SELLING TO THE HIGH D:

Approximately 18% of the population are high D’s, dominant directors. Remember though, if you are prospecting primarily business owners and entrepreneurs you will probably be finding more D’s than in the general population. They have a strong need to direct and they will usually give you their opinion in strong language. They are direct and to the point. They will take issue with you if they disagree but they seldom hold a grudge. They can be high risk-takers, not considering the consequences of their decisions. High D people can be described this way: They are extroverted, task-oriented people. They are direct and impatient, geared to results and efficiency.

You can sell the high D almost anything if you can convince him or her that it will save them time and/or improve their results—and give them a couple alternatives to choose from. Because of their lack of time, high D’s do not focus as much energy on studying and evaluating ideas. They want you to do the analysis and lay it out for them to approve or disapprove. They tend to buy new and innovative products and services.

SELLING TO THE HIGH I:

Approximately 28% of the population are high I’s, influencers. Again, if you are prospecting primarily business owners and entrepreneurs you will probably be finding more I’s than in the general population. They have a strong need to interact with other people. They love taking every opportunity to verbalize their feelings. They know everybody and they are involved in almost everything. They can make decisions quickly and act impulsively. High I people can be described this way: They are extroverted, people-oriented people. They are direct and disorganized, geared to looking for fun and enjoyment in the experience.

You can sell the high I almost anything if you can make them feel good about it. They really want to “feel good” about it. Style is as important to the high I as substance, so sell the steak as well as the sizzle. Your presentation to the high I needs to have impact so involve as many of their senses as possible, especially the visual senses. They tend to buy showy products and they love “new and improved.”

SELLING TO THE HIGH S:

Approximately 40% of the population are high S’s, steady relaters. All entrepreneurs and business owners are not D’s and I’s. If their company has something to do with technology or information, you could be talking to an S or C. The high S has an inherent need to serve. Always one to help, the high S readily lends a hand to get the job done. Serving and helping energizes the high S. They love having a process to follow and they live for the relationship. High S people can be described this way: They are introverted, people-oriented people. Decision-making can be very difficult for them and they are very uncomfortable with risk. They are indirect, process and relationship oriented and geared to continuing the status quo.

You can sell the high S almost anything if you can sell yourself first. The relationship they have with you is more important to them than the product or service you are selling. They do not like to “try” new things so find out what they did in the past that worked well for them. Family is very important to them so find ways of helping them help their family. They tend to buy traditional products that have been around a long time.

SELLING TO THE HIGH C:

Approximately 14% of the population are high C’s, complaint perfectionists. They can be business owners and entrepreneurs also, especially in the technology or information industries. The high C has a strong need for a stable and orderly life. Their first rule of conduct is to go by the book. They prefer a professional disciplined approach to problem solving. A sign above the high C’s desk reads: “In God we trust—all others must have the data.” The high C can be described this way: They are introverted, task-oriented people. They are indirect and critical, geared to looking for facts and data.

You can sell the high C almost anything if you can provide them with quality facts and data. The worst thing to say to a high C is “new and improved.” They are not innovators and they may be just a little suspicious of you and your product or service. They will not make a decision before they have done the analysis and they have spent most of their lives avoiding risk. They like to buy proven products that limit or at least lower their risk.

EXCELLENCE CAN BE ATTAINED IF YOU:

     –Care more than others think is wise.
     –Risk more than others think is safe
     –Dream more than others think is practical.
     –Expect more than others think is possible.

MAKE YOURSELF A GREAT DAY

Ron Keese