SAVE | EMAIL | PRINT | MOST POPULAR |  RSS | | REPRINT
|
Use Personality Analysis to Present and Sell
December 14, 2006
By John Boe
Have you ever wondered why you seem to hit it off right
away with some customers, while with others it's more like
oil and water? That's because we respond intuitively to the
natural chemistry, or lack there of, between temperament
styles.
Our temperament style not only determines our behavioral
traits, body language patterns and buying style, but it also
influences our compatibility with other people.
Today we have access to innovative tools such as the
Internet, cell phones, faxes and voice mail—all designed to enhance our communications and support us in selling more effectively.
Nevertheless, even with all of these technological tools at
our disposal, the alarming number of failed relationships,
dissatisfied employees and lost sales all reflect the fact
that none of us are as effective at understanding others
as we would like to believe.
For example, what about that sale you thought you had
made, but for some unknown reason your prospect
changed her mind and didn't buy? Or at least they didn't
buy from you. Chances are you lost that sale because of
your inability to recognize and adjust to your prospect's
preferred buying style. This temperament mismatch is
often referred to as a "personality conflict."
Research in the field of psychology tells us that we are
born into one of four primary temperament styles
(Aggressive, Expressive, Passive or Analytical).
A person's temperament style is determined genetically
and has nothing to do with his or her astrology sign, birth
order or childhood experiences. Our temperament style is
also unrelated to race or gender. Each of these four primary
behavioral styles requires a different approach and selling
strategy.
Hippocrates, the father of medicine, is credited with
originating the basic theory of the four temperament styles
2,400 years ago. Since the days of ancient Greece, there have been many temperament theories and a wide variety of evaluation instruments, but essentially they utilize the four temperament styles that Hippocrates identified. Hippocrates observed that these four styles have a direct influence on our physiology, character traits and outlook on life.
The Aggressive—or Worker—style is extroverted, determined, demanding, domineering, controlling, practical, self-reliant, decisive and insensitive.
The major weakness for those in this category is anger management. Under pressure, the Worker-style employee will work harder and may become ill-natured or explosive.
The impatient and goal-oriented Worker prefers a quick,
bottom line presentation style. They expect you to be on
time and well prepared. They like it when you avoid small
talk and get right down to business.
Workers are generally quick to make a decision. They
are focused on results and ask "what" questions. Key words
to use when presenting to a Worker are "results," "speed"
and "control." Give them options so you don't threaten their
need for control.
The Expressive—or Talker—style is extroverted, enthusiastic, emotional, sociable, impulsive, optimistic, persuasive and unorganized.
The major weakness of Talkers is "emotional management."
Under pressure the Talker will talk more, shop or eat,
and may display an emotional outburst.
The playful and friendly Talker prefers a fast-paced and
enthusiastic presentation style. Use a short warmup and
allow extra time in your presentation for them to talk.
Talkers can be impulsive shoppers and are generally quick
to make a decision. The key to making a sale to a Talker
is to keep him focused on the presentation and allow time
for him to express his feelings.
Talkers seek social acceptance and are concerned about
what other people think of them. They ask "who" questions.
Key words to use when presenting to a Talker are "exciting,"
"fun" and "enthusiastic."
Keep your presentation big picture and avoid giving them
too much detail. Consider using colorful pictures, pie charts
or graphs when presenting to this style.
The Passive—or Watcher—style is introverted, accommodating, harmonious, indecisive, patient, polite, uninvolved, friendly and sympathetic.
Watchers' major weakness is "self-esteem management."
Under pressure the Watcher will avoid conflict by sleeping
in longer.
The peaceful and stoic Watcher prefers a slow, deliberate
presentation style. Watchers, unlike the impatient Worker,
require extra time to warm up before you begin talking
about business.
Watchers are very sensitive to conflict or "sales pressure."
They have a need to accommodate others and tend to ask
"how" questions. Key words to use when presenting to this
style are "family," "service" and "harmony."
Help the Watcher make a decision by giving him assurance.
Watchers dislike having to make decisions and are natural-born procrastinators who love status quo.
The Analytical—or Thinker—style is introverted, thoughtful, organized, critical, shy, detailed, pessimistic - Introspective - Secretive - Aloof
Thinkers' major weakness is "stress management." Under
pressure, the Thinker becomes withdrawn, depressed and
worries more (sometimes demonstrated by panic attacks). They "stress out" and seek perfection.
The cautious Thinker prefers a slow, detailed presentation
style and warms up slowly. They are skeptical and typically
research before they purchase. Thinkers want detailed
information and they tend to ask "why" questions.
Key words to use are "logical," "safety" and "quality." Because they are concerned about making a wrong decision and appearing incompetent, you can expect the Thinker to
want to take her time.
Their frugal nature will cause them to "shop your numbers"
to make certain they are not paying too much. Because of
their desire for research and their need to avoid making a
mistake, Thinkers often get bogged down in details. They
get what is called "paralysis from analysis." Close the sale
with the Thinker by reducing their fear of making a mistake.
Give them evidence, facts, testimonials and guarantees.
While there are certainly many factors that influence the
selling process, by far the most important factor is to identify
your prospect's preferred buying style. Once you learn how
to quickly and accurately determine your prospect's
temperament style using body language, you will be able to
close more sales in less time!
John Boe presents a wide variety of motivational and
sales-oriented keynotes and seminar programs for sales
meetings and conventions. Boe is a nationally recognized
sales trainer and business motivational speaker. Reach him at www.johnboe.com or
at (877) 725-3750. Free newsletter available on Web site.
|
SAVE | EMAIL | PRINT | MOST POPULAR | RSS |
|
|
| Back to Sales Index |
|
|
