“Reading” people is one of the most critical skills a salesperson can develop. Building a strong connection with a prospect often determines whether the conversation moves forward or stalls out entirely.
The challenge is that every customer approaches the buying process differently. Some want the bottom line immediately, others need time and reassurance, and still others want data and proof before making a move. If you don’t recognize these differences, you risk missing the mark. The good news is that you don’t have to guess blindly—DISC gives you a framework for reading your customer’s style and tailoring your approach.
Many sales professionals are already familiar with their own DISC Sales Style. When you understand your natural selling style, you can uncover why certain pitches seem to “click” with prospects. But here’s where things get exciting: by recognizing your customer’s DISC style, you gain a major advantage. Instead of just speaking your own language, you learn to speak their language. This reduces friction, accelerates trust, and dramatically improves the likelihood of a “yes.”
Of course, you can’t ask every prospect to take a DISC assessment before your first meeting. But since behavioral analysis is about observable cues, there are ways to at least guess the leading personality style of your client. Here are our hints for how to recognize each DISC style in action and what to do once you spot it.
A D-style customer is all about results and efficiency. You’ll recognize them by their assertiveness and focus on the bottom line. They may cut small talk short, interrupt to ask about ROI, or say things like, “Just tell me how this will help me hit my goals.” They care about what your product or service does more than how it works, and they want to take action quickly.
When selling to a D-style customer, keep your pitch short, structured, and to the point. Don’t overload them with details; instead, lead with the benefits and measurable outcomes. For example, if you’re selling software, emphasize how it will reduce costs, save hours, or outperform a competitor’s solution.
One of the best ways to win with a D-style is to respect their time and demonstrate confidence. If you appear uncertain or overly accommodating, they may lose trust. Instead, position yourself as a partner who can help them achieve their goals faster. That combination of authority and efficiency is what earns their buy-in.
I-style customers are easy to spot: they’re outgoing, energetic, and quick to build rapport. They’ll likely smile, engage in small talk, and seem genuinely interested in you as a person. They may tell stories, share ideas, or drift into tangents unrelated to the product. At first, it can feel like they’re “all in” on what you’re offering, but remember: their enthusiasm doesn’t always mean commitment.
When selling to an I-style customer, lean into relationship-building. Match their energy, listen actively, and allow space for conversation beyond the pitch, but make sure you gently steer the discussion back to your product or service. For example, if you’re presenting a travel package, let them imagine themselves on the trip and talk about the experience—then tie it back to the actual benefits and timelines.
The key to closing with I-styles is to make the buying process fun, engaging, and people-centered. Share success stories, customer testimonials, or even video clips of happy clients. Avoid heavy technical jargon; instead, show them how your solution helps them connect, whether that’s with colleagues, customers, or friends. When they feel the excitement and see how others are enjoying the benefits, they’ll be more likely to say yes.
S-style customers are characterized by their steady, reliable, and empathetic behavior. They tend to be warm, approachable, and cooperative, but they may hesitate when faced with sudden changes or decisions. They often ask for time to think, want to see reviews, or request references before committing. They’ll likely weigh how the change will affect their team, family, or daily routine, and they prefer incremental improvements over dramatic shifts.
When selling to an S-style customer, your best strategy is patience and reassurance. Highlight the reliability of your product or service, the quality of your support, and the long-term benefits. For example, if you’re offering a new financial service, emphasize the safety, customer support availability, and track record of stability. Case studies from similar clients or third-party reviews will hold more weight than bold promises.
Another tip: avoid pressuring an S-style into making a quick decision. That approach will almost always backfire. Instead, provide resources they can review at their own pace, and offer to follow up after they’ve had time to reflect. Demonstrating consistency and genuine concern for their comfort will build the trust they need to move forward with confidence.
C-style customers are the most analytical of the four types. They often approach sales conversations with caution and curiosity. You’ll know you’re dealing with a C-style if they ask detailed questions, request supporting data, or challenge your claims. They may want to see white papers, research studies, or technical documentation before they believe you. Emotional appeals rarely work here; logic and evidence are their priority.
When selling to a C-style customer, be prepared. Bring the facts, numbers, and supporting documentation. For example, if you’re offering a new medical device, they’ll want to know about FDA approvals, case studies, and technical specifications. Rather than glossing over details, embrace their questions as an opportunity to demonstrate expertise.
To win over a C-style, position yourself as a knowledgeable advisor rather than a persuasive salesperson. Respect their process, give them time to evaluate, and avoid exaggerated claims. When they feel that you’ve done your homework and can back up every statement, their trust in you and your product will grow.