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The Platinum Rule® F O R S a L E S M Ast E R Y

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The Platinum Rule® F O R S a L E S M Ast E R Y The Platinum Rule® FO R SALE S M ast E R Y Dr. Tony Alessandra Scott Michael Zimmerman and Dr. Joseph La Lopa PLATINUM RULE GROUP, LLC. The Platinum Rule® FO R S A L E S M ast E R Y © Copyright 2009 • All rights reserved in all media. Dr. Tony Alessandra, Scott Michael Zimmerman and Dr. Joseph La Lopa No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by any information storage and retrieval system, without permission in writing from author or publisher (except by a reviewer, who may quote brief passages and/or show brief video clips in review). ISBN: 0-000000-00-0 (Hardcover) ISBN: 978-0-9819371-2-0 (Paperback) ISBN: 0-000000-00-0 (Audio) ISBN: 0-000000-00-0 (eBook) Published by: Cover & Interior Design by: Glenn Griffiths www.TheCyranoGroup.com Platinum Rule Group, LLC. 600 31st Street SW Barberton, Ohio 44203 1-330-848-0444 www.PlatinumRule.com ACKNOWLEDGE M EN ts WE ARE GRATEFUL TO ALL OF THE PSYCHOLOGISTS, sociologists, visionaries, philosophers, coaches, consultants, trainers, speakers and authors who directly and indirectly influenced our work, documented their findings and who built foundations of evidence upon which we could build. Just a sampling of these include: Michael J. O’Connor, Katherine Briggs, Jim Cathcart, Roger Dawson, John Geier, Paul Green, Phil Hunsaker, Carl Jung, Florence Littauer, Russ Watson, William Moulton Marston, David McClelland, David Merrill, Roger Reid, Larry Wilson, Bill Schwarz, Isabel Briggs Myers, Don Lowry, Janice Van Dyke and Don Hutson. We wish to thank our clients for providing us with encouragement, financial support, opportunities to fail forward (and grow in the process) and for challenging our thinking. We want to say a special thanks to Glenn Griffiths for the wonderful graphic design he provided for this book and for his continuing contributions to The Platinum Projects. A big tip of the hat to Dan Alsip and Alan Brunton for reading the manuscript with critical eyes and open minds, and for asking us all the right questions. Our deepest gratitude goes to our colleague and friend, Rick Barrera. Many of the sales concepts in the Section IV chapters of this book were developed since 1986 in conjunction with Rick Barrera, the co-author, with Tony Alessandra, of Non-Manipulative Selling and Collaborative Selling and the author of the best-selling book, Overpromise and Overdeliver. what others have said about T H E P L at INU M R U L E “The ability to communicate effectively with others is the key to success and happiness. Tony Alessandra has [created] the most important, practical, and effective [concept] ever imagined.” – Brian Tracy, Author, Maximum Achievement “The Platinum Rule is a must for all of us who want to be better in our interactions with others.” – Ken Blanchard, Co-author, The One-Minute Manager and Raving Fans “Apply [these ideas] to your own activities, each day, and watch your career and your life change for the better” – Og Mandino, Author/ Speaker “The Platinum Rule breaks all the old rules of communications … cuts like a laser to the heart of the human personality ... yours and your customer’s … it’s a learning and earning tool for the times.” – Harvey Mackay, Author, Swim with the Sharks Without Being Eaten Alive “Dr. Tony Alessandra’s work brilliantly provides effective insights for improving communication in any and all situations.” – John Gray, Ph.D., Author, Men Are From Mars, Women Are From Venus D EDIC at ION S I dedicate this book to my late father, Victor Alessandra, who taught me the “street smarts” that helped me become successful in selling, in business and in life. – TONY ALESSANDRA Sweet P, my one and only: thank you for sharing your life with me. Mom, thanks for always giving me just enough and making me work for the rest. Big Jim, bless you for walking the righteous walk (I miss you every day). Father Norm Douglas and Larry Vuillemin: thanks for spending the time teaching me MBTI, the Enneagram and for jump- starting my inner journey. To Bosko, thank you for breathing life into Cyrano; you are a true genius. Mick, thanks for sharing your ideas, experiences and energy with me. Tony, thank you for letting me share in your greatest discovery: The Platinum Rule, and for providing me with guidance, confidence and opportunities. – SCOTT ZIMMERMAN This book is dedicated to my father and mother for their unconditional love and support, which has helped me cope with the high and low points of my life, and to my wife and children, who inspire me every day to be a better person, father, husband, and teacher. I also want to thank Tony Alessandra and Scott Zimmerman for making my dream of writing a book like this one come true. – MICK LA LOPA T A B L E O F C ON T EN ts FOREWORD XXX INTRODUCTION: Four Unique People Discuss a Buying Decision I SECTION I: THE FOUR BEHAVIORAL STYLES 1 CHAPTER 1: Directors: The Great Initiators 5 CHAPTER 2: Socializers: The Great Talkers 15 CHAPTER 3: Thinkers: The Great Analyzers 27 CHAPTER 4: Relaters: The Great Helpers 39 SECTION II: IDENTIFYING THE FOUR STYLES 53 CHAPTER 5: Identifying Your Customer’s Style 57 SECTION III: ADAPTING YOUR STYLE 91 CHAPTER 6: Reducing Tension Through Style Adaptation 93 CHAPTER 7: Platinum Rule Adaptability Strategies 101 SECTION IV: MAINTAINING RAPPORT THROUGHOUT THE SELLING CYCLE 115 CHAPTER 8: Phase 1: Profiling 119 CHAPTER 9: Phase 2: Connecting 137 CHAPTER 10: Phase 3: Exploring 157 CHAPTER 11: Phase 4: Collaborating 169 CHAPTER 12: Phase 5: Confirming 177 CHAPTER 13: Phase 6: Assuring 191 CHAPTER 14: Taking Ownership of Your Destiny 207 PLATINUM RULE WORKSHEETS 211 ANSWERS TO QUIZ 221 ABOUT THE AUTHORS 225 I N tr ODUC T ION THELMA, DEREK AND ROGER HAD BEEN SEATED FOR fifteen minutes when Suzie burst into the restaurant. While chatting into her cell phone, Suzie looked around, spotted her associates, smiled and waved as she bounced over to the table. Even though she was late, the other three silently forgave her the moment she sat down. It was nearly impossible to stay mad at Suzie; she was truly likeable and oozed charm. Suzie snapped her cell phone shut and offered a half-hearted apology. “I’m so sorry about the time, but I just left the most exciting brain- storming session… ever!” she gushed. Suddenly, she noticed a server silently waiting for her to pick up the menu; the rest of the group had long since placed their order. After some friendly banter with the waitress, she ordered. Then, she turned back and asked, “What was I just talking about?” Roger helped her out by saying, “You were talking about the great meeting you just left.” Derek quickly interjected, “Suzie, I know you’re about to regale us with another epic tale, but we really need to get down to business. I need to make my final decision about which marketing firm we are going to II + I N tr ODUC T ION hire. I have a two-fifteen appointment, and because of Suzie’s tardiness, we’re already twenty minutes late. You have all interviewed the represen- tatives from four competing marketing firms; give me your recommenda- tions and reasoning for the firm you each think I should hire.’” Roger offered Suzie a sympathetic glance as if to apologize for Derek’s remark. Suzie smiled as if to say, “No sweat, I’m over it already.” “I saved the original requirements we agreed upon before we began the interviewing process, and I made a point to bring a copy for everyone,” Thelma added. After Derek quickly glanced over Thelma’s spreadsheet, he commented, “I’ll start. From my brief interviews with the candidates, Michael seemed to grasp the big picture the quickest. He shared with me specific results he expects to get, and I liked his confidence in his ability to help us grow sales and increase client retention. The other candidates lacked focus, seemed indecisive or flat-out wasted my time with details that aren’t relevant to my goals. Plus, I think it would take them too long to get up to speed about how I like things done around here. So, unless there are any reasons not to hire Michael, I’m ready to make a decision and move forward. Anyone disagree?” Suzie jumped in on the conversation, “I’m glad you think that Michael is our guy, Derek. I found him to be very quick on his feet; he and I hit it off right away. I shared with him a couple of my ideas for growing sales and he gave examples about how some of them worked with his other clients. He also added some of his own visions that were in alignment with my ideas. He said he would help me list and prioritize my ideas, so we could initially concentrate on the top one or two that would make the greatest impact. Besides, have you seen the companies Michael is working with? Talk about heavy hitters! I have some friends at some of those firms and called them to find if they liked working with Michael’s team. They all praised him and highly recommended his company. I’m sold.” During the brief moment of silence, Roger collected his thoughts and then quietly added, “I’m so glad that he suggested that we prioritize I N tr ODUC T ION + your ideas before blindly plunging forward.
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