Want to persuade your buyer? Invite them into an elevator
Negotiation with a buyer can often feel like a grand adventure, akin to exploring the depths of a jungle. To truly succeed in this complex and dynamic terrain, it's imperative to understand and embrace the diversity of personalities you're likely to encounter. As someone who has trained over 20,000 professionals in the art of negotiation, I've come to realize that not everyone will perceive you in the same way. If I'm teaching a seminar with one hundred people in the room, there will be a hundred different lenses through which your identity is perceived. While you may not have control over these perceptions, you can certainly strategize and tailor your approach to resonate with different personality types, ultimately making you more influential and persuasive.
The history of personality typing systems is rich and varied, with roots tracing back to the days of Socrates and his theory of four humors. However, when it comes to the fast-paced world of negotiation, one system stands out for its practicality and effectiveness: the DISC method. With just four distinct personality types, it's easier and quicker to pinpoint and adapt your approach, compared to more complex systems like Myers-Briggs with its 16 types. Think of the DISC method as having a reliable compass to navigate the intricate paths of human interaction.
Type # 1: Dominant (I prefer to call these types, LIONS)
Picture these Buyers as the kings and queens of the jungle.
Decisive and assertive, they have the ability to make swift decisions, much like a predator seizing its opportunity.
They're not known for their patience, favoring direct and succinct communication.
Their biggest fear is losing control, akin to a lion losing its pride.
Type # 2: Influential (I prefer to call these types, DOLPHINS)
Dolphins are the social butterflies of the negotiation seas.
These Buyers are talkative, sociable, and enthusiastic, transforming negotiations into friendly swims.
Spontaneity and emotional connections are their forte.
Their deepest fear is losing prestige and respect, a fear resonating with the bonds dolphins have in their pods.
Type # 3: Steady (I prefer to call these types, KOALAS)
Koalas are a calming presence amidst the chaos of the jungle.
These Buyers are patient, caring, and careful, they flourish in a stable and sincere environment. They excel at listening and place immense value on modesty and trust.
Their biggest fear? Confrontation, aggressiveness, and major changes, much like a koala's fear of unexpected storms.
Type # 4: Compliant (I prefer to call these types, OWLS)
Owls are the analytical thinkers, perched high above, observing the jungle. Precise, disciplined, and logical, they thrive in a world of data and facts.
These buyers are reserved and composed, making every decision with caution.
Their biggest fear is making mistakes and the ensuing embarrassment, much like an owl's fear of missing its prey.
Now, let's take a light-hearted scenario that perfectly captures how our four different personality types might approach waiting for an elevator in an office building:
LION: As the Lion approaches the elevator, they waste no time. They press the elevator button with unwavering determination, expecting the elevator to arrive immediately. Their patience wears thin within seconds, and they begin to pace restlessly. The Lion looks around, making mental notes of everyone in the vicinity and who should have been there waiting already. Impatience boils within them, and they might even consider taking the stairs to avoid further delays.
OWL: In contrast, the Owl is content to quietly wait in the corner, engrossed in their own world. They inspect the weight capacity plaque, cross-reference the serial number with a mental database of elevator models, and examine the inspection certificates. The Owl might also ponder how often maintenance is performed and whether there's an optimal efficiency algorithm for elevator dispatching. They maintain a stoic and composed demeanor, seemingly unfazed by the ticking seconds.
DOLPHIN: The Dolphin, on the other hand, is the life of the waiting game. They seize the opportunity for social interaction, greeting fellow elevator-waiters with a cheerful "Good morning!" or discussing the latest office news. They exude enthusiasm, sharing anecdotes and stories to entertain the crowd. By the time the elevator arrives, the Dolphin has made a couple of new friends and left everyone with a smile on their face.
KOALA: Lastly, the Koala takes on the role of an elevator attendant, ensuring that everyone is comfortable and safe. They courteously hold the elevator doors open, offering assistance to anyone who might be in a hurry. In their calm and steady manner, the Koala might even strike up a meaningful conversation with a fellow passenger. They take this waiting time as an opportunity to connect on a personal level, making everyone feel at ease.
Indeed, this humorous elevator scenario provides valuable insights into the interplay of personality types, shedding light on how these dynamics extend beyond the confines of elevator rides and into the world of buyer/seller negotiations.
Consider, for a moment, the Lion's perspective when confronted with a Koala holding the elevator door open, seemingly for an eternity, allowing every last passenger to board. As a self-identified Lion, I've certainly found myself in this situation, experiencing the internal battle between impatience and the desire for efficiency.
The lesson here is clear: recognizing and embracing the diverse tendencies and preferences of personalities is essential for success, whether in professional settings with Buyers or personal relationships. Having ventured into numerous relationships, both in business as well as love, I understand the delicate balance required when the Lion's initial impatience meets the Koala's steady pace. It's in this balance that we find the key to harmonious coexistence, whether in the elevator, the negotiating room, or the realm of romance.
Let's now explore in greater detail strategies for effectively persuading and influencing your buyers when negotiating with each of the four personality types:
How to persuade and influence a LION in a negotiation:
Keep it fast-paced and fact-driven.
Provide a clearly defined path to success.
Show confidence and the ability to get things done.
Avoid unnecessary details and emotional appeals.
How to persuade and influence a DOLPHIN in a negotiation:
Keep them engaged, excited, and inspired.
Create an enjoyable and social atmosphere.
Prioritize emotional connections and the expression of feelings.
Maintain flexibility and embrace spontaneity in your communication.
How to persuade and influence a KOALA in a negotiation:
Prioritize the establishment of trust and security.
Approach with sincerity, patience, and a caring attitude.
Make them feel valued and safe.
Invest time in building a personal and sincere connection.
How to persuade and influence an OWL in a negotiation:
Provide extensive and evidence-based information.
Maintain a logical and patient approach.
Demonstrate dependability, reliability, and meticulousness.
Stick to the facts and avoid emotional appeals.
When preparing for your next negotiation, understanding your Buyer’s personality type and priorities can significantly improve your negotiation strategy. Here's a recap of the questions you should consider:
Buyer’s animal type: Identify their dominant personality type, whether they are a Lion, Owl, Dolphin, or Koala.
What are your Buyer’s animal-type priorities? Learn about their primary concerns and what matters most to them based on their personality type.
Which of these priorities comes least naturally to your animal type? Evaluate which of your adversary's priorities might be in direct contrast to your own natural tendencies.
What steps can you take to address their priorities in this area? Develop a strategy to accommodate their priorities, even if they are not your natural inclinations.
How might you rephrase or reposition your typical delivery to be more compatible with these priorities? Consider adjusting your communication style and approach to align with your adversary's priorities, fostering a more productive negotiation.
By keeping these questions in mind and tailoring your negotiation approach accordingly, you can create a more effective and harmonious negotiation process that takes into account the diverse personalities and priorities involved.
Bringing a wealth of knowledge and decades of experience, Tony Perzow is a leading authority in negotiation, having trained over 20,000 professionals from some of the world's largest organizations. If you're keen on having Tony speak at your meeting or event, schedule a discovery call now. The practical tools he imparts will instantly enhance your team's negotiation skills, ensuring that your organization maximizes its financial outcomes in every negotiation.
