How to Connect with Your Customers to Increase Sales


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Every business owner wants to find a way to better connect with their customers – whether it’s on the phone, via email, or in person. It gives the company an opportunity to build rapport and learn more about their buyers – 2 key components to making a sale.

So how can you learn how to better connect and read people, especially your customers? By using the Disc system. It allows you to easily recognize personalities which leads to better communication and connections. Once you learn more about your customers, you’ll be able to better understand how they process information and make decisions – aka how to sell to them.

If you’ve ever done personality profiling at a job or as part of coaching, you may already know about Disc and have even gone through the process to determine what you are. If not, here’s a quick summary on what each style is.

D is for Dominance

D’s Style: Direct and results-oriented – they are focused on getting things done. They enjoy challenges, being a leader, and overcoming difficult tasks or obstacles to get a win. A person primarily in this Disc quadrant places emphasis on accomplishing results and “seeing the big picture.” They are confident, sometimes blunt, outspoken, and demanding.

How to sell to a D: They want someone who is responsive. Don’t waste their time or they will go somewhere else. Direct and to the point with an overview of the facts is what they are looking for. They don’t need a lot of details – they’ve already done their research and just need answers to follow up questions in order to quickly make a decision.

I is for Influence

I’s Style: They are extroverts, social, and love being around people. They are fun and want fun even when it comes to a mundane task of buying something. A person in this Disc quadrant places emphasis on influencing or persuading others. They tend to be enthusiastic, optimistic, open, trusting, and energetic.

How to sell to an I: It’s all about building a relationship. If they don’t connect with you, they won’t buy from you. They want you to be just as excited about the purchase as them. I’s get easily distracted though and lose focus, often engaging you in laughter and stories without you ever making a sale.

S is for Steadiness

S’s Style: They are loyal, dependable, and a team player. They will do anything to avoid giving negative feedback or hurting someone. A person in this Disc quadrant places emphasis on cooperation, sincerity, loyalty, and dependability. They tend to have calm, deliberate dispositions, and don’t like to be rushed.

How to Sell to an S: If you pressure them to make a decision, they will shut down. Be patient – it’s going to be a process and take some time. They also need reassurance along the way that they are making the right decision.

C is for Conscientiousness

C’s Style: They love facts, figures, statistics, data, etc. The more info the better. They are overly organized and love to learn about the whole process of the purchase. A person in this Disc quadrant places emphasis on quality and accuracy, expertise, and competency. They enjoy their independence, demand the details, and often fear being wrong. 

How to Sell to a C: Data, data, and more data. Once you’ve gone through everything, throw in a few more facts. They can be slow to make changes and need all the information before making a decision.

The Disc test is a great tool to use as part of your sales process and everyday life. It’s handy when working with coworkers and even family and friends. By learning the different personality styles, you’ll be able to create better relationships and hopefully shorten your sales cycle.


Christine Bascetta-Gath
Senior Vice President, Commercial Team Leader

Author: Christine Bascetta-Gath

Senior Vice President, Commercial Team Leader Christine Bascetta-Gath began her banking career in 2010 and since then she has worked in multiple areas of commercial banking. Prior to Litchfield Bancorp, Christine was Vice President & Commercial/Wholesale Banker at United Bank. Prior to that, Christine was responsible for determining the lending needs and banking services for existing and potential customers, as well as aiding in a $30MM loan growth over a two year span at Torrington Savings Bank. Christine graduated from the University of Chicago with a MA degree and a BA from Clark University. She is also a graduate of Connecticut School of Finance and Management. Christine spends her free time outdoors, at the gym, and enjoying quality time with her family