By Sandra Rowell:  Associate of DISCsimple

I was talking to Sarah Owen of DISCsimple the other day about customers and we got onto a really interesting point:

“Do customers actually know themselves?”

Not in the deep philosophical sense, but in how they behave as buyers.
How they like to be served. What makes them switch off or switch loyalty.

It was one of those conversations that took me right back to my corporate years in business development where I was shaping value propositions, pitching to clients and working hard to understand what they reallywanted and what we could do as a business to support their growth. And if I’d had DISC back then, it would’ve changed everything.

Why do I say that?

Because we spend so much time trying to understand our customers, but how many of us actually understand ourselves as customers?

That’s where DISC comes in.
Working as an Associate of DISCsimple, Sarah and the full team use DISC to help businesses connect better with people, not just teams, but customers too.

And the best place to start? With you.

So… what sort of customer are you?

What Is DISC?

DISC is a simple yet powerful behavioural profiling tool. It helps explain how people prefer to communicate, make decisions, and interact all based on observable behaviours.

The four core styles are:

• D – Dominance
• I  –  Influence
• S – Steadiness
• C – Conscientiousness

We each carry a unique blend, but most of us lean more strongly into one or two styles and this impacts how we buy, what we value, and how we prefer to be treated.

The 4 Customer Styles: Which One Are You?

D – The Decider

You’re direct, decisive, and outcome driven.
You walk into a store knowing what you want. If someone tries to oversell or slow you down, you’ll likely walk away.

• You value: Efficiency, speed, clarity
• You avoid: Fluff, indecision, long processes
• You wish businesses would: Cut to the chase and show you results

“I’m here to buy, not to chat.”

I – The Connector

You’re sociable, spontaneous, and guided by how you feel in the moment.
If the person or brand connects with you, you’re in.

• You value: Energy, friendliness, enthusiasm
• You avoid: Cold, transactional service
• You wish businesses would: Keep it light, fun, and engaging

“Make me feel good about it and I’ll buy.”

S – The Supporter

You’re thoughtful, loyal, and don’t like to be rushed.
You appreciate a calm, helpful approach and when you find a brand you trust, you stick with it.

• You value: Stability, reassurance, kindness
• You avoid: Pressure tactics or pushy sales
• You wish businesses would: Give you time to decide

“Let me think it through without pushing.

C – The Researcher

You’re cautious, analytical, and love the details.
You need facts, logic, and structure to make a confident decision.

• You value: Accuracy, detail, clear information
• You avoid: Vague promises or fast-talking sales
• You wish businesses would: Respect your need for data

“Convince me with logic — not hype.”

Why It Matters

Understanding your own buying style does two powerful things:

-You get better service because you can ask for what you need
-You stop feeling frustrated because you recognise the mismatch isn’t personal

You become more confident in your choices and more aware of what works for you and what doesn’t.

It gives you a clearer voice in the buying process and helps you build better boundaries around what matters to you. Whether you’re shopping for services, collaborating with suppliers, or choosing a coach, knowing your own preferences puts you in control.

Even more importantly, it gives you empathy for other people’s styles. That’s what starts to shift the quality of every interaction.

What This Means for Businesses Too

The businesses you engage with are often operating from their own style, not yours.

When you understand your DISC type, you can take more control over the buying experience.

Instead of feeling misunderstood, you might say:

• “Could you give me the bullet points, please?” (D-style)
• “I’d love to hear the story behind this!” (I-style)
• “Can I take a bit of time and come back to you?” (S-style)
• “Do you have a breakdown of features and comparisons?” (C-style)

Imagine if more of us were clear and respectful about how we liked to be communicated with. It would reduce friction, build faster trust, and help everyone – from business owners to clients, feel more connected.

Try This

Next time you’re shopping or interacting with a brand, ask yourself:

-Am I looking for connection, clarity, calm, or control?

-What part of the experience matters most to me?

-Which DISC style shows up in my buying decisions?

This small shift in awareness can turn everyday transactions into more empowering experiences and help you make smarter, more aligned choices.

Want to Know Your Customer Style?

The DISCsimple strategy helps individuals and businesses unlock real behavioural insight in a simplistic way. Whether you’re looking to improve your team’s customer approach or just want to understand your ownbuying preferences, we can help.

Get in touch with me LINK for a friendly conversation about how DISC can make your life and leadership easier. Because when you understand people, you understand business.

About DISC:
DISC is a behavioural model originally developed from the work of psychologist William Moulton Marston. It has been widely adopted in workplace and leadership settings to help individuals and teams improve communication, self-awareness, and collaboration. DISCsimple, makes DISC accessible and practical for real-world business use.