|This article was published on: 11/01/2004|
BY BARBARA BALLINGER
Match yourself to your client
Michelle, a high-powered executive eager to buy a house, expects her salesperson’s communications to be the same as those of her staff: fast and bottom-line oriented. That way, she can make quick, unemotional decisions. She wants to know about room sizes, condition, price, and taxes. If the house has what she wants, she’ll put in a bid pronto.
Attire can be another indication of type: I’s tend to dress brightly, even flamboyantly; D’s dress professionally—they’re also into status symbols; and S’s and C’s are conservative dressers who favor gray and blue tones, Brown says.
As buyers, C’s tend to be concerned with the purchase price, taxes, and long-term appreciation. Even when the deal seems done, they want to go over the details again. D’s, however, will tell you what they want—type of house, how soon they need to move in, what’s most important in a salesperson—and expect you to deliver information and service accordingly. Once they make a decision, they want to get the keys to their castle lickety-split. And they want to spend less time chatting than the I’s do, she says.
With I types, who worry about personal rejection and loss of social approval, she keeps the conversation upbeat, lets them know she enjoys their company, and is ready to respond to their “who” questions: Who are the people who’ve liked my house?
Since S’s are most worried about a loss of security and sudden change, she aims for consistency and predictability, minimizes conflict, and answers their “how” questions: How are we going to ensure that we market the house properly?
For C’s, who often are paralyzed by overanalysis and who fear criticism of their performance, she explains her thought process so that they know she’s accurate. She’s ready for their “why” questions: Why are we charged this amount for the closing?
By adjusting her style and encouraging her salespeople to do likewise, Brown finds she’s better able to foster teamwork with consumers and reduce stress levels. “When we understand where consumers are coming from, we all accomplish what we want in a more pleasant way,” she says. She hasn’t quantified the results of this effort in terms of increased listings or sales, however. “That’s not my personality type,” she says.
For sites that sell DISC Personality Profile products and to take a personality assessment quiz, click Current Links at REALTOR.org/realtormag.
Personality Assessment Quiz
Take this quick quiz from Steven Oniki, a communications speaker and trainer based in Sarasota, Fla., to identify your personality style and that of others. Then you can more easily modify your behavior when working with consumers who aren’t like you.
1. For each set of four adjectives, rank each adjective as to how well it describes you. Assign a 7 to the adjective that best describes you, a 5 for the next closest adjective, a 3 for the next, and a 1 for the least descriptive of you. Each line should have a 7, 5, 3, and 1; no ties are allowed.
2. Make sure the grand total of all columns equals 80 to be sure you added correctly. The column with the highest number reflects your strongest personality traits.
Column 1: Sherman tanks: the bosses
Column 2: Socializers: People who are always having happy hour.
Column 3: Mother hens and teddy bears: nurturing, stable
Column 4: Analyticals: cautious, careful, picky
Source: Steven Oniki, SOS Productions, firstname.lastname@example.org