In the benefits world, advisors often focus on product design, pricing, and plan performance. Those things matter - but they aren’t the whole story. Relationships are at the heart of this business, and too often, those relationships stumble not because of bad advice, but because of misaligned communication styles.
Karin Pooley, VP of Senior Management and Executive Search at People Corporation, was recently a guest on the ‘18 Minute Experts’ podcast, talking about the strategies and tools that we use to bring competent individuals in the executive and senior management roles and do it in a timely manner.
Part 1
Communication Styles as “Work DNA”
Karin describes behavioral assessments as a way of uncovering someone’s “work DNA” - the hardwiring behind how they communicate, respond to pressure, and interact day to day.
Tools like DISC break this down into four categories:
D - Dominance: direct, authoritative, decisive
I - Influence: fast-paced, outgoing, relationship-driven
S - Steadiness: calm, team-focused, empathetic
C - Conscientiousness/Compliance: analytical, detail-oriented, fact-based
These aren’t good or bad, right or wrong. They’re simply traits that, when understood, help explain why conversations flow easily with some people and feel strained with others.
Why This Matters for Advisors
In sales and advisory work, first impressions count. A high “D” client may lean back, cross their arms, and get right to the point. If you respond with a long-winded story, you’ll lose them. On the other hand, a high “I” thrives on small talk and rapport - jumping straight into data will feel cold.
Recognizing communication styles is about self-awareness, not changing who you are. If you’re naturally fast-paced and energetic, that works well with some clients but may overwhelm others. Sometimes the best move is bringing in a colleague whose style complements yours. That awareness can salvage relationships that might otherwise stall.
Reducing Conflict, Building Trust
Karin believes that if organizations embraced assessments more openly, conflict in the workplace could be minimized. The same holds true in client relationships. When advisors understand their own tendencies - and can quickly “speed read” a client’s style - they avoid missteps that can erode trust.
Advisors also stand out when they demonstrate empathy. Mirroring a client’s rhythm - without mimicking - signals that you see and respect their way of working. As Karin explains, it shows empathy… it says to people ‘I appreciate your time. I’m curious about your business. And I’m going to take the time to listen to what you have to say first and foremost.’
Practical Takeaways for Advisors
- Start with listening. As Karin notes, one of the best pieces of advice she ever received was: don’t walk in with an order book. Spend the first meeting taking notes and understanding the client’s world.
- Observe cues. Body language, pace of speech, and focus on facts vs. people are quick indicators of style.
- Check your own style. Self-reflection is hard, but vital. Are you coming in too strong? Too detail-heavy? Too quick to fill the silence?
- Bring balance. If you know a colleague complements your communication style, team up. Two perspectives often connect better than one.
Advisors, this is your Edge
Products and pricing are becoming commoditized. What isn’t? Human connection. Advisors who can adapt their communication style build deeper trust and longer-lasting relationships. That’s the edge you carry into every client conversation.
Want to dive deeper into how communication styles shape client relationships? Tune into our ‘18 Minute Experts’ podcast episode with Karin Pooley to hear her full insights on behavioral assessments, emotional intelligence, and practical strategies for advisors.
🎧 Listen to the episode here
Part 2