The Psychology of a Client

By Stacey Handel, Owner, Garde Bien Spa Salon, Knoxville, TN

Is your personality a green or red? Do you work best with promoters or caregivers? Should you hire firstborns or babies? How best can you relate to clients who are extremely detailed or present indecisive personalities? Over the decades, various personality tests have been examined for use in different types of relationships, including finding a lifelong partner. However, it’s essential not to overlook the advantages of effective communication for a deeper understanding of a client's personality.

I was introduced to D.I.S.C. testing over 40 years ago. I encountered many other assessments, but I connected with this program and have referred to its format for many managerial activities. I recognized the unique benefits of valuing people's personality traits — everyone has them and in combination. This approach is useful in hiring and understanding clients' motivations in a sales environment. While many evaluations can help categorize and comprehend individuals, I found the D.I.S.C. concepts to be the most effective and user-friendly for appreciating connections with customers and creating long-term relationships.

Which style is best for sales? You might be surprised.

Patricia Fripp, author and speaker who I met in 1980, quotes from her book Get What You Want, ”Don’t celebrate closing the sale, celebrate opening a relationship". Our behaviors are inspired by the priorities of our personality type.

• First and foremost, no personality is more valued overall thzan another. The world would be dysfunctional without diversity.

• Everyone is a blend of all types with priority combinations that allow each of us to find our mojo; these are our priority patterns.

• We are all blended combinations that utilize highs and lows of each type. Ex. High C – S – D - I More introverted, works well alone, prefers not to be in charge, and forgets birthdays.

• Our priorities change in various roles. For example, in a work environment vs. a home environment.

• Like most personality tests, D.I.S.C. also uses an evaluation to categorize tendencies, how we prioritize activities, likes, and activity strengths.

• Your comfort defines your type; therefore, 75% of clients may not be your priority type and might not connect with you easily or think like you.

Awareness of these differences/ strengths will give you an advantage in effective communication, day-to-day efficiency, relationship compatibility, and positive sales environments.

Style Types:

D: DOMINANCE, DRIVING, RESULTS-DRIVEN, EXTROVERT

“I focus on the vision rather than how to get there.” “I like hard decisions.” "I like to be in charge.”

Are you a D-Type?

Your personality style is driven and dominant. You take action on projects and are results-focused. You love to make decisions and work well with goals. You are competitive and strive to win. Often in a leadership role, boss or captain. Many successful entrepreneurs are D-Style.

If you are a D-Type:

Be careful not to over-promise, slow down for all other personality types, and be a better listener. You can appear pushy to other types. Be more personable and friendly for I and S-Types and add more details for C-Types.

To prepare for new client consultations, we will explore as much information as possible via Google, Facebook, LinkedIn, etc. One such client we found was a top auditor and financial advisor. She was also of average size, brown shoulder length with a far-left part. To prepare, we selected our brown samples, styled and parted to mimic her look. Her review was outstanding “…… was prepared and showed me exactly what I wanted. She made my difficult decision surprisingly pleasant.”

Our D-Type client:

Want to be in charge and might speak first, wants you to be on time, wants to direct the process, and may interrupt you to get on track. Loves making decisions, so give them choices. Do your homework to prepare for D-types. Have forms ready, samples ready, demos ready. Don’t focus on trendy or most popular items; they’ll hate that.

I: INFLUENTIAL, SOCIAL, EXTROVERT

“I connect with customers as people.” “I remember birthdays.” “My passion is helping people.”

Are you an I-Type?

You embody enthusiasm and contagious excitement. You are warm, optimistic, and have fantastic social skills. You are generally more interested in people than projects. Marvelous skill in helping customers open up and share. You love groups and make great party planners; even if it’s painting a room, you'll make it fun by organizing a ‘paint party’.

If you are an I-Type:

Limit personal stories with D and C-Types, rather, get to the purpose of the appointment first. Include more detailed material for C-Styles listen to an S-Style story, and limit yours. Overall, your enthusiasm will be appreciated by every personality type.

It's crucial to stay focused on achieving results during consultations. Conversations can easily drift into storytelling, especially when two I-types are involved. If you're consulting with a D or C type, maintain your focus to help achieve better outcomes.

Our I-Type client:

Often make impulsive decisions, seek input from friends for significant choices, and may prefer to have a support person accompany them to a consultation. It's advisable to schedule their appointments as the last of the day. Offer refreshments and aim to create a light, conversational atmosphere during the consultation to keep it enjoyable. I-types are excellent resources for referrals, so be sure to express your appreciation for their recommendations.

We organized a fun, game-like consultation for a cancer patient who wanted to include six of her friends. We encouraged the friends to bring snacks and wine, and we printed voting cards with a star rating system from 1 to 5 for each wig she tried on. It was fun to make her decision-making process enjoyable while helping her friends feel more connected. Another of our I-Type clients took pictures of each wig and shared them with friends to gather feedback during the consultation.

S: STEADINESS, SINCERE, AMIABLE, INTROVERT

“I am genuine and trustworthy.” “ I am dependable and respect rules.”

Are you an S-Type?

This type is a good listener, calm, and desires to gain respect and trust, not just to ‘make the sale.’ You are tactful and diplomatic and prefer to guide more than pressure. You are very supportive but avoid conflict. You have a great way of connecting, and customers will respond. Don’t forget to enter notes from your conversation and stick to the script or questionnaire to retain data.

If you are an S-Style:

Focus on results; you might get overwhelmed by aggressive or unhappy customers, but hang in there. You may be too routine, allowing customers to take control, and you may move too slowly for D-Types. Encourage decisions; you’re not being pushy; it’s simply a characteristic of an S-type personality.

Our S-Type Client:

They will have very good questions and are looking to you for guidance. Will refer to your expertise and may say, “I am not sure, you are the expert, and I am open to whatever you recommend.” These are the most loyal clients. They are appreciative of your help. S-Types may appear disinterested but are really just processing the information may leave without a decision while remaining interested; wait a few days and follow up.

I do not have a favorite type. However, I am partial to the S-Type because they have been taken advantage of, want to trust, and are the most hurt when lied to or ‘pushed’ into a purchase. They are pulling for you to be the ONE to offer a solution. You can foster an incredible bond with an S-Type who is worthy of an ethical and well-educated professional. S-Types are eternally grateful. We often hear, “I am so glad I found you” or “I wish I had found you many years ago.”

C: COMPETENT, CALCULATING, LOGICAL, INTROVERT

“I know my stuff.” “I love the details.” “I take notes and make lots of lists.”

Are you a C-Type?

You are focused on quality and data, as a C type you are well-organized and want facts and details, often in writing. You are neat and orderly. You are problem-solving and solution-oriented. You are great at filtering through lots of data to find the right options. You hate to be late, but sometimes, you need deadlines as perfectionistic desires will cause extreme overworking of the process.

If you are a C-Type:

Select priority data and summarize it for your customers to avoid overwhelming them with minutia of details, especially the D and I Types. Let the client tell their story before presenting your data. Let them ask questions that are your cue to their interests.

Allow them to share opinions and feelings about the ideas you present. Watch for reactions as you present.

Our C-Type client:

Create a neat work area, use forms and lists, provide copies of data sheets, and provide accurate, up-to-date information. Better to say, “I don’t know, but I will find out,” than anything other than accurate information. Present a chronological overview of processing steps such as ordering, servicing, follow-up, etc. C-Type clients do research, will bring photos, a list of questions, and rate your responses. Avoid words like “match your color” or “will look exactly like your hair.” They will expect it to.

Be attentive if clients bring in photos, lists, and Instagram videos these are extremely important to them. If they keep asking the same questions, provide them with written brochures that detail, for example, the home care steps suited to their needs. Offer to reach out for follow-up questions either by phone or in person.

To be an effective salesperson, you will often be selling to people in a way that you wouldn’t want to be sold to. We can all relate to times when someone is "pushy" and lacks understanding of our priorities. If a salesperson gathers the right personality information first by asking questions and listening, it will never feel pushy. Understanding this, practicing and perfecting these skills will help you connect and remain curious about your clients, regardless of their personality type, ultimately fostering more effective long-term relationships.