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, age, gender, birth order or childhood experiences.
Each of these four primary behavioral styles requires a different approach and selling strategy.
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 thereof, 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.
Even with access to innovative tools such as the internet, mobile, fax and emails all designed to enhance our communication and interactions with customers the alarming number of failed relationships, dissatisfied employees and lost sales increase year after year.
Why? Because the fundamental characteristics of human beings will remain the same for many years to come regardless of what technologies are made available.
These four styles have a direct influence on our physiology, character traits and outlook on life.
The Worker
This style compromises of people who are extroverts, determined, demanding, decisive, practical and self reliant.
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. Keywords 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 Talker
This style best represents a person who is really enthusiastic, emotional, sociable, optimistic and unorganized. The friendly talk prefers a fast paced presentation or sales approach. Talker are quick to make a decision on your product/service and like to be able to involved in the process of the sale.
Talkers worry a lot about what others think and social acceptance is really important to them. They are opposite to The Worker, they ask “Who” questions. They are not detailed orientated and love to see the big picture. The more visual and expressive your presentation, the greater attention you will have in your client.
The Watcher
A complete opposite to the talker. Watchers are introverts, indecisive, patient and uninvolved. They like a sales process which is much slower paced. They like to connect before talking about business.
They hate to be pressured and shy away from conflict. They ask a lot of “How” questions, they ask these questions because they want to be assured that they are making the right decision. They dislike having to make decisions and are natural born procrastinators who love the status quo.
The Thinker
The thinker does exactly that, think. They are introverts, thoughtful, organized, detailed and usually pessimistic. They like a sales process which is detailed which includes a lot of facts. They like to do a lot of research before they purchase.
Given that they are detailed orientated they tend to ask a lot of “Why” questions. They will take their time in making a buying decision and will not purchase until they have sufficient facts or proof to justify the purchase they are making is a good decision.
They often get boggled down in detail because they like to avoid making mistakes. Close the sale with the Thinker by reducing their fear of making a mistake. Give them evidence, facts, testimonials and guarantees.
In light of all this, there are many other factors that influence the sale. Just because you know your customers personality type does not guarantee you the sale. What it does guarantee is better communication and in sales you must first understand before you can be understood.
Alex Pirouz is the founder of RIDC Advisory Pty Ltd. A Business and Sales Advisory firm partnering with Australia’s largest and fastest growing companies to further increase their revenue. Visit www.RIDC.com.au for more details)
