AI-Powered Personality Insights (DISC) to Connect with Buyers Through their Unique Communication Styles

Today’s North American buyers bring a fresh set of expectations to the sales conversation. No longer swayed by generic pitches or standard scripts, these buyers demand a blend of insight, relevance, and authenticity. Shaped by instant access to information and high expectations for personalization, modern buyers want sales reps to act more like strategic advisors than traditional salespeople.

According to HubSpot’s 2024 State of Sales Report, 58% of buyers now expect reps to go beyond product basics and demonstrate a deep understanding of their unique business challenges.

For sales teams, adapting to these expectations requires a shift toward a more consultative, tailored approach. Reps must now go beyond product knowledge to understand and align with each buyer's unique communication style.

This is where the DISC model becomes invaluable. By providing insights into various personality types, DISC insights enable sales reps to create a more genuine and relevant experience for each buyer.

What is a DISC Model and Why It’s Essential for Sales Teams

Originally developed by psychologist William Marston in 1928, the DISC model categorizes individuals into four primary personality styles: Dominance, Influence, Steadiness, and Conscientiousness. Each of these types influences how buyers communicate, make decisions, and respond to information.

By adapting their approach to these personality styles, reps can build rapport more quickly, address specific concerns, and improve their chances of closing deals.

Here’s how DISC analysis guides interactions with different buyer roles:

• Dominance (D): Often, C-level executives or dominant buyers are direct and focused on ROI. They value efficiency and prefer conversations that cut straight to strategic benefits, bypassing small talk.

• Influence (I): Common among directors, influential buyers are relationship-driven and respond well to big-picture ideas. They engage more deeply in energetic conversations that highlight future potential.

• Steadiness (S): Often, in mid-level management, steady buyers prioritize trust and stability. They are more comfortable with a low-pressure approach and appreciate rapport-building and testimonials that convey reliability.

• Conscientiousness (C): Frequently in technical roles, conscientious buyers are detail-oriented and expect structured information. Clear, factual data and thorough preparation for in-depth questions are essential for engaging them effectively.

Understanding buyers' DISC profiles helps sales teams tailor their communication styles to each type, ensuring that interactions feel relevant, build trust, and address specific needs.

This adaptive approach makes sales conversations more effective, creating stronger relationships and improving close rates.

How Aviso AI Enhances DISC Insights for Sales Teams

While understanding DISC profiles provides a solid foundation, applying these insights in real time can be challenging, especially in high-stakes meetings with multiple stakeholders.

Aviso’s Conversation Intelligence integrates buyer personality(DISC) analysis into its Pre-Meeting Briefs feature, equipping sales reps with a comprehensive view of each buyer. By pulling data from CRM, calendar, and LinkedIn, Aviso offers reps insights into personality traits, engagement levels, professional context, and interaction history—all structured to maximize the effectiveness of each interaction.

Personality Traits and Communication Preferences

Aviso identifies key personality traits, such as “Analytical,” “Supportive,” or “Ambitious,” and provides tailored “Do’s and Don’ts” for communication. For example, an analytical buyer may prefer structured discussions with concise points, while an optimistic buyer might respond well to open-ended conversations and brainstorming.

With these insights, reps can adjust their tone and pacing to align with each buyer’s style, building rapport and creating smoother, more engaging conversations.

Engagement Level

Aviso also assigns an engagement rating that signals a buyer’s level of interest. Highly engaged buyers can be approached with more direct proposals, while lower-engagement buyers might need a nurturing, educational approach.

This insight enables reps to prioritize their time, focusing on high-potential buyers while gradually building trust with others.

Professional Background and Context

Knowing a buyer’s role, industry, and background helps reps to align their messaging with specific needs. For example, understanding compliance requirements in a regulated industry allows reps to position the product as a tailored solution, enhancing relevance and appeal.

Interaction History

A record of recent interactions helps reps manage follow-up timing and avoid over- or under-communicating. This thoughtful follow-up process shows respect for the buyer’s time, promoting a smoother communication flow that builds trust and responsiveness.

Building a High-EQ Sales Team with AI-Powered DISC Insights

For sales leaders, building a high-EQ team involves equipping reps to connect with buyers on a genuine, human level. DISC insights empower sales teams to understand diverse personalities, while AI makes these insights actionable in real-time, allowing reps to adapt dynamically to each buyer’s unique preferences.

This combination fosters a more fluid, intuitive selling experience, transforming each conversation into a meaningful connection that builds trust and rapport.

Through DISC insights and AI, sales teams can replace the outdated one-size-fits-all approach with highly personalized interactions. By aligning their communication with each buyer’s preferences, reps become trusted advisors rather than traditional sellers.

This approach boosts close rates and enriches the buyer’s experience, creating memorable interactions that lay the groundwork for lasting relationships.

In today’s market, where buyers expect meaningful, personalized engagement, DISC insights and AI offer a strategic advantage. DISC insights help sales reps understand how to engage different personalities, while AI enables them to personalize that engagement in real-time.

AI-powered DISC insights empower sales teams to deliver a level of understanding and empathy that resonates, turning each interaction into a valuable, authentic connection.

Schedule a demo with Aviso to see how DISC insights can help you adapt to each buyer's unique style and engage in targeted selling.