People Reading with Bill Whiteside: Discover YOUR Behavioral Style

Learn The Best
Client-Focused Sales Strategy

Assess Individual Buying Motives Instantly
and Sell the Modern Way

Selling is changing. Actually, clients' expectations are changing. Today we want personal solutions. One-size-fits-all does not cut it anymore. Understanding individual differences and presenting products and services accordingly meets and exceeds customer expectations.

Most salespeople calculate their sales ability by their product knowledge, cute selling techniques, and dogged determination to make the sale...no matter what. "I'm gonna stick with this customer until they buy or die." In many cases, a successful sale involves nothing more than tricking a customer into buying something they really do not want or need. Most of us are very weary of these worn-out, slick/polished sales techniques.

Most of us believe that effective communication has two parts: talking and listening. Let's add a third: understanding potential behavior.

In Stephen Covey's book The Seven Habits of Highly Effective People, he states: "Win/Win is not a technique... Win/Win is a frame of mind and heart that constantly seeks mutual benefit in all human interactions. Win/Win means that agreements and solutions are mutually beneficial, mutually satisfying."

Successful salespeople know about the changing tendencies of today's customer. They are raising their skill level to keep pace. They keep track of changes in the market place. Professionals have to learn how to immediately deal with the new awareness of today's enlightened customers. They need to show the customers that the action they are recommending is in the customer's best interest.
Otherwise "NO SALE!"

Becoming a behavior expert allows us to focus on results while we maintain a constant awareness of the selling or negotiating process. We won't have to rely on slick techniques or strategies.

When our clients sense we are coming from a position of understanding, we do not have to be on the defensive. They will know something unique is happening. We will build on our differences.

When we concentrate on accurately assessing an opponent's potential behavior, we gain a "soft" leverage. We will know something they don't, but we won't use it to their disadvantage. This is truly Win/Win.

The traits below illustrate the method we need to make a good first impression using People Reading. Identifying these traits and reacting accordingly will show the customer that we are different. We will be helping and interacting in the manner most comfortable for them…initially. And, we never get a second chance to make a first impression.

These profiles are only the tip of the sales and negotiating icebergs. As you read the definition and recommended action on each, imagine how a full appreciation of the other traits can upgrade anyone's performance and results.

This trait and the two intensities discussed below are the most important landmarks to recognize and appreciate when first meeting someone.

Look at the placement of the eyebrows right away.

If the eyebrows are well above each eye, the person is more formal and refined. If the eyebrows are very close to the eye openings, the person will act informal and friendlier initially.

Formal
(eyebrows well above eyes)

These people want distance until they get to know you better.
They appear aloof and cool. This is their initial behavior pattern. Give them time to relax and get comfortable.
Wait for them to initiate a handshake. Remain formal and use proper names and titles until they begin to act less formal. Respect their space and don't push them. Allow more time for them to gather in what is happening around them.

Informal
(eyebrows very close to eyes)

These people are comfortable with informality and closeness initially.
They are friendly and will want you to warm to the occasion.
Match their behavior if the event calls for it. Don't stand on formality. Act affable, friendly and informal. Don't be a wallflower if you are on their turf.

This trait is the second trait to observe when meeting someone for the first time. How much pressure should I apply during this interaction? How much will the prospect or client rely on their physical taste toward color, sound or texture?

The thickness of the hair approximates the thickness of the first layer of skin.

Quality
(fine hair and thin skin)

These people are like silk instead of burlap. They are "thin-skinned."
They like refinement and culture…as opposed to loud noises, vibrant colors, disorder, dirt, rough fabrics, heavy foods and harsh lighting.
Don't pressure them. Talk about how your product, service or proposal will be "trouble-free" and "reliable." Talk about sophistication and elegance. Match their manner and tone of voice.

Quantity
(thicker skin and hair)

These people are like burlap instead of silk. It takes a little bit longer to reach them.
They like sturdy products that will stand the test of time. If the product they paid hard money for is weak, they aren't going to like it.
You have to make sure you're getting your point across. Match their style of expression and tone of voice. Don't escalate, just match. Remind them how important durability and strength are in today's world of the "never satisfied" customers.

Please let Bill know how he may assist you.

Be sure to include your name, address, phone, and the nature of your request in the body of your e-mail!
Phone Bill at 916-988-1182
All comments and suggestions are welcome. We consider all reasonable requests.
Thank you for your interest and cooperation.