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THE POWER OF READING PEOPLE

Learning to discern preferred communication and treatment styles
benefits all areas of life, leading to stronger personal and profes-
sional relationships, improved performance for yourself and your
team, and heightened overall satisfaction. This approach helps avoid
unnecessary conflicts and directs energy toward meaningful out-
comes. By applying this knowledge, you’ll cultivate deeper customer

relationships, establishing trust and loyalty.

The insights gained from identifying behavioral styles and motiva-
tors, as detailed in chapters 1, 4, 5, and 6, can be particularly valu-
able in various customer and sales contexts. With this groundwork,
we want to share a narrative from Frank’s experiences, illustrating
the practical application of these concepts.

“SCHUSTER, STICK TO YOUR VALUES!”
I encountered a successful managing director of
a prominent jewelry company, who confidently

expressed the importance he places on customer
satisfaction and loyalty. He shared a story about
a recent interaction with a customer who was keen
on purchasing a luxury watch priced at €60,000.
Despite the potential sale, the manager went to
great lengths to dissuade the customer, driven
by a gut feeling that the customer might regret

the purchase later. Eventually, he persuaded
the customer to leave without buying the expen-
sive timepiece.

Was this the right course of action for the manager?
It aligned with his core principles. His TTI motiva-

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