Effective communication is a key aspect of any successful relationship, whether it’s in a personal or professional setting. In order to communicate effectively, it is important to understand the personality of the person you are communicating with, and to adapt your communication style accordingly.
One way to understand and categorize customers is by using the DISC personality model.
Some well-known companies have been reported to use the DISC model, like
Coca-Cola, Dell and Amazon, and I’m happy to use it as well.
What’s DISC model?
The DISC personality model is a tool used to understand and categorize individuals based on their observable behaviors and attitudes.
The model is based on the idea that there are four main personality types, each with its own unique characteristics, communication style, and preferences.
Ineffective communication can damage professional relationships in a number of ways, and we want to avoid it so we should take a look at:
The Four main personality types
Dominant
Dominant individuals, also known as “D” personalities, are typically assertive and direct. They want to get straight to the point and are not interested in small talk. When dealing with dominant customers, it is important to be clear and concise in your communication, and to present information in a logical and organized manner.
Influential
Influential individuals, or “I” personalities, are outgoing and sociable. They enjoy interacting with others and building relationships. When dealing with influential customers, it is important to be friendly and personable, and to take the time to build a rapport with them.
Steady
Steady individuals, or “S” personalities, are calm and reliable. They are often patient and methodical, and prefer a steady pace to a fast-paced environment. When dealing with steady customers, it is important to be patient and consistent in your communication, and to provide detailed and thorough information.
Conscientious
Conscientious individuals, or “C” personalities, are analytical and detail-oriented. They want to understand the facts and figures behind a project or product. When dealing with conscientious customers, it is important to provide detailed and accurate information, and to be prepared to answer any questions they may have.
Please note that individuals may possess traits of more than one personality type and the DISC model should be used as a guide rather than a strict rule.
Why should our communication adapt to Different Customer Personas?
If you were to communicate with a dominant individual using a communication style that is more suited for a conscientious individual, they may feel frustrated or annoyed.
Dominant individuals are assertive and direct, they want to get straight to the point and don’t appreciate small talk. They want to be presented with logical and organized information in a clear and concise manner.
On the other hand, a conscientious individual is more analytical and detail-oriented, they want to understand the facts and figures behind a product or service and tend to be more skeptical of claims or promotions. They are likely to be more interested in the technical aspects of a product or service and may be less likely to be swayed by emotional appeals.
Communicating with a dominant individual using a communication style that is more suited for a conscientious individual would mean providing detailed and accurate information, and answering questions, which may be unnecessary for the dominant individual and may make them feel that the communication is too slow-paced, not efficient or not focused on the main point. They may also feel that their time is being wasted, and they may lose interest or patience.
Conclusion
Adapting your communication style to the personality of the person you are communicating with can make a significant difference in the effectiveness of your communication. By understanding the unique communication preferences of different personality types, you can tailor your approach to build stronger and more effective relationships.
In conclusion, understanding the DISC personality profiles of your customers can help you tailor your communication and management approach to their unique needs and preferences. By being aware of the different personalities and communication styles, you can build stronger and more effective relationships with your customers, resulting in a better product management experience.