Dr. Joseph "Chick" Marshall evaluates and categorizes each wholesalers' management and sales style based on personality traits that fit into the acronym DISC.

Each letter represents a certain type of wholesaler and their behavioral drive and how that person communicates and sells, said Marshal, a managing partner with Resource Management of Boston. Because the wholesalers sales style is linked to their personality, it is extremely difficult for wholesalers to shift from one channel to another.

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