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Understanding People


Understanding People s Styles Style Terminology Social or behavioral style = how an individual prefers to interact with or behave around other people ... – PowerPoint PPT presentation

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Title: Understanding People

Understanding Peoples 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

Human Fundamentals of Selling
  • No professional career likely involves more human
    interaction than selling.
  • Successful salespeople are often outstanding
    psychologists first.
  • A persons style is often useful in determining
    that persons predisposition.
  • No two people are alike, yet there are a finite
    number of style differences.
  • An individuals 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.

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
  • Makes their opinions known
  • Tries to control/influence others
  • Speaks out/makes statements
  • Responsiveness (sociability) degree to which a
  • Expresses their emotions
  • Enjoys interacting with others

Social Style Types
Other Social Style Terms
  • Expressive
  • Socializer1
  • Influencing2
  • Emotive3
  • Driver
  • Director1,3
  • Dominance2
  • Amiable
  • Relater1
  • Supportive2,3
  • Analytical
  • Thinker1
  • Conscientious2
  • Reflective3

1People Smarts 2Disc Profile 3Manning/Reece
Indicators of Assertiveness
  • More Assertive
  • Tell oriented
  • Take-charge attitude
  • Competitive
  • Directive
  • Risk taker
  • Makes decisions quickly
  • Takes initiative
  • Leans forward
  • Direct eye contact
  • Speaks quickly, intensely
  • Moves rapidly
  • Makes many statements
  • Expresses strong opinions
  • Lots of gestures
  • Firm handshake
  • Less Assertive
  • Ask oriented
  • Go-along attitude
  • Cooperative
  • Supportive
  • Risk avoider
  • Makes decisions slowly
  • Lets others take initiative
  • Leans backward
  • Indirect eye contact
  • Speaks slowly, softly
  • Moves deliberately
  • Makes few statements
  • Expresses moderate opinions
  • Few gestures
  • Weak handshake

Indicators of Responsiveness
  • Less Responsive
  • Controls emotions
  • Cool, aloof
  • Task oriented
  • Uses facts
  • Serious
  • Impersonal, businesslike
  • Moves stiffly
  • Seldom gestures
  • Formal dress
  • Disciplined about time
  • Controlled facial expressions
  • Monotone voice
  • Not very talkative
  • Little eye contact
  • More Responsive
  • Shows emotions
  • Warm, approachable
  • People oriented
  • Uses opinions
  • Playful
  • Personable, friendly
  • Moves freely
  • Gestures frequently
  • Informal dress
  • Undisciplined about time
  • Animated facial expressions
  • Many vocal inflections
  • Talkative
  • Lots of eye contact

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

Decisive Serious Opinionated Demanding Loud Assert
ive Swift Controlling Present focus
No posters/slogans Competitive Political Do it my
way Bold Pushy Determined Task oriented Frank
Intense Seek power Bottom line oriented Make own
decisions Technical background Conservative
dress Achievement awards Want options/probabilitie
  • Examples

Jessie Ventura Richard Nixon JR
(Dallas) Offensive football players
Teddy Roosevelt Lucy (Peanuts) Barbara
Walters Dan Rather
Expressives (Hi A, Hi R)
  • Characteristics, adjectives

Future oriented Act quickly Big picture
focus Cartoons Liberal/social background Open
door Group activities Like testimonials
Talker Outgoing Jokes/humor Energetic Impulsive Re
stless Informal Posters/slogans
Personal mementos Clutter Casual dress People
oriented Story teller Fun loving Extravert Enthusi
  • Examples

Jesse Jackson Steve Martin Oprah Winfrey David
Madonna Jim Carey Bill Clinton Jay Leno Defensive
football players
Amiables (Lo A, Hi R)
  • Characteristics, adjectives

Easy going Warm Agreeable No big ego Light
hearted Risk avoider Quiet Cooperative
Solitary activities Family person Open
door Casual dress Relaxed Friendly Not
critical Team player
Sensitive to others feelings Guarantee
seeker Soft spoken People oriented Not
competitive Family pictures Liberal/social
  • Examples

Ronald Reagan Gerald Ford Princess Di
Dwight Eisenhower Mary Tyler Moore Kevin Costner
Analyticals (Lo A, Lo R)
  • Characteristics, adjectives

Facts Thinker Orderly Cautious Deliberate Indecisi
ve Slow Disciplined Questioning
Conservative dress Neat Solitary
activities Closed door Want evidence/service Detai
ls Perfectionist Neat Better safe than sorry
Slow Unemotional Rational/logical Scientific Serio
us Technical background Closed door Number
oriented Monotonic
  • Examples

Ted Koppel George Bush Sr. Alan Greenspan
Jimmy Carter LBJ Mr. Spock Albert Einstein
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/Weaknesses
Weaknesses Distracting Impatient, lose
temper Impractical Poor listener Poor
collaborator, controlling Impersonal,
impatient Abrasive, autocratic,
blunt Short-sighted Conflict avoider, not
candid Inattentive to details Dependent on
approval/ slow to forgive Indecisive Nitpicky Too
questioning Withdrawal
Strengths Fun loving Fast paced Visionary Articula
te Independent Results oriented Candid Pragmatic
Agreeable People oriented Sensitive Prudent Caut
ious Disciplined
  • Style
  • Expressive
  • Driver
  • Amiable
  • Analytical

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 dont get along, the
    problem isnt incompatibility, its usually
    inflexibility. (Bolton Bolton, People Styles
    at Work)
  • Opposite styles require most adapting

Adjusting Social Styles
  • Dimension
  • Assertiveness
  • Responsiveness

Reduce Ask for customers opinion Acknowledge
merits of customers viewpoint Listen without
interruption Be more deliberate dont rush Let
customer direct flow of conversation Become
businesslike Talk less Restrain enthusiasm Make
decision based on facts Stop and think
Increase Get to the point Dont be vague or
ambiguous Volunteer information Be willing to
disagree Take a stand Initiate conversation Verba
lize feelings Express enthusiasm Pay personal
compliments Spend time on relationships rather
than business Socialize engage in small talk Use
nonverbal communication
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
  • 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 theyre 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
  • 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
  • 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 theyre 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 prospects name
  • Acting too friendly too soon
  • Overuse of agreement questions
  • Asking obvious rhetorical questions
  • Being presumptuous about prospects 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 dont get along, the
    problem isnt incompatibility, its usually
    inflexibility. (Bolton Bolton, People Styles at

Social Style Quotes
  • Nothing so needs reforming as other peoples
    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
    customers 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
  • 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 theyre all

Social Style Quotes
  • The first step in selling is to identify the kind
    of person youre trying to sell. The approach
    that appeals to one kind of person wont
    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
  • When tension is high, details become obstacles.
  • Prospects must buy you before they will buy your

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
  • Each person as seen by themselves
  • Each person as seen by the other
  • Each person in reality. (William James)
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