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Have you ever walked into a prospect's office for the first time and wished you knew what it would take to close the sale? If so, you're normal. One of the biggest challenges professional salespeople face is how to deal with the different personality types they encounter. Each new sales situation is unique because of the human factor. Basically, however, people can be generally categorized into four main styles.
The four main communication styles have various labels. There are many excellent courses, books and audio tapes on this subject. For our purposes, following is an overview of what the four personality styles are.
The early modern work on personality classification was done by Carl Jung who labeled the four groups as: Thinkers, Sensors, Feelers, and Intuitors. I refer to the four styles as Detail Seekers (also called compliant, analytical, or thinkers), Results Seekers (also called dominant, drivers or directors), Excitement Seekers (also called influencers, expressers, or socializers), Harmony Seekers (also labeled steadiness, amiable, or relaters). We will explore how each of these styles needs to be approached differently in a sales situation.
Remember that although we will be using stereotypes for the purpose of illustration, rarely are people one style. We all have a dominant style, but most of us also have characteristics which can be categorized in at least one other style.
Detail Seeker
Linda is considered cold by her associates. She is analytical by nature. Typical occupations for Detail-Seekers are lawyers, engineers, computer programmers and accountants. They are detail-oriented, logical and will check for accuracy. Make sure your numbers are correct. They want all the details.Linda's handshake is quick and distant. She creates more personal space between you and her than most people. Her office has considerable reference material and a good deal of paper--often in stacks, sometimes overflowing.
Linda's biggest fear is criticism. She will check and recheck her information to verify its validity. The benefits she responds to are saving money and satisfaction. She will buy if she sees she's getting value for her money. And she must feel she will be completely satisfied with the decision.
How would you sell to Linda? In dealing with a detail-seeker you should respect her need for space. You won't want to be too relaxed or informal. Keep yourself businesslike. Dress professionally and conservatively.
Give Linda the facts, and make sure they are correct. She doesn't want any surprises. She wants as much information as possible and is in no hurry to make a decision. She will not make a decision until she has compared and analyzed all the different options. So don't bog her down with too much information, just five her enough so that she'll be able to make an intelligent comparison.
Results Seeker
Typical occupations for Results Seekers include entrepreneurs, pilots, investors, professional athletes, physicians, and auto racers. They like taking risks and are highly competitive.They, too, have no tolerance for mistakes. They have very high ego strength, are hard-nosed, assertive, and confident. They are sometimes intimidating. They are extremely time-conscious and resent anyone wasting their time.
Our Results Seeker, Milton, sits behind a large desk, free of clutter. He is known for his quick decisions and risk-taking. He has just a clock and phone on his desk-top. His office is decorated with good quality furniture. Certificates, diplomas, and trophies adorn his walls.
Milton's handshake is powerful, his grasp firm. You may find his hand ends up on top. He sits behind his desk and uses it to enhance his power. He may be doing something else while he talks to you. Don't expect him to be friendly.
Milton most fears being taken advantage of. He responds to benefits of status, recognition, saving time, making money and health. If you can weave these benefits into your presentation he will be more likely to buy.
When you present information to Milton, be straightforward--don't beat around the bush. Don't chit-chat about the weather or the family. Give him a single-page summary of what you are proposing. Be forceful, but don't challenge his authority. He likes strong people willing to take a stand but he also resents people telling him what to do. This is hard to balance.
Don't wear clothes that make you look or feel weak. Women: don't wear lace or frilly clothes around Milton.
Excitement Seeker
Excitement Seekers are typically artists, advertising professionals, customer service reps, writers, corporate planners; any "idea" people. They are founders and creators, but then must turn over the project to someone else because they don't have much follow through. They're enthusiastic, imaginative, idealistic, original, and wordy. They like to have fun and entertain people. They are often disorganized.Bud, our Excitement Seeker, fears the loss of social approval. One of the benefits he is prone to buy is status, so make him feel important. The same is true of recognition; make sure you could introduce him to a stranger if you met him on the street. Because he is so creative, he values flexibility. He hates to feel boxed in. He loves to save effort, so convenience or comfort are big motivators for him.
He is the type of person who is liked by everyone. When you meet him, he walks up to you and greets you with a warm grin and a friendly hand shake, sometimes a two-handed one. His clothes are often attention getters, sometimes loud colors. His office has interesting items in it, each of which has a story that Bud will gladly tell you.
In fact, Bud is so full of stories and jokes that you may not get down to the reason for the call. You must focus Bud on the purpose of the call, yet stilll let him feel that you are not all business. He will buy from you if he likes you, so let him warm up to you.
Be friendly with Bud. You can pat him on the back, touch his arm, be enthusiastic, and be quick paced. He will like it if you have a little pizazz. Don't wear your blue penstripped suit with Bud; try something bright.
Harmony Seeker
These people are often entertainers, psychologists, or secretaries. They are loyal, caring, excellent listeners, patient, and the "counselor" type. They are slow decision-makers so you, too, must have patience.Our Harmony Seeker, Mary Alice, is most interested in recognition, so be sure to acknowledge her and her activities. She also likes comfort, as is evidenced by her "homey" desk. If your product can be related to these things, she'll probably buy.
May Alice has "cute" items on her desk-a picture of her family, a plant, tissue box, and Garfield plaques. she is friendly, but won't extend her hand unless you do. Her pace is slower and she is turned-off by "fast-talking salespeople."
Harmony Seekers are often not the decision makers but are influencers. She may have to check with the boss before ordering, but can influence the decision. If she feels the only time you come around is when you're selling something, she'll resent it. You need to take time to develop a relationship with her. Call her just to say "hello."
Be warm and likeable in your body language. Make her feel important. Offer you hand, even if she doesn't offer hers. If she is the ultimate buyer, don't turn her off by being too formal. Ask her personal questions first, about the family, her weekend, her job.
© 1985 Morgan Seminar Group
_______________________Rebecca L. Morgan, CSP, is a dynamic speaker and seminarist. She is the author of four books, TurboTime: Maximizing Your Results Through Technology, Calming Upset Customers, Life's Lessons: Insights and Information for a Richer Life, and Professional Selling. For information on her speaking services, books, and tapes contact her at 1440 Newport Ave., San Jose, CA 95125, 408/998-7977, 800/247-9662, fax: 408/998-1742, rebecca@RebeccaMorgan.com, www.RebeccaMorgan.com. Please contact Rebecca for permission to reprint or repost this item.
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