Apr 28, 2019
[00:20] Opening / Introduction
[02:50] What is the one thing your clients get that they did
- Understanding how your customer thinks.
- Knowing the varying temperaments will assist in understanding
the differences between how people think. It’s easy to remember,
and the tips are immediately helpful.
- All customers think differently; however, temperament is being
able to take a calibrated guess on how they will feel.
[05:20] How many different temperaments do you get to teach us
- There are four; just like the directions on a compass.
- The Greeks came up with temperament; the modern-day version has
its roots in the Myers-Briggs personality assessment. From the 16
personalities, you can group them into four temperament
[07:30] Tell us about the four types of temperaments.
- Traditionalist/Guardian: they make up forty percent of the
population. Risk-averse and tend to like much structure.
- Experiencer/Artisans: they make up thirty percent of the
population. They are looking for something efficient and
- Theorist/Conceptualizer: they make up fifteen percent of the
population. Silicon Valley mindset, often thinking of technological
- Idealist: they make up fifteen percent of the population. They
are interested in personal development and may get jobs in human
[11:45] Take us through each one of these groups and how to
- [12:50] 1. Traditionalist: Someone like Warren Buffett, they
tend to be very detailed and step-by-step. They look at the facts
and past performances and are very time conscious. For instance, if
a traditionalist says they have fifteen minutes to talk with you,
that does not mean twenty minutes. Others may think of them as
rigid because they are so time conscious. Generally,
traditionalists are not about small talk; they want you to get to
the point. Corporate America is absolutely a traditionalist
structure; getting from one job to another is based on past
- [16:40] 2. Experiencer: They are calibrated toward making
things simple and efficient with a tangible payoff. For example,
Richard Branson, the English business magnate behind the Virgin
Group is an experiencer. Some adjectives to describe this group are
fun and playful; Richard Branson seems like a fun person to work
for. They are much more relaxed than the traditionalist, less time
efficient, and more playful. Perhaps they go out for a couple of
beers or go golfing to talk business.
- [20:50] 3. Theorist: These people tend to be long-term and
strategic in their thinking. They are often looking at cutting-edge
things; not something that has worked before, but something that
will be the thing five years from now. For example, Flexport is a
company with a theorist mindset. They are giving solutions that
will take time to implement now, but long-term will work. Elon Musk
is another example of a theorist. There is a lean toward wanting to
debate, they will argue with many of your ideas in a meeting, but
later could decide they want to implement those ideas.
- [25:40] 4. Idealist: Individuals are often in sales and tend to
be authentic, collaborative, and are constantly learning. They are
also relationship oriented and truly believe in the products they
[28:30] Give us four quotes, and we will decide which
temperament said it.
- “Complexity is your enemy.” -Experiencer (Richard Branson)
- “If the future doesn’t include being out there among the stars
and being a multi-planet species, it’s incredibly depressing.”
-Theorist (Elon Musk)
- “So why do I talk about the benefits of failure? Simply because
failure meant a stripping away of the inessential. I stopped
pretending to myself that I was anything other than what I was.”
-Idealist (J.K. Rowling)
- “I don't look to jump over 7-foot bars: I look around for
1-foot bars that I can step over.” -Traditionalist (Warren
[32:15] How to recognize and best engage each temperament as it
relates to our customers.
- Traditionalist: Time efficient and low-risk. Engage this
customer by making sure you have facts about past performance.
- Experiencer: Playful but straightforward and efficient. Engage
this customer by keeping it brief, but prove that you know the
- Theorist: Long-term thinkers and strategic. Keep it high-level
and talk about the big picture, add as few details as possible;
they want to connect the dots themselves.
- Idealist: They want to be collaborative and make sure everyone
is on the same page. Engage this customer by speaking about future
goals, the big picture, and try being more personable.
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