By
Bob Phibbs
When I was writing my book, The Retail Doctor's Guide to Growing Your Business (Wiley & Sons), I wanted to show how many of the decisions business owners make, from how they buy their product, who they allow on their sales floor and how they sell to customers (or not) can be traced back to the four personality types.
While typing personalities goes back to the early Greeks, I like it because it can be recognized, taught, and spoken to reasonably easily.
Before you read further, you may want to take your free personality quiz. If you want to know more, get the book.
Have you ever had a customer you just couldn't get through to? Have you ever had a customer get mad at you for what seemed like no reason at all? Many times it's not that they were having a bad day but that you weren't speaking to them how they needed to be spoken to.
There are two main types of people, those who are ruled by their brains - the Thinkers - and those ruled by their hearts - the Feelers. The Thinkers have two groups: the Driver and the Analytical. The Feelers also have two groups: the Expressive and the Amiable. One is not better than the other three, just different.
Here are some general characteristics of the two types of Thinker personalities:
THE DRIVER
Drivers have high self-esteem and outwardly don't care if they are liked. Think Lucy from Peanuts, former Secretary of State Condoleezza Rice, Gordon Ramsey, or Simon Cowell from American Idol.
THE ANALYTICAL
Analyticals have a system to process information that can make them very focused. Think Data from Star Trek: The Next Generation, anyone on This Old House, or The Professor from Gilligan's Island.
Here are some general characteristics of the two types of Feeler personalities:
THE EXPRESSIVE
Frequently overlooked by managers, Expressives can be the sparkplugs for your crew. Think Sam Malone from Cheers, Ginger from Gilligan's Island, Kathy Griffin, or Jack Sparrow from Pirates of the Caribbean.
THE AMIABLE
Amiables are the peacemakers, caregivers, and nurturers in our lives. Think Mary Ann from Gilligan's Island, Linus from Peanuts, or Marge Simpson.
In Sum
Here's the thing: we most often hire others just like us. That means your whole store or service business often only connects to people like themselves. This leaves a lot of money on the table.
Once you understand your style, you can change like a chameleon and give the other three personalities what they need. And that's what I cover extensively in my book.
