Understanding People’s ‘Styles’

Style Terminology Social or behavioral style =

how an individual prefers to interact with or behave around other people

Communication style = how an individual prefers to communicate with others

‘Human’ Fundamentals of Selling No professional career likely involves more human interaction

than selling. Successful salespeople are often outstanding psychologists first. A person’s style is often useful in determining that person’s

predisposition. No two people are alike, yet there are a finite number of style

differences. An individual’s style tends to be stable and reveal tendencies. Most productive human relationships involve people whose

styles are in ‘sync’. How salespeople communicate is just as important as what they

communicate. People buy from people they like. People tend to like people

who are like them.

Better Than the Golden Rule?

In Relationship Selling, author Jim Cathcart suggests the “platinum” Rule is better than the “Golden” Rule in achieving sales success. How can anything be better than the “Golden” Rule? What is the “Platinum” Rule?

You Don’t Have to Say a Word

Joanne is a sales rep for Pro Forma Solutions. Today she called on Hank in his office. Before Hank said a word, she had correctly concluded Hank was an “Amiable”. How did she know?

Just the Facts Please

Today, Josh is calling on Mac, a “key” account. As part of his pre-call planning strategy, Josh has concluded when he calls on Mac, he will try to focus on details, cover material slowly and methodically, and know the facts. Josh will not try to sell Mac with his personality or try to rush Mac into making a decision. For Josh to be most successful, what “kind” of person will Mac be?

Customer Classifications Social style Size (business volume) Stage in buying process Needs benefits sought Level of influence on others Type of new product adopter

Dimensions of Social Style Assertiveness (dominance) = degree to which

a person: Makes their opinions known Tries to control/influence others Speaks out/makes statements

Responsiveness (sociability) = degree to which a person: Expresses their emotions Enjoys interacting with others

Social Style Types*

Responsiveness

Assertiveness

Expressive

Driver

Amiable

Analytical

Hi

HiLow

Low

Other Social Style Terms Amiable

Relater1

Supportive2,3

AnalyticalThinker1

Conscientious2

Reflective3

ExpressiveSocializer1

Influencing2

Emotive3

DriverDirector1,3

Dominance2

1People Smarts2Disc Profile3Manning/Reece

Indicators of Assertiveness Less Assertive

‘Ask’ orientedGo-along attitudeCooperativeSupportiveRisk avoiderMakes decisions slowlyLets others take initiative Leans backwardIndirect eye contactSpeaks slowly, softly Moves deliberatelyMakes few statementsExpresses moderate opinionsFew gesturesWeak handshake

More Assertive‘Tell’ orientedTake-charge attitudeCompetitiveDirectiveRisk takerMakes decisions quicklyTakes initiative Leans forwardDirect eye contactSpeaks quickly, intensely Moves rapidlyMakes many statementsExpresses strong opinionsLots of gesturesFirm handshake

Indicators of Responsiveness Less Responsive

Controls emotionsCool, aloofTask orientedUses factsSeriousImpersonal, businesslikeMoves stifflySeldom gesturesFormal dressDisciplined about timeControlled facial expressionsMonotone voiceNot very talkativeLittle eye contact

More ResponsiveShows emotionsWarm, approachablePeople orientedUses opinionsPlayfulPersonable, friendlyMoves freelyGestures frequentlyInformal dressUndisciplined about timeAnimated facial expressionsMany vocal inflectionsTalkativeLots of eye contact

Drivers (Hi A, Lo R) Characteristics, adjectives:

DecisiveSeriousOpinionatedDemandingLoudAssertiveSwiftControllingPresent focus

No posters/slogansCompetitivePoliticalDo it my wayBoldPushyDeterminedTask orientedFrank

IntenseSeek powerBottom line orientedMake own decisionsTechnical backgroundConservative dressAchievement awardsWant options/probabilities

Examples: Teddy RooseveltLucy (Peanuts)Barbara WaltersDan Rather

Jessie VenturaRichard NixonJR (Dallas)Offensive football players

Expressives (Hi A, Hi R) Characteristics, adjectives:

TalkerOutgoingJokes/humorEnergeticImpulsiveRestlessInformalPosters/slogans

Personal mementosClutterCasual dressPeople orientedStory tellerFun lovingExtravertEnthusiastic

Future orientedAct quicklyBig picture focusCartoonsLiberal/social backgroundOpen doorGroup activitiesLike testimonials

Examples: Jesse JacksonSteve MartinOprah WinfreyDavid Letterman

MadonnaJim CareyBill ClintonJay LenoDefensive football players

Amiables (Lo A, Hi R) Characteristics, adjectives:

Easy goingWarmAgreeableNo big egoLight heartedRisk avoiderQuietCooperative

Solitary activitiesFamily personOpen doorCasual dressRelaxedFriendlyNot criticalTeam player

Sensitive to others ‘feelings’Guarantee seekerSoft spokenPeople orientedNot competitiveFamily picturesLiberal/social background

Examples: Ronald ReaganGerald FordPrincess Di

Dwight EisenhowerMary Tyler MooreKevin Costner

Analyticals (Lo A, Lo R) Characteristics, adjectives:

FactsThinkerOrderlyCautiousDeliberateIndecisiveSlowDisciplinedQuestioning

Conservative dressNeatSolitary activitiesClosed doorWant evidence/serviceDetailsPerfectionistNeatBetter safe than sorry

SlowUnemotionalRational/logicalScientificSeriousTechnical backgroundClosed doorNumber orientedMonotonic

Examples: Jimmy CarterLBJMr. SpockAlbert Einstein

Ted KoppelGeorge Bush Sr.Alan Greenspan

Salesperson/Customer Style Observations Self analysis of style important, yet analysis of style

by others apt to be more accurate. 16 different possible salesperson-customer social

style combinations; only 4 where styles match Styles are different, not better or worse; each style

has strengths and weaknesses Successful salespeople are of all types While opposites’ may attract, similar styles are more

conducive to lasting relationships.

Style Strengths/WeaknessesStyleExpressive

Driver

Amiable

Analytical

StrengthsFun lovingFast pacedVisionaryArticulate

IndependentResults orientedCandidPragmatic

AgreeablePeople orientedSensitive

PrudentCautiousDisciplined

WeaknessesDistractingImpatient, lose temperImpracticalPoor listener

Poor collaborator, controllingImpersonal, impatientAbrasive, autocratic, bluntShort-sighted

Conflict avoider, not candidInattentive to detailsDependent on approval/

slow to forgiveIndecisiveNitpickyToo questioningWithdrawal

Adaptive Selling (Style Flex) Adjusting or modifying your style to match

that of another Mirror mood of customer Speak their language “When people of two styles don’t get along,

the problem isn’t incompatibility, it’s usually inflexibility.” (Bolton & Bolton, People Styles at Work)

“Opposite” styles require most adapting

SALESPERSON CUSTOMER

EXPRESSIVE EXPRESSIVE

DRIVER DRIVER

ANALYTICAL ANALYTICAL

AMIABLE AMIABLE

Adjusting Social StylesDimension

Assertiveness

Responsiveness

Reduce

Ask for customer’s opinionAcknowledge merits of customer’s

viewpointListen without interruptionBe more deliberate; don’t rushLet customer direct flow of conversation

Become businesslikeTalk lessRestrain enthusiasmMake decision based on factsStop and think

Increase

Get to the pointDon’t be vague or ambiguousVolunteer informationBe willing to disagreeTake a standInitiate conversation

Verbalize feelingsExpress enthusiasmPay personal complimentsSpend time on relationships

rather than businessSocialize; engage in small talkUse nonverbal communication

Adjustment

Analytical buyers expect salespeople to: Adopt a format, task-oriented approach to the sales process. They

are comfortable when they can operate with a high degree of objectivity.

Be well prepared with a carefully organized presentation pertinent to the task. They like to see the process move along at a deliberate pace with enough time for thoughtful consideration of the key points.

Offer quick confirmation of sales expertise. Submit factual, well-documented, detailed information. Usually,

this is the only kind of ‘interpersonal’ reassurance they require. “Respect” is their measure of personal value – respect for authentic data as well as self-respect.

Support their principles and reasoning. Your presentation should be consistent with how they view the problem.

Furnish solid evidence to help them make up their minds. They want you to provide enough relevant, accurate data that they can feel they’re making a completely informed decision. Assurance of follow-up service (preferably in writing) is also important to Analytical buyers.

Driving buyers expect salespeople to: Be task-oriented from the very start. With this style, business

comes before relationships. Make the most efficient use of their time. They tend to be busy

people with tight agendas. They want the job to be done quickly and done well.

Provide them with insightful information early in the process-factual, documented reasons for problems your product or service can solve. They favor a rational over an emotional approach and are mainly interested in benefits. Drivers expect that the information we provide will be germane and accurate.

Submit proposals that fit their problems. They have a strong grasp of their needs and expect that your ideas will support their agenda. If your plan differs from what they have in mind, they will consider it if you show how it will move them ahead.

Offer options in a way that allows them to feel they are making the ultimate decision.

When you ask them to take risks, provide them with the odds for success.

Amiable buyers expect salespeople to: Have an open and honest approach to the sales process. They

function well in an environment free from hidden agendas, but feel discomfort in the face of a cold, lets-get-down-to-business approach.

Spend time to develop a relationship. They perform best when all relationship tension is reduced to a minimum before tackling the task. Like all buyers, they expect good progress but prefer it to happen surely and deliberately.

Provide assurance of being congenial and trustworthy. Reputation is important to them. They shy away from being rushed or high-pressured.

Furnish reassurance. They hope that you will share their interests and problems.

Give them personal support in terms of feelings and situation. They look for signs of willingness to build a personal as well as a business relationship. And they want to get the attention they feel they deserve.

Provide them with guarantees and assurances during the sales process. They are not assertive risk-takers. They are much more deliberate, and they worry about the correctness of the decisions they make.

Expressive buyers expect salespeople to: Develop the sales relationship in an open, friendly atmosphere. Be tolerant of their casual use of time, except when they are driving

toward the goal. Expressives operate on ‘goal time’ rather than clock time. They sometimes seem to deliberately cultivate a casual, laid-back approach without regard to time. However, once they make a decision, they like to see rapid progress and tangible results.

Help them know who they’re doing business with. They appreciate dealing with someone of competence and self-confidence and are impressed if you have the expertise to solve their problems. If they sense this is lacking, they begin to feel that their time is being wasted.

Be open about sharing sincere thoughts and feelings. They see the salesperson both as the representative of a company integral to reaching their goals and as an individual.

Provide them with recognition of (even applause for) their visions and actions. They look to you for this support. As long as you provide it, you are a valued person. They want to like you and are pleased when you show a sincere interest in building a personal relationship.

Assure them that they can be confident in the quality of the product or services being rendered.

Concluding ‘Style’ Comments Need to accept others as they are; variety is the

spice of life. Avoid assuming all customers of a given style are

alike (e.g. like leaves, snowflakes, golf clubs). All customers, regardless of style, want salespeople

to treat them with respect Fairly Honestly Ethically

All customers want a salespeople they can trust.

Trustworthy Salespeople AVOID: Talking too much, too fast Overuse of prospect’s name Acting too friendly too soon Overuse of agreement questions Asking obvious rhetorical questions Being presumptuous about prospect’s time Sounding memorized Not listening Poor eye contact (too little, too much) Putting down competition Dressing inappropriately Making yourself at home without permission Not being truthful

Social Style Quotes When dealing with people, there are no

certainties, only probabilities. (Bolton & Bolton, People Styles at Work)

Different strokes for different folks. When people of two styles don’t get along,

the problem isn’t incompatibility, it’s usually inflexibility. (Bolton & Bolton, People Styles at Work)

Social Style Quotes Nothing so needs reforming as other people’s

habits. (Mark Twain)

Golden Rule: Do unto others as you would have them do unto you.Platinum Rule: Do unto others as they would like to be done unto. (Jim Cathcart, Relationship Selling)

Social Style Quotes Anything that sells a customer on you as an

individual will eventually sell your products or services, and keep selling them. By making your customer’s problems your problems, you become more than a sales representative. You become a friend. (Sales Upbeat, March 30, 1995)

I used to think those personality types you studied in school were ‘goofy’. But now, I see the wisdom in it. In selling you need to know what makes people tick. (Jim Magnuson, Sully Co-op Mgr, 2000)

Social Style Quotes Do I want to be ‘right’, or do I want to be ‘happy’?

Successful salespeople are psychologists first, salespeople second. They are students of people . . . Alert listeners . . .sensitive to feelings and emotions . . .not at all anxious to rush into their presentation until they find out exactly what kind of people they are dealing with. (Sales Upbeat, December 7, 1995)

People have one thing in common; they’re all different.

Social Style Quotes The first step in selling is to identify the kind

of person you’re trying to sell. The approach that appeals to one kind of person won’t necessarily work for another. (Sales Upbeat, May 23, 1996)

No sales is ever made without human interaction.

Behind every sale is a person. (The One Minute Sales Person)

Social Style Quotes People buy from people they like.

When a relationship is right, details are negotiable;When tension is high, details become obstacles.

Prospects must buy you before they will buy your product.

Social Style Quotes All other things NOT being equal, people will

STILL do business with people they like (Lee Iacocca, former Chrysler CEO)

When 2 people meet, there are really 6 people present: Each person as seen by themselves Each person as seen by the other Each person in reality. (William James)