Speak Their Language: The Secret to Closing More Sales
During a coaching session, Jason asked his manager Ellen a bold question:
“What one skill could I develop in the next 30 days that would most improve my close rate?”
Ellen’s answer surprised him:
“Learn to speak three more languages.”
Jason blinked. “What do you mean?”
“You already speak one behavioral language,” Ellen explained. “It's called ‘D’—Dominant. When you meet someone who also speaks D, your conversations go great. But many people speak different behavioral languages. If you learn to speak the other three—'I,' 'S,' and 'C'—you’ll triple the number of people you connect with effectively. That’s how we can improve your numbers.”
That’s the power of the DISC model, and it’s a game-changer for sales professionals.
Why DISC Matters in Sales
If you’ve ever had an awkward call that just didn’t click, you’ve felt the disconnect of a behavioral mismatch. DISC—short for Dominant, Influencer, Steady Relator, and Compliant—gives salespeople a clear framework to understand and adapt to how buyers think, act, and make decisions.
Most people have a dominant behavioral style and secondary influences. No style is “better” than another—but learning to adapt your sales approach to match the behavioral style of your prospect can significantly improve your communication and closing effectiveness.
Quick Overview: The Four DISC Sales Styles
Knowing your own style is the first step. But the real power lies in recognizing and adapting to the style of the person across from you.
🟥 Dominant (D)
Strengths: Direct, decisive, results-driven
Challenges: Impatient, blunt, doesn’t like small talk
Sales Tips: Get to the point. Skip the fluff. Talk outcomes.
If you’re a D: Practice letting others talk and discover answers on their own.
🟨 Influencer (I)
Strengths: Charismatic, sociable, optimistic
Challenges: Disorganized, impulsive, easily distracted
Sales Tips: Build rapport, keep it upbeat, focus on people and recognition.
If you’re an I: Don’t dominate conversations. Stick to the agenda and next steps.
🟩 Steady Relator (S)
Strengths: Loyal, dependable, cooperative
Challenges: Slow to change, avoids conflict, may delay decisions
Sales Tips: Be patient. Build trust. Allow time for reflection.
If you’re an S: Ask for agendas, express your ideas clearly, and don’t shy away from sharing your recommendations.
🟦 Compliant (C)
Strengths: Analytical, detail-oriented, quality-focused
Challenges: Overthinks, slow to decide, can be risk-averse
Sales Tips: Bring facts, data, and a logical structure. Avoid pressure.
If you’re a C: Build relationships more intentionally and practice decision-making efficiency.
From Stalled to Stellar: Jason's Results
Once Jason committed to learning all four DISC styles, his sales conversations improved dramatically. He learned to adjust his approach based on the prospect's behavior, not just his own default tendencies. As a result, he connected more easily with a broader range of decision-makers—and his close rate followed suit.
Sales Isn’t Just About What You Say—It’s About How You Say It
Mastering DISC doesn’t require years of study. With just a little coaching and consistent practice, you can improve your communication, build trust faster, and close more deals.
🔗 Ready to speak your buyer’s language? Crash a Class today and see DISC in action.
