps recording it. If you do it on audio, and then you listen back, you can write it down, what you said or you can have it transcribed if it’s a very long story.

It’s good to have just a big messy draft, because you are going to cut some of it. Cut it, sculpt it, and mold it into three acts.

ACT 1: The Exposition: The time, the setting, and the place. It’s the information that the listener needs to know in order to understand what comes next.

ACT 2: The Conflict: It starts with inciting incidence. Something occurs that creates conflict, and that conflict spurs some kind of action, and that action might create more conflict, which then spurs some more action, which the spurs some more conflict. That’s where the tension’s created.

ACT 3: The Resolution: Resolution is the thing that we’re waiting for. It’s not always happy. Sometimes it’s “they all lived happily ever after,” and sometimes it’s “they all died in the end.” The resolution determines the length of the story, meaning if the resolution is worth waiting for, it’s incredible powerful.

What is the biggest mistake that somebody in public speaking, in acting, or in selling can make, and how can they avoid it? 

Respect. If you do not respect the audience, it’s hard to win them over. You need to respect them, and love them no matter what they’re doing.

If you found this valuable, inspiring and worthy of your time, please share it!

Podcast Details:

Click here to download the transcript of this week’s episode.