Established behavioral techniques can improve business operations and the office environment.

 

By John Kimmel

This is the second article in a three-part series. (Part 1) As a quick reminder, DISC is an acronym for the four styles of human behavior that encompass each of us.

  • The D personality style is outgoing and task-oriented. D stands for Dominant. Your style is the least common and only makes up about 15% of the population.
  • The I personality style is outgoing and people-oriented. I stands for Inspiring. Your style makes up about 25% of the population.
  • The S personality style is reserved and people-oriented. S stands for Supportive. Your style is the most common and makes up about 35% of the population.
  • The C personality style is reserved and task-oriented. C stands for Cautious. Your style makes up about 25% of the population.

While all of us have at least a little of each style, most of us have one or two styles that tend to monopolize our behavior. In this article we will explore in more detail the two outgoing personality styles: D and I.

 

Dominant

D’s are outgoing and task-oriented and are the natural-born leaders among us. They like to own and control every situation. In fact, if they are in a group where the positional leader is failing to lead, they are likely to assume control and take over, nominating themselves as the group’s new captain.

Like all personality styles, D’s have a secret fuel that powers them. Just as gasoline is the best fuel for a Hemi V8, getting things done is the propellant that drives the Dominant style forward. For a D, getting things done makes everything right in the world, but watch out if a D feels like they can’t get things done. They will be frustrated and difficult and might even be challenging to have around.

While getting things done is the key positive attribute for a D, like all the styles, the Dominant people we know also have a blind spot. If someone in your life is a D, you may already know what I am about to say. D’s can be too direct with their speech and can easily hurt the feelings of others. They might even make other people cry. Now let me be clear. It’s not that D’s try to make other people cry, they are just so direct that others can perceive their intentions in a way that was unintended.

Dominant people also have a fear of losing control. Their fear is one of the characteristics of their personality style that compels them to maintain control.

When you encounter people with the D personality style, you might be tempted to try to keep them from leading, but that is not usually a good idea. They tend to be good if not excellent leaders. They have an innate ability to make fast decisions that are usually correct.

People with the Dominant personality style tend to speak boldly and slowly. They want to make absolutely sure that you understand what they are telling you to do. They cut to the chase quickly and often speak in “bullet points” with clear and concise sentences. They prefer to be communicated with in the same to-the-point direct manner, skipping the small talk and the fluff. They will be happy to get to the small talk once the task is completed and the work is done.

 

Inspiring

The Inspiring people among us are also outgoing like the D’s but they are not task-oriented. Instead, they are people-oriented. The I’s are the natural energizers among us. They bring vibrant stories and energy to every situation. They don’t need to go to a party because they are the party. And what party would be complete without someone being the center of attention? I’s love to be in the spotlight. If you have ever seen me do a presentation at a petroleum event, then you know that I am an I. These are my people.

While I’s are happy to get things done, that is not our secret fuel. Honestly, the Inspiring style’s secret fuel is something of an enigma to the other three styles. An I’s secret fuel is having fun. Have you ever heard someone make a joke at an inappropriate time, like at a funeral? That person was very likely an I. We have a ton of energy and can work long hours—as long as we are around other people and are having fun. If you take the fun out of the room it is like taking the oxygen out of the room for an I.

Like the other styles, I’s also have a blind spot. We have trouble staying focused. We are easily distracted and often our conversations are circular in nature. Task-oriented people think in a linear fashion. If you need to get from point A to point D, then you travel from A to B, B to C, and C to D. That is not how the mind of an I works. Inspiring people are happy to go from A to C, then fall back to B and skip over to D. This can be frustrating for others, but you must admit, it is entertaining.

There is one thing that I’s are afraid of more than anything else, and since 70% of all sales people are I’s it might surprise you to know that I’s are afraid of rejection. They are great at making quick connections and getting people to like them and trust them. They are also great at presentations because, well, they are fun! But what they are not great at is closing. You see if an I asks the obligating question, and the prospect says no, then they have not just lost a customer—they just lost a new friend.

Inspiring people like to communicate with energy and enthusiasm. They make their point by telling stories and they are captivating storytellers. They usually speak boldly and quickly and often use their hands to add emphasis to their expressions. In fact they don’t quite know what to do with their left hand when they shake hands with their right. Have you ever met someone for the first time and when you reached out your hand to shake hands, they didn’t just use their right hand to shake, but they used their left hand to make a two-handed shake? You were likely shaking hands with an I.

In the final article in this series, we will explore the other two styles: S and C. I will leave you with this. The typical salesperson in our industry makes over 50% of their sales to people who have the same personality style that they have, and only 5% of their sales come from people with the opposite style. Prospective customers, however, are a mix of all four different styles. That means that we need to learn to speak all four languages if we are going to enjoy the greatest success.

 

John J. Kimmel is the author of Selling with Power and has spoken at many state and regional petroleum marketer associations. Kimmel provides custom solutions to increase the effectiveness and profitability of sales teams for petroleum marketers all over the United States. To learn more, visit www.johnjkimmel.com.