You’ve lived by the Golden Rule since you were five: Treat others the way you
want to be treated. This is all about modifying your behavior and employing
common courtesy in the community. Makes sense--when you’re five.
As you get involved in the business world, you learn about the Platinum Rule:
Treat people the way they want to be treated. This is the next level of
communication and requires some intuition, people reading and adapting. While it
may be slightly uncomfortable at times, when you follow this rule and really
treat people according to their preferred communication code instead of your
own, you’ll gain influence as you instantly build rapport.
Now I’ll give you the edge by introducing you to the Diamond Rule: Engage
people through participation, getting them to interact with you. Listen to what
their real needs, wants and desires are instead of providing a one-size-fits-all
solution, which we all know never works.
Once your audience, prospects and clients begin interacting with you, you’ll
gain their trust, devotion and loyalty. And you'll leave your competitors
scratching their heads, wondering how you’re able to attract millions of raving
fans so easily.
So how do you recognize and respond to different influence codes? When a
woman contacts you via e-mail or comments on your blog, celebrate. This is one
of the easiest ways you can discover her unique influence code. Look for key
indicators in the words she uses and the way she structures her communication to
figure out which style she prefers and how to respond appropriately. Here's a
guide to determining and responding to the four types of codes.
The Driver
If her communication is direct, asking about results and ROI, she has the Driver
Code. Reply by getting straight to the point. Eighteen percent of the world’s
population shares this code.
When engaging with a Driver, don't reply with lengthy paragraphs and stories.
This'll turn her off, and she'll shut you down quickly. Answer her questions
directly, and if she likes what she hears, she’ll make an immediate decision to
do business with you. She’s all about results and efficiency. Don’t waste her
time, and she’ll be a raving fan.
Web 2.0 tip: Having a comparison chart on your site that ranks your
product or service as the best compared to your competition will impress her.
The Influencer
If her communication is wordy, very friendly or uses a lot of exclamation points
after every sentence, then you’re engaging with someone who has the Influencer
Code. Twenty-eight percent of people share this code.
This is one of the strongest communication codes and can work to your
advantage--provided you treat her right.
Be friendly, personable and engaging. Focus on the enjoyable aspects of
working with you. Don’t get into a lot of details. Instead, provide a bulleted
list of benefits for using your product.
The best thing about bringing on clients like the Influencer is that once
she's sold on your product, she’ll influence her circle of friends and be very
convincing as to why they need to work with you. Influence the Influencer, and
you’ll open the flood gates of prosperity for your business.
Web 2.0 tip: Having video on your site will keep her engaged, and
she’ll be back again and again.
The Steady
If her communication is lengthy, sharing her story and seeking a lot of
information from you, you’re engaging with someone who has the Steady Code.
Forty percent of people share this code.
Lose these people, and you lose a large, loyal fan base. Be warm and
conversational in your communication. A personal phone call will really impress
her. Spend some time with her.
Web 2.0 tip: Having interactive surveys or questions on your blog will
appeal to her, as she feels good when she’s listened to. She wants to get to
know the person behind the product. Provide pictures of you, your company, and
smiling, raving fans using your product.
The Compliant
If her communication is precise, asking for data, proof and research to support
your claims, she has the Compliant Code. Give her plenty of valuable content to
keep her coming back. Fourteen percent of people share this code.
Stick to the facts and comply with the rules of your industry. Dot your I’s
and cross your T’s, and you’ll impress her.
Web 2.0 tip: Having video testimonials on your site with specific,
quantifiable numbers related to results is critical to breaking through her
skeptical barriers. Include a research report she can download and read in
detail before making her final decision to buy from you.
Remember, one size doesn't fit all. A custom-tailored suit will always look
and feel better. Shouldn’t your clients and prospects be treated differently and
offered a customized approach when doing business with them?