Understanding your customers' temperaments can help increase sales

Jan. 1, 2020
Why are there some customers you hit it off with and others you just can't seem to please no matter how hard you try? John Boe, an expert in sales training and motivational programs, suggests it's due to the different temperament styles that exist. H

Why are there some customers you hit it off with and others you just can't seem to please no matter how hard you try? John Boe, an expert in sales training and motivational programs, suggests it's due to the different temperament styles that exist. He believes there is no cookie cutter presentation for all your customers, but that each of the four primary behavioral styles requires a completely different selling strategy.

Here, Boe outlines the four behavioral styles:

1. The Aggressive or Worker. These folks are extroverted, determined, demanding and domineering, but also very practical and decisive. They sometimes have issues controlling their anger and could potentially lash out under pressure.

Boe says those with this temperament prefer "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." He adds that they make decisions quickly. Keywords to use when presenting to a Worker are results, speed and control. Boe also suggests giving them options so "you don't threaten their need for control."

2. The Expressive or Talker. If your customers are emotional, enthusiastic, impulsive and persuasive, then Boe believes you're dealing with an Expressive personality. He explains their major weakness is emotional management. Under pressure, there's the potential for excessive talking or even 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," says Boe, who adds that you must also make sure to keep them focused as they can sometimes be very impulsive and make the wrong decision without knowing all their options. The use of colorful photographs, pie charts and graphs may help. Keywords to use when presenting to a Talker are exciting, fun and enthusiastic.

3. The Passive or Watcher. Here we have individuals who are introverted, yet accommodating, harmonious and patient. Boe reports that their major weakness is self-esteem management.

This group prefers a slow, deliberate presentation style that requires extra time to warm up before you begin talking about business. Boe informs us that they also tend to avoid "sales pressure," so be sure that you are overly accommodating and assuring. Keywords to use when presenting to this style are family, service and harmony.

4. The Analytical or Thinker. This group is also introverted, but they are very organized and detailed though they come across as being aloof, secretive and sometimes pessimistic. They have a hard time managing their stress, one reason it is very easy for them to become withdrawn under pressure, warns Boe, so provide them with a slow, detailed presentation style. Don't be offended if they take a long time to respond to an opportunity.

Also be sure to include any testimonials, facts and guarantees to help make the decision easier for them. "They are skeptical and typically research before they purchase. Thinkers want detailed information and they tend to ask 'why' questions," says Boe. Keywords to use are logical, safety and quality.

John Boe, based in Monterey, Calif., is a professional speaker, author and internationally recognized expert on body language and temperament styles. For more information, visit www.johnboe.com.

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