Increase Sales by Sizing up Customer Behavior

The Dimensional Model of Interactional Behavior is a tool designed to help you size up customer behavior and determine how you can respond to that behavior to get the results you want. The Dimensional Model places behavior in one of the four quadrants illustrated in the graphic to the left depending on how people manage tasks and how they relate to other people.

Managing Tasks

Customers on the dominant end of the scale are proactive. They typically try to take charge and run the show. They prefer to move people to action.

Those on the submissive side are reactive. They tend to give in easily and follow the lead of others. They're more inclined to just let things happen.

Relating to Others

"Hostile" customers are self-centered - you'll hear them use "me" and "I" far more often than "we" and "us." They're defined by a negative attitude and are unresponsive and insensitive to the needs, feelings and ideas of others.

"Warm" customers typically have a positive, open-minded attitude. They're more likely to speak in terms of "we" and "us" than "me" and "I."

Gauging Customer Behavior

First consider how your customer approaches tasks. Does she take charge to get things accomplished, or sit back and let things happen?

Then consider your customer's relationship-oriented behavior. Does she have a positive, open-minded attitude, or is she negative and cynical?

Now you can determine whether your customer is behaving in a dominant-hostile (Q1), submissive-hostile (Q2), submissive-warm (Q3) or dominant-warm (Q4) manner.

Ready-to-Buy Behavior

Typically, customers displaying dominant-warm (Q4) behavior are most open to buying from you. Why? These customers are self-confident, action-oriented and open to working with others.

You might be wondering: If a customer is displaying negative behavior, can I do something to move their behavior to Q4 and get them to buy? The answer is: Yes!

How to Handle a Tough Customer

Customers displaying dominant-hostile (Q1) behavior are often the most difficult to handle. People whose behavior falls into Q1 are typically motivated by strong needs for esteem and independence. When confronted with a dominant-hostile customer, keep these guidelines in mind:

• Stress benefits that give the customer prestige, control and freedom of action. The customer wants to look good, make an impression and be her own person. Make it as plain as possible that your product or service can gratify those needs.
• Be respectful.
• Listen with interest to the customer's views and opinions.
• Seek the customer's advice.
• Let the customer boast. If they say something that genuinely impresses you, say so.
• Don't be too familiar or informal.
• Show conviction and strength without being argumentative or aggressive.

Most of all remember that people who demonstrate dominant-hostile behavior admire strength. So show them that you know and believe in what you are saying by presenting your proof of benefits with vigor, assurance and conviction.