The Psychology of Selling

The Psychology of Selling

People fit into four categories

They should be sold to in different ways

Knowing your BEHAVIOURAL STYLE is the first step in improving your interpersonal effectiveness.  The next step developing the skills for determining the style of others with whom you interact.  These skills relate to your ability to observe others behaviour and determining their relative levels of assertiveness and responsiveness.  Generally speaking, you should begin assessing behaviour one dimension at a time.  Then you should continue observing until you have enough data on the other dimension. 

When you have learned behavioural styles it gives you a greater understanding of how each styles mind works and the best way to approach sales for each category.

Thinking Style = More Controlled Behaviour

The thinking style tends to live life according to the facts, principles, logic and consistency one can find in reality.  Because thinker styles tend to behave in ways which fit into their overall theory and ideas about the world, others may view them as lacking enthusiasm or appearing cold or detached. They project the image of good planners, organisers and problem solvers with the ability to work out tasks systematically.  Because of their apparent concern for facts and logical, serious organisation of thought, coupled wit a desire to be "right", Thinkers often display a reluctance to declare a point of view. They have a need to analyse all significant possibilities in an attempt to avoid any chance of making illogical or inconsistent decisions.  Facts, logic and faith in principles appear to assume greater importance than personal friendships or personal gratification to a Thinking style.

Directing Style = More telling+More Controlled Behaviour

People with a directing style appear to know what they want and seem to display little difficulty expressing their conclusions about anything that concerns them.

Their slogan is "Lets get it done and get it done now".  They tend to focus primarily on the immediate time frame with little concern for the past and future.  Directors appear swift, efficient and to the point. They know what they want and become impatient with delays.  Directors show little concern for the feelings of others or for personal relationships.  Some consider their actions harsh, severe, or critical, since they give such limited attention to relationships.  Others may consider this behaviour efficient, decisive action.  Directors seek control through the use of power in situations which might deny them freedom to act as they wish to achieve their perceived objectives.

Socialiser Style = More Telling + More Emoting Behaviour

Socialisers focus their emotion upon the future with intuitive visions and with their natural outspoken characteristics.  Thus, they attend to appear more imaginative and creative with their ideas than other styles.  Socialisers can generate enthusiasm in others and their behaviour can be intensely stimulating, exiting and fun for others who get caught up with the socialisers dreams.  They tend to make decisions quickly based on their intuition.  They appear war and approachable yet competitive for recognition in relationships.  Some see socialisers behaviour as flighty, impractical or emotional.  Because of their desire to act on opinions, hunches and intuitions, rather than hard facts, Socialisers behaviour can easily lead to mistakes.

Relater Styles = More Asking + More Emoting Behaviour

 The Relater style is relationship-orientated.  Relaters interpret the world on a personal basis and get involved in the feelings and the relationships between people.  They frequently speculate on  "Who did what to whom and why".  Relaters look for personal motives and actions of others.  They may find it difficult to believe that some people react purely from personal, principle or practicality, or simply from the desire to make the future more exiting.  The Relater's concern for others often lends joy, warmth and freshness to a behavioural situation.  They are good team players, Relaters frequently stick with the comfortable known and tend to avoid decisions which might involve risks with the reactions of people.  As a result, they can appear slow or reluctant to change.

Learning to recognise a person’s personality type enables you to sell to them in the correct way.  For example a director wants facts figures and the benefits to them, relaters  need to hear the benefits of the products for the people they are close to, thinkers cannot make an on the spot decision and socialisers buy the person who is selling to them and not the product.  

 Carole G Delglyn  www. themillionairesbusinessclub.com