Improve sales and customer communication by understanding their buying personality
By Liz Wendling
Have you ever experienced an immediate connection with some clients while others seem to rub you the wrong way? That's because we respond intuitively to the natural chemistry between personality and temperament styles. Why do people do what they do? Act the way they do? Why are some people easier to read than others? Once you know a person's type you can start to predict their behavior and communication style to sell more effectively.
Dr. Taylor Hartman, a psychologist and author of the Color Code tells us that we are born into and are motivated by one of four primary personality styles (Power, Fun, Peace and Intimacy). Each of these four personality styles requires a different approach and selling strategy. As a professional, your income is dependent upon your ability to identify your prospective client's decision style and adjust your style accordingly.
The Red is motivated by Power. They are: Extroverted - Determined - Demanding - Domineering - Controlling - Practical - Self-reliant - Decisive - Insensitive
They are impatient and goal-oriented. Reds prefers a fast, bottom line presentation style. Be on time and well prepared. Avoid small talk and get right to business. Reds are generally quick to make a decision. Reds are focused on results and ask "what" questions. Give them options so that you don't threaten their need for control.
The Yellow is motivated by Fun. They are: Extroverted - Enthusiastic - Emotional - Sociable - Impulsive - Optimistic - Persuasive - Egotistical - Unorganized
They are playful and friendly and prefer a fast and entertaining presentation style. They are quick to make a decision and tend to be impulsive shoppers. Keep them focused on the subject and allow time for them to express their opinion. Yellows seek social acceptance and ask "who" questions. Keep your presentation big picture - avoid details and numbers. Use colorful pie charts, graphs and testimonials.
The White is motivated by Peace. They are: Introverted - Accommodating - Harmonious - Indecisive - Patient - Uninvolved - Sympathetic - Supportive - Stable
They are peaceful, stoic and prefer a slow, deliberate presentation and require time to warm up. They are very sensitive to conflict or perceived "sales pressure." Whites have a need to accommodate others and ask "how" questions. Condition whites for change; they are natural born procrastinators who love the status quos. Help them make a decision by giving them assurance.
The Blue is motivated by Intimacy. They are: Introverted - Thoughtful - Organized - Critical - Shy - Detailed - Pessimistic - Introspective - Private
They are cautious, frugal and prefer a slow, detailed presentation. Blues are skeptical and typically research before they purchase. Blues want detailed information and ask "why" questions. Expect them to take their time "thinking it over." They will "shop your numbers" to make certain they are getting the best deal possible. Reduce their fear of making a mistake by giving them evidence and guarantees.
While there are certainly many factors that influence the selling process, by far the most important is learning how to identify your prospect's decision making style. The majority of lost sales can be directly attributed to poor communication and failure to establish trust and rapport. Once you learn how to quickly and accurately determine your prospective client's style, you will be able to develop trust and rapport quickly and dramatically increase your sales effectiveness!
No part of this publication may be reproduced in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the publisher.
Have you ever experienced an immediate connection with some clients while others seem to rub you the wrong way? That's because we respond intuitively to the natural chemistry between personality and temperament styles. Why do people do what they do? Act the way they do? Why are some people easier to read than others? Once you know a person's type you can start to predict their behavior and communication style to sell more effectively.
Dr. Taylor Hartman, a psychologist and author of the Color Code tells us that we are born into and are motivated by one of four primary personality styles (Power, Fun, Peace and Intimacy). Each of these four personality styles requires a different approach and selling strategy. As a professional, your income is dependent upon your ability to identify your prospective client's decision style and adjust your style accordingly.
The Red is motivated by Power. They are: Extroverted - Determined - Demanding - Domineering - Controlling - Practical - Self-reliant - Decisive - Insensitive
They are impatient and goal-oriented. Reds prefers a fast, bottom line presentation style. Be on time and well prepared. Avoid small talk and get right to business. Reds are generally quick to make a decision. Reds are focused on results and ask "what" questions. Give them options so that you don't threaten their need for control.
The Yellow is motivated by Fun. They are: Extroverted - Enthusiastic - Emotional - Sociable - Impulsive - Optimistic - Persuasive - Egotistical - Unorganized
They are playful and friendly and prefer a fast and entertaining presentation style. They are quick to make a decision and tend to be impulsive shoppers. Keep them focused on the subject and allow time for them to express their opinion. Yellows seek social acceptance and ask "who" questions. Keep your presentation big picture - avoid details and numbers. Use colorful pie charts, graphs and testimonials.
The White is motivated by Peace. They are: Introverted - Accommodating - Harmonious - Indecisive - Patient - Uninvolved - Sympathetic - Supportive - Stable
They are peaceful, stoic and prefer a slow, deliberate presentation and require time to warm up. They are very sensitive to conflict or perceived "sales pressure." Whites have a need to accommodate others and ask "how" questions. Condition whites for change; they are natural born procrastinators who love the status quos. Help them make a decision by giving them assurance.
The Blue is motivated by Intimacy. They are: Introverted - Thoughtful - Organized - Critical - Shy - Detailed - Pessimistic - Introspective - Private
They are cautious, frugal and prefer a slow, detailed presentation. Blues are skeptical and typically research before they purchase. Blues want detailed information and ask "why" questions. Expect them to take their time "thinking it over." They will "shop your numbers" to make certain they are getting the best deal possible. Reduce their fear of making a mistake by giving them evidence and guarantees.
While there are certainly many factors that influence the selling process, by far the most important is learning how to identify your prospect's decision making style. The majority of lost sales can be directly attributed to poor communication and failure to establish trust and rapport. Once you learn how to quickly and accurately determine your prospective client's style, you will be able to develop trust and rapport quickly and dramatically increase your sales effectiveness!
No part of this publication may be reproduced in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the publisher.
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