Are you looking for an edge in business negotiations? Personality Marketing gives you a powerful advantage, because it allows you to predict what the other person is thinking about, what they value, and how they will make decisions.
At my rocketry business, I recently had an inventor approach me with an idea that he came up with. Now I don’t accept outside submissions of ideas, because it is too complicated to deal with all the legal ramifications. But I want to show you how you could use the techniques of Personality Marketing to move the business negotiations along quickly, and to your advantage.
Start By Typing the Prospect
The key to any success in negotiations is to know who you are dealing with. And it doesn’t matter if you’re buying or selling. You must know what is going on inside the mind of the person on the other side of the table.
“Typing” is what we call the process of categorizing the other person. You want to be able to classify which of the four basic personalities the person has. Are they are Warrior, a Logistical (like me), a Strategist, or a Morale Officer type?
In the Personality Marketing Manual, you’ll get an extensive education in typing prospects. I show you the four steps, that take less than 20 seconds to complete, that I quickly run through to pigeon-hole the person into the correct category. It is so powerful, that you can even type a person by the words that they write in an email message. So you don’t even need to meet them face-to-face to pick up the visual clues. You can do it by their behavior and what words they use during their conversations.
I’ll give you an example of one of his email messages to me, and what I want you to do is to figure out which of the four personality types this man has. Here is the email (with corrections to spelling and grammar):
…you know though…..doing business is kind of a marriage and should be treated with that sort of reverence and respect……a real trust by both parties……too many times I have been witness to the violation of business associations and trusted relationships treated with little to no importance and disregard.
Yes …..let it be understood that if we do business it should be regarded as a type of marriage not to be cheated or mishandled….as a man of integrity, I’m sure you do concur.
…and as you have some of your background posted, I to feel compelled to offer some of my background……I would like to think of my self on retainer for future design ventures…..and money isn’t always the motivating force….yes it does help, and this first design should be profitable for the both of us…..you’ll have what you need, and I’ll have my needs met.
Treat the nondisclosure like a prenuptial, because that is exactly what it is!:-)
Your’s always designing,
<designers’ name removed>
Did you pick up the personality type? It jumped out at me like a freight train. Since this is an example, let’s go through the typing process.
My method of typing in this case, is to start by eliminating the types that this person wouldn’t fit into.
So, does this sound like a “warrior” personality type? Just the word warrior sounds like a person that would take no prisoners. That’s why I use this specific word to describe their personality type –it fits! And there is nothing in his phrasing to suggest any kind of fighter attitude. In fact, he talks about a marriage and prenuptial agreements. This person is definitely not a Warrior personality type. Don’t you agree?
My second guess would be to check to see if he is a Strategist. When dealing with “inventors,” my first inclination would always to this type of archetype. They do seem to go together, right? But a Strategist would use logical sounding words, and would always get right to the point. Typically they start asking questions before you do.
In this case, the writer is not asking any questions, but wants to tell me his background. So I would rule out them being a Strategist.
Next, does this person have the traits of a Logistical archetype? If he was a logistical, I’d expect him to talk in a series of steps: “Do step A, then step B, and finally step C.” You’ve probably noticed or picked it up in my phrases, as I’m typing this article. I’m a Logistical personality type. This person is not.
That leaves only the Morale Officer personality type left. But before you jump to that conclusion, we need to see if there are any clues that he leaves that verify that he is in this category. So that is what we’ll do now.
When I say the phrase “Morale Officer,” what image pops into your mind? Someone that want everyone to get along, right? Do you sense that about this inventor?
Morale Officers talk about relationships. And “marriage” is one type of relationship. He definitely was referring to that, right?
He also makes mention that “money isn’t always the motivating force.” This is a concept that the Morale Officers are really eager to share with others, to let you know that they are not greedy. They assume that “making money” or “helping others” are the only two reasons people start businesses. There are lots of other reasons, but they truly believe that they can be boiled down to just these two. Incidentally, I chose to go into business for myself for another reason: “freedom.”
The final clue to this person’s personality type is the salutation he uses at the very end of his email. He says: “Kindest regards,” and “Your’s always…” Both of these are meant to convey a feeling that “he has only my interest’s in mind.” That is a great clue to use that he is a Morale Officer.
I caution that just one clue by itself is not enough to type the person’s personality. But we had three clues in this email, and nothing that could be used to pigeon-hole him into one of the other three. Based on that, I’m 99% certain that he is a Morale Officer personality type.
Now, we can begin the negotiations, since we know what is going on inside their brain and how they will make decisions.
Dealing With Morale Officers
At this point, you’ll want to review the Personality Marketing Manual for tips on what to do when dealing with Morale Officers. In my case, I decided not to do business with him, for the reasons I stated above. But I want to let him down in a gentle way, just in case he wants to do business (on my terms) in the future.
I chose to talk about “dreams for the future,” because Morale Officers are the only type of people that put a lot of emphasis on dreams. You can see in the Personality Marketing Manual how they believe that dreams are almost magical, and often come true.
What I told him was that I had my own dreams for my own future, and I couldn’t at this time subordinate them to another’s dreams. He can’t argue with that, as Morale Officers have an intense desire to help others reach their dreams. So I when I said that I was unable to put his dream ahead of my dream, he was unable to have a comeback for it. He values dreams so much, that it would cause cognitive dissonance in his soul if he tried to persuade me out of my own dreams.
This is a truly powerful negotiation tactic, and yet so simple. You really can’t lose, and you haven’t made an enemy out of the person you’ve been negotiating with. They will walk away with no ill feelings toward you.
What if You Want To Do Business Instead of Turning Him Down Gently?
Now if you want to see how you’d persuade the Morale Officer to come to your side and do business with you on your terms, I’ll save that for the Personality Marketing Manual. It really only takes one small subtle change to what I did in this case, and he would have felt compelled to do business with me.