I’ve talked before about how understanding personality types can improve team dynamics and work culture. But what about sales?
Despite all the tech stacks, CRMs, and automated funnels we rely on, we’re still selling to people. And people are messy, emotional, and wildly different in how they make decisions.
That’s where behavioral psychology comes in. Specifically, personality types.
Why I Care About This
Over the years, I’ve had the chance to explore sales from different angles - from my very first job more than 15 years ago (a small agency gig I took way too seriously, in the best way), to managing B2B sales processes now with more autonomy and a solid dose of experimentation (again, thanks to agency life).
I’ve been in customer support, account management, and now direct sales and marketing, and the common thread? People. I’ve always been drawn to the human part of business.
And because I’m not locked into a strict sales script or funnel structure, I get to tweak my approach, test things out, and get better at how I connect with clients.
Which brings me to this: the more I tailor my communication to the client’s personality, the more productive (and enjoyable) the sales process becomes.
Quick Example: Same Pitch, Different Person
Let’s say I’m pitching the same B2B solution to two different people:
- Client A wants details, numbers, and risk mitigations. They’re analytical and prefer to move slowly.
- Client B is quick, decisive, and thrives on big-picture benefits.
Same service. Same value. But if I don’t switch up how I talk about it, I’m probably going to lose one of them. And here comes the idea of personalization depending on personality types.
If you’re a fan of Ray Dalio, you’ve probably come across his Principles and the concept of “baseball cards”.
In short, each team member has a card, not with their favorite stats or hobbies, but with metrics about how they think: attention to detail, big-picture orientation, decision-making speed, communication style, and more. These profiles aren’t hidden away in an HR folder. They’re used actively. Teams use them to assign tasks, build project teams, and communicate more effectively - based on strengths, not assumptions.
Why? Because when you know how someone operates, you stop expecting them to work, think, or decide the way you do. You start speaking their language. And that creates better collaboration, faster execution, and fewer misunderstandings.
Now, here’s the twist: sales work the same way.
Except in sales, you don’t have a card but you’ve got maybe 15–30 minutes on a discovery call to read the person in front of you — to sense how they process information, what kind of communication they prefer, and how they make decisions.
And then you adjust. You mirror their pace, match their level of detail, and frame your message in terms that make sense to them.
That’s the magic of understanding personality types. It’s not manipulation. It’s communication.
DISC framework in Sales
Let’s break it down using the DISC framework — a practical and widely used model that splits personalities into four main styles: Dominant, Influential, Steady, and Conscientious (Analytical).
Here’s how to recognize each type and adjust your sales approach accordingly:
🟥 Dominant (D) – The Decider
Customers with a Dominant style are fast-passed and outspoken, questioning and sceptical at the same time. They often know what they want and decide quickly, even if the decision is important or complicated.
- Goal-oriented, fast-paced, direct
- Focused on results, efficiency, and bottom-line impact
- Low tolerance for fluff or drawn-out processes
Sales approach tips:
- Keep it short and impactful. As the dominant type of people prioritize competency and quick actions - get to the point early. What’s the ROI, what’s the outcome, why should they care?
- Talk money early. Don’t dance around pricing — transparency builds trust with them.
- 1–2 meetings max. They’ll lose patience if the process drags on. Avoid long nurturing sequences.
- Follow up fast. A same-day recap with action items and next steps works well.
- Give them control. Present options in a straightforward way, not long-winded recommendations.
- Appear confident to gain their respect.
🟨 Influential (I) – The Charmer
Influential customers expect enthusiasm - they want to feel excitement about your product ot service. They expect quick action and immediate impact while maintaining friendly and trusting relationships.
- People-oriented, fast-paced, social
- Loves big-picture ideas, storytelling, and future vision
- Often makes decisions based on emotion or connection
Sales approach tips:
- Build rapport first. Don’t jump straight into the pitch — they need to like you first.
- Allow them to express their thought and rely on their natural optimism and enthusiasm.
- Use storytelling. Case studies, real-world examples, and metaphors work like magic here.
- Visual, engaging materials. Think decks, videos, and interactive demos.
- 2–3 touchpoints. Give them space to bounce ideas off others or “think about it.”
- Follow up warmly. Use casual, upbeat language. Emojis and voice notes aren’t off the table here.
🟩 Steady (S) – The Supporter
They expect people to be thoughtful and genuine, and it is unlikely to make a full commitment unless they can trust you. They need assurances of dependability and need to make sure you will be around if things don't go as planned.
- People-oriented, slower-paced, relationship-driven
- Seeks safety, stability, and consistency
- Values long-term partnerships and minimal risk
Sales approach tips:
- Take your time. Rushing them will backfire — build trust gradually.
- Show them you’ll be there. Emphasize support, onboarding, and long-term collaboration.
- 3–4 meetings may be needed. These clients like to digest slowly and talk it over with others.
- Follow up gently and consistently. Weekly check-ins work better than pushy reminders.
- Tone matters. Be calm, steady, and reassuring — they need to feel safe. Try to connect with them on a personal level.
🟦 Conscientious (C) – The Analyst
The analytical type of customers value quality. These people look for dependability in products, services, and people they do business with. As they don't like surprises will ensure to avoid any hidden costs or unexpected changes to roadmaps. Keep in mind their natural skepticism.
- Data-driven, slower-paced, detail-oriented
- Needs to fully understand your offer before they decide
- Will spot inconsistencies or fluff from a mile away
Sales approach tips:
- Prepare detailed materials. Specs, process docs, case studies — they’ll want to dig in. Present information logically.
- Delay talking money. They want to understand the full logic before they discuss budget.
- 3–5 touchpoints. Be patient — they’ll likely need to validate and analyze the idea before moving forward.
- Follow up with value. Share a resource or answer a lingering question. Don’t just “check in.”
- Be precise. Vague language = red flag. Avoid exaggerations or sales-y buzzwords.
TL;DR: Match Their Energy, Not Yours
- Dominant - Be brief, bold, and bottom-line.
- Influential - Be enthusiastic, engaging, and relationship-first.
- Steady - Be patient, reliable, and supportive.
- Analytical - Be thorough, prepared, and data-driven.
The goal isn’t to label people — it’s to listen better, adapt faster, and build trust in a way that feels natural to the person you’re talking to.
Because in sales, when you speak their language, you’re not “selling.” You’re solving.
Customer Personality Mapping: How Do You Actually Use Personality Types?
If you are interested to level up your sales skills by using the personality types custamization, I suggest that you start observing patterns from the very first interaction with potential client:
- Are they detail-oriented or big-picture thinkers?
- Do they speak in terms of goals or risks?
- Do they prefer a structured agenda or a more casual, intuitive conversation?
If you adapt how you present information — pace, tone, language — to match their preferences, you remove friction. And in sales, friction kills momentum.
Quick Approach to Recognizing the Type of Person You Talk To
Step 1: Is the person you talk about fast-paced and outspoken or cautious and reflective?
Step 2: Is the person questioning and skeptical or accepting and warm
Step 3: Combine your customer’s traits and determine their DISC type to make your sales process more effective.
A Few Principles I Live By in Sales
Personalize every offer. Even if the product is the same, the context never is. Customize how you present the value, not just what you offer.
Listen more than you talk. Sales isn’t about delivering the perfect pitch. It’s about hearing the unsaid. Most people will tell you what they need — if you’re paying attention.
Understand their pain before you sell the solution. Don’t rush the discovery process. Ask better questions. Clarify the real challenge before you jump to fixing it.
Be useful from the first conversation. If they walk away from that first call with one valuable insight — even if they don’t buy yet — they’ll remember you.
West-East Culture Shapes Communication — And Sales
And before closing the topic for today, another layer worth considering, especially in international sales, is the cultural lens people operate through. In How to Know a Person, David Brooks references research (including Richard Nisbett’s The Geography of Thought) that contrasts Western individualism with Eastern collectivism. Western cultures tend to prioritize autonomy, personal goals, and direct communication — you “sell to the individual.”
In Eastern, community-oriented cultures, identity is more relational. Decisions are often made with family, team, or societal harmony in mind — you “sell to the group.”
Why does this matter in sales? Because your pitch isn’t just filtered through someone’s personality — it’s also filtered through their cultural values. What sounds confident and proactive in one culture might come across as pushy in another. In some markets, it's expected to talk price upfront; in others, building trust first is non-negotiable. If you're not paying attention to these nuances, you're not really speaking their language — no matter how good your product is.
Final Thoughts
Understanding personality types helps you speak your client’s language — and when you do that, you build trust faster, uncover needs more accurately, and close deals with less pressure.
And honestly? It just makes the whole process a lot more human.
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