Reading people is a very simple process.  It’s a process that will make you more productive and more effective, even if you don’t do it correctly.  To read someone, a client or prospect or team member or a prospective significant other, you have to observe that person. You have to think about what that person is saying to you and how they are saying it.  You have to think about what is important to them and what kinds of things cause them concern or stress.  If you do this, you will be more productive.  Whether you do it correctly or not your clients and prospects, that other person will enjoy what you are doing.  They will want to have a better relationship with you.  And that will lead to more accounts, more assets, and more business.

So how do we read people?  First, lets look at a couple of the common mistakes or questions we ask ourselves when we start trying to read people.  The analytical types, the high C’s, are the most difficult to read.  It’s because they give you no feedback.  They don’t smile, nod their head, cross their arms, nothing.  They give you nothing to read.  TIP:  Anytime you leave a meeting or finish a call with someone that you just can’t read—Treat that person like a high C.

Another typical mistake happens with the I and S.  They are both friendly, people oriented persons.  The difference is that you really have to pull the S into the conversation.  All a high I needs to start talking is for you to pause to take a breath.  The confusion comes when we have an S that already feels comfortable with you and the relationship.  In that case they will be smiling and somewhat talkative.  If you have made a mistake they will let you know pretty quick.  The high I will ask you if they really need to know about all that process and procedure.  Also, the I will talk a lot about how they “feel” about things while the S is more prone to talk about what they “think” about things.

In reading people we can break their behavioral styles into two groups right away.  Is the person you are reading Extroverted or Introverted?  If you can answer that question you are almost there.  Extroverts are outgoing, talk readily or easily, and generally want to control their environment.  If you read someone as an extrovert, you are working with a high D or high I.  TIP:  They don’t have time for the facts and data so just hit the high points and ask for the order.  

Introverts are quiet, calm, laidback, and generally accept their environment and try to fit into it.  If you read someone as an introvert, you are working with a high S or high C.  TIP:  Focus on the process and procedure and when you ask for the order make it a simple “yes or no” question.

What will we see in the different behavioral styles?  The largest part of the population are the high S’s.   They make up 40% of the general population.  Remember we said they are introverted.  They are people oriented but tend to be indirect, especially when they are first getting to know you.  They are geared to looking for that trusting relationship.  They are slow at making decisions and sometimes really struggle with the decision.  TIP:  Always give the S some time to “think it over” and never give them a complex decision. The answer should always be “yes or no.”  They like traditional “tried and true” kinds of products.  The most powerful question you can ask a high S is:  What have you done in the past that really worked out well for you?  They hate change so finding out what they did in the past can help you a ton.  Once you know what kinds of things they have done before and are comfortable with you can show them products and services that are the same but work better.  The high S tends to tolerate conflict, or at least put up with it longer than others. The bad thing about that for us is that they tend to leave us in the middle of the night and we never find out why.  The high S’s office tends to be a “homey” atmosphere, comfortable with family pictures and mementos like the needlepoint quote all around.  If they gesture with their hands they will make small controlled movements.  Their letters tend to be long, covering lots of information.  They will usually have some kind of organization in their work effort, even if it is a little on the sloppy side.  When they stand, expect them to lean away from you with one hand in their pocket.  They tend to listen before talking, and they come across as warm and friendly.

ON THE PHONE:  The high S tends to speak softly and slowly.  They want to know “How” it will be done and they say “we” a lot.  They want to relate to you and be cooperative, a team player.  They need reassurance that “we” have a relationship and that “we” are doing the right thing.  TIP:  The two most important things to the high S are the relationship and the process.  So sell yourself first, build the relationship and then sell them a process that will help them control or avoid risk.

The other introverted behavioral style is the 14% of the population that are the high C’s.  They are more task or job oriented and they tend to take the direct approach.  They are geared to looking for the facts and data.  They can be very critical of other people but they are also their own worst critics.  They are most comfortable with products and services that are proven and tested.  Decision-making is difficult for them because they never really have enough information to do all the analysis required to make a good decision.  TIP:  Send them all the information, facts and data, you can ahead of time and encourage them to do the analysis.  Then call them and ask for the simplest decision possible, “yes, or no.”

The high C tends to make the buying decision very slowly because they need time to do the analysis.  Like the S, they also try to avoid conflict.  They tend to be very organized with a carefully planned work schedule.  Their office will be neat and clean, with a place for everything and everything in its place.  Any stacks of work they have will be on the credenza behind them and it will usually be color-coded and in chronological order.  When they talk to you, watch for their hands to be very controlled.  They won’t use gestures or much hand movement.  Their letters will be direct and to the point with the data to support their position.  They are very uncomfortable with risk.  They know the rules and live by the book.  When they stand they may have their arms folded with one hand on their chin.  

ON THE PHONE:  They don’t like chitchat.  They are formal and like to get right to the point.  The call can be short or long, it depends on how much data is needed to support the position.  When they are talking to you expect them to be direct, questioning and clarifying you position.  Remember, they have worked hard for their title or their degree so expect them to use it, Dr. Robert T. Jones or Professor John A. Smith or Vice President William R. Jones.

Remember that 54% of the population are introverts.  They are uncomfortable with eye-to-eye contact.  The S will make eye contact with you after they begin to feel comfortable with the relationship but don’t rush them.  Also, when you go to meet the high C, always have something in your right hand.  They don’t want you to touch them so keep your distance.  If they move forward to shake your hand, step into them and shake hands (don’t use that high D white knuckle power grip) and then step back again.  They are more comfortable with you when you give them room.

In your office, let people sit where they want to.  If you don’t have room in your office or work area to have some distance between you and them, see if you can’t reserve the small conference room for the meeting.  They will like having more room but also they will like having more privacy.  

The high S’s and the high C’s, the introverts, are harder to work with.  You have to do some special things for them (like building a relationship or covering them up with facts and data).  HOWEVER, when you open an account with one of them it tends to be much larger and it tends to stay with you forever.

MAKE YOURSELF A GREAT DAY!

Ron Keese