Whether you’re communicating with customers, suppliers or employees, your success as a leader is defined by your ability to persuade with clarity and passion. In fact, you might say that leadership is synonymous with effective communication.
It’s not a stretch to say that the overall profitability of your tire dealership is directly linked to your ability to communicate and persuade.
Communication Strategies
Psychologists tell us that we are born into one of four primary temperament styles: aggressive, expressive, passive or analytical. Each of these four styles requires a different approach and communication strategy. For example, words that would appeal to a person with the aggressive style may alienate and actually destroy rapport with the passive style and vise versa.
If a leader is to influence colleagues and customers, he or she must be able to accurately recognize each of these distinct behavioral styles and adapt accordingly. The next time you deal with an employee or customer, make an effort to identify the temperament style you’re presenting to and use as many emotionally charged words as possible.
The aggressive, bottom-line “Worker” style is results oriented. These people ask “what” questions. Workers value achievement and fear loss of control. When presenting to this buying style, use words such as “control,” “flexibility,” “work,” “bottom line,” “power,” “challenge,” “speed,” “money,” “functional,” “results,” “goals,” “options,” “hands on,” “quickly,” “freedom” and “immediately.”
The expressive, emotional “Talker” style is people oriented. These people ask “who” questions. Talkers value recognition and fear loss of prestige. When presenting to this buying style, use words like “fun,” “entertaining,” “creative,” “friendly,” “simple,” “incredible,” “exclusive,” “improved,” “prestige,” “new,” “ultimate,” “spontaneous,” “exiting,” “cash” and “adventure.”
The passive, harmonious “Watcher” style is service oriented. These people ask “how” questions. Watchers value appreciation and fear conflict. When presenting to this buying style use words such as “support,” “service,” “family,” “harmony,” “dependable,” “caring,” “cooperation,” “helpful,” “easy,” “sincere,” “concern,” “considerate” and “relationship.”
The analytical, cautious “Thinker” style is quality oriented. These people ask “why” questions. Thinkers value accuracy and fear being viewed as incompetent. When presenting to this buying style use these words: “safe,” “scientific,” “proven,” “value,” “learn,” “guaranteed,” “save,” “bargain,” “economical,” “quality,” “logical,” “reliable,” “accurate,” “perfect,” “security,” “precise” and “efficient.”
Magic Words and Power Phrases
Over time, marketing researchers have consistently found that certain “magic words” used in phrases and combinations were so compelling that sales followed ads just as predictably as spring follows winter.
Here are some power phrases that will create interest, generate enthusiasm and motivate people to take action:
• Guaranteed success
• Live your dreams
• Fast, easy access
• Unlock your potential
• Accept no substitute
• Time tested
• Go with a winner
• The results are in
• Extra savings
• One-stop shopping
While it might be true that some are born with silver tongues, most people have to work at developing their communication skills. A good way to improve your public speaking is to engage the services of a communications coach or join a local Toastmasters club.
Developing the ability to speak with power and passion takes time and effort, but it will pay off in big dividends.
Click here for more ways to strengthen your sales efforts.
– By John Boe, founder, John Boe International
