By: Dr. M. Shehab
All rights reserved to the writer
Now we will discuss how sales person or medical rep can sell to each style; Analytical, Driver, Amiable, Expressive.
Analytical has some strength he is Industrious, persistent, serious, exacting, and orderly. He has also some Weaknesses he is critical, indecisive, stuffy, picky, and moralistic. Analytical know their business well, to sell to him you must:
Driver has some Strength he is strong-willed, independent, practical, decisive, efficient. He has some Weaknesses he is pushy, severe, tough, dominating and harsh. With driver don’t worry about trying to develop personal relationships he doesn’t care. To sell to him you must:
Amiable has some strength he is supportive, respectful, willing, dependable, and agreeable. He has also some weaknesses; he is conforming, unsure, pliable, dependent, and awkward. With amiable you must convince him that you are authentic and have their best interest at heart. To sell to him you must:
Expressive has some strengths he is enthusiastic, ambitious, stimulating, dramatic, and friendly. He has also some weaknesses he is manipulative, undisciplined, excitable and reacting. Expressive is showy so play on his tendency to be visionaries and dreamer. To sell to him you must:
Transactional communication “TA”
A method to improve communication
According to TA, all forms of communication are transactions. Transactional Analysis suggests that communication requires a contract or agreement between the communicators.
This contract includes: Why they want to do something, with whom, what they are going to do, when, any fees, payment or exchanges there will be. For the communication transaction to be successful, it needs to be:
ü Congruent…everyone has the same expectations
ü Positive… stated in terms of what is wanted, not wanted.
ü Detailed… these will depend on the nature of the contract
ü Manageable… parties need to be competent and able to do what is asked.
Transactional analysis says that the way we relate to each other is the result of three ego states. Ego states Categorise the way we think, feel and behave. Our ego states change according to the situation. E.g. a parent in a supermarket may frown and speak angrily to a child who is touching the sweets at the checkout, and at the same.
Everyone has three ego states:
1- PARENT: thoughts, behaviours and feelings copied from parents and other authority figures. Words and phrases that characterise the Parent state include: you always, you must, you should.
2- ADULT: thoughts, feelings and behaviours that are rational responses to the present. The adult ego state is our direct response to the present. When we are in the adult ego, we deal with things without negative influences from our past State.
3- CHILD: thoughts, feelings and behaviours from childhood. The child ego state is a set of thoughts, feelings and behaviours that we replay from our own childhood.
According to Transactional Analysis, there are two types of communication transactions that can occur, based on these ego states:
ü Complementary Transactions When the lines are parallel the communication can continue indefinitely.
Adult-Adult transaction is the most desirable one because it encourages problem solving, treats people as reasonable equals and Improves understanding. This can be used by sales person or medical rep when customer tries to manipulate or bluff him.
I will be happy with your comments: