The Platinum Rule Rules: a framework for customer-centric marketing and sales
Part 2: Tips on Applying the Platinum Rule to Sales
In Part 1, we explored how the Platinum Rule—treat others as they want to be treated—can reshape your marketing efforts through more meaningful content creation and persona development. In case you missed it, here’s a quick recap: the Golden Rule suggests treating others as you want to be treated, while the Platinum Rule takes it a step further by acknowledging each individual’s unique preferences, motivations, and communication styles.
By implementing the Platinum Rule, you align your strategies with your audience's diverse needs. In sales, this personalized approach can be the difference between building a lifelong relationship and losing a prospect to a competitor. When customers feel understood and valued, they’re far more likely to trust your solutions, engage in meaningful dialogue, and become long-term partners rather than one-time transactions.
In this second installment, we’ll focus on applying the Platinum Rule in sales. You’ll learn how to identify a customer’s personality type during interactions, adapt your pitch and delivery style accordingly, and provide your team with the resources they need to personalize their approach. The goal is simple: ensure every customer feels genuinely heard and appreciated, setting the stage for deeper connections and stronger outcomes.
Recognizing Personality Types in Sales
Identifying your customer’s personality type is the first step in adopting the Platinum Rule in sales. While formal personality assessments aren’t practical, you can glean insights from behavioral cues, office environments, and communication styles.
Here’s how to recognize and adapt to the four main personality types:
?? Analytical (INTJ, INTP): The Thinkers
Personality:
??Traits: Cautious, rational, detail-oriented, self-disciplined.
?? Cues: Organized desks with reports or charts, technical books, or minimalist setups. They tend to ask lots of detailed questions and prefer written communication.
? What They Value: Data, accuracy, and logical reasoning.
Sales Approach:
?? Pitch Style: Logical and data-driven. Provide detailed, factual information with supporting data. Avoid fluff or overly emotional appeals.
?? Presentation Materials: Include charts, ROI calculators, and case studies. Ensure proposals are polished and error-free.
?? Correspondence: Structured emails with clear headings and supporting data.
??? Communication Style: Speak calmly and deliberately. Allow time for them to process and ask questions.
Do:
? Use logical persuasion.
? Provide backup data for claims.
? Stress quality and reliability.
Don’t:
? Be vague or disorganized.
? Overpromise or exaggerate.
? Rush their decision-making process.
?? Driver (ENTJ, ESTJ): The Achievers
Personality:
?? Traits: Assertive, decisive, goal-oriented, direct.
?? Cues: High-energy demeanor, confident posture, and a preference for fast-paced interactions. Their offices may feature awards, diplomas, or items highlighting success.
?What They Value: Efficiency, results, and control.
Sales Approach:
?? Pitch Style: Be concise and results-driven. Focus on how your product or service will help them achieve their goals.
??Presentation Materials: Include summaries and clear ROI visuals. Avoid overloading them with details.
?? Correspondence: Short and direct emails with clear action items.
??? Communication Style: Be confident and professional. Let them feel in control of the conversation.
Do:
? Get to the point quickly.
? Present options to give them control.
? Highlight measurable outcomes.
Don’t:
? Waste their time with small talk.
? Be overly casual or unprepared.
? Pressure them; they prefer to make decisions on their terms.?
?? Amiable (ISFJ, ESFJ): The Relators
Personality:
??Traits: Compassionate, loyal, supportive, relationship-focused.
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??Cues: Warm demeanor, collaborative language, and personal anecdotes. Their workspace may feature family photos or team-oriented awards.
?? What They Value: Trust, collaboration, and relationships.
Sales Approach:
?? Pitch Style: Build rapport by emphasizing teamwork and shared success. Position your offering as a solution that helps them look good to others.
?? Presentation Materials: Use testimonials, collaborative success stories, and easy-to-understand proposals.
?? Correspondence: Friendly emails with a personal touch. A handwritten note can work wonders.
??? Communication Style: Be empathetic and patient. Listen to their concerns and address them thoughtfully.
Do:
? Show genuine interest in their needs.
? Position your offering as a collaborative win.
? Be approachable and supportive.
Don’t:
? Be overly aggressive or confrontational.
? Skip over their concerns or rush them.
? Appear insincere; they value authenticity.
?? Expressive (ENFP, ESFP): The Enthusiasts
Personality:
?? Traits: Charismatic, energetic, spontaneous, relationship-oriented.
?? Cues: Open, friendly demeanor and vibrant communication style. Their office might have colorful décor, personal memorabilia, or inspirational quotes.
?? What They Value: Creativity, enthusiasm, and connections.
Sales Approach
?? Pitch Style: Make your presentation exciting and visually engaging. Connect on a personal level by incorporating humor or storytelling.
?? Presentation Materials: Use bold visuals, interactive demonstrations, and dynamic videos. Keep it fun and memorable.
?? Correspondence: Friendly emails with a personal touch. Use emoticons.
??? Communication Style: Be upbeat and positive. Engage them in lively discussions and be ready to adapt to their spontaneity.
Do:
? Be enthusiastic and engaging.
? Focus on big-picture benefits and possibilities.
? Use storytelling to illustrate your points.
Don’t:
? Bore them with too much detail.
? Be overly serious or rigid.
? Rush through without building rapport.
Integrating Personality Insights into Sales Processes
Recognizing personality types is only part of the equation. To embody the Platinum Rule in sales, businesses must operationalize these insights. Here’s how:
??? Train Your Sales Team: Equip your team with the knowledge to identify personality types during customer interactions. Use role-playing exercises and real-world scenarios to practice adapting their pitch and communication style.
?? CRM Integration: Create fields to categorize customers by personality type in your CRM. These insights can guide follow-up strategies, correspondence, and tailored nurturing campaigns.
?? Messaging Templates: Develop pre-approved email templates and pitch outlines tailored to each personality type. For example, for analytical customers, a concise email attaching a detailed white paper. For expressive customers, a colorful, visually appealing email showcasing product benefits.
?? Ongoing Support: Provide your sales team with dynamic tools, such as cheat sheets or quick-reference guides, to help them adapt quickly.
Why It Works
When customers feel understood and valued, they’re more likely to trust and engage with your solution. Tailoring your approach using the Platinum Rule helps:
?? ?Build stronger connections and rapport.
?? Reduce friction in decision-making.
?? Lay the foundation for long-term relationships.
In sales, where relationships often make or break deals, tailoring your approach to meet the unique preferences of each personality type can be the deciding factor in closing opportunities. Embrace the Platinum Rule, and watch your sales team thrive in building meaningful, productive relationships that foster trust and loyalty. And yes, the money will follow.