IDENTIFYING AND USING TRIBAL TYPES

After introducing the Tribal Types model to sellers, I’ve heard some say, “I guess I can act like I’m _____.” You can fill in the blank with “interested in them,” “just like them,” or “caring.” Acting is not the intention of a Types model. The model is to help us:

• Understand that not everyone is like us.

• Identify different ways people communicate and work and the value they need from us as sales professionals.

• Speak their language and adapt, acknowledge, and appreciate their customs.

To use the Tribal Types information in the first part of this chapter effectively, first identify your own Tribal Types. This awareness allows you to determine how you normally operate and communicate. Why is that important? Because most of the time we operate in the way that is most natural and comfortable for us.

As the president of a small company he was introduced to the model said, “If I assume that 25 percent of the population falls into each of these four Tribal Types, this means that for forty-eight years I have potentially been working and communicating with people incorrectly 75 percent of the time.”

What an observation! How true this may be for many sellers. If you are consistent in your own selling style, working style, conversations, pace, and level of detail, you may be miscommunicating and working with people less effectively than you could be 75 percent of the time!

The Tribal Types identifiers and tips will help you to determine the necessary adjustments you can make so your conversations count to each buyer. These adjustments will vary by person and situation.

You may need to slow down your approach, provide more or less detail, be more open to personal connections, or prepare more substance or facts. This does not mean you need to change who you are. Instead, adapt the way you are working and communicating with your customers and prospects to make the experience most relevant and comfortable for them.

Use the simple Tribal Types Tool on page 196 of Chapter 12 for identifying the four types. Begin using the Tool to identify your preferred customs; do not prejudge your Type. Their practice on colleagues, your spouse or partner, and friends. The more you use this tool, the easier it will be to identify adjustments you can quickly make to sell and collaborate more easily with your buyers.

Look for the Customs Clues

To identify any individual’s Tribal Type, observe all the clues they provide. The clues can be visual or audible. If your conversations are telephone-based, pay close attention to the audible nuances such as pace, word choice, tone, and level of detail they use. It is amazing what clues are present when you look and listen for them.

In written correspondence, notice who uses full sentences and a greeting and who does not. Ever get an email where the whole message is typed in the subject line? Often that’s the sign of Achievers, who think they are saving time.

A while back, I was supposed to call a prospect and replied to her email with a request for her phone number. She replied, “It’s in the Subject line.” I missed that detail because the way my screen displays messages (I would have had to scroll over to the right to see it, and that’s not something I typically do). This little email was a strong indication that I would be dealing with an Achiever, and gave me insight as to how this individual works: quickly and without a lot of details.

In written correspondence, notice that some people are friendlier with a sentence or two of small talk at the beginning of their email message. This is a clue for you to engage with them in the same way in your return email.

It does take effort and energy to make the adjustments for the different Tribal Types—especially if they are the opposite of you. Over the longer term, I’ve observed that most buyers will begin to blend their customs with yours so that you are working together in a way that is most comfortable for both of you. But beware, under stress or time pressure they will quickly revert to their preferred customs and you need to be ready to adapt.

So, where do you start in your conversations and relationships? The neutral zone at the center of this model. It’s the place where we should work from most often. Being neutral allows you to quickly switch directions to make the adaptation necessary “in the moment.”

TIMELY TIP