O CC U PAT I O N A L M E D I C I N E Effective Occupational Health Sales Through Personality Profiling ■ FRANK H. LEONE, MBA, MPH T he ability to “read” and connect with prospects is a vitally important trait for an effective sales professional. Yet this is not always easy, for the salesperson is dealing with a multitude of personality types, many of which are markedly different than his or her own. Personality profiling is a technique in which one can “type” a prospect into one of four common personality styles and alter a sales presentation to suit the prospect’s style and buying motives. The technique has been around for quite some time and is described in various ways. In general, the four personality types can be described as follows: Domineering (or “High D”) personality is assertive, control- ling, impatient, and a no-nonsense type A individual. Think of New York Yankees boss George Steinbrenner or Alexan- der “I’m in charge here” Haig. Influential (“High I”) types are warm, creative, enthusiastic, vi- sionary, and personable. High I personalities are often disorgan- ized and/or behind schedule but invariably upbeat. Think of your typical talk show host, such as Johnny Carson or Jay Leno. Steady (“High S”) personalities tend to be precise, thor- ough, prudent, and task-oriented. They tend to be slow to de- cide and carefully weigh every option. They are not overly communicative. Head over to your finance department and you are likely to see a room full of “High S” individuals. Compliant (“High C”) types are also highly analytical but are more idealistic and prone to group processes. They have time for everyone and prefer to avoid confrontations. Think of the quintessential team player. Three things are necessary in order to effectively employ personality profiling: Frank Leone is president and CEO of RYAN Associates and executive director of the National Association of Occupational Health Professionals. Mr. Leone is the author of numerous sales and marketing texts and periodicals, and has considerable experience training medical profes- sionals on sales and marketing techniques. E-mail him at fleone@naohp.com. w w w. j u c m . c o m The Personality Matrix Domineering (D) Influential (I) High D driving aggressive assertive competitive Low D meek non-demanding unassuming modest High I charismatic gregarious persuasive participative Low I probing analytical logical reflective High S Self-controlled Accomodating Kind Patient Low S dynamic intense energetic active High C perfectionist precise thorough systematic Low C fearless free-spirited independent unconventional Steady (S) Compliant (C) Source: Personality Profiling, Jack Mohler Associates, 1976. 1. Know both your own personality type (D, I, S, or C) and the degree to which you fall into that quadrant (i.e., are you a “High I” or just a “Moderate I”?). In addition, you should determine what variance there might be be- tween your self-image and how the public is likely to see you. 2. Train yourself to quickly assess in which quadrant your sales prospect is likely to fall. Signals as obvious as the neatness of one’s office, intensity of their oral commu- nication, and voice volume are often strong clues. 3. Be prepared to address each prospect differently, de- pending on your perception of their personality type. For example: ■ High D prospects: With “Domineering” prospects, be well organized and get right to the point. Ask a lot of questions to determine the prospect’s needs and “hot buttons.” Reflect their personality by being brief, to the point, and extremely benefit oriented. JUCM T h e J o u r n a l o f U r g e n t C a r e M e d i c i n e | A p r i l 2 0 0 9 43