DREIESKIVA​|Roald Kvam

More Than Just a Tool

Have you ever had a moment where you instinctively understood a customer—where you just knew what they needed and how to connect with them? Or perhaps you’ve experienced the opposite—a sale that never quite clicked, even though your solution was perfect? This is where persolog® Personality Factor Profile, also known as DISC, becomes a game-changer.

The story of DISC dates back to the 1920s when psychologist William Moulton Marston developed the theory behind human behavioral patterns. Later, other took this theory to new heights. By combining Marston’s insights with empirical research, Persolog has created a validated and practical tool that has helped thousands of sales professionals and service representatives better understand both themselves and their customers.

«The secret to success lies in the relationships you build — DISC is the key that unlocks the door.»

Relationships Are the Heart of Sales

As products and services become increasingly similar, selling a solution is no longer enough—you must first sell yourself.

Customers choose people as much as they choose products.

That’s why mastering the art of adapting to customer behavior, and maintaining strong relationships throughout the sales process is crucial.

But how do you achieve this in practice? The key is understanding the customer—what inspires, motivates, and engages them. This is where DISC serves as your ultimate guide.

Only 18% of customers buy from someone who doesn’t match their behavior. When behavior is adapted, 82% make a purchase. — Chally Group

Why Adaptability Is Key

Communicating the same way with every customer is like trying to screw in a bolt with a hammer—it might work occasionally, but it’s far from efficient. Every customer has unique preferences and specific needs. By adapting to their behavior, you’re not just enhancing their experience—you’re building stronger relationships that increase the likelihood of long-term customer loyalty.

DISC provides a simple yet powerful framework to understand and categorize your customers. Armed with this insight, you can fine-tune your approach and deliver an experience that not only meets but exceeds expectations.

The Four DISC Customer Types

🔴 The Red Customer (D) – Results-Driven and Decisive

Red customers are goal-oriented, assertive, and value control. To win them over, be direct and efficient. Get straight to the point and clearly demonstrate how your solution helps them achieve their goals quickly and effectively.

⛔ Avoid unnecessary small talk—it feels like a waste of time to them. Deliver what they need with confidence, be prepared to answer questions concisely, and you’ll earn their respect and trust, increasing your chances of closing the sale.

🟡 The Yellow Customer (I) – Energetic and People-Oriented

Yellow customers are lively, outgoing, and love the spotlight. To build rapport with them, match their enthusiasm and approach them with energy and positivity. They appreciate engaging conversations filled with storytelling and inspiration.

😊 Be warm, friendly, and inclusive—they want to feel seen and valued. By embracing their optimistic nature, you’ll create a connection that fosters excitement and loyalty to your brand.

🟢 The Green Customer (S) – Loyal and Security-Seeking

Green customers prioritize stability, predictability, and trust. To gain their confidence, show that you genuinely care about their needs and concerns. Take your time, listen attentively, and communicate in a way that reassures them.

🛑 Rushing them will only push them away. Demonstrate how your solution provides long-term reliability, and they’ll appreciate the partnership—often becoming some of your most loyal customers.

🔵 The Blue Customer (C) – Detail-Oriented and Analytical

Blue customers are precise, analytical, and data-driven. To earn their trust, be thorough, factual, and professional. They prefer logic over emotion and expect well-supported arguments backed by evidence.

📊 Avoid unnecessary fluff or excessive enthusiasm—it can be distracting for them. Instead, present clear data, well-reasoned explanations, and solid proof. This reassures them that they’re making the right decision.

How DISC Helps You Stand Out

DISC isn’t about putting people into rigid categories—it’s about understanding them on a deeper level. It provides a structured approach to tailor your communication and build stronger connections. In a world where customers are more demanding and skeptical than ever, this kind of insight is invaluable.

By actively using DISC, you can:

✔ Enhance Communication – Speak your customer’s language.
✔ Build Stronger Relationships – Show empathy and understanding.
✔ Boost Results – Align your sales approach for maximum impact.

Not Perfect, But Essential

Like any tool, DISC has its limitations. It’s not a flawless scientific model, and people are, of course, more complex than four letters can capture. However, for professionals in sales and service, it remains one of the most practical and effective tools for understanding customers and refining your approach.

Thanks to extensive research and expertise from Persolog, DISC has become a globally recognized tool. It’s not about replacing your intuition or experience—it’s about complementing them with structured insights that help you succeed.

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Want to stand out in an increasingly competitive market? The key lies in the relationships you build—DISC is the key that unlocks the door. It’s not about categorizing people; it’s about understanding what makes each customer unique.

When you see the world through their eyes and adapt to their needs, you unlock a new dimension of possibilities. That’s where the real magic happens—when customers feel seen, heard, and understood.

🚀 Ready to take your sales skills to the next level? Now’s the time to start! Feel free to reach out to Dreieskiva for coaching and courses to make your sales smart ‘n safe.