By John Boe
Your income and career advancement are directly linked to your ability to communicate and persuade. It doesn’t matter whether you’re an agent selling an insurance policy or a manager setting goals with a sales rep—your success as a leader will be defined by your ability to persuade with clarity and passion.
Communication strategies
Psychologists tell us that we are born into one of four primary temperament styles: aggressive (Worker), expressive (Talker), passive (Watcher) or analytical (Thinker). Each of these four styles requires a different approach and communication strategy. For example, words that would appeal to a person with an aggressive style may alienate, and actually destroy, rapport with someone with a passive style (and vice versa). If a leader is to influence colleagues, as well as prospects and clients, he must be able to quickly—and accurately—recognize each of these distinct behavioral styles and adapt accordingly.
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Psychologists tell us that we are born into one of four primary temperament styles: aggressive (Worker), expressive (Talker), passive (Watcher) or analytical (Thinker). |
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So, during your next presentation with a client or prospect make an effort to identify the temperament style you’re presenting to. Second, keep in mind the following sets of words, and the temperament that best responds to each:
- The Worker: This aggressive personality type is results-oriented. He wants to know the bottom line and asks “what” questions. A Worker values achievement and fears the loss of control. When presenting to a person with this buying style consider using these words: control, flexibility, work, bottom line, power, challenge, speed, money, functional, goals, options, hands-on, quickly, freedom and immediately.
- The Talker: This expressive personality type is people-oriented. He asks “who” questions. A Talker also values recognition and fears loss of prestige. When presenting to a person with this buying style consider using these words: fun, entertaining, creative, friendly, simple, incredible, exclusive, improved, prestige, new, ultimate, spontaneous, exciting, enjoyable, cash and adventure.
- The Watcher: This passive, harmonious personality type is service-oriented. He asks “how” questions. A Watcher values appreciation and fears conflict. When presenting to a person with this buying style consider using these words: support, service, family, harmony, dependable, caring, cooperation, helpful, easy, sincere, love, kindness, concern, considerate, gentle and relationship.
- The Thinker: This analytical personality-type is quality oriented. He asks “why” questions. A Thinker values accuracy and fears being viewed as incompetent. When presenting to a person with this buying style consider using these words: safe, scientific, value, learn, save, economical, quality, logical, reliable, accurate, security, precise and efficient.
Finally, while it might be true that some are born with a silver tongue, most people have to work at developing their communication skills. A good way to improve your principles of persuasion is to engage the services of a communications coach, attend Dale Carnegie training or join a local Toastmasters Club. Developing the ability to speak with power and passion takes time and effort to master, but it will pay off in big dividends.
Use with permission. All rights reserved.
John Boe, a sales trainer and industry speaker, presents a wide variety of keynotes and seminar programs for sales meetings and conventions. For more information, visit www.johnboe.com or call 877-725-3750.
September 2007
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