SECONDARY PERSONALITY

What motivates the I-style?

• Recognition, approval and visibility

How does the I-style display feelings?

• They are emotional and optimistic
• Readily express their own feelings
• Respond to other’s feelings

How does the I-style interact?

• They talk
• Love to verbalise

What about the person? The I-style is:

• Zany, artistic, imaginative, enthusiastic, entertaining, creative, dramatic & sarcastic.

The I-style is:

• Fun –loving
• Showy & spontaneous
• Requires constant changes, Regular praising, Recognition
• Colourful
• Needs more than one thing happening at a time
• Usually late for appointments and is disorganised

What do they look like?

Anything goes, bright colours. Anything to shock and stand-out from the crowd. Must be in fashion and loves to be seen.

They are generally actors, singers, sales people, PR people or hairdressers.

So how do you sell to a I-style?

• Have fun, be entertaining, passionate and social
• Compliment them on everything
• Talk about ‘them’
• Ask lots of questions and allow them to talk
• Speak a little faster, higher pitch and with animation

SECONDARY PERSONALITY

What motivates the D-style?

• Results, challenges and action

How does the D-style display feelings?

• Control, however can be detached
• Tends not to value feelings
• Hot-tempered under pressure

How does the D-style interact?

• One-way, they’re not usually good listeners
• Tell other how it should be done
• Not good at explaining

What about the person? The D style is:

• Professional
• Logical
• Dynamic
• Forceful
• Overbearing
• Impatient
• Insensitive

They require a challenge, is not threatened by change, revels in competition, decides quickly, and has no time for non-achievers, incompetence or inefficiency. They have a strong, open body language and wear bold colours, such as Black and Navy. They have expensive tastes.

They are generally business owners or executives, successful sales people or leaders.

So how do you sell to a D style?

• Stick to the big picture and ask about their goals
• Ask lots of relevant questions
• Create competition
• Show exactly how it can help them achieve their goals
• Avoid the ‘fluff’
• Compliment but don’t exaggerate or flatter
• Never talk down or patronise
• Never tell them what to do
• Never tell them what they know
• The sale MUST be their decision

SECONDARY PERSONALITY

What motivates the I-style?

• Recognition, approval and visibility

How does the I-style display feelings?

• They are emotional and optimistic
• Readily express their own feelings
• Respond to other’s feelings

How does the I-style interact?

• They talk
• Love to verbalise

What about the person? The I-style is:

• Zany, artistic, imaginative, enthusiastic, entertaining, creative, dramatic & sarcastic.

The I-style is:

• Fun –loving
• Showy & spontaneous
• Requires constant changes, Regular praising, Recognition
• Colourful
• Needs more than one thing happening at a time
• Usually late for appointments and is disorganised

What do they look like?

Anything goes, bright colours. Anything to shock and stand-out from the crowd. Must be in fashion and loves to be seen.

They are generally actors, singers, sales people, PR people or hairdressers.

So how do you sell to a I-style?

• Have fun, be entertaining, passionate and social
• Compliment them on everything
• Talk about ‘them’
• Ask lots of questions and allow them to talk
• Speak a little faster, higher pitch and with animation

SECONDARY PERSONALITY

What motivates the S-style?

• Relationships and appreciation

How does the S-style display feelings?

• They are emotionally warm people
• Generally have a strong circle of friends who they relate to

How does the S-style interact?

• Tend not to initiate relationships
• Good listener
• They ask ‘how’ and who’ questions

What about the person? The S-style is:

• Quiet, shy, steady, and submissive.

The S-style:

• Speaks softly and slowly
• Internalize pain
• Hate to stand out in the crowd
• Puts others first
• Great listeners
• Very sensitive and unselfish
• Predominantly pessimistic
• Early for appointments, very rarely late
• Is loyal, patient, secretive and comforting

What does the S-Style look like?

What does the S-Style look like? They wear comfortable clothes, non-intimidating, neutral colours, flat shoes (ladies), under-stated jewellery, basic haircuts and colours.

S-styles are generally teachers, bank workers, social services, cleaners, gardeners, counselors, ‘people’ jobs.

So how do you sell to a S-style?

• Be early
• Be honest, kind and genuine
• Focus on safety and security
• Talk a little softer and slower
• Ask more rapport building questions
• Give more of yourself, they want to hear about you
• Don’t push

Note: make a friend of an S-style and you’ve got a customer ‘for life’ who will refer everyone to you.

SECONDARY PERSONALITY

What motivates the C-style?

• Being right, quality

How does the C-style display feelings?

• Through control, however cautious
• Does not say or reveal much

How does the C-style interact?

• Good listener
• Ask ‘what’ and ‘why’ questions

What about the person? The C-style is:

• Quiet, controlled, deep thinkers who analyse, study and research ‘everything’

Note: most likely to have OCD. Everything must be right, in order, no mistakes tolerated.

The C-style is:

• Exact and precise
• Accurate and scientific
• Computerized and robotic
• Cold and intolerant
• Punctual and organised
• Unresponsive and insensitive
• Systemised

What does the C-style look like?

They are neat and tidy, carries a brief case or computer bag, has with them calculator, computer, pocket pens. They look stiff, uncomfortable, inflexible and closed (crossed arms).

C-styles are generally scientists, accountants, engineers, researchers, doctors, computer programmers.

So how do you sell to a C-style?

• Be on time
• Be more serious
• Speak softly, don’t let your body language be over the top
• Humour needs to be witty, quick and clever
• No flattery
• Have proof of success of your product or service
• Provide written research, stats or data
• Listen very carefully and don’t repeat what you’ve said in the past

Expect a list of questions from them.

SECONDARY PERSONALITY

What motivates the S-style?

• Relationships and appreciation

How does the S-style display feelings?

• They are emotionally warm people
• Generally have a strong circle of friends who they relate to

How does the S-style interact?

• Tend not to initiate relationships
• Good listener
• They ask ‘how’ and who’ questions

What about the person? The S-style is:

• Quiet, shy, steady, and submissive.

The S-style:

• Speaks softly and slowly
• Internalize pain
• Hate to stand out in the crowd
• Puts others first
• Great listeners
• Very sensitive and unselfish
• Predominantly pessimistic
• Early for appointments, very rarely late
• Is loyal, patient, secretive and comforting

What does the S-Style look like?

What does the S-Style look like? They wear comfortable clothes, non-intimidating, neutral colours, flat shoes (ladies), under-stated jewellery, basic haircuts and colours.

S-styles are generally teachers, bank workers, social services, cleaners, gardeners, counselors, ‘people’ jobs.

So how do you sell to a S-style?

• Be early
• Be honest, kind and genuine
• Focus on safety and security
• Talk a little softer and slower
• Ask more rapport building questions
• Give more of yourself, they want to hear about you
• Don’t push

Note: make a friend of an S-style and you’ve got a customer ‘for life’ who will refer everyone to you.

SECONDARY PERSONALITY

What motivates the D-style?

• Results, challenges and action

How does the D-style display feelings?

• Control, however can be detached
• Tends not to value feelings
• Hot-tempered under pressure

How does the D-style interact?

• One-way, they’re not usually good listeners
• Tell other how it should be done
• Not good at explaining

What about the person? The D style is:

• Professional
• Logical
• Dynamic
• Forceful
• Overbearing
• Impatient
• Insensitive

They require a challenge, is not threatened by change, revels in competition, decides quickly, and has no time for non-achievers, incompetence or inefficiency. They have a strong, open body language and wear bold colours, such as Black and Navy. They have expensive tastes.

They are generally business owners or executives, successful sales people or leaders.

So how do you sell to a D style?

• Stick to the big picture and ask about their goals
• Ask lots of relevant questions
• Create competition
• Show exactly how it can help them achieve their goals
• Avoid the ‘fluff’
• Compliment but don’t exaggerate or flatter
• Never talk down or patronise
• Never tell them what to do
• Never tell them what they know
• The sale MUST be their decision

SECONDARY PERSONALITY

What motivates the C-style?

• Being right, quality

How does the C-style display feelings?

• Through control, however cautious
• Does not say or reveal much

How does the C-style interact?

• Good listener
• Ask ‘what’ and ‘why’ questions

What about the person? The C-style is:

• Quiet, controlled, deep thinkers who analyse, study and research ‘everything’

Note: most likely to have OCD. Everything must be right, in order, no mistakes tolerated.

The C-style is:

• Exact and precise
• Accurate and scientific
• Computerized and robotic
• Cold and intolerant
• Punctual and organised
• Unresponsive and insensitive
• Systemised

What does the C-style look like?

They are neat and tidy, carries a brief case or computer bag, has with them calculator, computer, pocket pens. They look stiff, uncomfortable, inflexible and closed (crossed arms).

C-styles are generally scientists, accountants, engineers, researchers, doctors, computer programmers.

So how do you sell to a C-style?

• Be on time
• Be more serious
• Speak softly, don’t let your body language be over the top
• Humour needs to be witty, quick and clever
• No flattery
• Have proof of success of your product or service
• Provide written research, stats or data
• Listen very carefully and don’t repeat what you’ve said in the past

Expect a list of questions from them.