Selling to the Temperaments

by Leroy Hamm

Introduction

Have you ever noticed that there is just a chemistry between some people and not with others? When my brother, who was over sales and marketing with Sherwin Williams Co. for thirty four years, was asked why he thought people "bought," he said, "For the most part, I buy from people I like." It only makes sense that the success or failure of a salesperson in selling to a prospective client is the result of his knowledge of people as well as his knowledge of his product. Mistakes in this "relational" area are made every day and often without the salesperson even knowing the real reason for losing the sale. The following is an overview of the fundamental differences in people and what motivates them to buy. Suggestions are given on how to create a comfort level with the prospective client.

The Prospect

High D prospect

It will not take long to recognize the High D temperament with his or her direct comments like, "What have you got?" or "I don't have much time," or "Get to the point." Speaking the language of each temperament addresses the prospect's needs and reduces basic fears that each temperament has in making a decision to buy. For example, if you say to a High D, "How successful do you feel you have been in achieving your goals in this area?" this addresses the High D's need to achieve his goals, to maintain control and to win. It also addresses his fear of being taken advantage of, so ask him what his objectives are and show him how your product will help him achieve them. It sounds simple, but often the salesperson gets caught up in how great his product is and how it works or how to use it and forgets the High D is a "what" person. Stay with the big picture. Begin with the end in mind and stay away from too much detail unless he asks for it. Use words like "guarantee," "bottom line objectives," and "save time."

High I prospect

The High I is "sparkly eyed" and animated in his expression and often dresses well. Selling to a High I can be a challenge for a salesperson if he doesn't understand that the High I is a "who" person. The High D prospect may not care who the salesperson has done business with, but the High I prospect does. Knowing of others who have bought increases his comfort level in making a decision, prevents him from looking bad (which is one of his greatest fears) and insures his status in his personal or business community (which is one of his greatest needs). The High I is responsive to words like "exciting," "powerful," "dynamic," "state-of-the-art," and "latest." The High I also loves a good story and anecdotal references. The "feel, felt, found" close works well with the High I because it relates to his emotional feeling side and assures him of being a part of a group of others (i.e. need for status) and diminishes his fear of looking bad. Don't burden him with too many details.

High S prospect

The High S is kindly and serene and has a cordial demeanor. Selling to the High S must be a steady and paced endeavor, which reflects his need for continuity, consistency, and harmony. If you close a High S too "hard," he may acquiesce and buy; but when you are gone and he has had time to think about it, he may call and cancel. The High S must feel "safe" in his decision to purchase and needs to know how a product works. The key is to draw his concerns or objections out and then ask, "Apparently you have a reason for feeling that way. May I ask what it is?" This shows your concern for the relational side of the High S. Then give assurances of his decision being a rational one and one he will be pleased with. Once the High S has made a decision and he feels comfortable with you, his consistent and predictable nature will make him a loyal client. He does not like to change.

High C prospect

The High C has a cautious and careful air and may appear aloof or distant. When selling to the High C, be ready to use the Ben Franklin list of pros and cons. This addresses his logical nature and keeps you in a consultative role. The High C has a keen mind for analysis and will resent your attempt to "sell" him, especially if an emotional approach is used. Go for the negative. For example, "What is the biggest problem you have had in this area?" or "Which of these issues is the most difficult for you (your company) to resolve?" Always answer his questions. He wants to know "why" and will get very detailed in his relentless questions. Remember, since "accuracy is next to Godliness," statements like, "That's close enough" or "It's in the ballpark" may lose a sale to the High C. Words like "exactly," "precisely," and "specifically" ring true in the mind of the cerebral High C.

Meeting the Needs of the Primary & Secondary Temperaments

Keep in mind that we are all a blend of all four temperaments even though we have a primary and secondary temperament that drives our behavior. When the needs of an individual's primary temperament are met, you will often see him shift to his secondary or backup temperament. For example, a High D/C may want the bottom line and then begin asking for the details. A High D/I may want the bottom line and state it rather directly and then ask where you are from and who you know or begin sharing with you more personal information about himself or herself. Once a High C/I gets to know and trust you, he or she will become more friendly. Identify first if the prospect appears extroverted or introverted and then adjust from there. The High D and High I are extroverts, and the High S and High C are introverts.

The Salesperson

The High D Salesperson

Shifting to the other side of the sale, the High D salesperson is driven by the need to win. Vince Lombardi, coach of the Greenbay Packers, said, "Winning is not everything. It is the only thing." He was a High D. The tendency of the High D is to be too direct and is often not perceptive and responsive enough to a prospect's tone or statement. He may be overbearing in his close, creating verbal and non-verbal resistance from the prospect or client. This, in turn, intensifies the need of the High D to dominate and to win. He can reduce resistance and improve his chances for a positive outcome if he learns to recognize the primary temperament of the prospect and speak his language.

The High I Salesperson

The High I is the classic salesperson by nature; but when dealing with a High D, he must realize that a relationship is not a prerequisite to doing business with him. He needs to "tone it down" with the High S, and he will have an excellent chance of closing him because the High S is primarily relationship oriented as well. The High I must sell the High C with facts. And, above all, he should not give any promises or assertions that cannot be supported. The High C is not forgiving of this type of "mistake."

The High S Salesperson

Teaching a High S to sell is difficult because he is a "server" by nature versus a "seller." And it is easier to teach a "seller to serve" than a "server to sell." Training him on call reluctance and call rejection and teaching him to script his responses to objections can be effective, but keep in mind that people work hard at what they enjoy. And they enjoy a job in which their temperament needs are met. This is why the High S "server" does so well in customer service. He gets a great deal more satisfaction out of accommodating the client than selling the prospect. If he is in a sales position where the majority of his time is spent building a relationship with new and established clients, then he will do well. But he is typically not successful in sales that require first time closing without a great deal of training. The High S also sells his product unlike the High I who sells himself.

The High C Salesperson

To the High C temperament, "accuracy is next to Godliness." The science of analysis and numbers are of great interest to him, and sales can be a productive profession for him if he learns the art of selling as well as the factual side. His most challenging prospect is the High D because the High D's directness can be offensive to the typically sensitive and conscientious nature of the High C and can seem too aggressive to persuade. However, if the High C keeps in mind the needs and language of the High D, he can be successful in closing him. With the High I, the High C must be more personally responsive than is natural for him, and remember that the High I "language" will create the response the High C wants. Assuming he knows his product well and has good people knowledge, the High C can be effective with both the High S and High C but needs to push, even if gently, for the close. It is a matter of being "politely persistent."

In the final analysis, the sale is made and kept because a prospect or client is sold on both the product and the salesperson. Sometimes there is a chemistry between the two. When there is not, the chemistry needs a little help. Temperament knowledge gives you that edge when you use it.

by Leroy Hamm, President

More information on pre-employment testing can be obtained from Leroy Hamm, President, IHDC, at 817-267-5251 or Click to Email Us