Using Customer Focus to Build Long-Term Relationships Part 1

 Tuesday, January 03, 2012

Knowing how “Hot” your prospect is can be just the beginning. There are six types of prospects to know and identify that will be described in this article blog. 

It has been stated through research that 93 percent of people’s impressions of others are not directly related to what they say but how they say it. Understanding different personality types is critical to being successful in business and in any face-to-face contact with customers. Try understanding and recognizing the personality type of the person you are talking with at the show. The goal is to determine the prospect’s personality type so you can talk to the person based on how they receive information. People have been trying to figure out others for years. 

In 1928, a psychologist by the name of Dr. William Marston developed a DISC theory test to help identify people’s personalities and characteristics, and he used colors to associate the different personalities. 

Yellow = Influencer and Charismatic. 
Red = Dominant and Inspirational. 
Blue = Very Detailed and Methodical.
Green = Steady and a Team Player.

Then in the late 1970s, Dr. Gary Couture developed an easier way to remember the DISC classification, called the bird theory, that took the same concept, but simplified it by characterizing personalities into the four birds category – known as the peacock (yellow DISC color), the eagle (red DISC color), the owl (blue DISC color), and the dove (green DISC color).

It was much easier to recall the birds’ characters than the colors on the original DISC analysis test. The bird theory brought the practical sense to identifying people by their majority (80 percent dominant) “BIRD” personality.  There are many who teach personality systems in the world, but out of all the personality systems available in today’s market, I would have to say that the newly adopted Bird Theory by Tod Novak, CEO of the Tod Novak Group, is one of the best programs available for companies to use as a guideline for building customer relationships. 

Interaction with Different Personalities
Each of us has a primary personality type (80 percent), and a secondary personality type (20 percent). The goal is to determine the individual’s primary personality type within the first sixty seconds of meeting the person. Each person’s personality type can be recognized based upon how he or she acts, dresses, speaks, and moves. We must know our own personality type to communicate successfully.

Using the following information set out below, you will be able to soar through meetings with diverse participants to decide like an eagle; influence like a peacock; be a team player like a dove; and problem solve like an owl. 

Edgar Done, also known as the eagle or high D (red DISC color)
This is the individual who looks you straight in the eye and has a confident demeanor and firm handshake. His or her behavior pattern is controlling and very direct. This person is fast and decisive in his or her pace and their priority is the task or bottom line results. This person’s overall appearance is businesslike and powerful, and may not be seen in sweats unless working out at the gym or playing a sport. Their workplace is busy, efficient, and very structured. Their source of security is being in control and leadership. They fear being taken advantage of and his or her personal worth is measured by results, task record, and progress. Their internal motivator is winning, control, and being number one. Their strengths are delegating, leading, and inspiring others. Some weaknesses are that they may be perceived as insensitive and
impatient and dislike details.

A typical job for this personality type is CEO, president, or military leader. Irritations to this person would be inefficiency and indecision. Under stress, they become withdrawn and can be headstrong. Decisions may be dictatorial and this person may be perceived as being critical of others. Their motivation comes from productivity and bottom-line results.

When approaching someone that appears to be Edgar Done, or an eagle personality type, it may be better to talk in sound bites with metrics. This person likes bottom-line results
as to why he or she should purchase the product or service from a company. Most often, they are the decision maker. Use words such as “results” or “will save you time” and so on when talking to this person.

Emma Hope, also known as the peacock or high I (yellow DISC)
This is the individual who also looks you straight in the eye and has a confident demeanor and firm handshake. This person will be noticeable by appearance and style. Male or female, this person will be fashionable and trendy with the female having shoes and handbag that match or wearing something that is unique and stylish. The male will usually have starched jeans or pants and starched shirt and his shoes are fashionable. They are also a decision maker. This person’s behavior pattern is supporting and direct and their pace is fast and spontaneous. Their priority is developing a relationship and interacting with others. This is the person known as a “people”
person. His or her appearance is stylish and can sometimes be a little outrageous.

A typical job for this personality type is marketing, sales, bartender, or entertainer. This person’s workspace environment is stimulating, personal, and cluttered. Their source of security is social interaction and approval of others. His or her fear is loss of prestige. Their personal worth is measured through recognition, status, and number of friends with an internal motivator of the chase and being included on decisions. This person’s strengths are persuasion, enthusiasm, and the ability to entertain. However, weaknesses include being restless, ignoring details, and possibly lacking time management or discipline. Some irritations would include routine work and perfectionist people. Under stress, this person may be perceived as sarcastic or superficial and decisions are made spontaneously. 

Their internal motivator is having fun and receiving recognition from others. When approaching someone that appears to be Emma Hope, or a peacock personality type, it may be more to your advantage to talk in excitement and use voice reflection. This person likes interaction and excitement when he or she is talking and making a decision to purchase the product or service from a company. This person most likely will be a decision maker or at least an influencer to the decision maker. Use words such as “image,” or “will make you look good” or “feel good,” and so on when talking with
this person.

Alley McMate, also known as the steady dove or high S (green DISC)
This individual will have a slow and relaxed pace and may be dressed in compliance and wearing comfortable shoes. Style is not as important. This is the person who may not look you straight in the eye at first, is a little more reserved, and has a soft handshake. This person is a team player and most likely will not be a decision maker, but is usually the person that can put you in touch with the decision maker. His or her behavior pattern is supporting and direct and their pace is slow and relaxed with an appearance of being casual in compliance.

A typical job for this personality type is teacher, nurse, social worker, or administrative assistant, or executive assistant. Their workspace is personal, relaxed, and friendly. His or her source of security is friendship and support. This person’s fear is set in change; hence, known as the steady dove. He or she measures personal worth by depth of relationships and compatibility. His or her internal motivator is being needed and involved. Some strengths for this type of prospect are listening, teamwork, and follow-through. Some weaknesses may be that he or she may be oversensitive, slow to start, and occasionally have a lack of goal setting. This person is easily irritated by insensitive or impatient people such as Edgar Done (eagle) or Emma Hope (peacock). Under stress, this type of prospect becomes submissive to others and can be indecisive. They do not make decisions alone and his or her motivation comes from being accepted.

What I have not shared with you is what is known as the “attack dove.” The dove personality is complacent in nature and holds most everything inside. If you are to anger this type of person, you may not even know it. However, once they draw the line on how much they are willing to accept from a person, they just walk away. You may not ever know what you did to cause this disconnect, but it will be permanent.

When approaching someone that appears to be Alley McMate, or a dove personality type, it may be wiser to talk in a lower calm voice and not directly approach this person too quickly. This person likes interaction after getting to know, like, and trust you and the company. The person is not usually a decision maker and dislikes confrontation. Use words such as
“like,” “feel,” “relationship,” and so on when talking to this person.

Anita Job, also known as I – N E E D – A – JOB!
Shall I say any more? This individual is the person that stops by, looking for a job, and feels the best way to do this is through walking into a business or stopping by at the exhibiting company’s booth at a trade show.

Jay No-Way, also known as the “Walking Book of Knowledge”
We have all met this person. No matter what you say or do, this person knows everything and loves to challenge the words being spoken. Do not get into a confrontation with this person and
slowly transition into the exit strategy by handing this person a pamphlet or business card and thanking him or her for stopping by to visit with you at the office or while exhibiting in a trade show. This approach is also known as the disengage process.

Moe Lassis, also known as the conscientious owl or high D (blue DISC)
This individual may be dressed casually, will walk in a slow and orderly fashion and may not approach you at all if meeting this person in public. This is the prospect who may not make eye
contact with you at first, is very reserved, and may have a softer handshake. This person is more of a researcher and is gathering information. Having all the facts is most important to this type of individual. He or she is more personable one-on-one, but not in a group setting such as a trade show environment. This person’s personality is a little more analytical and he or she may also be considered an introvert. This person’s behavior pattern is controlling and indirect and his or her pace is slow and orderly with a proper and functional appearance. Their priority is the task or process of getting things done.

A typical job for this personality type is accountant, engineer, or computer technician. Their workplace is structured, functional, and proper. This person’s source of security is being prepared, paying attention to detail and fear criticism of their work. They measure their personal worth by precision, accuracy, and being busy. This person’s internal motivator is
competence and his or her strengths are planning and organizing, having numbers, and knowing the facts. Some weaknesses may include being a perfectionist and being critical of others.

Some irritations are disorganization and unpredictability. Under stress, this person may withdraw and become headstrong. Decisions are well thought out and he or she will not make a decision quickly. You will need to spend quite a bit of time answering many questions. This person is prepared to ask the questions so do not dismiss him or her too quickly. Their motivation is accuracy and information.

When approaching someone that appears to be Moe Lassis, or an owl personality type, it is best to also talk in a lower calm voice and not directly approach him or her too quickly. This person likes one-on-one interaction but not necessarily in a trade show environment where things move quickly. He or she is not usually the decision maker and is more of a fact-gathering
and information-gathering person.
When talking with this type of prospect, it is important to be sure accurate information is provided about the company history, facts, and figures. If not, this person may know
more than you do, as they have most likely researched your company before coming to your office environment or trade show or will after meeting you. Use words such as “statistics,” “history,” “facts,” and so on when talking to this person. “There is
definitely diversity in the work environment...”

Recognizing the general characteristics of people and using bird profiles in tandem with generational differences for effective communication is key to being successful in today’s market for building a long lasting relationship.

About DJ Heckes, Author of Full BRAIN Marketing and Owner of EXHIB-IT! Tradeshow Marketing Experts

DJ Heckes is CEO of EXHIB-IT! Tradeshow Marketing Experts and Full BRAIN Marketing .  She focuses on educating and training companies to significantly improve their Small Business Marketing strategies.  DJ Heckes also presents customized training programs for Business Marketing, Social Media, Leadership and Trade Show Marketing. Learn more  and  Be sure to follow us!

DJ Heckes, CEO & Author
EXHIB-IT! Tradeshow Marketing Experts
Full BRAIN Marketing

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