05 March 2012

DISC Personality Types

The type of personality is a major force in shaping who we are as people, and how we react to things both our environment and our world. Marketing is a way for small business owners to sell their products and services and should be directed to the right kind of customers who are willing to make that purchase. This article will detail how the shapes of a personality type of person how small businesses also perform marketing and how marketing is received by potential customers.

DISC profile works well for understanding different personalities, how they present their marketing, and how they receive marketing messages. "DISC is the four quadrant behavioral model based on the work of William Moulton Marston Ph.D. (1893-1947). To examine the behavior of individuals in their environment or in a specific situation DISC looks at behavioral styles and behavioral preferences. " (Wikipedia)

We will look at the four DISC personality types in this article: "D" or dominant personalities, "I" or influence, "S" or stable personalities and "C" or consistent.

High "D" people are described as demanding, forceful, egocentric, strong willed, driving, determined, ambitious, aggressive and forward thinking. These are the people that create and manage a successful small business. They are motivated and undeterred by adversity, as a soldier through tough times.

High "I" people are described as convincing, magnetic, political, enthusiastic, persuasive, warm, demonstrative, trusting and optimistic. They can also be a driving force in business growth, based on personal contacts to increase their customer base and generate sales.

High "S" people are calm, relaxed, patient, possessive, predictable, deliberate, stable, consistent, and tend to be emotional and poker face. These people are likely to be influenced by marketing messages, even those with compelling) and are generally not going to be attracted by the possibility of starting a new business from scratch.

High "C" people are cautious, cautious, exacting, neat, systematic, diplomatic, accurate, and tactful. These people are unlikely to start a small business but are very likely to serve as "right hand" of a small business owner. They are excellent people support that are integral in making the company successful implementation of systems, handling payroll and ensure that the levels of products or services are met.

Marketing done by personality types

High "D" of marketing are very direct and to the point, often leaving out the details of their product or service that other personality types need to make purchasing decisions. They tend to focus on selling features of the product or service rather than sell the way the product will benefit the customer. High "D" marketers must be especially aware that everyone does not process information in 5 second stings how they do it and to structure their message accordingly.

High "I" Marketers have a tendency to jump from marketing idea to commercialize new ideas, always looking for the next big thing that will skyrocket their business. They should be aware that for marketing work, it must be part of a coherent plan that requires time to produce results and analysis to measure effectiveness.

High "S" marketing will set up their marketing plans, crafts all the details and then continue on this path throughout the lifecycle of the product. There is very little room for change based on feedback from their customers and the message can get stale. If a consistent message is a good thing, these marketers should be aware that what works for them today may not work for the life cycle of their product or service.

High "C" of marketing are generally opposite high "D" of marketing, they have all the details of the product. Their copy tends to be long and is filled, forcing the consumer to do research in the message. These traders have many tools available and assume that viewers will dig down into the message to find them. High "C" will need to make sure to highlight the points that are relevant to a purchasing decision, and provide additional information for the viewer to read.

Received by marketing personality types

Titles and features are important to high "D" buyers. High "D" just want the facts. If they see a message that is compelling enough to attract their attention, they'll stop and search in the "meat" of the offer, but you will lose them if there is not something immediately interesting about your product or service prominently displayed. High "D" are generally buying decisions quickly and expect the implementation of your product or service immediately after purchase.

High "I" buyers to read your message, if you present it convincingly. They are looking to try new things and are willing to learn about your product or service if they think it will help their business. With these buyers, you should have plenty of testimonials and comments from other customers who have found a good use for your offer. They make purchase decisions quickly and work with you to get the new product or service in place.

High "S" buyers are not looking for new products. They are happy with the status quo and are set in their ways. If you have something that will make their business more productive or revolutionize their business, you must send them this message repeatedly, we can expect many sales calls and a timetable for implementing long. The beauty of selling to such customers is that once you have the sale, they are unlikely to switch suppliers in a hurry!

High "C" buyers need a lot of documentation to make a purchase decision. They want to know all the specifications of products, how they will implement your product or service, pricing, and will be ready to spend a lot of time researching before buying. These people will require multiple sales calls before purchase to ensure they have a good understanding of the whole process.

In conclusion

As a marketer, knowing that your (and your potential customer) personality type can help you design the most effective marketing possible. Beware that you do not assume that everyone will react to your marketing efforts as you would. Make the most of your marketing efforts by small business trusted advisors to find the other personality types to help provide feedback on your ideas, ensuring that you call for the widest range of potential customers possible.