Have you ever wondered why you seem to hit it off right
away with some customers, while with others it’s more like
oil and water? That’s because we respond intuitively to the
natural chemistry, or lack there of, between temperament

Our temperament style not only determines our behavioral
traits, body language patterns and buying style, but it also
influences our compatibility with other people.

Today we have access to innovative tools such as the
Internet, cell phones, faxes and voice mail all designed to
enhance our communications and support us in selling
more effectively.

Nevertheless, even with all of these technological tools at
our disposal, the alarming number of failed relationships,
dissatisfied employees and lost sales all reflect the fact
that none of us are as effective at understanding others
as we would like to believe.

For example, what about that sale you thought you had
made, but for some unknown reason your prospect
changed their mind and didn’t buy… or at least they didn’t
buy from you. Chances are you lost that sale because of
your inability to recognize and adjust to your prospect’s
preferred buying style. This temperament mismatch is
often referred to as a “personality conflict.”

Research in the field of psychology tells us that we are
born into one of four primary temperament styles
(Aggressive, Expressive, Passive or Analytical).

A person’s temperament style is determined genetically
and has nothing to do with their astrology sign, birth order
or childhood experiences. Our temperament style is also
unrelated to race or gender. Each of these four primary
behavioral styles requires a different approach and selling

Ancient Wisdom
Hippocrates, the father of medicine, is credited with
originating the basic theory of the four temperament styles
twenty-four hundred years ago. Since the days of ancient
Greece there have been many temperament theories and a
wide variety of evaluation instruments, but essentially they
utilize the four temperament styles that Hippocrates
identified. Hippocrates observed that these four styles have
a direct influence on our physiology, character traits and
outlook on life.

The Aggressive or Worker style is:
Extroverted – Determined – Demanding – Domineering –
Controlling – Practical – Self-reliant – Decisive – Insensitive

Their major weakness is “anger management”. Under
pressure the Worker will work harder and may become
ill-natured or explosive.

The impatient and goal-oriented Worker prefers a quick,
bottom line presentation style. They expect you to be on
time and well prepared. They like it when you avoid small
talk and get right down to business.

Workers are generally quick to make a decision. They
are focused on results and ask “what” questions. Keywords
to use when presenting to a Worker are results, speed
and control. Give them options so you don’t threaten their
need for control.

The Expressive or Talker style is:
Extroverted – Enthusiastic – Emotional – Sociable –
Impulsive – Optimistic – Persuasive – Unorganized

Their major weakness is “emotional management”.
Under pressure the Talker will talk more, shop or eat,
and may display an emotional outburst.

The playful and friendly Talker prefers a fast paced and
enthusiastic presentation style. Use a short warm up and
allow extra time in your presentation for them to talk.

Talkers can be impulsive shoppers and are generally quick
to make a decision. The key to making a sale to a Talker
is to keep them focused on the presentation and allow time
for them to express their feelings.

Talkers seek social acceptance and are concerned about
what other people think of them. They ask “who” questions.
Keywords to use when presenting to a Talker are exciting,
fun and enthusiastic.

Keep your presentation big picture and avoid giving them
too much detail. Consider using colorful pictures, pie charts
or graphs when presenting to this style.

The Passive or Watcher style is:
Introverted – Accommodating – Harmonious – Indecisive –
Patient – Polite – Uninvolved – Friendly – Sympathetic

Their major weakness is “self-esteem management.”
Under pressure the Watcher will avoid conflict by sleeping
in longer.

The peaceful and stoic Watcher prefers a slow, deliberate
presentation style. Watchers, unlike the impatient Worker,
require extra time to warm up before you begin talking
about business.

Watchers are very sensitive to conflict or “sales pressure.”
They have a need to accommodate others and tend to ask
“how” questions. Keywords to use when presenting to this
style are family, service and harmony.

Help the Watcher make a decision by giving them assurance.
They dislike having to make decisions and are natural born
procrastinators who love the status quos.

The Analytical or Thinker style is:
Introverted – Thoughtful – Organized – Critical – Shy
Detailed – Pessimistic – Introspective – Secretive – Aloof

Their major weakness is “stress management.” Under
pressure the Thinker becomes withdrawn, depressed and
worries more (panic attacks). They “stress out” and seek

The cautious Thinker prefers a slow, detailed presentation
style and warms up slowly. They are skeptical and typically
research before they purchase. Thinkers want detailed
information and they tend to ask “why” questions.

Keywords to use are logical, safety and quality. Because
they are concerned about making a wrong decision and
appearing incompetent, you can expect the Thinker to
want to take their time.

Their frugal nature will cause them to “shop your numbers”
to make certain they are not paying too much. Because of
their desire for research and their need to avoid making a
mistake, Thinkers often get bogged down in details. They
get what is called “paralyzes from analysis.” Close the sale
with the Thinker by reducing their fear of making a mistake.
Give them evidence, facts, testimonials and guarantees.

While there are certainly many factors that influence the
selling process, by far the most important factor is to identify
your prospect’s preferred buying style. Once you learn how
to quickly and accurately determine your prospect’s
temperament style using body language, you will be able to
close more sales in less time!

John Boe presents a variety of sales training and motivational
programs for meetings and conventions. John brings over
twenty years of experience as an award-winning sales trainer
to the platform. To have John speak at your next event, visit
www.johnboe.com or call 877 725-3750. Free Newsletter
available on website.

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