THE PSYCHOLOGY OF BUSINESS SUCCESS (PART 3)

The Four Personality Types and How to Influence Them

Enrolling people to get behind your business project — with money, time, talent, or plain old-
fashioned moral support — requires you to be competent in negotiation, persuasion, and on
an everyday basis, in basic, straightforward communication.

Good communication comes naturally only to a few people. These people have an instinctive
sense of what to say, when, and how to say it, and others respond to them readily.

The rest of us have to rely on the science of communication so that we can take communication
apart, look at what's supposed to happen, discover what we're not doing right, and then start
doing it.

The Basic Communication Model

The classic model of communication has three components:

1. Sender of the message,

2. Medium by which the message is sent, and
3. Receiver of the message.

When communication is clear, all three components are operating the way they should. The
sender puts out the message that is intended. The medium, whether it's a telephone, VoIP, a
radio, or "thin air", is clear and undistorted. And the receiver is "tuned in".

Communication Today

In this electronic age, component #2 — the medium by which a message is sent — is rarely
the problem. Communications media are in a high state of refinement and are being upgraded
beyond that. Telephones, televisions, Internet, radios, recording devices and players, and
computer screens can transmit pictures, printed and spoken words, music, and sounds with
virtually no loss of the colors, frequencies, tones, and other qualities that originated with the
sender.

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PSYCHOLOGY OF BUSINESS SUCCESS (PART 3) A3 - 1 All Rights Reserved.
Components #1 and #3, however — sender and receiver — can be full of distortion. This
distortion is caused by what's referred to considerately as "the human factor". People often
don't say what they intend, or they project attitudes or tones of voice that alter the objective
meaning of their words. At the receiving end, people discolor what they hear by not paying
attention and, almost always, by filtering what they hear through their own psychological
conditioning, personal biases, and behavior patterns — in other words, through their
personalities.

If a person is aware of his or her own conditioning and psychological make-up, they can
become equally aware of how their personality may alter the meaning of what's being
communicated to them. They can compensate by making internal adjustments (the way an FM
radio fine tunes itself when it starts to drift off signal) and reduce the "noise" of their own biases
so they can take in the message as a clear, open receiver.

Unfortunately, we don't often have the good fortune to communicate with people like that. They
stand out because they make communicating easy. They hear what we say and respond, either
through words or actions, in a way that tells us they got the message. They didn't turn our
message into something else by mixing up what we said with their own internal noise.

Obstacles to Communication

Most of the time, our efforts to communicate are hampered to one degree or another by
psychological conditioning and behavior patterns — those of other people and our own.

When you speak, for example, you have a particular style, a particular agenda (what you
Want to accomplish by saying whatever you do), a set of values that are more or less different
from the person you're communicating with, and a set of life experiences that have shaped
and molded you into the person that you are. Depending on the personal style, agenda, values,
and experiences of the person you're talking with, you find them easy or hard to communicate
with.

Breaking Through the Obstacles with "The Four Personality Types"

Once you discover the kind of personality you are, you can begin to break through the layers
of personal conditioning, style, and attitudes that keep you from expressing yourself effectively.
And...

Once you discover which kind of personality you're talking to, you can break through their
layers of personal bias, style, and attitudes and get them to respond to you in positive ways.
This is the dual purpose of working with "The Four Personality Types": first, to discover which
type you are, so that you don't stand in your own way when you try to communicate with others,
and second, to know what personality types other people are, so you can get around their built-
in filtration systems and maximize their cooperation while minimizing their resistance.

PSYCHOLOGY OF BUSINESS SUCCESS (PART 3) A3 - 2

"The Four Personality Types" — A Proven and Practical Psychological Model

Since the human behavioral sciences are relatively young and are still exploring the territory,
it isn't surprising that we hear about many different ways of analyzing and categorizing
personality types.

First it was simple: people were "introverts" or "extroverts". Then we were either "inner-
directed" or "other-directed". One study after another produced more psychological terms. For
a while, it seemed that almost every new psychology book argued that "there are two types of
people in the world..." and then presented two types that were different from those in any other
book. (One professional wit became so tired of the parade of behavioral theories that he
lampooned the trend by saying: "There are only two types of people in the world — those who
if they were stranded on a desert island would dream of chocolate, and those who if they were
stranded on a desert island would dream of cheese".)

Attempts to put people into categories or types often seems just about that ridiculous, because
you can dream up infinite numbers of differences between people and endless ways to
compare them. And unless you're a clinical psychologist, you're likely to ask: what's the point?
What's the practical use of such analysis? What can I do with any particular model of human
behavior?

Unlike other psychological models, there's plenty you can do with "The Four Personality
Types". They provide real insight into communication, what gets in its way, and how to correct
it. Of all psychological studies, the "Four Personality Types" model has proven over a number
of years to be most popular among professional people who are interested in practical uses
and results – job counselors, sales people, managers, and, of course, business people like
entrepreneurs who depend heavily on their "people skills" to get the cooperation they need
from others.

The idea that people tend to fit into one of four personality types came out of separate research
projects done by the University of Chicago and by a private firm in Denver called Tracom. The
fact that two independent studies came up with virtually the same conclusions validates this
model for personal interaction and communication.

The "Four Personality Types" is a comprehensive model that includes not just psychological
tendencies like "introversion" or "extroversion" but likes and dislikes values, priorities, and
other traits that predispose people in certain ways toward you and what you say to them.
Knowing with reasonable certainty which predispositions a person has can dramatically
increase your chances of gaining their cooperation and minimizing their resistance.

PSYCHOLOGY OF BUSINESS SUCCESS (PART 3) A3 - 3

How to Use "The Four Personality Types" Instruction

"The Four Personality Types" is a unique section of Bizar Financing.

Normally, with most sections of the course, you can watch the video, listen to the audio or read
the text and get full meaning from each.

With 'The Four Personality Types", however, the audio and the text or the video and the text
must be used together to make the most sense. Your eyes have one job to do. Your ears have
another. Both will be working at the same time. This combination of hearing and seeing will
make the four personality types "stick" in your mind. This is important for you to be able to use
this section of Bizar Financing most effectively.

You will understand the following two pages best if you study them at the same time as you
play "The Four Personality Types" audio or video.

Another reason for listening and looking simultaneously is that each personality type interacts
with each of the other three in very different and highly contrasting ways. These relationships
are most easily learned when you hear them explained and see them pictured in the visual
framework at the same time.

So, turn on the audio or video and follow along.

Questions to ask yourself:

1. How do other people see you most of the time? (Circle the most appropriate answer)
a. Formal and Dominant?
b. Informal and Dominant?
c. Formal and Easy Going?
d. Informal and Easy Going?

2. How do you see yourself most of the time?

a. Are you an “ask” or a “tell” person? (Circle the most appropriate answer)
i. Ask
ii. Tell
b. Do you always control your emotions or do your emotions sometimes control
you? (Circle the most appropriate answer)
i. Always control emotions
ii. Emotions sometimes control

PSYCHOLOGY OF BUSINESS SUCCESS (PART 3) A3 - 4

 CONTROLLER (Formal-Dominant) PROMOTER (Informal Dominant)

1. Likes Dislikes 1. Likes Dislikes

Results Closed minds Parties Analysis
Organization Incompetence Sex Forms
Time Immaturity Cars Tedium
Planning Laziness Dress Repetition
Being in Charge Long lines Fine Wine Behind the scenes
Independence Welfare Status symbols Dull stuff
2. Task oriented 2. Relationship/Task oriented
3. Measure of progress – RESULTS 3. Measure of progress – RECOGNITION
4. Question asked – WHAT? 4. Question asked – WHO?
5. Power – PERSUASION; ABILITY TO 5. Power – INTUITION; FEELINGS
CHANGE PERSONALITY
6. Need to save – TIME 6. Need to save – EFFORT; DOES JUST
ENOUGH TO GET BY
7. Need to learn – PATIENCE 7. Need to learn – SELF-DISCIPLINE
PATIENCE
8. How to sell – GIVE SPACE; ALLOW TO BUY; 8. How to sell – ENTHUSIASM; FLASH
EMPHASIZE RESULTS AND
THIRD PARTY

ANALYST (Formal-Easy Going) SUPPORTER Informal-Easy Going)

1. Likes Dislikes 1. Likes Dislikes

Neat and orderly Promoters Understanding people Results
Place for everything Parties Family outings Tasks
Systems Making decisions Warmth Pushy people
Crisp answers Either/or situations Friends Insensitivity
Forms Messy things Pets Condescending people
Details Inaccuracy Cordiality Manipulators
2. Task/Relationship oriented 2. Relationship oriented
3. Measure of progress – ACTIVITY 3. Measure of progress – RELATIONSHIPS
4. Question asked – HOW? 4. Question asked – WHY?
5. Power – EXPERTISE 5. Power – ABILITY TO ACCEPT AND BE
NON-JUDGMENTAL
6. Need to save – FACE 6. Need to save – RELATIONSHIPS
7. Need to learn – NOT TO PROCRASTINATE; 7. Need to learn – STRETCH OUT;
TO MAKE DECISIONS HOW TO SAY NO
8. How to sell – DATA; SHOW ACTIVITY 8. How to sell – RELATIONSHIP; FRIENDS;
WARMTH; SECURITY

PSYCHOLOGY OF BUSINESS SUCCESS (PART 3) A3 - 5

 TELL ORIENTED
tend to be talkative, aggressive,
challenging, and opinionated

CONTROLLER PROMOTER
Formal-Dominant Informal-Dominant

1. Needs to be in charge 1. Life of the party

2. Makes decisions easily and 2. Enthusiastic, filled with
quickly based on facts and ideas and dreams
logic 3. Makes decisions quickly
3. Bottom-line, action and based on “gut reaction,” “if it
result oriented feels good, do it”
4. In the extreme an abrasive, 4. Tend to act impulsively
impatient dominating before checking things out
dictator

CONTROL EMOTION
ORIENTED ORIENTED
tend to be PERSONALITY TYPES tend to be
poker-faced, more open,
THE BEHAVIOR MATRIX
business like, friendly, and
hard-to-know easy-to-know
ANALYST SUPPORTER
Formal-Easy Going Informal-Easy Going

1. Interested in details, facts, 1. Interested in personal

concepts and methods relationships with people
2. Makes decisions slowly 2. “Nice people” – work hard
based on facts and logic at being cooperative and
3. Oriented to analysis of supportive
detail and fact finding 3. Good mediator when
4. Tend to avoid decisions, personal touch is required
can suffer from “analysis 4. May make bad decisions in
paralysis” order not to hurt someone’s
feelings

ASK ORIENTED
tend to be quieter, supportive,
reserved, and accepting

PSYCHOLOGY OF BUSINESS SUCCESS (PART 3) A3 - 6

How to Influence "The Four Personality Types"

You can begin to apply "The Four Personality Types" even before you've learned it completely.
In fact, you'll never really stop learning new things about it.

Remember the fundamental ideas:

1. Learn which personality type you basically are and how you tend to express yourself.

2. Modify how you express yourself to fit the personality type of the person you're talking
to.

Very few people will be exclusively one personality type. You will be looking for predominant
characteristics to determine which personality type an individual primarily is. You would then
communicate with them in the prescribed ways for that personality.

The following behavior traits may be additionally helpful in determining which kind of
personality you are dealing with. These traits come out of the "Success with People" course
— taught by The Effectiveness Institute, a management training company in Redmond,
Washington — which teaches the practical uses of personality typing both for self-improvement
and in communication and persuasion.

Voice: Low-key among easy goings (analysts, supporters); more dynamic range of expression
among dominants (controllers, promoters).

Face: Expressive for informals (promoters, supporters); reserved for formals (controllers,
analysts).

Eyes: Shift frequently in easy goings (analysts, supporters); dominants (controllers, promoters)
keep steady eye contact.

Hands: Informals (promoters, supporters) keep palms up, gesture frequently; formals
(controllers, analysts) keep hands closed, use limited gestures.

Posture: Easy goings (analysts, supporters) tend to lean backward and be tentative;
dominants (controllers, promoters) tend to lean forward and be forthright.

Communication: Formals (controllers, analysts) avoid storytelling, small talk, and expressions
of personal feelings; informals (promoters, supporters) share feelings and emotional
responses.

Begin working with "The Four Personality Types" by noticing specific traits of your family,
friends, or co-workers. Type them as best you can. Then pick one person who you would like
to communicate with better and who appears to be a personality type that needs a different
kind of approach than you've been taking toward them previously.

PSYCHOLOGY OF BUSINESS SUCCESS (PART 3) A3 - 7

When you want to communicate with:

1. A controller; give them the facts in a nutshell, unemotionally, and let them make up
their own mind.

2. A promoter; play up the status, pizzazz, and glamour that will be the result of going
along with whatever you're proposing.

3. An analyst; give them lots of data and reasons to back up whatever you say.

4. A supporter; emphasize relationships, comfort, and security that your proposition will
produce or enhance.

Have fun with this. See if you can't get a family member or friend to do something they've
rejected in the past because you're now approaching them in a way that gets through their
conditioning and talks directly to their personality.

If you'll take the time to hone your "people skills" with your family and friends, you'll be an old
pro at it by the time you meet that banker or investor and say exactly the right thing to get the
money you need for your business project. These skills will also improve your ability to select
and manage the people you hire, get better deals from your vendors and market your product
or service.
PRINCIPAL # 3
For more information on this concept, contact:
The bible teaches us the Golden
Rule
Personal Prediction & Research
A Division of The TRACOM Corporation Do unto others as
The TRACOM Group you would have
6675 South Kenton Street, Suite 118 them do unto you.
Centennial, CO 80111
Phone: (800) 221-2321 or (303) 470-4900 As entrepreneurs, we have a new
Fax: (303) 470-4901 Golden Rule

http://www.tracomcorp.com/ Do unto others as

they would have
Ask about "Social Styles" Awareness Training you do unto them.
TIP: All personality types respond to and are motivated more by fear than by benefits. Analysts
and Supporters are the most responsive. Promoters are at times too optimistic to respond as
much to fear. Controllers are among the least responsive to fear with one exception – fear of
the loss of control.

ALL ARE RESPONSIVE TO PAIN RELIEF. Offer immediate relief to a significant pain point
and most people will follow you almost anywhere.

PSYCHOLOGY OF BUSINESS SUCCESS (PART 3) A3 - 8