Selling to the Seven Emotional Buying Styles – An Interview!
- Greg, you’ve written a book entitled “Because Selling to the Seven Emotional Buying Styles” tell my readers a bit about your book.
This book is a fun and practical guide to the use of Emotional Intelligence.
No matter who you do business with they are an emotional human being first and are subject to all the rules of being human. When you press their ‘red button’ a chemical reaction starts in their brain forcing a negative reaction – we have all seen the extremes of this where someone goes into a rage and cannot stop themselves, only to regret their actions later. It is much better to push their ‘green button’ and force the brain to produce the chemicals that drive positive emotional responses.
In this book I introduce the seven emotional drivers, the green and red buttons for each, and a tool to help you understand the emotional styles you are dealing with.
More importantly I introduce ways to work with each emotional styles and tools to help influence each style. While the concepts are universal, I address the situation where you are trying to sell something.
- The title is catchy and I sense there is a story behind it. Please share.
Yes – the seven emotional styles are based on the original work done by Aaron Rosanoff in his work on personality needs and later developed further by Humm and Wadsworth. The names for the styles were coined in the early 1990’s by my business partner Michael Tregonning for the ground breaking experiential learning game “The Gatekeepers” [YouTube video link ] I then added the outstanding scientific research by Jonah Lehrer detailed in his book “How We Decide” and distilled these materials for use in a sales environment along with simple tools to allow a sales person to apply the work in the field.
- What was your motivation in writing this book?
Demand really. There are a lot of books dealing with emotional intelligence, personality profiling and influence. In each of them you need to sit someone down and do a test; them get a result and finally get a strategy to deal with that person.
What we discovered was there is a demand for a simple tool to allow you to determine someone’s emotional makeup in 90 seconds, and provide you with the tools to deal with them. There is no need for a test – just simple observation.
- You write about Seven Emotional Buying Styles. Share some insight into two of them.
I will share the two opposite emotional styles.
The Hustler is an outgoing, polished and slick individual notorious for ‘name dropping’. Their primary emotional desire is for material success and all the trappings which go with this. They will go out of their way to tell / show you how successful they are.
- You push their green button by showing a personal win or advantage; complimenting them on their achievements and getting to ‘the money’ and creating a deal.
- You push their red button by having a sloppy appearance or unprofessional attitude; ignoring or not acknowledging their achievements and not getting to the point.
The Normal emotional style is the opposite. While they will be conservatively dressed, their attire will not be ‘slick. Their primary emotional driver is social acceptance They look for evidence many others are doing the same thing and in a sales situation will respond well to testimonials. The mere suggestion of anything out of the ordinary, such as a discount, will make them nervous.
- You push their green button by offering examples of success; guarantees and pointing out how your service is an established and recognized process.
- You push their red button when you criticize or challenge their integrity; offer special discounts or a deal outside normal terms or seem to be secretive or avoiding an issue.
- What personal buying style and what makes that so?
Every person has a portion of all seven emotional styles (emotional intelligence). Like DNA, it is the amount of each style which makes up your buying style. Each person will have one dominate style and one or two minor styles. Here are the seven emotional styles;
- What do you hope the reader will gain from your book?
The reader will gain a new found appreciation of how & why people make a decision in the way they do. They will be equipped with a working knowledge of how to recognize each of the seven emotional buying styles in the first ninety seconds of any future encounter along with a practical way to quickly adopt and communicate with decision makers at a deeper level.
- How, by the way, did you go about selecting the ideas included in your book?
This book is a result of running “The Gatekeepers” program for many years. We developed a ‘debrief’ book we use use during the program and this book is an expansion of this.
- A number of my readers are in the media, so as we conclude this interview – what two things would you want them to know about the uniqueness of your book?
- The concepts in this book are not unique, just the way we use them. The Humm-Wadsworth, developed in about 1935, has been used by Chandler-McLeod as a personality assessment for decades with millions of people being assessed for career guidance using it. Our uniqueness is the way we use the model in communication. Most people rely on DISC and other profiling tools. In this book we provide the practical tools and guides for everyday understanding of emotional intelligence in a way no other system does.
- The programs we run are based on the concepts in this book. They are totally unique with thousands of people being introduced to these concepts through “The Gatekeepers” programs.
- “The Gatekeepers” has yet to be run in North America – we are looking for a partner.