How to increase your influence.

Research clearly recognises that those who appreciate and understand human behaviour and therefore respond appropriately will increase their influence.

Dale Carnegie came to this conclusion having researched this in detail and there claimed that about 15% of one's financial success is due to one's technical knowledge and about 85% is due to skill in human engineering—to personality and the ability to lead people.

This is a staggering finding and has been referred to over many years. This has huge implications for us today.

If you are looking to increase your influence when it comes to your leadership, team development or sales – I have great news for you. Influence is a skill that can be learnt. I have found that to be true in my own life.

John Maxwell says - 'Leadership is influence nothing more, nothing less.'

Influence is built upon trust. We must always want the very best for those that we have influence with. Trust is the foundational stone for this.

So, how do you instil this trust?

Lets look at the world of sales to see how this can work. Does it surprise you to know that the steps you take to instil trust are different depending on the person you are selling to — their buying style?

I must confess – I did NOT know this. I thought one approach would always work – but it did not for sure!

Again, research suggests that the most effective people are the ones who can quickly determine the personality style (and thus buying style) of their customers and can quickly adapt to that — selling to their buying style.

When your customer senses that you understand them, they will begin to trust you and will be more inclined to buy from you.

It is no secret that different customers with different personality styles have different “hot buttons” that will encourage them to buy. The job of the salesperson is to find that particular button and push it effectively.

The psychology of selling is in understanding the customer and pinpointing his/her unique motivating factor(s); then, creating a favourable environment that will stimulate him/her to purchase.

You can see so clearly how this relates to leading a team, it reveals the importance of good communication.

I want to share with you 4 ways to understand the different types of personality styles and how you can respond to them. Don’t forget the research that Dale Carnegie found that - about 15% of one's financial success is due to one's technical knowledge and about 85% is due to skill in human engineering—to personality and the ability to lead people.

1. How to understand the 4 following personality styles.

We can categorise personality styles into 4 main groups. Everyone is a unique combination of these 4 groups, but most people have a dominant tendency toward one of them.

D= Dominant/Driver Personality/ Buying Style

Only 3% of the population has a dominant personality style.

They tend to be fast-paced, to the point and decisive. They are often very competitive and confident and are drawn to change and taking risks. They want to get to the facts as soon as possible.

We often refer to the D Personality Style as a lion or an eagle. Just picture the tendencies of a lion or an eagle when thinking about this personality style. They are the leaders, visionaries, and go-getters.

I= Interacting Personality/ Buying Style (Inspiring and Influencing)

11% of the population have an interacting personality style.

They tend to be responsive, charismatic and animated. They enjoy small talk and are drawn to fun.

We often refer to the I Personality Style as a peacock or an otter. Just picture the tendencies of a peacock with its bright feathers strutting about or an otter who is fun-loving when thinking about this personality style.

They love to dream and be around people.

S = Steady/Stable Personality/ Buying Style

The majority of the population, 69% have a steady personality style.

They are friendly, relaxed and agreeable. They resist change and taking risks and enjoy working in teams. This group is often referred to as the ‘silent majority’. Therefore if you are looking to get buy in from your team, ensure you consider communicating to this group in a way that will win them.

We often refer to the S Personality Style as a golden retriever or a dove. Just picture a faithful golden retriever or a peaceful dove when you think of this personality style. They are loyal, reliable and prefer the path of least resistance.

 C = Compliant/Correct Personality/ Buying Style

17% of the population has a compliant personality style. They are often cautious and controlled and are very task-oriented.

They focus on facts and details and like to work independently.

We often refer to the C Personality Style as an owl or a beaver. Just picture a wise owl or a beaver meticulously building a dam when you think of this personality style.

They enjoy systems and details.

2. Watch And Listen To Your Customer And Those That You Lead

All effective communicators know that the best way to connect with others is to watch them and listen to them. Do not just listen to respond to them, but listen to understand them, get to know them and truly connect with them.

As you do this, take note of things like:

• how they walk into a room
• the way they greet you (eye contact, handshake, the words they say)
• do they ask a lot of questions or want to share personal information and stories?
• their questions (yes or no answers or detailed accounts?)
• the information they ask of you (do they want details, testimonials, service information)
• how they interface with team members
• their pace (fast-paced, calculated, slower-paced)
• their body language (open and friendly or guarded)
• pictures and items in their office (family member photos, sleek environment, cluttered)
• how they dress (all black, casual, lots of colours)
• and more

3. Determine Their Style

Based on the information you gather while watching and listening, you will be able to get a good feel for their personality style.

For instance, if they walk into the room fast and confidently, greet you with a strong handshake and look you right in the eye then want to get right down to business quickly, they are likely a high D.

If they seem very pleased to see you and want to have small talk and share their own personal experiences or those of the company and seem to be genuinely enjoying the conversation, they are likely a high I.

If they are friendly and relaxed, ask a lot of questions and seem very agreeable and cooperative, then there is a good chance they are a high S.

And, if they are reserved and controlled and want to see data, explanations, and details, they are probably a high C.

I really enjoy doing this. Whenever a client completes a personality assessment to find out their own personality style, I will always make a guess of their style before I read their report.

I would say I am right 95% of the time. It did take a while to get to this level.

Note: these are not hard and fast rules, and as I mentioned above, most people are a combination of these various styles. But it is often fairly obvious within a few minutes of interaction which style they are most dominant in and develop your action plan accordingly.

4. Develop Your Action Plan Accordingly

It is important to point out that we are not talking here about manipulating people to buy a product or putting on a false front. We are simply talking about presenting your product or service in a way they would find most attractive, based on their personality style.

Your focus is not on trying to sell more – rather you are helping buyers buy.

For instance:

Action Plan for the D Personality

Remember that they want tangible results. Focus on the quality of your product and its ability to get results. You can share this information best through expert reviews. Be brief and to the point. Allow them to win and/or be correct. Keep your pace relatively fast and answer their questions decisively.

Action Plan for an I Personality

Remember that they want an enjoyable experience. Keep your presentation fun and share real-life examples. Allow them to talk and let them know you understand their feelings. Give them recognition and appreciation and offer an opportunity for them to speak with your customers who have had a good experience.

Action Plan for the S Personality

Remember that they want security and practicality. Be friendly and demonstrate that you are trustworthy. Focus on guarantees and return on investment. Introduce them to your customer service team so they can be assured you will take care of them. Slow your pace a bit.

Action Plan for the C Personality

Remember that they want facts and credibility. Share the data and proven results of your product along with warrantee information. Focus on step-by-step explanations and answer all of their questions in detail.

Do not pressure them to decide on the spot. Give them plenty of time and space.

Do Not Forget Your Follow Up Plan

As you can probably see, each of these personality styles will react differently to your follow up. This is a crucial part. Understanding the follow up process. As a leader, the way you follow up can have huge impact upon the results you are seeking. Again, the same is true when it comes to sales.

Too many people get this part wrong and unfortunate don’t see the results they long for.

For instance:

? D Personality Styles will appreciate a brief, factual follow-up.

? I Personality Styles will appreciate you following up with literature and details in writing and asking about the personal things they shared with you (family members, new car, etc.)

? S Personality Styles will appreciate you following through with additional information you told them you would provide and you showing that you are sincerely interested in them as a person.

? C Personality Styles will appreciate you following up with more details and allowing them to ask additional questions.

This is just a brief overview of how you can gain the trust of those that you lead or your customers. You can get a more in-depth look at selling insights for each style by accessing Sales Insights.

You can also gain further insights for leading each of these styles within your team at Leadership Insights.

This report will identify your own selling strengths and limits. With this information, you can capitalise on your strengths and recognise any limits hindering your success. In addition, if you manage a sales team or work with other salespeople, you can motivate them based on their personality style.

The entire goal of understanding personality styles is to gain valuable insights you can use to establish rapport, open lines of communication, build trust, motivate and sell. Learn to sell by learning to serve.

Your ability to connect with others will determine your success.

Some recent recommendations posted on Linkedin about Tony Lynch - www.keepthinkingbig.com

Josephine Musango - Professor at Stellenbosch University.

Working with Tony has been a transforming experience. He has an effective and practical way to help clients advance in career and business, and to keep you thinking big!

Tony’s coaching style leads you to places you have not gone, and I can attest to this experience. Tony very quickly raised my awareness of some of my blind spots and helped identify ways to address them.

The strategic questions Tony asks leads you to take the right actions that help to grow yourself and your business.

I wholeheartedly recommend Tony Lynch as a business coach consultant.

Tony Derbyshire - Supervisor at NASA - National Aeronautics and Space Administration.

Tony is an extraordinary individual who is passionate about helping others achieve success and reach their goals. He is extremely well qualified as a business consultant and as a personal coach.

I can guarantee that he will help you achieve the results you are looking for. He is humble, kind, and authentic. Working with him will definitely help you, your business, and your team.

Teresa Payne, Partner at Parfitt Cresswell Solicitors.

'As we continue with our strategy to build Parfitt Cresswell, we wanted to employ an experienced successful business development coach and trainer, who could help us in developing our team and business and help us accelerate our growth and move on to the next level. 

We therefore asked Tony Lynch from Keep Thinking Big, to work with some of our team, which resulted in higher conversion rates, increased fees, developing teams and talents within the business.

His personal approach had a great impact upon the team and helped them gain clarity on their aspirations and goals and how that fitted into the overall growth of the business. 

I personally have benefitted from his insights and experience gaining clarity and focus on our vision for the future. 

If you are looking at taking your company forward to the next level, I would highly recommend Tony Lynch. As a business development coach he has the experience to deliver a strategy that will help to increase your productivity, performance and profitability and ultimately reach your end goal'.

Dolina Hendry - Lioness Consultants.

I have worked with Tony on several occasions and find him to; not only be a great inspiration, but an excellent 'go to' person when facing a problem, as he really listens, asks the right questions that gets you thinking, which in turn helps you in finding the right solution.

In addition to his first class listening and communication skills Tony is very approachable and I would highly recommend him to anyone who might be looking for business advice, coaching or inspiration.

Louise Punter - Chief Executive at The Surrey Chamber of Commerce.

Having spent a morning with Tony understanding the importance of different styles of communication I can fully recommend not only his knowledge but also the way he managed to get engagement from everyone in the room. The benefits from the session are already beginning to show. Thank you Tony.