Today is part 1 of 3, DISC Personality Profile real estate training and coaching.
The DISC Model of Behavior was first proposed in 1928 by William Moulton Marston, a physiological psychologist, in his book Emotions of Normal People.
Marston made a deliberate decision to focus only on psychological phenomena that were directly observable and easily measurable.
Based on his research, Marston theorized that the behavioral expression of emotions could be categorized into four primary personality styles, based on the subject’s perceptions of themself in relationship to their environment.
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These four types were labeled by Marston as Dominance (D), Inducement (I), Submission (S), and Compliance (C).
These four styles are now commonly referred to as Driver, Influencer or Expressive, Supportive or Amiable and Compliant or Analytical. There are many, many ‘spins’ on this, including tests and books. It’s commonly taught in sales training and business school.
Marston created a model that integrated these four types of emotional expression into a two-dimensional chart. He used the criteria of ‘introvert vs. extravert’ and ‘direct vs. indirect’ to make that chart. We’ll draw that chart together later in the podcast.
William Marston was also known by a pen name of Charles Moulton, and also invented the prototype of what would become a lie detector. He wrote a lot about self-help and created the character Wonder Woman.
Keep in mind that psychology is not a ‘hard science’, meaning it is full of abstract concepts, theory, observational analysis and conjecture. It is not the same as physics, chemistry or biology which have provable equations and actual laws.
Most importantly, remember that DISC is not a science, it’s a guide. There is no specific personality style which is guaranteed to be successful or not successful in business or in real estate.
Let’s understand the philosophy, but also have some fun applying it in a practical and tactical way. What we want you to understand and implement is that it’s your job to be more like your prospects and clients, not the other way around.
Fact: Agents and Brokers who make the most profit in real estate are always those who understand versatility. Versatility means having the ability to handle a variety of types of personalities in a variety of situations with care and skill.
Agents who are versatile rarely say things like, “I only work with people I hit it off with”, or “I just can’t work with those analytical types”, or “She just needed too much hand holding for me.” Instead, their script is, “It would be my pleasure to help you with – – – “.
Let’s draw that chart!
At the top of the page, you’ll put the label, ‘Direct’ and at the bottom, you’ll write ‘Indirect’. Next you’ll label the left side of the page as ‘Introvert’ and the right side of the page ‘Extravert’.
Next, draw a big plus sign on your page to split it into quadrants, so you’ll have an upper left, upper right, lower left and lower right quadrant. Write the letter D in the upper left, I in the upper right, S in the lower right and C in the lower left quadrants.
Now we’ll label those as Driver, Influencer, Support and Communicator, clockwise. Write small, because we’re going to add some description to each quadrant.
In order to understand the chart, let’s test you first, podcast listener! Put your finger in the middle of the chart. Ask yourself if you’re someone who is generally direct or indirect. Do you use lots of words and tell stories or do you use as few as possible in conversation? Move your finger up or down depending on your answer.
Next, ask yourself if you’re more introverted or extraverted and move your finger left or right to see which quadrant you land on. This is your dominant personality style. You’re a combination of direct or indirect plus indirect or direct.
Let’s get to understanding these personality styles. To keep it practical and tactical, we’ll first look at how you win and how you lose with each, specifically with regards to real estate appointments and transactions. Put these notes in each quadrant.
