Sales Success Has No Personality Type, But It Does Require One Thing

If you’ve been in CDMO business development long enough, you’ve probably taken a DISC assessment, maybe even more than once. Whether you're a dominant driver or a thoughtful analyzer, there's always a little moment of “Oh wow, that is so me!”

(For the record, I’m a DI.)

But here’s the thing: there’s no single personality profile that guarantees success in sales. The best BD pros I’ve worked with have wildly different styles, but they share a few core traits: they’re self-aware, they’re honest, and they know when to speak up and when to let the technical team shine.

This article is a nod to the many paths to sales success in our industry and a reminder that the best salespeople aren’t playing a part. They’re playing to their strengths.

Different Styles. Same Goal: Authentic Partnership.

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🔴 The D (Dominance): The Driver

Let’s start with my people, the high-Ds. We’re decisive, goal-oriented, and not afraid to take a swing. In BD, this shows up as confidence and urgency. We move conversations forward. We push for timelines. We bring clarity. And in a CDMO setting, where scope creep and ambiguity can easily derail momentum, that’s valuable.

✅ What works well:

• Taking ownership of next steps and decision-making frameworks

• Asking hard questions early

• Driving clarity when projects feel murky

⚠️ Watch out for:

• Rushing the relationship

• Over-talking the SMEs on your own team

• Closing before true alignment

A D-type rep might open doors fast, but real partnership happens when we pause and let the experts on both sides get in sync. 

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🟡 The I (Influence): The Connector

The high-Is are natural networkers. They’re engaging, enthusiastic, and tend to remember everyone’s dog’s name. In the CDMO world, where long sales cycles and high trust are the norm, this relational style can be a huge asset.

✅ What works well:

• Building rapport that creates staying power

• Reading the room and adapting your style

• Humanizing complex, technical conversations

⚠️ Watch out for:

• Being too eager to please

• Losing focus in follow-up or letting details slip

• Failing to let the SME team lead when it’s time to get technical

High-Is are often the reason we’re invited back to the table. Just make sure your follow-through matches your charm.

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🟢 The S (Steadiness): The Supporter

High-S reps bring calm, consistency, and loyalty. In a BD role, that translates to steady relationship building and a commitment to long-term value over short-term flash. These folks are often underestimated, but they’re the glue holding multi-phase programs together, and they simply refuse to be transactional.

✅ What works well:

• Creating continuity between internal and external teams

• Advocating quietly but consistently

• Making clients feel safe asking “basic” questions

⚠️ Watch out for:

• Avoiding conflict or hard conversations about risk, pricing, or feasibility

• Holding onto poor-fit leads

• Letting urgency be dictated externally

High-S personalities build deep trust. Just don’t be afraid to speak with conviction, especially when you’re protecting your team’s bandwidth or pushing back on unrealistic asks.

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🔵 The C (Conscientiousness): The Analyst

The detail-oriented strategists of BD. You want someone to double-check the RFP and translate clinical timelines into executional milestones? Call your high-C colleague. These pros thrive on detail and precision. In our world, where credibility is currency, this approach can build deep trust, especially with technically-minded clients.

✅ What works well:

• Bringing scientific depth to early BD conversations

• Building credible, evidence-backed proposals

• Translating client requirements into clear internal actions

⚠️ Watch out for:

• Analysis paralysis: Not everything has to be solved before the intro call

• Missing the emotional or strategic cues

• Seeking perfection over clarity

High-Cs often earn the client's trust early. Balance facts with empathy. Just remember that clarity beats perfection, and your clients want to feel understood, not just informed.

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The Common Thread: Be an Advocate, Not an Actor

No matter where you fall on the DISC spectrum, your job in BD isn’t to perform; it’s to partner. The best sales professionals I know don’t dominate conversations, nor do they disappear. They curate. They guide. They bring the right people to the table. They create space for subject matter experts to shine.

Above all, they’re transparent. With clients, with internal teams, and with themselves.

So, whether you’re a Driver, Influencer, Supporter, or Analyst: be yourself, be clear, and be an advocate. That’s the kind of BD that earns repeat business and respect.

Which DISC type resonates with your style in BD, and what has helped you lean into it effectively? Drop your thoughts in the comments and let’s compare notes!