Using Customer Focus to Build Long-Term Relationships Part 1 of 2

 Monday, January 16, 2012

Knowing how “Hot” your prospect is can be just the beginning of the relationship building process There are six types of prospects to know and identify and I will cover three in this blog for effective communication. Stay tuned next week to hear the rest of the story. 

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 for effective communication with others.

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 head strong. Decisions may be dictatorial and this person may be perceived as being critical
of others. Their motivation comes from productivity and bottom-line results.

For effective communication, 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. For effective communication, 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.

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.

Be sure to stay tuned for next week’s blog for the remaining three types of prospects and how to best communicate with each.

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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