Balance & Shade

Each time we teach SST^®, an astute observer will raise the question of the difficulty of “typing” a prospect accurately. They say something like:

  “My God, I wasn’t even sure of my own type after going through SST^® and having taken the MBTI. How in the world can I type someone else accurately? Especially in the context of a sales call ,when I’m trying to remember to ask good questions and listen. Let alone all of the technical expertise I need to bring to the table.”

  SST^®  is one of those programs where the process is as important as the outcome. That is to say, the mere process of using the SST^® tools to identify preferences of a client is valuable all by itself. They discipline us to put the focus of the process where it should be: on the buyer. And, if you can’t type someone, it doesn’t matter.

 Doesn’t matter? Yes, it doesn’t matter because ensuring that your messages, stories and value propositions are balanced will enhance your communication effectiveness.  When you are unsure of a clients preferences, your communication effectiveness can still be significantly increased by “balancing” your communication.

 Balance

 Balance simply requires understanding your own preferences and natural tendency to emphasize them in communication. To be balanced means making certain that you are sending Intuitive as well as Sensing messages and Feeling as well as Thinking messages.

Having provided the assurance that SST^® is really goof-proof, we would like to add that our experience shows that most times prospects and clients will “scream” their preferences. Roughly, this is what we find 8 times out of 10.

 Even when someone shouts, “I am a Sensing Thinker”, we don’t advise sending exclusive “Sensing-Thinking” kinds of messages. One reason is that intellectually capable people like the buyers and buyer influences you encounter require information that appeals to all four of the mental functions.

  Therefore, even when someone’s preferences are crystal clear, we advise that you “shade” your communication.

Shade means giving information that appeals to the client’s preferences first, and following with the other function. In

other words, if you are certain you have a Sensor, start with the facts and details before describing the big picture and future benefits. If you are with a “Thinker”, give her the “logic to buy” first. Then, make your “Feeling” oriented points about the positive impact on people.

  Don’t Type During the Call

  Finally, to those of you alarmed about having too much to do during a sales call, we hope to comfort you with the observation that we don’t recommend that you “type” during the call. Recall that our objective is to conduct a dialogue with the client and not appear like we are doing a psychological profile.

  What we do advice, is that as soon after the call as possible, run through the Behavioral Cues Worksheets found in the SST^® Binder.  Or, you can use a SST^® Planning Folder to record your impressions. Ask yourself, “What did I see?”. Place a check mark next to each phrase that fits. This discipline will be rewarded many times over.