Looking to sell more to your prospects? It is easier when you adapt your communication style to meet their needs. We buy more easily from people like us, who communicate like we do and with whom we have strong rapport.

1. Behavioral Communication
Skills
Presented by:
Reg Gupton, MBA
Creative Growth Seminars
1919 14th, Suite 805
Boulder, CO 80302
gupton@growthseminars.com

2. Program Objectives:
• Learn about your behavioral style
• Recognize your prospect/customer’s behavioral style
• Learn to adapt your communication style for greater
understanding and sales.
“Any salesperson who is not selling behaviorally is,
at best, only 25-50% effective.”
Judy Suiter

3. IT’S A NEW WORLD
“It’s a whole new world out there,
with new playing fields, rules, and
players. Your choice is to either learn
this game, or continue to be the very
best player in a game that is no
longer being played.”
Larry Wilson

4. Experience is a hard teacher
because she gives the test
first and the lesson
afterwards.

5. “He who knows others is learned.
He who knows himself is wise.”
Laotse - The Character of Tao

6. • People tend to buy from salespersons with
behavioral/communication styles similar to
their own
• Salespersons tend to sell to people with
behavioral/communication styles similar to
that of the salespersons
• If salespersons adapt their
behavioral/communication styles to that of
the prospect/customers: sales increase.
People buy from people they like

7. Power Points of Human Behavior
A.
You cannot motivate another person; you can only
create an environment in which people become selfmotivated
B.
All people are motivated and people do things for their
reasons, not yours
C. A person’s strengths overextended may become a
weakness.

8. Power Points - continued
D.
If a person understands him/herself better than you
understand yourself, then that person will control the
communication or situation
E. If a person understands him/herself and understands you
better than you understand yourself, they can control
you.

9. William Moulton Marston
• Created DISC Model
• Harvard Ph.D. in Psychology in 1921
• Wrote book “The Emotions of Normal People”
in 1928
• Leader in lie detector development
• Created Wonder Woman in the 1940s.

10. What does DISC measure?
•
•
•
•
•
•
Intelligence
Personality
Values
Education & Training
Skills & Experience
Observable Behavior &
emotions
No
No
No
No
No
Yes

11. DISC is:
universal
• DISC is a ____________ language
It applies everywhere to human behavior
neutral
• DISC is a ____________ language
It not about “good” or “bad”
silent
• DISC is a ____________ language
People do not need to be labeled.

12. DISC measures these 4 factors
• D = Dominance - How we handle problems
and challenges
• I = Influence - How we handle people and
influence others
• S = Steadiness - How we handle change and
how you pace yourself
• C = Compliance - How we handle rules and
procedures set by others.

13. Four P’s of DISC
• D = Problems
• I = People
• S = Pace
• C = Procedures

14. WHAT DISC MEASURES - HIGH AND LOWS
D
Will more
assertively
accept problems
How a Person
Solves Problems
Or
Accepts
Challenges
Will accept
challenge in
conservative manner
Avoids conflict
I
S
C
Will actively seek out
people to interact
with or influence
Will initially resist
change
Steady pace
Will follow rules
set by
others
How a Person
Influences People
Or
Interacts with
Others
How a Person
Sets the Pace
Or
Reacts to
Change
How a Person
Responds to
Rules
Procedures or
Constraints
Will use more
skeptical logical
approach to
influence
Will actively seek
change fast pace
Will actively
attempt to
set their
own rules

15. Samurai Lesson
“If you know the enemy and know yourself,
you need not fear the result of a hundred
battles. If you know yourself but not the
enemy, for every victory gained, you will also
suffer a defeat.
If you know neither
the enemy nor yourself, you will succumb
in every battle.”
Sun Tsu

16. A Total Person Analysis
is required to understand human behavior
BEHAVIOR
SKILLS
HOW
EDUCATION
VALUES
INTELLIGENCE
& TRAINING
& EXPERIENCE
WHY
WHAT
C-5-3

17. Graph I - MOST
D
I
S
20
16
15
17
10
14
13
12
11
10
8
9
8
7
6
5
9
7
6
5
4
4
3
2
1
0
2
1
0
C
19
12
11
10
D
15
9
8
7
9
8
7
6
S
C
0
0
1
0
1
1
1
2
2
2
2
3
3
3
3
4
4
5
5
6
6
6
5
4
4
5
6
3
7
8
3
2
I
0
5
4
3
Graph II - LEAST
2
1
1
0
0
Energy
Line
9
10
11
12
13
14
15
16
21
4
5
6
7
8
9
10
11
19
7
7
8
8
9
9
10
10
11
11
12
13
19
12
13
16

18. High DISC
VS.
Low DISC
!
The higher the score on any
factor, D, I, S, C, the more
frequent and intense
that behavior will be.
C-7-1

19. FOUR BEHAVIORAL TENDENCIES
Dominance
Influencing
Steadiness
Compliance
High “D” (Dominance)
Psychological Need: •To direct/dominate others
Tendencies
Predominant Strengths: •High ego strength and taskoriented
Goal Directed To: •Personal challenges
Avoidance Goal: •Being taken advantage of
When Overextended: •Impatience

20. FOUR BEHAVIORAL TENDENCIES
Dominance
Influencing
Steadiness
Compliance
High “I” (Influencing) Tendencies
Psychological Need: •To interact with others
Predominant Strengths: •Optimistic and
people-oriented relaters
Goal Directed To: •Social recognition and
need to be loved
Avoidance Goal: •Social rejection
When Overextended : •Disorganization

21. FOUR BEHAVIORAL TENDENCIES
Dominance
Influencing
Steadiness
Compliance
High “S” (Steadiness) Tendencies
Psychological Need: •To serve others
Predominant Strengths: •Team player, loyal, and
concrete, results-oriented
Goal Directed To: •Traditional practices and
harmony
Avoidance Goal: •Loss of stability
When Overextended : •Possessiveness

22. FOUR BEHAVIORAL TENDENCIES
Dominance
Influencing
Steadiness
Compliance
High “C” (Compliance) Tendencies
Psychological Need: •To comply with their own
high standards
Predominant Strengths: •Accuracy and intuitiveness
Goal Directed To: •Correct or proper way
Avoidance Goal: •Criticism of their work
When Overextended : •Overly critical of themselves
and others

23. In every “live or die, fight or flight”
situation, one instinctive or CORE
trait/tendency will control the
actions of the individual because
that need is essential for that
person’s long-term survival.

24. D - Dominance - Driver
• Descriptors
• Direct
• Bold
• Daring
• Adventuresome
• Results
oriented
• Competitive
Famous Examples
•Michael Jordan
•Rambo
•Barbara Walters
•Sam Donaldson

25. Energizers for the “D”
• Directing others
• Challenges
• Prestige/Power
Benefits to the Team
Results-oriented
Difficult assignments
Winning

26. More for the “D”
• Stress reliever
• Emotion
• Population
breakdown
Physical activity
Anger
18% of population

27. I - Influencing Expressive - Sanguine
• Descriptors
•
•
•
•
•
•
Persuasive
Trusting
Charming
Sociable
Optimistic
Enthusiastic
Famous Examples
–Bill Clinton
–Robin Williams
–Bill Cosby
–Carol Burnett

28. Energizers for the “I”
• Interacting with
people
• Social recognition
• Verbalizing
Benefits to the Team
Working with/helping others
Motivating/Persuading
Opportunities for creativity

29. More for the “I”
• Stress reliever Interaction with people
Optimism
• Emotion
28% of population
• Population
breakdown

30. S - Steadiness - Amiable
• Descriptors
•
•
•
•
•
•
Patient
Sincere
Relaxed
Logical
Steady
Good Listener
Famous Examples
•Kevin Costner
•Hugh Downs
•Barbara Bush
•Counselor Troi

31. Energizers for the “S”
•
•
•
•
•
Harmony
Closure
Security
Structure
Loyalty
Benefits to the Team
Environment
Specialization
Logical Approach
Teamwork

32. More for the “S”
• Stress reliever Rest/Relaxation/sleep
Non-emotional/Stoic
• Emotion
40% of population
• Population
breakdown

33. C - Compliance Analytical
• Descriptors
• Accurate
• Diplomatic
•
•
•
•
Precise
High Standards
Courteous
Analytical
Famous Examples
•Al Gore
•Arnold
Schwarzenegger
•Ted Koppel
•Jean Luc Picard

34. Energizers for the “C”
• Data/Facts
• Self-competition
• Exact
expectations
• Critical
discussions
• Complex
problems
Benefits to the Team
Privacy
Organizing
Perfecting
Individual
assignments

35. More for the “C”
• Stress reliever Time alone
• Emotion
Fear
• Population
14% of population
breakdown

36. THE EMOTIONS OF DISC
Quick to
Anger
(Short Fuse)
D
Slow to
Anger
(Long Fuse)
High Trust
of Others
(Optimistic)
Non-emotional
(Doesn’t Show
Emotions)
High Fear
(Get
Permission)
I
S
C
Low Trust
of Others
(Pessimistic)
Emotional
(Shows
Emotions)
Low Fear
(Expect
Forgiveness)
C-16-2

37. How to easily sell more
The following is an explanation of how to
recognize your prospect’s style
And how to adapt for increased sales and
profit.

38. Buying Habits of High ”D”
• Type of Products:
• Looking for:
• Decisions:
• Color:
New and unique
Results
Quick
Green

39. How to recognize and adapt
for the High D
When selling to a person who is ambitious,
forceful, decisive, strong-willed,
independent and goal-oriented:
•
•
•
•
Be clear, specific, brief and to the point.
Stick to business. Give an effective presentation.
Come prepared with support material in a
well-organized "package."
•
•
•
•
Talking about things that are not relevant to the
issue.
Leaving loopholes or cloudy issues.
Appearing disorganized.
Factors that will create tension:

40. Buying Habits High ”I”
• Type of Products: Showy and flashy
• Looking for: The “experience” (fun)
• Decisions: Quick
• Color: Red

41. How to recognize and adapt
for the High I
When selling to a person who is magnetic,
enthusiastic, friendly, demonstrative and
political:
•
•
•
•
Provide a warm and friendly environment.
Don't deal with a lot of details, unless they want them.
Provide testimonials from people they see as
important.
•
•
•
•
Being curt, cold or tight-lipped.
Controlling the conversation.
Driving on facts and figures, alternatives,
abstractions.
Factors that will create tension:

42. Buying Habits High ”S”
• Type of Products:
• Looking for:
• Decisions:
• Color:
Traditional
Trust
Slow
Blue

43. How to recognize and adapt
for the High S
When selling to a person who is patient,
predictable, reliable, steady, relaxed
modest:
•
•
•
•
Begin with a personal comment--break the ice.
Present yourself softly, non-threateningly and
logically.
Earn their trust--provide proven products.
Factors that will create tension:
• Rushing headlong into the interview.
• Being domineering or demanding.
• Forcing them to respond quickly to your questions.

44. Buying Habits High ”C”
• Type of Products:
• Looking for:
• Decisions:
• Color:
Proven, time-tested
Information
Very slowly
Yellow

45. How to recognize and adapt
for the High C
When selling to a person who is
dependent, neat, conservative,
perfectionist, careful and compliant:
•
•
•
•
Prepare your "presentation" in advance.
Stick to business--provide fact to support your
presentation.
Be accurate and realistic--don't exaggerate.
Factors that will create tension:
• Being giddy, casual, informal, loud.
• Wasting time with small talk.
• Being disorganized or messy.

46. It is your choice
“It’s not what style you are, it’s what you do
with who you are.”
Bill Bonnstetter

47. Effectiveness is a
matter of choice; not a
matter of chance.

48. History is full of giants
who couldn’t adapt. Who
are you going to be?
Adapt or Die

49. Help is available
I help forward thinking organizations make better decisions that increase
profit and productivity and reduce turnover, using a set of diagnostic and
assessment tools.
For a pair of free assessments, (a $300 value), point your browser to
www.ttisurvey.com When asked for a response link enter: 29018BXH.
(CAPS matter here).
When you complete the first assessment, go back to www.ttisurvey.com
and enter 25293AJE. (CAPS here, too)
For more information call 1.800.418.0401 or e mail at
gupton@growthseminars.com