Use Emotions To Sell By Personality Type, With Tim Van Milligan

Feb 03, 2022

Wes Schaeffer

The Sales Podcast Professional Development Marketing Automation Digital Marketing Entrepreneur

DISC and Myers-Briggs is old school

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Selling By Personality Tips you'll learn today on The Sales Podcast...

The rocket man
Became an entrepreneur
Interested in emotions and selling by personality
Loved model rockets as a kid
Hired away from NASA to work in Colorado in toy rockets
Eventually got let go but loved selling to consumers so he started his own rocket company
Took 10 years
Focused on emotions
Worked on the school newspaper in college and sold the ads and he loved it
- Gave him extra money
- Extra perks...like getting fed by your pizza shop client

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Emotions can be triggered following a formula."

Two big "nuclear bombs" hit him and he wanted to capture this moment and idea
- Emotions are triggered and there is a formula for triggering them
- There are 10 emotions, not five, as Dan Hill mentioned
  1. Happiness
  2. Sadness
  3. Fear
  4. Anger
  5. Embarrassment
  6. Guilt
  7. Shame
  8. Disgust
  9. Contempt
  10. Surprise

Steven Sisler discusses how to know yourself to grow sales.

The four big emotions salespeople use
1. Happiness
2. Fear
3. Anger
4. Shame
Take what someone values and honor it to bring on happiness
Anger is triggered when something you value is attacked
Fear is triggered when something you value is threatened, i.e., a child gets sick
Shame, unfortunately, is used often and is triggered when something you value is ignored
Salespeople trigger shame all the time without even knowing it
- They'll start a presentation and ask the prospect, "What are you looking for in a new car?"
- A value solicitation question
How do we build rapport?
- Rapport is established when both parties feel they have common values
The four classifications of values
- People
- Possessions
- Passions, non-physical, i.e., our faith, our hobbies, sports teams
- Principles, our guiding principles. This is his second nuclear bomb discovery
People with similar guiding principles have similar personality types, temperaments
Myers-Briggs has four temperaments but 16 personality types
Our purpose for humanity is to survive conflict, so we need four types of people
- Warriors
- Logistics
- Strategists, force multipliers, always short on supplies so how do you do more with less?
- Morale officers, i.e., caregivers, i.e., medical, courage-producers
- They all have similar values
Logisticians value time
- To build rapport with those who value time we must understand and follow the sequence
- To know what they value, you must ask questions, but you can ask the wrong questions at the wrong time
- Salespeople become "me too"
- Prospects are trying to hide their values so they are not shamed by them later in an effort to close me
We need to display our values first to our prospects so their values remain hidden
- You can do this the long way or the short way
- The short way is to display my emotion and show them we are in alignment
- You must be able to type people quickly
- Guiding principles are leading indicators
- Their leading indicators enter a room before they do
- Every day you make decisions based on your values to affect your future
- It's like a BINGO card
There's a lot here so just remember that we're all in the Army so break this down to the big four
- What are the characteristics each type needs to be successful
- Warriors:
  - Action-oriented
  - A fighting partner
  - "I've got your back"
  - Speed/Time
  - Agility
  - They hate consistency, predictability
Display your emotion that you have the same values as your prospects
In NLP there is mirroring, but the purpose is to get the prospect to feel as though they are looking in a mirror
If you have time you can research your prospects to learn about them and discern what their values are
You can do this face-to-face but it takes work but the payoff is huge
Personality temperaments are genetic
- You're born with it
- It guides your life
- Clothing and facial hair can tell you a lot about someone
- Earrings, big hoops are warriors
Companies have personalities
He attracts other logistical customers
He builds rapport
"What are you trying to achieve?" must be asked, but only after rapport is established.
He likes Myers-Briggs over DISC
- Thinking to Feeling and Energy is vertical
- Tim is an introvert without high energy
- Myers-Briggs has four axes on two sheets
  - Sensing vs. Intuition
  - Split those in half
    - Perceiver or Judger
      - Warrior or Logistical
    - Thinking vs. Feeling
      - Intuition Feeler, Morale Officer
      - Strategist