The document discusses four personality types - Socializers, Relaters, Analytics, and Directors - and provides tips on identifying a customer's personality type and how to tailor your sales approach accordingly. It outlines the key characteristics, positives, challenges, common occupations, famous examples, and tactics for interacting with each personality type. The conclusion emphasizes tailoring your sales presentation to the customer's personality in order to use their personality to your advantage in the sales process.

1. Customer’s Personality Styles Identify Personalities and Use Them To YOUR Advantage

2. Overview Have you ever heard that “opposites attract”? Although this may be true in certain types of relationships, it tends not to be in sales scenarios. What we would like to be able to do is identify a customer’s personality type and be able to sell our services using the customer’s personality to OUR advantage.

3. There are 4 personality types: Socializers - aka “Speakers” Relaters - aka “Listeners” Analytics - aka “Thinkers” Directors - aka “Doers”

4. Socializers Ambitious Stimulating Enthusiastic Dramatic Friendly Spontaneous Socializers Expressive Restrained Compliant Assertive

5. Socializers: Positives Easy to establish rapport: They want to be your friend BEFORE they do business. They love a good debate, as long as you don’t dominate it. Thrive on involvement with people and they love an audience. Focused on the PROCESS.

6. Socializers: Challenges Impatient: They tend to bore easily. Detaches or moves away from a situation to avoid loss of self-esteem. Digression: They rather hear about your brother-in-law’s surgery than discuss the business at hand. Verbalizes judgmental feelings.

7. Socializers: Examples Politicians Actors/Actresses Trial Attorneys Talk Show Hosts Cruise Directors Comedians

8. Famous Socializers Oprah Winfrey Johnnie Cochran Zig Zigler Joan Rivers Bill Clinton David Lee Roth

9. Socializers: Tactics Build a good rapport, but don’t visit! Use the customer’s name often. Emphasize the word “special”. Agree with them as much as possible - avoid arguing. Sell not only to them, but to their family as well.

10. Relaters Supportive Respectful Willing Dependable Agreeable Relaters Assertive Compliant Expressive Restrained

11. Relaters: Positives Very friendly: They tend to get along with EVERYBODY. Rapport building is EASY. They love to bond with people. Tendency to agree with you - they stay away from confrontation. Focused on the RELATIONSHIP.

12. Relaters: Challenges Wishy-washy: They sometimes cannot make up their mind. Dependent: Must get approval from other people. Overly-Sensitive: Their feelings can be hurt easily. Procrastinators.

13. Relaters: Examples Clergy Teachers Counselors Psychologists Caregivers

14. Famous Relaters Pope John Paul II Edith from “All In The Family” Mr. Rogers Montel Williams Mother Teresa

15. Relaters: Tactics Use empathy! Always reassure them that their decision is the RIGHT decision. Be VERY patient. Once they commit to the sale, don’t waste time. Keep a soft and comforting tonality.

16. Analytics Industrious Persistent Serious Exacting Orderly Perfectionists Analytics Expressive Restrained Assertive Compliant

17. Analytics: Positives Dependable: They will follow through with what your agree on. Organized: When you give them details, they will analyze and follow them exactly. Independent: They can do things alone. They rarely miss a deadline. Focused on the DETAILS.

18. Analytics: Challenges Indecisive. They must have ALL the facts before they make a decision. Stuffy at times: Hard to establish rapport. Logic sells: Emotion does not. Picky: They become irritated easily with glitches. Serious: Humor usually doesn’t work.

19. Analytics: Examples College Professors Doctors Engineers Architects Accountants Parallegals

20. Famous Analytics Spock from Star Trek Sherlock Holmes Sergeant Friday from Dragnet Albert Einstein Frank Lloyd Wright Sigmund Freud

21. Analytics: Tactics SLOW DOWN! They like to write down everything and make sure they have all the information. Don’t be afraid to give them all of the data they want. The more the better. Be very precise with all of your information.

22. Directors Strong willed. Independent Practical Decisive Efficient High Achievers Directors

23. Directors: Positives Quick to respond - no need to guess with these people. A scripted presentation will greatly increase your chance of selling premium services. Directors truly appreciate professionalism. They accept challenges easily.

24. Directors: Challenges Inflexible: “This is NOT Burger King…” Impatient: “Just the facts…” Tend to be non-empathetic: Intolerant of feelings and inadequacies. Poor listening habits: In one ear and out the other. Never seem to relax: Everything is competition.

25. Directors: Examples Military Officers CEOs Police Officers Stock Brokers News Reporters

26. Famous Directors Bryant Gumbel Captain Kirk or Picard from Star Trek Dirty Harry Bill Gates Barbara Walters Norman Schwarzkopf Colin Powell

27. Directors: Tactics Establish rapport quickly, but don’t try to become friends. Keep your presentation moving steadily. When you close and get a commitment, GO! Always use the proper title and last name.

28. Conclusion Tailor your presentations to coincide with your customer’s personality. Let the customer’s personality work to your advantage, not theirs. This leads to: