How Identifying Colour Personalities Can Help Your Business

I don’t know about you, but I really like to get to know my clients before we start working together. Learning as much as I can about the way they work, and their general personality, helps the process greatly. But how many times have you talk through ideas with a potential client, and explained everything you can do for them, only for them to back out at the last minute?

Was it something you said?

It’s not WHAT you said, it’s HOW you said it.

If you’ve ever looked at Network Marketing as a business model, you may well have heard of Tom ‘Big Al’ Schreiter. One of his books is entitled The Four Colour Personalities for MLM. Now, I’m not necessarily talking about MLM here, but many of the theories and techniques can be carried over into any business model. This is one of them.

So, what ARE the colours?

Almost everyone you meet can be put into one of four categories. I say one; some people will slot nicely into more than one on occasion. I certainly flit between two on a regular basis. But the types of personalities are easy to identify when you start to talk to people.

Yellow: these people are caring, considerate, relaxed and supportive – they love to help
Blue: these people live for fun and excitement – they’ll run rings around you in any social situation
Red: these people are competitive, determined and all about results – you’d better believe they’re here to win
Green: these people are all about the details – they’re the cautious folk, who are precise and deliberate in all they do

You can see, immediately, how different each of these personalities is. They all want different things; all have different ways of working. You should approach conversations with each personality type in a different way.

What motivates one person won’t motivate another.


Okay, but how can this help my business?

Let’s look first at your clients – your end goal is to make a sale. Think about your target market. Which colour personality does your ideal client fit? Your marketing efforts should be geared towards this type of person.

Let’s imagine you’re targeting a yellow personality: you need to show them how working with you can help them to help others. Are you a business coach? Perhaps your strategies can show someone how to reach potential clients that need their help the most. Or maybe you can teach them new skills to help their clients achieve the best results.

Now think about how you can appeal to a red personality: how can you ensure that they become the best of the best? How can you put them ahead of the competition? Maybe you can help them to create a brand that makes them really stand out from the crowd, or build them a website that takes their business to higher levels.

Moving away from clients – let’s take a look at your team. How can you motivate them to do the best job possible? Spend some time getting to know each of your team members. Figure out what they want, how they think and which colour personality they are. Once you’ve got them pegged, you’ll know exactly which buttons to press.

Yellow: show them how what they are doing can help other people
Blue: offer them fun and excitement, meeting new people
Red: entice them with competition and recognition
Green: these people are slightly harder to pinpoint – they like to be left to do their research. Support them in their meticulous working process and expect to get right into the nitty gritty with them.

The more you talk to people, the easier it will become to identify their personality type. The way that you talk to them will affect the outcome of the situation.

Remember, it’s not what you say, it’s how you say it.

Kerry Johnson

Kerry is a business and mindset coach, working primarily in the network marketing industry. With over ten years experience working freelance, her mission is to nurture close working relationships, to help female entrepreneurs establish a strong online presence and develop a mindset for success.

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