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traits, body language patterns and buying style, but it also influences our compatibility with other people.
Today we have access to innovative tools such as the Internet, cell phones, faxes and voice mail all designed to enhance our communications and support us in selling more effectively.
as we would like to believe. For example, what about that sale you thought you had made, but for some unknown reason your prospect changed their mind and didn’t buy&ldots; or at least they didn’t buy from you. Chances are you lost that sale because of your inability to recognize and adjust to your prospect’s
preferred buying style. This temperament mismatch is often referred to as a “personality conflict.”
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 their astrology sign, birth order or childhood experiences. Our temperament style is also unrelated to race or gender. Each of these four primary behavioral styles requires a different approach and selling strategy.
Ancient Wisdom Hippocrates, the father of medicine, is credited with originating the basic theory of the four temperament styles twenty-four hundred years ago. Since the days of ancient Greece there have been many temperament theories and a wide variety of evaluation instruments, but essentially they utilize the four temperament styles that Hippocrates identified.
Hippocrates observed that these four styles have a direct influence on our physiology, character traits and outlook on life.
The Aggressive or Worker style is: Extroverted – Determined – Demanding – Domineering – Controlling – Practical – Self-reliant – Decisive – Insensitive
Their major weakness is “anger management”. Under pressure the Worker will work harder and may become ill-natured or explosive.
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 Expressive or Talker style is: Extroverted – Enthusiastic – Emotional – Sociable – Impulsive – Optimistic – Persuasive – Unorganized
Their major weakness is “emotional management”. Under pressure the Talker will talk more, shop or eat, and may display an emotional outburst.
The playful and friendly Talker prefers a fast paced and enthusiastic presentation style. Use a short warm up and allow extra time in your presentation for them to talk. Talkers can be impulsive shoppers and are generally quick to make a decision. The key to making a sale to a Talker
is to keep them focused on the presentation and allow time
for them to express their feelings.
Talkers seek social acceptance and are concerned about what other people think of them. They ask “who” questions. Keywords to use when presenting to a Talker are exciting, fun and enthusiastic.
The Passive or Watcher style is: Introverted – Accommodating – Harmonious – Indecisive – Patient – Polite – Uninvolved – Friendly – Sympathetic
Introverted – Thoughtful – Organized – Critical – Shy Detailed – Pessimistic – Introspective – Secretive – Aloof
Their major weakness is “stress management.” Under pressure the Thinker becomes withdrawn, depressed and worries more (panic attacks). They “stress out” and seek perfection.
get what is called “paralyzes from analysis.” Close the sale with the Thinker by reducing their fear of making a mistake.
