Selling to Personality Types
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Transcript of Selling to Personality Types
Customer’s Personality Styles
Identify Personalities and Use Them To YOUR Advantage
Overview
• Have you ever heard that “opposites attract”? Although this may be true in certain types of relationships, it tends not to be in sales scenarios.
• What we would like to be able to do is identify a customer’s personality type and be able to sell our services using the customer’s personality to OUR advantage.
There are 4 personality types:
• Socializers - aka “Speakers”
• Relaters - aka “Listeners”
• Analytics - aka “Thinkers”
• Directors - aka “Doers”
Socializers
• Ambitious• Stimulating• Enthusiastic• Dramatic• Friendly• Spontaneous
Socializers
Expressive
Restrained
Compliant Assertive
Socializers: Positives
• Easy to establish rapport: They want to be your friend BEFORE they do business.
• They love a good debate, as long as you don’t dominate it.
• Thrive on involvement with people and they love an audience.
• Focused on the PROCESS.
Socializers: Challenges
• Impatient: They tend to bore easily.
• Detaches or moves away from a situation to avoid loss of self-esteem.
• Digression: They rather hear about your brother-in-law’s surgery than discuss the business at hand.
• Verbalizes judgmental feelings.
Socializers: Examples
• Politicians
• Actors/Actresses
• Trial Attorneys
• Talk Show Hosts
• Cruise Directors
• Comedians
Famous Socializers
• Oprah Winfrey
• Johnnie Cochran
• Zig Zigler
• Joan Rivers
• Bill Clinton
• David Lee Roth
Socializers: Tactics
• Build a good rapport, but don’t visit!
• Use the customer’s name often.
• Emphasize the word “special”.
• Agree with them as much as possible - avoid arguing.
• Sell not only to them, but to their family as well.
Relaters
• Supportive• Respectful• Willing• Dependable• Agreeable
Relaters
AssertiveCompliant
Expressive
Restrained
Relaters: Positives
• Very friendly: They tend to get along with EVERYBODY.
• Rapport building is EASY. They love to bond with people.
• Tendency to agree with you - they stay away from confrontation.
• Focused on the RELATIONSHIP.
Relaters: Challenges
• Wishy-washy: They sometimes cannot make up their mind.
• Dependent: Must get approval from other people.
• Overly-Sensitive: Their feelings can be hurt easily.
• Procrastinators.
Relaters: Examples
• Clergy
• Teachers
• Counselors
• Psychologists
• Caregivers
Famous Relaters
• Pope John Paul II
• Edith from “All In The Family”
• Mr. Rogers
• Montel Williams
• Mother Teresa
Relaters: Tactics
• Use empathy!
• Always reassure them that their decision is the RIGHT decision.
• Be VERY patient.
• Once they commit to the sale, don’t waste time.
• Keep a soft and comforting tonality.
Analytics
• Industrious• Persistent• Serious• Exacting• Orderly• Perfectionists
Analytics
Expressive
Restrained
AssertiveCompliant
Analytics: Positives
• Dependable: They will follow through with what your agree on.
• Organized: When you give them details, they will analyze and follow them exactly.
• Independent: They can do things alone.
• They rarely miss a deadline.
• Focused on the DETAILS.
Analytics: Challenges
• Indecisive. They must have ALL the facts before they make a decision.
• Stuffy at times: Hard to establish rapport.
• Logic sells: Emotion does not.
• Picky: They become irritated easily with glitches.
• Serious: Humor usually doesn’t work.
Analytics: Examples
• College Professors
• Doctors
• Engineers
• Architects
• Accountants
• Parallegals
Famous Analytics
• Spock from Star Trek
• Sherlock Holmes
• Sergeant Friday from Dragnet
• Albert Einstein
• Frank Lloyd Wright
• Sigmund Freud
Analytics: Tactics
• SLOW DOWN! They like to write down everything and make sure they have all the information.
• Don’t be afraid to give them all of the data they want. The more the better.
• Be very precise with all of your information.
Directors
• Strong willed.• Independent• Practical• Decisive• Efficient• High Achievers
Directors
Directors: Positives
• Quick to respond - no need to guess with these people.
• A scripted presentation will greatly increase your chance of selling premium services.
• Directors truly appreciate professionalism.
• They accept challenges easily.
Directors: Challenges
• Inflexible: “This is NOT Burger King…”
• Impatient: “Just the facts…”
• Tend to be non-empathetic: Intolerant of feelings and inadequacies.
• Poor listening habits: In one ear and out the other.
• Never seem to relax: Everything is competition.
Directors: Examples
• Military Officers
• CEOs
• Police Officers
• Stock Brokers
• News Reporters
Famous Directors
• Bryant Gumbel
• Captain Kirk or Picard from Star Trek
• Dirty Harry
• Bill Gates
• Barbara Walters
• Norman Schwarzkopf
• Colin Powell
Directors: Tactics
• Establish rapport quickly, but don’t try to become friends.
• Keep your presentation moving steadily.
• When you close and get a commitment, GO!
• Always use the proper title and last name.
Conclusion
• Tailor your presentations to coincide with your customer’s personality.
• Let the customer’s personality work to your advantage, not theirs. This leads to: