Customer Personas and D.I.S.C
Cheryl Lawson
I have been using the DISC (D-I-S-C) method for many years in various classes, ranging from event planning to social media marketing. This technique is not only helpful for understanding how to communicate with customers, coworkers, colleagues, or family members but also enables us to know ourselves better.
Early in my career at General Motors, we participated in a Myers-Briggs personality style assessment. It was an eye-opening experience as I began to understand my communication preferences and recognize that others may have different styles. People want to be treated according to their preferences.
At Fleetwood RV, we incorporated DISC training into our sales system. Understanding your own communication style and identifying the customer’s profile (whether they are D, I, S or C) greatly aids the sales process and helps tailor presentations accordingly.
This same concept applies in marketing when identifying customer personas. Recognizing that our preferred communication style may differ from our target audience allows us to adapt our marketing visuals, tone of voice and overall presentation on platforms such as websites or social media pages like Instagram and Facebook.
Utilizing the DISC method can significantly improve your understanding of yourself and others while enhancing your professional skills in areas like sales and marketing. There are numerous places where you can take this test – even simple versions can be found online for use during class or while reading at home.
THE SURVEY
INSTRUCTIONS FOR RESPONDING:
In the space provided below, you’ll find different behaviors relating to a specific situation. Your task is to rank these behaviors based on how well they represent you, from most to least characteristic. Start from the left and assign “4” points to the behavior that best describes you in that situation. Then, assign “3” points to the next most characteristic behavior, followed by “2” points for the next one, and finally, “1” point for the behavior that least resembles you. Download the survey
EXAMPLE
3 Directing 4 Influencing 2 Steady 1 Cautious
| Dan | Iris | Shelia | Curtis | ||||
| Self-Certain | Optimistic | Deliberate | Restrained | ||||
| Adventurous | Enthusiastic | Predictable | Logical | ||||
| Decisive | Open | Patient | Analytical | ||||
| Fearless | Impulsive | Stabilizing | Precise | ||||
| Restless | Emotional | Protective | Doubting | ||||
| Competitive | Persuading | Accommodating | Curious | ||||
| Assertive | Talkative | Modest | Tactful | ||||
| Experimenting | Charming | Easy-Going | Consistent | ||||
| Forceful | Sensitive | Sincere | Perfectionists | ||||
| TOTAL | TOTAL | TOTAL | TOTAL | ||||
INSTRUCTIONS FOR COUNTING AND GRAPHING:
First, sum up the numbers in each of the four columns. Write the total number for each column in the empty space labeled “TOTAL” at the bottom of the column. To ensure accuracy, add all the columns together. The sum of all four columns should equal 100.
Next, plot the numbers from the totals columns on the graph provided below. For instance, if the total number in the “D” column was 15, you would place the plotting point (dot) halfway between the 14 and the 16 on the graph for that dimension.
| D | I | S | C |
| 40
38 36 34 |
40
38 36 34 |
40
38 36 34 |
40
38 36 34 |
| 32
30 28 26 |
32
30 28 26 |
32
30 28 26 |
32
30 28 26 |
| 24
22 20 18 |
24
22 20 18 |
24
22 20 18 |
24
22 20 18 |
| 16
14 12 10 |
16
14 12 10 |
16
14 12 10 |
16
14 12 10 |
After completing your graph, circle the highest visual point. This represents your strongest behavioral characteristic. The higher you score on the graph, the more intensity you bring to this particular behavioral characteristic. Look at the letter at the graph on page one which corresponds to the highest visual point. Using this letter look up your behavioral style
(D=Dan, I=Iris, S=Sheila, C=Curtis) Watch the video below for explanations or click here.
Understanding DISC Behavior Types
D=Dominance, I=Influencing, S=Steady, C=Cautious
Okay, now that you’ve got a handle on DISC styles, it’s time to think about how you can apply this to your customers and enhance your marketing strategy. Using DISC styles can help you pinpoint the right social media platforms to reach your customers, and tailor your content, tone, and style to match their preferences. Let’s explore this:
If your customers fall into the ‘S’ or Steady Shelia category, they might appreciate the familiar communities on Facebook or the professional connections on LinkedIn. They value consistency, patience, and long-term relationships. So, platforms that facilitate regular, meaningful engagement could be their digital hangout spots.
Those in the ‘C’ or Compliant Curtis group are all about details and clarity. They might be drawn to the defined guidelines and clear communication of LinkedIn or the fast-paced, information-dense environment of Twitter. These platforms could be their go-to sources for in-depth information and precise updates. You might also find Cs in the Dataisbeautiful subReddit.
For our ‘D’ or Dominant Dan category customers, quick, result-oriented platforms like Instagram or TikTok could be their arena. They’re dynamic, decisive, and enjoy seeing the impact of their actions. These platforms can offer them immediate engagement, inspiration, and opportunities to take action.
And for the ‘I’ or Influencing Iris types, the networking-friendly environments of Tiktok or Twitter/X could be their stomping grounds. They’re all about expressing their thoughts and making connections. These platforms allow them to network widely and share their influential ideas.
Remember, these are general tendencies and real-world preferences can vary. People might engage with multiple platforms for different reasons. So, it’s crucial for you as a marketer to keep your approach flexible and adaptable. Monitor your engagement, adjust your strategy, and most importantly, keep learning about your customers!
Incorporating DISC into your customer personas can give you valuable insight into how your customers think, behave, and communicate. With this in your tool kit, you can create targeted, relevant content and connect with your customers in a way that resonates with them. It’s all about meeting them where they are and speaking their language.