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HOW TO UNDERSTAND PEOPLE BETTER . . .

settings. Their sense of urgency is balanced by a broad vision for
outcomes, and while they may show irritation, they’re also quick to
move past issues.

A person with these traits excels at multitasking and enjoys tackling
complex problems. For sales professionals with this behavioral style,
determination is key—they’re not easily dissuaded by rejection.

Their expertise is evident but it can be intimidating, which might
put off customers who prefer a more personal touch. Nonetheless,
those seeking expert guidance will find their assertiveness reassuring.

To enhance their interaction skills, such salespeople should prac-
tice active listening to better understand customer needs, instead of
dominating the conversation. They might need to temper their ap-
proach, entertain different viewpoints, and communicate with more

sensitivity to avoid alienating others.

Typical fiery red statements:

• “I prefer advising problem customers—I enjoy the challenge
that comes with this.”

• “A customer conversation without a result in mind is wasted
time.”

• “The goals of my company are also my goals.”
• “If I present a strong position in front of the customer, my

chances of success increase.”
• “I am the expert and therefore usually know better than the
customer what they need.”

• “When a customer says no, I really come into my best.”

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