On facebook, a friend wrote: “Too many people are thinking of security instead of opportunity. They seem more afraid of life than death!” What does this statement mean – really? And who are they talking about?
This is a common phrase, and I’m sure you’ve heard it in the past. It is all about “investing in an opportunity versus holding on to security.” But what got my attention was the second part of the statement: “they seem more afraid of life than death.”
Who says that kind of thing? It is important to know, because it may be one of your customers. If you know they are thinking of it in advance, then you have an advantage when you are selling to that individual and people like them.
I know my friend is a Morale Officer personality type. So if they are thinking this type of phrase, then it is a really good bet that other people with the Morale Officer personality classification are thinking it too.
I probably don’t even have to tell you how to turn this phrase around and use it on them when selling to them—do I? This is so easy, it almost feels like manipulation. “Say, I know you feel that people are more afraid of loss than they are an opportunity, right? I’m here to present you a great opportunity today.” If they feel that statement is true, they have to give your proposal a lot of consideration. The law-of-consistency dictates that they do, or else they will feel torn into two.
But I didn’t want to talk today about how to implement the strategy, because that part is so easy. In fact, I don’t even want to talk about the Morale Officer personality types. I want to talk about the Logistical personality types.
The Logistical people are the ones that are the most security oriented. And typically, they aren’t afraid to tell you about it.
The reason why is that the Logistical people remember how long it took to achieve what they now possess. For example, it may have taken them decades to accumulate a small sum of money. What is going through their mind is how long would they have to work again to accumulate the same amount of money. For them, they feel that it will actually take longer the second time through. This seems strange, doesn’t it. Because the second time you go through a task, you should be faster because you’ve learned something along the way. And in a sense, this is true.
But for the Logistical, what they look at are the conditions the second time around. For example, how much red-tape has the government put into the process that you’d have to wade through to get the same business up and running today from scratch, compared to what obstacles you had to hurdle 10 years ago. Obviously, the government bureaucracy is a lot larger now than it was in the past.
That is what the Logistical is thinking about when you tell them to seize an opportunity.
Learning From and Avoiding Failures
And on the flip side, they see the failures of others and learn from those failures. I believe they are much more cognisant than other personality types of business failures. So when someone else does seize and opportunity and crashes-and-burns, they are now less likely to take that leap than they were in the past.
Watch this clip from the TV show, Gold Rush.
Here we see one of the miners, Greg Resmsburg (a Warrior personality type), come to grips with his failure as a miner. The situation was that he worked for two summers as a gold miner, and doesn’t have a penny to show for it. He seized the chance to go after an opportunity, but ended up sacrificing all his security.
Obviously, you can’t succeed without going after opportunities. And the Logistical person does realize this, but they will say there are risks and then there are fool-hardy risks. They will want to avoid fool-hardy ones. They would much rather let someone else takes the risks, while they reap the rewards.
This is what you’ll see of the Logistical personality types from the new show on Discovery, called Bering Sea Gold.
The first Logistical is Steve Pomrenke. As you watch the show Bering Sea Gold, you’ll see he doesn’t risk his neck by sending divers down in the water like the other operations do. He uses an excavator mounted on the front end of his dredge to scoop up dirt from the ocean floor to find gold. It requires a bigger boat, but his operations seems to work well.
His colleague, Vernon Adkison is also a Logistical personality type. He spent the winter getting his boat and crew ready to go, which is typical of Logistical getting ready to do business. Again, he is not the one that is doing the diving (the high risk task aspect), and he hires out that portion of the operation.
How does this relate to selling?
Logisticals take a lot of grief from the Morale Officers for not taking risks. And some of that is justified. But they are the workhorses that get things done their own way without a lot of drama.
When you sell to the Logisticals, you will not win friends when you tell them that they are more afraid of life than they are of death. Their goals are different, and they don’t necessarily want the same excitement in their life that other personality types look for. They will be polite about thanking you for offering them a opportunity, but they will probably turn it down if the risk is too high.
Show them how the risk is managed, and they will be much more amenable to your offer.
Until next time, “Be Fruitful.”