Over time, you've probably figured out what your personality type is: what your skills, strengths and weaknesses are. But have you given thought about those of your employees? The DISC Assessment test will help you do just that, and then determine how best to accommodate those traits within the business environment. Whether you own your own business or work with others as employees, you'll likely find this test interesting for yourself and those around you.

What is a DISC Assessment?

There are tons of personality tests out there (the Myers-Briggs test being the most popular), but the DISC Assessment test focuses on people’s behavior. So what does this have to do with ecommerce? As a small business owner, recognizing these different patterns of behavior and knowing how to work with each type will help you run a more successful business.

Below, we’ll approach each personality type as if you are the direct supervisor, and give you tips on how to adjust your behavior and expectations with each person.

There are four different types of personality in a DISC Assessment: Dominance, Influence, Steady and Conscientious.


Bill is a Dominant personality. He is a leader within the company and loves to focus on the big picture. When he deals with other people, Bill is direct and not afraid to say what he’s thinking. Self confidence oozes from him like cologne. Bill is someone you can look up to, but he’s also someone who can railroad over you if he thinks you’re incorrect.

Bill’s Dominant personality is defined by the following characteristics:

  • Assertive
  • Outspoken
  • Determined
  • High-energy
  • Quick to challenge
  • Factual
Where does Bill fit within your team? Obviously, he will thrive in a leadership role, but take care to keep in control. While Bill loves new challenges and is driven by achieving results, he may end up being argumentative, or take on too much at once in hopes of achieving success. It will be your job to make sure he stays on the right path, and that little details he might overlook get taken care of.

Bill is motivated by results, so make sure you are rewarding him with verbal recognition to keep his spirits high. With Bill on your team, he will need very little direction, as long as he knows the end goal of the business.


Jenna has an Influence personality type, which is characterized by her friendliness and easygoing nature. On your team, she is thriving in her sales role where she can empathize with the customer and think outside the box to solve any issues. Since Jenna is such an enthusiastic part of the team, she naturally gets along with everyone and truly enjoys being around others and working in a team. You need to make sure that if Jenna’s role shifts, she will be in constant contact and collaboration with other people to stay happy.

A few traits that describe Jenna are:

  • Humorous
  • Optimistic
  • Easygoing
  • Friendly
  • Helpful
  • Talkative
While Jenna excels at multitasking and speaking to others, she can have trouble focusing on one task and often doesn’t bother with the details. She is best utilized as a motivator on a team, but needs someone else to provide direction and take care of the little things. Jenna also needs lots of praise and recognition, as she is most comfortable being popular and well-liked on a team. As a supervisor, make sure you build rapport with Jenna and give her plenty of time to socialize and discuss her ideas with others.


When you think of Vince, you think of the most reliable member of your team. He is patient, an excellent listener and compliant toward your authority. You might even consider Vince your right-hand-man. You know you can depend on him to keep the peace and keep the company in mind at all times.

You could describe Vince as:

  • Harmonious
  • Polite
  • Empathetic
  • Patient
  • Stable
  • Relaxed
While Vince is stable and predictable, he faces a few challenges. He can be passive and unwilling to voice his opinion, which can lead to holding long-term grudges. You will need to make sure you give Vince a comfortable working environment so he feels confident speaking to you if he has any issues. He may also experience reluctance to change; Vince prefers working in a routine and sticking with it, which makes him perfect for roles that require repetition. As his supervisor, make sure Vince feels secure in his position, and voice your appreciation for him as a person. Vince can concentrate on taking care of smaller details while your other employees focus on the big picture.


Can you think of someone who loves to take things apart to see how they work? You’ve just described Sarah, a Conscientious personality type. She loves accuracy and details, and you’ve noticed that she holds herself to very high expectations. Sarah is the anchor of your team; while other team members are thinking of creative solutions to an issue, Sarah will be the voice of reason that considers realistic angles and voices issues with a potential solution. Be careful not to make any typos around her!

You might describe Sarah as:

  • Analytical
  • Organized
  • Cautious
  • Focused
  • Detail-oriented
  • Thorough
  • Hard working
Some drawbacks for Sarah include passivity; if she’s not totally comfortable in her environment, she will likely avoid conflict rather than argue. She is uncomfortable accepting criticism since she prides herself on being correct and thorough. Sarah appreciates workplaces that give her independence, but she also needs a controlled environment and reassurance that she’s on the right path. Sarah might get bogged down with the details, so make sure to remind her frequently of the bigger picture so she doesn’t get too carried away.

All Four Personalities Can Be Great For Your Business

As a business owner and boss, understanding the different personality types is essential for learning how to use leadership skills effectively. You can clearly see the differences between Bill, Jenna, Vince and Sarah; identifying differences between your own employees - along with their skills and weaknesses - will help lead you to a more profitable business.

What personality do you think best describes you? Share with us in the comments!