We now reach the final style - because this one is last, it does not mean "c" is worse or of lesser importance than any other style - we follow the clockwise convention as we move around the quadrants.
The "c" is complaint. This style is driven by the need to have facts and details and generally doesn't trust easily. If you use testimonials in your marketing, this style will check them for authenticity or factual correctness.
The implications for any business dealing with a customer who has "c" as their dominant style, is that it needs to gain the trust of this customer. A pushy sales approach will not work. The customer will want information, detail, warranties, money back guarantees, and will need to see the product several times before making a decision. They will not make a snap decision and will not respond well to pressure. An ideal way to deal with them is to tell them that they need to think about it. Always answer their questions and if you can't, tell them when you will get back to them, and stick to it. If quoting a price, give them the price to last cent.
This style typically likes to be right and is very process driven. "c"'s like structure and are very comfortable in roles where high levels of detail is required. Roles such as accounting, quantity surveying are strongly oriented to this style. Compliance and procurement officers also tend to have this style.
A "c" thinks linearly - and can tend to look for obscure details - so when dealing with someone with this style, the more obscure details you have the better.
From a dress perspective, this customer will have quite a reserved conservative appearance. They will not be brand conscious unless they see the brand as offering the best value for money.
If you are an employer, this style is a difficult one to replace as they tend to be highly specialized, and will have a tendency to mix their work identity with their identity, so if they find themselves out of work or facing retirement, this will be a stressful time for this style. They will be very tidy in the workplace generally, and will have things filed neatly. This style will get their expenses done on time, and have all their receipts.
They may come across as a pessimist and they will be motivated by moving away from a painful situation rather than the promise of a new goal - so if managing this style, don't promise them a reward or something to work towards, tell them what will happen if they don't do it.
"c" styles are not talkative and often won't express disagreement, but if they do, their criticism will be based on fact, not opinion. If you are communicating with this style, talk slowly, don't race and don't talk about personal issues - keep to the topic of the discussion and maintain personal space.
Each of the styles D, I, S & C play a role in the fabric of our society, our business and personal lives and once we learn how to spot the different styles, and learn how to communicate effectively with each, we are able to optimize our outcomes and create harmonious and productive environments.