The Commercial Classroom - Issue 102: Personalities

What are your personality traits? Or perhaps more importantly what are the personality traits of our clients and customers. If we can identify them it may help us communicate better. There are four primary personalities: analytical, amiable, expressive and dominate. Most people take on the characteristics of one or two of these groups. As agents we want to look for "signs" indicating a certain personality type so we may approach the person accordingly. Analytical Personality: Traits of this personality are being super organized, the person analyzes everything; they love numbers, charts and graphs. Their office will be neat, organized, a clear desk, with charts on the wall. They will be detailed orientated and read everything, considered a slow decision maker. Approach the analytical person with a written proposal; a complete package of information including background information, with graphs and charts. Amiable Personality: These are the nicest people; very family orientated and quite emotional. This "people person" needs to trust you, to be your friend, feel secure. Their office will be filled with family pictures or serenity soft posters scenes of flowers and love. They love status-quo, change is hard for them; they are also slow decision makers. They want to have everything explained to them. Approach with a slow friendly presentation, do you understand? Explain verbally everything and leave behind materials. They will have to think about it! Expressive Personality: Big into recognition - see what I did- shows off. Their office is filled with plaques and certificates or other trophies, they show achievements visually. Their desk is loaded with papers. This "people person" likes to keep thing light, they kid around and joke, and they are quick decision makers. But things need to be their idea! Approach them initially by recognizing their achievements. Have everything in summary format. Make it their idea; what do you think? Dominate Personality: Typically your company presidents, CEOs, directors; they are focused, in charge, and will take over the interview. Their office is their "cave"; you will be directed to close the door and be seated. Generally they are fast decision makers; they like a summary plus a complete package. They will give the complete package to a subordinate and ask them to review and give them back a summary report. They will set the next meeting date. Approach respecting their time, get right to the point. Let them take charge. Look for the clues to people's personalities. Presenting your proposals based on their personality traits will help you develop relationships with them and communicate better. Edward Smith, Jr., CREI, ITI, CIC, GREEN, RECS, is the eastern regional director of Coldwell Banker Commercial NRT, Syosset, N.Y.