This document discusses personality types and how they relate to marketing using the DISC model. It describes the four DISC types - Dominant, Influential, Steady, and Conscientious - and provides examples of how each type might approach different situations like playing Monopoly, going to a gun range, or being in a relationship. It also discusses how the different types may clash or work together. The document aims to help readers understand their own type and how it affects their natural marketing behaviors and preferences as both producers and consumers of marketing content.

1. Personalities At
Work
Guerrilla Marketing
for Selling Real Estate.com

2. • Dr. Morris Massey stated that…
– You are who you are now because of where you were when…
• 3 Stages of Development
– 0-6 years Personality
– 7-13 years Values and Beliefs
– 14-22 years Decisions and Commitment
Development……
www.GuerrillaMarketingForSellingRealEstate.com

3. Based On The DISC
Temperaments
• Originating in the 1920's by an American psychologist named William
Moulton Marston.
• It measures four preferences, in which you are scored in each
preference (thus resulting in a profile score across each type).
Guerrilla Marketingfor Selling Real Estate.com

4. What are the
Quadrants?
DISC type Description
Dominant
(Direct, Driver, Demanding, Determined, Decisive, Doer)
Independent, persistent, direct.
Energetic, busy, fearless.
Focus on own goals rather than people.
Tell rather than ask.
Ask 'What?'
Influential
(Inducement, Inspiring, Impressive, Interacting, Interesting)
Social, persuasive, friendly.
Energetic, busy, optimistic, distractible.
Imaginative, focus on the new and future.
Poor time managers. Focused on people than tasks.
Tell rather than ask.
Ask 'Who?'
Steady
(Submissive, Stable, Supportive, Shy, Status quo, Specialist)
Consistent, like stability.
Accommodating, peace-seeking.
Like helping and supporting others. Good listeners and counselors.
Close relationships with few friends.
Ask, rather than tell.
Ask 'How?' and 'When?'
Conscientious
(Cautious, Compliant, Correct, Calculating, Concerned, Careful, Contemplative)
Slow and critical thinker, perfectionist.
Logical, fact-based, organized, follows rules.
Don't show feelings. Private. Few, but good friends.
Big-picture, outlines.
Ask 'Why?' and 'How?'

5. The Monopoly Explanation
Category Their Role in Monopoly
Dominant Win at all costs! Buy all the properties and buy all the hotels
and buy all the houses and if anyone lands on your property,
CRUSH THEM!!!!!
Influential Have fun no matter what. This person will have to be
reminded when it is their turn to go. They are there for the
socialization, not for the game.
Steady Don’t cause waves. This person will pay attention and play
according to the rules. If they have hotels and someone
lands on their property, they will cut them a break to help
them stay in the game.
Conscientious Preserve the Rules! This person’s main objective is to make
sure that the Dominant folks don’t cheat. They almost
always the banker and have actually read the rules.
When You Play Monopoly

6. The Gun Range
Explanation
Category Their Role at The Gun Range
Dominant Show up with gun cocked and loaded. Go straight to the
range and unload all bullets.
Go home! You accomplished your mission soldier!
Influential Show up and dig through your car for a gun. Find a clip,
borrow a gun, have fun and talk to people, and the leave
having never shot the gun.
Steady Show up with gun in case. Check in with the desk, go to the
appropriate area, unpack and load gun. Take your time
setting things up and then shoot. Not the fastest, but very
reliable and predictable.
Conscientious Show up with your gun and a spare in separate cases. Check
in at the desk and correct the spelling on the sign-in sheet.
Go to the right area and ask a “D” to move to their right
range. Unload and reload clip to ensure accuracy. Ready,
aim, aim, aim, aim, aim, aim, FIRE! Bulls-eye – go home.
Very accurate!

7. The Elevator Explanation
Category Their Role in The Elevator
Dominant If you put for D’s on an elevator, you will
end up with a fist fight.
Influential If you put four I’s on an elevator, you will
end up with a party.
Steady If you put four S’s on an elevator, they
will hold the door for each other, push
each other’s floor button, and help each
other with their bags.
Conscientious If you put four C’s on an elevator, you
will end up with a CPA firm.

8. The Checkbook
ExplanationCategory Balancing Your Checkbook
Dominant When you receive your statement in the mail, you open it up
and look at the balance. As long as you have plenty of
money, you put the statement aside.
Influential When you receive your statement in the mail, you look at
the envelope and say, “Oh, that is where I bank…” and then
put it aside
Steady When you receive you statement in the mail, you open it and
balance it. If there is an error, you make the adjustment in
your check register.
Conscientious When you receive your statement in the mail, you open it up
and balance it. If there is an error, you call the bank to
inform them of their mistake. If everything is correct, you
call the bank and let them know a better way to conduct
their business.

9. Leading a Meeting
Category Their Role in The Meeting
Dominant D’s want to be the leader in the meeting. They will
tend to take charge, whether that is appropriate or
not. They want to walk away with results and a
delegated list for others.
Influential I’s want attention. They will volunteer to be in
charge but will tend to be disorganized and focused
primarily on the social aspects of the meeting.
Steady S’s do not want to go to meetings. They will tend to
sit in the back and hope to not have to talk.
Conscientious C’s will bring an agenda to the meeting, even if that
is not their role. They want to stay on task and walk
away with a plan.

10. In A Relationship
Category Their Role in The Relationship
Dominant D’s need to be in charge. They “wear the pants” in the
relationship. They will often tell the other person what to do
and expect the other person to bend to their style.
Influential I’s bring humor into the relationship. They use jokes / humor
to diffuse tension. They tend to dream a lot about
possibilities but rely on the other person to make things
happen.
Steady S’s just want to get along. They tend to “go with the flow.”
They are compliant, relational, generally very helpful. They
want people to be happy.
Conscientious C’s tend to direct in the relationship. They bring seriousness,
logic, and organization to the relationship. They need to be
right and want credit for thinking of ideas.

11. Personality Clash Points
Area Dominant Influential Steady Conscientious
Dominant Power Struggle D wants results while I
wants relations – struggle
over whether to
communicate or shut up
and work
D will tend to push the S
around and over-use them
because of the S’s dislike
for conflict and
confrontation
Power Struggle as well as a
fight over whether to think
big picture (D) or detail and
correctness (C)
Influential I’s will look for rapport and
relationship before work
while D’s just want to get
the job done.
Attention Struggle – Look
at me! Look at me! Look
at me!
Relations are generally
good, but I’s will want to
meet while S’s want to
keep their head down and
do their job.
Major struggles feeling that
C’s are too wrapped up in
details and forget about
having fun with people.
Steady S’s want to D’s to lighten
up the intensity and stop
running over people’s
emotions.
S’s want I’s to remember
when the meeting is and
what is due.
Leave Me Alone Struggle –
both want to work without
communicating.
Both S and C like details,
but S’s want to work while
C’s want to plan, organize,
and color code.
Conscientious Struggle for moving up the
ladder – C’s are just as
ambitious as D’s but
generally not as good at
expressing desire for
leadership.
C’s want I’s to learn to
plan. C’s are the ultimate
detail drivers while I’s are
the ultimate relational
drivers.
C’s tend to be very direct
and this crumbles most S’s.
C’s say what pops in their
mind because they need to
while S’s want to avoid the
conflict.
My Way Struggle –
desperate need to be the
one who thought of the
right answer.

12. So Who Are You?
Look at your top two areas…
Preference Dominant Influential Steady Cautious
Focus on other people,
Extroverted, Flexible
X X
Independent, internal X X
Energetic and busy / Tell
rather than ask
X X
Ask rather than tell X X
Imaginative, big-picture,
future-focused
X X
Like stability and
predictability
X X
Like change and variety X X
Task-oriented, Focus on
Results
X X

13. Your Focus
People-focused
Task-focused
Active, Outgoing Influential Dominant
Passive, Internal Steady Conscientious

14. Your Marketing Output
Category Your Natural Marketing Behavior
Dominant High D’s are very direct and to the point, frequently leaving
off details of their product or service that other personality
types require for making buying decisions. D’s tend to focus
on selling FEATURES rather than BENEFITS. They need to be
aware that everyone does not process information in 5
second bites the way they do.
Influential The High “I” marketers want to jump from new marketing
idea to new marketing idea, always searching for the next big
thing. This person MUST be part of a cohesive plan which has
a robust evaluation and correction process to gauge
effectiveness.
Steady The High S marketer, when he/she gets around to a plan, will
have all the details and will never want to make changes.
This marketer will need to know that things are rarely right
the first time.
Conscientious High “C” marketers live for laying out all the details, getting
the facts and research together. They’ll have a LOT of
weapons. Their struggle will be in the implementation.

15. Your Marketing Input
Category Your Natural Marketing Behavior
Dominant High D’s want facts, facts, facts. “Be brief, be bright, be
gone.” When they see something compelling enough to pay
attention, they want to dig into the meat…you’ll lose them
quick and they’ll move on. They want immediate
implementation.
Influential The High “I” buyers will read through your message if
presented in a compelling way. The D is looking for new
things, the latest gadget and they make decisions quickly and
tend to want to help with implementation. To reach these
buyers: testimonies, feedback from previous clients.
Steady The High “S” buyer isn’t looking for anything new. They are
happy with status quo and set in their ways. They need to
see messages over and over again and when they do buy,
there’s a long implementation cycle. But, once they’re sold
on you or your product, they’re DONE!
Conscientious High “C” buyer have to have a LOT of documentation,
specifications. This buyer does a lot of research and require
multiple sales calls.

16. Danny L. Smith, NMLS #138873,
Sales Manager, Sr. Loan Officer
512-773-6528
Danny@DannyLSmith.com
www.GuerrillaMarketingForSellingRealEstate.com