As part of our 12-Week Sales Masterclass we spend some time talking about DISC. DISC is a personality profiling tool that is really powerful especially for communication and sales.

One of the biggest mistakes business owners and sales teams make is selling the way they like to buy—not the way their prospects like to buy.

Understanding people is key to successful sales, you must communicate in a way that connects, and DISC is a framework that makes that possible.

What is DISC?

The DISC model breaks down human behaviour into four key personality types:

D – Dominance: Results-oriented, decisive, and competitive.

I – Influence: Outgoing, enthusiastic, and people-focused.

S – Steadiness: Calm, reliable, and team-minded.

C – Compliance: Detail-focused, analytical, and cautious.

Every person is a mix of these traits, but most people have a dominant style that influences how they communicate, make decisions, and buy.

Why DISC Matters in Sales

At ActionCOACH we explain that Sales is “Professionally helping people to buy”. Our job in sales is not to talk someone into something that they don’t need but to find the right solution for them.

To do that successfully you need to learn to adapt your style to suit your buyer’s preferences. Being able to read people’s behaviour and spot the clues as to which DISC profile they are allows you to adjust accordingly.

How to Sell to Each DISC Style

Selling to a D (Dominance)

  • What they care about: Results, speed, efficiency.
  • How to approach them: Be direct, get to the point, and focus on ROI.
  • Don’t: Waste time on small talk or go too deep into detail.

Selling to an I (Influence)

  • What they care about: People, recognition, excitement.
  • How to approach them: Be friendly, upbeat, and tell stories.
  • Don’t: Be overly formal or push data-heavy arguments.

Selling to an S (Steadiness)

  • What they care about: Stability, reliability, trust.
  • How to approach them: Be calm, personal, and give them time to consider.
  • Don’t: Pressure them or make them feel rushed.

Selling to a C (Compliance)

  • What they care about: Accuracy, facts, and avoiding risk.
  • How to approach them: Be prepared with details, data, and documented proof.
  • Don’t: Make sweeping claims or act too casually.

How to Start Using DISC in Your Sales Process

  1. Profile Yourself – Know your own DISC style. You’ll likely default to it when under pressure.
  2. Listen & Observe – Pay attention to how people talk, make decisions, and what they focus on. Are they an introvert or extrovert? Are they task or people focussed?
  3. Mirror & Adapt – Adjust your tone, pace, and content to match your prospect’s style.

DISC Isn’t Just Theory—It’s a Sales Strategy

Using DISC isn’t about manipulation, it’s about connecting better. By communicating in a way your prospect understands and prefers, you remove friction from the buying process and build stronger, faster trust.

Sales becomes less about convincing and more about guiding.

So if you want better sales results, start with understanding people and their DISC profile.

 

Ready to improve your sales results by selling the way your buyers want to buy? Let’s talk about how coaching can help you and your team use DISC to close more deals with confidence.