November/December 2006
Art of NetworkingPersonality Power
Boost your sales by knowing what makes your referral click.
Most executives have taken some sort of personality assessment, which generally depict four major personality types. The four categories made popular by the D-I-S-C Profile(r) are the Dominant Director (D), Interacting Socializer (I), Steady Relater (S), and Cautious Thinker (C). Another leadership assessment tool labels a leader as a Controller, Amiable, Accommodator, or Analytical.Whichever assessment instrument you choose, the fearless networker understands the importance of approaching a referral based on the referral's personality. Approaching each referral the same—ignoring their unique character makeup—can turn off the referral, dramatically decreasing the odds of doing business or building a relationship.
But how do you determine what type you're dealing with?
- A Controller/Dominant type uses direct "you" statements. They project their voice clearly to convey confidence. They gesture when emphasizing a key point and talk at a fast clip. They often seem rushed, especially if the conversation is droning. Over the phone they seem distracted, probably because they are multi-tasking. When upset or impatient, they can be blunt and critical.
- An Amiable/Socializer type uses positive words like "Great", "Terrific" and "Fantastic." They gesture a lot when talking and have voice inflection. Over the phone they speak louder than most, but they always are upbeat and lighthearted. Often they use anecdotes, stories and humor.
- An Accommodator/Relater type uses very little voice inflection. They hesitate and are unsure when asked a direct involvement question. On the phone they are warm, friendly, and gracious. They use few gestures (but, if they like you, they giggle and smile)
- Analytical/Cautious Type uses monotone voice and no gestures. They're the most difficult to read.
Controller/Dominant: Be brief and to the point. Be prepared and organized. Be professional and business-like. Refrain from a lot of small talk and get down to what your product and service can do for them. Let them know that you don't intend to waste their time. A long sales spiel is a definite turn off. Give them options, and ask for the decision. They like to feel they're doing things their way.
Amiable/Socializer: Show them that you are interested in them. Small talk is welcomed, but let them talk about themselves first--before giving your testimonial or list of features and benefits. Don't poke holes in their dreams. Anything that will make them look good in the eyes of others is appealing.
Accommodator/Relater: Talk warmly and informally and ask gentle open-ended questions to draw them out. This type needs strong assurances that you will be around to provide support. They must like you and trust you before doing business with you. If they say, "I'll think about it," this usually means they're stalling. Or they may not be interested.
Analytical/Cautious: Greet them cordially, but proceed quickly to the task. Prepare so you can answer as many questions as you can. Have brochures and testimonials available. They like to see the details and even read the complete description of your warranty/guarantee. Ask questions that reveal a clear logical direction and that fit into the overall scheme of product information being provided. It's critical to give them time to think. Avoid pushing for a hasty decision. When they say they'll think about it, they probably will. They are also prone to comparison shop. Pushiness/aggressiveness is a turn off.
Ken Marsh is an authority on this subject and author of the book "Fearless Networking"—the recipient of the 2004 Business Book of the Year, awarded by Houston Business Review. Ken is also author of 2 more books on networking, "Fearless Networking - 2nd Edition" and an e-book entitled "How to Fearlessly Network for Jobs." He is also past president of BNI West University Chapter in Houston, Texas.
