In last month’s newsletter, I wrote about the Four Temperaments, a philosophy of creating a personality profile. To review this fascinating approach, here is a brief description of each one:
1)The Sanguine is known as an extrovert, always optimistic and very talkative. They have an appealing personality and are considered to be the life of the party.
2)The Melancholic is introverted and a deep thinker. She can be serious and purposeful as well as neat and tidy.
3)The Choleric is an extrovert and considered a born leader. They are dynamic, active and goal oriented.
4)The Phlegmatic is calm, cool and collected. As a patient and well balanced personality, they are easy to get along with and are pleasant and enjoyable company.
Allow yourself to objectively look at these Four Temperaments and understand that there are universal truths that you can employ as part of your toolkit. With this knowledge you may find some interesting applications that could assist your performance with your clients.
Did you know that even color preference can be influenced by personality type? Reds seem to appeal to the Choleric. The Sanguine is inspired with yellows, while the Phlegmatic likes greens and the Melancholic is attracted to blues. Have you ever been surprised by a clients’ color preference? Maybe she loves purple, but you know the color is wrong for the space. She could be a Melancholic and finds an unconscious attachment to the color. It has nothing to do with her design sense. You can honor her feelings and explain that purple will not help reach the desired look of the room. Remember, the Melancholic is goal orientated, so she will appreciate your reasoning.
If you work involves children under 10, there are some interesting applications. For example: A Choleric active child will react to a red room in a calming way. While we know that red is stimulating, it has the opposite effect on the child. The youngster will interpret their red room as it’s opposite on the color wheel. They will unconsciously see green, as soothing color. Why? Have you ever stared at a red piece of paper for a minute, and then looked at a white wall immediately thereafter? You will see the image of green, red’s opposite. This is what happens to a child up until the age of ten, as they get older they will react as we do, to see colors as they are. A Phlegmatic, dreamy child can be stimulated with the typical calm green color as they will unconsciously see red and become more engaging.
As a “master” of the Four Temperaments, you can respond accordingly to the various types of clients you encounter. Upon visiting your client’s homes, you need to recognize behavior and try to reflect their personality. Your challenge is to be a quick study and make adjustments in your sales and negotiation approach to appeal to the client’s unique personality. A “fast talker” doesn’t want to be tripped up by a slow, methodical approach.
You can also be confronted with a husband and wife team with vastly different personalities that require quick self analysis and reaction in order to please both decision makers.
As you already know, we are also trying to understand why people agree or not, to buy from us. This is a question that we are always struggling with. If we can figure this out, think of the possibilities!
I do believe that learning the Four Temperaments can be an asset in understanding how people think, decide and react. It is up to you to be the “chameleon” and learn that empathy is our best skill when thoroughly developed.
It is the skillful designer that can adjust their own personality type to meet the needs of their clients. As we search for a way to tap into their brain’s right- side emotional reasoning, we will establish trust and a strong bond. This is what great salespeople are made of. Do you have what it takes to grow your business by really understanding the personality type of your clients to determine what will motivate their decision making?
Sunday, June 11, 2006
In a recent New York Times article: “The Secret Source is Out” by Kimberly Stevens, May 11th, 2006, the famous Interior Designer Mario Buatta laments:"All of a sudden everyone wants to get democratic and make everything available to the general public and open up the private world of decorating. It defeats the purpose. The reason the D&D exists is that I can go and get my clients special things that no one else is going to have." Poor Mario, his “To the Trade Only” status is gone. Design Centers are opening their doors to the public. Everyone today wants to decorate and wants access to the same products that only designer’s had. What’s a designer to do? How will we make a living?
Toward the end of the article, Paige Rense, editor in chief of Architectural Digest explains: "The field of decorating and design has changed radically in the last 20 years, people are much more sophisticated about design and architecture. It's much more difficult for designers today because people do know so much. There aren't any secrets anymore," she said, adding that it is frightening for a lot of people in the industry. She acknowledged that the most established interior designers, like couture clothing designers, still have a longstanding and loyal clientele. "They swim in a different ocean," she said. But even that ocean may be getting less exclusive. "It's a whole new world," Ms. Rense said, "and you ignore it at your own peril."What ominous words! Our purpose of being an Interior Designer is over. If we can’t sell exclusive products anymore, what are we to do? Relax, I see a silver lining to our cloudy sky. If you have ever read any of my articles from The Designer’s Coach, or attended any of my seminars you would recognize these words:”Everything we do needs to give the perception to our clients that they are buying an experience and not a collection of products”. We are not selling things. People don’t want to buy more stuff, they want experiences, and it is up to you, to find a way to provide them with one.
Being an Interior Designer is not taking the role of a “middle-man”. If that is your only purpose, you will soon be looking for a new career. The source of the products should not matter. I don’t care if the products you supply or specify comes from Target or from The Design Center in your city. If you put the emphasis on the products, you will not be developing your name and company as a “brand” and you will be selling on price and not value. When you build your business on providing an experience of creating “lifestyle entertainment”, your clients’ will understand that you are adding value through your knowledge of design. As an Interior Designer you should be making it very obvious the value that you offer. We sell design, an intangible, un-shopable service. We offer fabulous, artistic creations with our great style, our sense of proper scale, our expertise in color choices, our suggestions of textures, our practical advice on ergonomics and so on.
Your purpose is not that of a “retailer”, though you might be in a retail environment, such as a furniture store or a window treatment business. You will be engaged to assist in making the right decisions based on emotional needs. In order to tap into your clients’ emotional core takes practice and an understanding that there are many personalities and temperaments to learn. We know that there are different ways we all look at things? Everyone has a unique view of things. You are judged from your clients’ perception. This actually can be managed by trying to understand your clients’ own unique perspective on the world.
I have studied recently an interesting philosophy of personalty types, called The Four Temperaments. This is an ancient way of looking at personalities and it was originally explained by the “father of medical science”: Hippocrates. The four types were based on the predominant bodily fluids, that’s why we have these four funny names: Choleric: Yellow bile from the liver. Sanguine: Blood from the heart. Melancholic: Black bile from the kidneys. Phlegmatic: Phlegm from the lungs. In our quest to reduce the emotional distance between us and our clients, I think understanding these four personality types can help take a measure of someone’s temperament. Of course, you may have combinations of types, but if you can get some assistance in understanding the way another person views the world, it can help you in your team building and sales approach. Here are The Four Temperaments:
The Choleric
The Choleric, she is a self-motivated leader. She is someone who can be strong willed, and make quick decisions and relentlessly pursues her goals. Decorating decisions are not something to agonize over. She can be a great client, because she decides fast, but she will turn on you if she doesn’t like the final results. “It’s your fault, you’re the designer, why did you let me select this?” No one can stand in her way. This person typical is logical and practical and doesn’t reveal emotions easily, unless it is anger. They can be at times, stubborn and bossy, and demand loyalty from those who are involved with them. However, if pleased, she will tell the world that you are great!
The Melancholic
The Melancholic likes her time to be quiet and reflective. She likes her home to beautifully decorated and organized. You can usually tell a Melancholic by looking into their closets and seeing how perfect everything is. The Melancholic tends to be very critical and pessimistic, however, if you can please them, they will become extremely loyal and your greatest advocate.
The Phlegmatic
The Phlegmatic can be easy going and is usually likeable. She is someone who is dependable, polite, and even-tempered. This person is not flashy and her decorating decisions are usually informal, she likes a comfortable, easy to live in home. She can be un- opinionated, and this is difficult in making decorating decisions. She will have to be led to choices. If she is unhappy, you might not know it, because, she is not likely to complain about anything. She doesn’t like to stir up a conflict. You will have to push her to complain.
The Sanguine
The Sanguine, is typically the life of the party. She like social activities and has lots of friends. She is creative and imaginative, and loves to decorate. To her, Decorating is Entertainment! Since she is very spontaneous, and will make quick decisions, you need to slow her down at times. The Sanguine can also become easily distracted, and hard to get to focus. She might get angered quickly but she is quick to forgive and forget.
Being a “talented” designer is important, but also having critical “people skills” is equally necessary. How would you use your knowledge of these unique personality types or temperaments to your advantage? What would be the best way to deal with Choleric or a Melancholic? To learn more, send me an email, and I will send you a report on some helpful ways to deal with The Four Temperaments: neil@thedesignerscoach.com
To conclude, yes, “To the Trade” may be dead, but that doesn’t mean you are. Look for a way to position yourself as someone whose service is totally unique. As I mentioned many times before, find your niche, tell your story, connect with emotion and build a career.
Toward the end of the article, Paige Rense, editor in chief of Architectural Digest explains: "The field of decorating and design has changed radically in the last 20 years, people are much more sophisticated about design and architecture. It's much more difficult for designers today because people do know so much. There aren't any secrets anymore," she said, adding that it is frightening for a lot of people in the industry. She acknowledged that the most established interior designers, like couture clothing designers, still have a longstanding and loyal clientele. "They swim in a different ocean," she said. But even that ocean may be getting less exclusive. "It's a whole new world," Ms. Rense said, "and you ignore it at your own peril."What ominous words! Our purpose of being an Interior Designer is over. If we can’t sell exclusive products anymore, what are we to do? Relax, I see a silver lining to our cloudy sky. If you have ever read any of my articles from The Designer’s Coach, or attended any of my seminars you would recognize these words:”Everything we do needs to give the perception to our clients that they are buying an experience and not a collection of products”. We are not selling things. People don’t want to buy more stuff, they want experiences, and it is up to you, to find a way to provide them with one.
Being an Interior Designer is not taking the role of a “middle-man”. If that is your only purpose, you will soon be looking for a new career. The source of the products should not matter. I don’t care if the products you supply or specify comes from Target or from The Design Center in your city. If you put the emphasis on the products, you will not be developing your name and company as a “brand” and you will be selling on price and not value. When you build your business on providing an experience of creating “lifestyle entertainment”, your clients’ will understand that you are adding value through your knowledge of design. As an Interior Designer you should be making it very obvious the value that you offer. We sell design, an intangible, un-shopable service. We offer fabulous, artistic creations with our great style, our sense of proper scale, our expertise in color choices, our suggestions of textures, our practical advice on ergonomics and so on.
Your purpose is not that of a “retailer”, though you might be in a retail environment, such as a furniture store or a window treatment business. You will be engaged to assist in making the right decisions based on emotional needs. In order to tap into your clients’ emotional core takes practice and an understanding that there are many personalities and temperaments to learn. We know that there are different ways we all look at things? Everyone has a unique view of things. You are judged from your clients’ perception. This actually can be managed by trying to understand your clients’ own unique perspective on the world.
I have studied recently an interesting philosophy of personalty types, called The Four Temperaments. This is an ancient way of looking at personalities and it was originally explained by the “father of medical science”: Hippocrates. The four types were based on the predominant bodily fluids, that’s why we have these four funny names: Choleric: Yellow bile from the liver. Sanguine: Blood from the heart. Melancholic: Black bile from the kidneys. Phlegmatic: Phlegm from the lungs. In our quest to reduce the emotional distance between us and our clients, I think understanding these four personality types can help take a measure of someone’s temperament. Of course, you may have combinations of types, but if you can get some assistance in understanding the way another person views the world, it can help you in your team building and sales approach. Here are The Four Temperaments:
The Choleric
The Choleric, she is a self-motivated leader. She is someone who can be strong willed, and make quick decisions and relentlessly pursues her goals. Decorating decisions are not something to agonize over. She can be a great client, because she decides fast, but she will turn on you if she doesn’t like the final results. “It’s your fault, you’re the designer, why did you let me select this?” No one can stand in her way. This person typical is logical and practical and doesn’t reveal emotions easily, unless it is anger. They can be at times, stubborn and bossy, and demand loyalty from those who are involved with them. However, if pleased, she will tell the world that you are great!
The Melancholic
The Melancholic likes her time to be quiet and reflective. She likes her home to beautifully decorated and organized. You can usually tell a Melancholic by looking into their closets and seeing how perfect everything is. The Melancholic tends to be very critical and pessimistic, however, if you can please them, they will become extremely loyal and your greatest advocate.
The Phlegmatic
The Phlegmatic can be easy going and is usually likeable. She is someone who is dependable, polite, and even-tempered. This person is not flashy and her decorating decisions are usually informal, she likes a comfortable, easy to live in home. She can be un- opinionated, and this is difficult in making decorating decisions. She will have to be led to choices. If she is unhappy, you might not know it, because, she is not likely to complain about anything. She doesn’t like to stir up a conflict. You will have to push her to complain.
The Sanguine
The Sanguine, is typically the life of the party. She like social activities and has lots of friends. She is creative and imaginative, and loves to decorate. To her, Decorating is Entertainment! Since she is very spontaneous, and will make quick decisions, you need to slow her down at times. The Sanguine can also become easily distracted, and hard to get to focus. She might get angered quickly but she is quick to forgive and forget.
Being a “talented” designer is important, but also having critical “people skills” is equally necessary. How would you use your knowledge of these unique personality types or temperaments to your advantage? What would be the best way to deal with Choleric or a Melancholic? To learn more, send me an email, and I will send you a report on some helpful ways to deal with The Four Temperaments: neil@thedesignerscoach.com
To conclude, yes, “To the Trade” may be dead, but that doesn’t mean you are. Look for a way to position yourself as someone whose service is totally unique. As I mentioned many times before, find your niche, tell your story, connect with emotion and build a career.
I have conducted seminars for, and coached, hundreds of Interior Designers. I have discovered that most lack a "Strategic Vision". This is a plan for the future of your company, a road map to guide you through the challenging decisions in running a business. Of all the areas to address in imagining your "ideal business", it is apparent that most have not considered the concept of "positioning." Positioning is a strategy of directing an image of your business into the minds of your target market. Being an Interior Designer is not a "positioning statement". What will separate you from every other Interior Designer in town? To do this, you must find a "niche" that you can serve. This niche will separate you from the competition and create awareness of your 'brand", your company.
You might say, "why should I limit myself to being known as an "antique expert" or specializing in traditional interiors?" This is a normal reaction, however, the specialist has a "story" to tell. Stories are very valuable in cutting through all the clutter that bombards the consumer. People love stories, and your story has a chance to be heard if you find something interesting to say. Imagine all of the potential marketing opportunities you can engage in if you find a niche that rises above the many messages that every other business is broadcasting. If you specialize in contemporary interiors, you can offer seminars on the topic to local groups. You can write articles for a newsletter or a local magazine. You will stand out among the clutter and make your company noticed.
You might say, "why should I limit myself to being known as an "antique expert" or specializing in traditional interiors?" This is a normal reaction, however, the specialist has a "story" to tell. Stories are very valuable in cutting through all the clutter that bombards the consumer. People love stories, and your story has a chance to be heard if you find something interesting to say. Imagine all of the potential marketing opportunities you can engage in if you find a niche that rises above the many messages that every other business is broadcasting. If you specialize in contemporary interiors, you can offer seminars on the topic to local groups. You can write articles for a newsletter or a local magazine. You will stand out among the clutter and make your company noticed.
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