In pitching people exhibiting this type, you focus on savings, efficiency and profits. Sell to the Socializer by talking ideas, dreams and goals. He or she wants organization, structure, price comparisons and facts and figures. Sell to the Relator by emphasizing harmony, security and steadiness. By contrast, the Myers-Briggs format expands this structure with further shadings of how people take in information, formulate their conclusions, focus attention and orient themselves to the world.
Most people exhibit a combination of types at any given time.
So the key becomes knowing, for example, that the Sensing-Feeling customer focuses on specifics and on those specifics' impact on people. Most effective sales professionals and others who rely heavily on interpersonal communication use some degree of style flexing in their approach to others. Personality typing, however, provides a strong framework to classify behavior patterns and to practice thinking from your customer's point of view. Once they understand it and begin focusing, most people can do better at it within a matter of weeks. If you can use these skills, you increase your number of positive contacts tremendously.