Different customers and prospect have unique ways that they like to communicate based on their own communication style. They typically fall into one of four communication styles based on two factors. Those two factors are your level of sociability and your level of dominance. “SOCO” is a quadrant model and an acronym for the four communication styles: Supportive, Open, Closed and Organised.

Read below to find out the difference between each style so you know how to spot which quadrant your customers and prospect fall into.

Communication styles infographic


The Supportive communication style tends to have a low level of dominance and a high level of sociability. Supporters tend to be good listeners, to not be forceful and to avoid conflict.

  • Good listeners
  • Not forceful
  • Avoids conflict


The Open communication style has both a high level of sociability and a high level of dominance. Openers tend to be expressive and excitable: they can sometimes seem restless.

  • Highly social
  • Seems restless
  • Take initiatives


The Closed communication style has a high level of dominance and a low level of sociability. Closed types tend to be demanding, aggressive, determined and frank.

  • Business focused
  • Seems curious
  • Direct


The Organized communication style has low level of sociability and a low level of dominance. Organizers tend to be reserved and cautious.

  • Examines facts
  • Seems cautious
  • Not very warm

Know How To Communicate With Each Style

You need to style flex. Your job as a sales professional is to help prospect feel as comfortable as possible. This means communicating with them in a manner unique to their personality.

Author Profile

Tom Abbott
Tom Abbott is the author of 'The SOHO Solution' and 'Social Selling' and the creator of the online sales training platform SOCO Academy. Sales leaders engage Tom for his proven solutions to building high performance sales teams that exceed targets and for motivational keynotes that energise their audiences.