When you identify your client’s personality style, you have a greater chance of connecting and making a sale.  

But how do you identify their style?  

If you look at the popular personality tools today, it’s hard to use them for identification.  

• DISC: Can you memorize the key characteristics to identify their four types?

• Myers Briggs has 16 different styles. How would you sell to an INFP? That’s an Introverted – Intuitive – Feeling – Perceiver. It’s difficult.

I created my Four People Personality Assessment to keep things simple so you can put it to action. You’re either a Blue – Gold – Green – Orange. It’s easy to remember the characteristics of a color, and it easy to remember someone’s face with their name and color. 

But let’s address identifying someone’s style. What should you look for?  

What’s critical is the verbal, the vocal, and the visual.  

The verbal is how they converse. What are the words they use? Do they prefer to ask questions or do the talking? Two styles prefer to talk and two prefer to ask. Also, two styles are more serious and want to get down to business, while the other two are more sociable and like to start with small talk to get to know you. What do you prefer? 

On the vocal side, two styles will talk louder and faster, while the other two styles talk slower and softer.  

And on the visual side, one style will have a lot of eye movement, one looks confident with a firm handshake, another has a poker face where you’re not sure what they are thinking, and the last style will have energy and a lot of body movement. One dresses more formal, one casual, one for comfort and functionality and one follows style and is color coordinated. 

The most important way to identify someone, is the words they use.  

Words indicate what’s important to them and what they value. There’s a big difference between how someone buys based on what they value which is directly proportional to how they communicate. Someone who buys on details is different than someone who buys on being competitive, or even organized or collaborative. 

The issue many salespeople have is that they naturally tend to sell from their own perspective without regard for how their prospect views their business needs. When this happens, they miss opportunities to connect and lose business that could have been won. Without strong relationships, sales cycles can get longer, and sales teams experience more turnover due to a low success rate. 

When you can identify your client’s style and you can adjust to what’s most important to them, the result is a shorter sales cycle, winning more business and making a connection to build a long-term relationship. Sales success is all about putting the needs of the client first by understanding what’s most important to them from their perspective, not yours. And I believe it all starts by understanding their Personality Style. When you prioritize understanding who they are, you will put your attention on the right place. Remember it’s not how you sell, but how your customer buys. 

To learn more about the Styles and how you can benefit, at work and at home, take my free

Four People Personality Style Assessment here:

https://stu-schlackman.mykajabi.com/PersonalityStyleAssessment 

Here’s to great selling.