Part I

PART I:Understanding And Categorizing Personality Types Whilst we come in all different shapes and sizes, we are not as different as most of us would like to think. Researchers have found that behaviour is actually quite predictable, once you establish a person’s personality type.

A personality type simply means what type of person you are, how you think and what you are likely to do. Personality types are therefore a good predictor of human behaviour, and can also give you clues as to the best way a person can be persuaded. Other benefits of knowing a persons personality type include: • • • •

Presenting information in a way that a person will best understand. Identifying how people make decisions. Identifying likely patterns of behaviour/responses. Quickly establishing rapport.

As you can see, personality types enable you to quickly categorise people. In turn, this makes persuasion and social interactions that much easier and more successful, as you can then tailor your speech to meet a person’s specific needs.

How To Categorise Personalities Below is a well know scale for assessing personality types. This was originally used in areas such as psychological research. However the information proved to be so valuable, that it was subsequently used by advertising agencies in order to tailor advertisements to specific subsections of the population. The personality assessment uses 4 scales, as shown below.

Personality Assessment Scale 1. How and where we get our energy from (E) Extrovert - (I) Introvert scale.

2. What type of information we pay attention to (S) Sensor- (N) Intuitive scale. 3. How we make decisions (T) Thinker - (F) Feeler scale. 4. How we resolve issues (J) Judger - (P) Perceiver scale.

Personality Scale Preferences Each scale is subdivided into 2 choices called preferences. Most people will have an overall bias towards one preference. For example, I may be an extrovert, whilst you may be an introvert.

People who have an oppositional bias for each scale (i.e. they have a different preference for each scale, for example extrovert vs. introvert) tend to be very different from each other. In this example, an extrovert would usually be much more talkative and outgoing than an introvert. Therefore the greater the dissimilarity between 2 people on the scale, the more different they are likely to be and the less chance they will get along together. As a general rule, just remember that people like people who are like themselves.

Adopting Personality Types When using personality types to decide upon a persuasion strategy, you should therefore try to adopt a personality that is similar to the person you are trying to persuade. However some people may find this difficult, as we tend to communicate best in a way that comes naturally to our personality type. It is also worth noting that if you adopt a new personality type in order to persuade someone, if you are suddenly pressured or put under stress, you will most likely revert back to your original personality type. This is one reason why during training soldiers in the Army are suddenly woken up at random hours of the morning.

It has been shown that upon waking the solider will act as if they would when under stress, such as during a battle. Meaning that they will revert back to their original personality type.

This shows the instructor and the solider who they really are, by stripping away any false aspects/façades of their character they may have added to impress or deceive other people/themselves.

Interpreting The Personality Type Scales When the 4 scales are taken as a whole, each preference combines to create 16 possible combinations of personality types. Each personality type uses the first letter from each preference as an abbreviation. 1. 2. 3. 4.

How and where we get our energy from (E) Extrovert - (I) Introvert scale. What type of information we pay attention to (S) Sensor- (N) Intuitive scale. How we make decisions (T) Thinker - (F) Feeler scale. How we resolve issues (J) Judger - (P) Perceiver scale. These lead to the following 16 personality types: ISTJ ISFJ INFJ INTJ ISTP ISFP INFP INTP ESTP ESFP ENFP ENTP ESTJ ESFJ ENFJ ENTJ

In the next article we shall take a closer look at each scale, so that you can determine your own personality type, and later the personality types of others.

PART II:Understanding A Persons Personality Type In the previous article, you were introduced to the concept of categorising people according to their personality type. In this article, we shall take a closer look at each scale on the personality type assessment.

Scale 1 - How And Where We Get Our Energy From (Extrovert - Introvert Scale) The first personality type scale measures how we are energized.

Extroverts Extroverts get their energy from external sources, such as the company of other people. When they are feeling low, they like to recharge their batteries by mixing with friends and colleagues. Extroverts like to communicate by thinking and working through a problem out loud. They like to talk things through with others, and enjoy group activities such as team sports. Because they like being around other people, extroverts feel comfortable in social situations and so usually make good leaders.

Extroverts Summary • • • • • • •

Think aloud Communicate enthusiastically Are talkative Dominate conversation Share personal facts more readily Prefer face-to-face meetings Speak rapidly when giving information

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Are at ease communicating with groups

Introverts By contrast, introverts gain their energy through quite solitude. These people may not necessarily dislike the company of others, but feel more comfortable being by themselves and reflecting alone. Introverts therefore prefer to work alone, and think things through in their head or on paper, rather than ask for help from other people. When it comes to sport, introverts prefer solo sporting activities such as climbing, tennis, swimming or golf. However these activities are not solely confined to introverts, and may also be enjoyed by extroverts. Introverts strongly value privacy and time when they can be alone. During these times it is not uncommon for them to read, write or meditate. Generally speaking, introverts tend to be very intelligent and thoughtful people, although they may suffer from low self esteem and lack social skills to some degree. At the moment, it is estimated that around 75% of people are extroverts. This is largely due to the popularisation of celebrity culture, and the desire for the attention that goes with it. However, the popularisation of video games and home entertainment has seen a sharp increase in the number of introverts, especially male introverts. At the moment this does not seem to affect women, who are predominantly extroverts.

Introverts Summary • • • • • • •

Reflect, then talk Keep feelings to themselves Listen more than talk Need to be drawn out Keep personal information private Like written memos and reports Pause when answering questions

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Like to communicate one-on-one

Scale 2 - What Type Of Information We Pay Attention To (Sensor - Intuitive Scale) The second personality type scale describes the way we prefer to receive information.

Sensors Sensors tend to pay attention to facts and details, relying on information that is practical and useful. Sensors therefore appreciate an understanding of why something works, especially if it is backed up by scientific or other credible sources of information. Sensors are also very focused on the present, and what is happening to them right now. Consequently they tend to prefer satisfying their needs via immediate gratification, having a “live for today” attitude. When making judgments, sensors like to process information via their 5 senses: sound, taste, touch, smell and sight. This means that they are best convinced when they physically do and experience something firsthand.

Sensors Summary • • • • • •

Present facts evidence, examples first Ask lots of “what” and “how” questions Use lots of specific examples Are interested in short-term practical applications Like step-by-step information and detailed descriptions Value real-life experiences

Intuitives

The second preference on this scale is the intuitive. Intuitives tend to focus on the longer term perspective, and the future implications of activities they engage in. Intuitives therefore tend to discipline themselves by delaying gratifying their needs until a later date (delayed gratification). When processing information intuitives prefer to see the whole picture first, and get the finer details later. If sensors see the trees, then intuitives see the forest. As a result, intuitives learn best through general concepts, and simplified points or summaries. Unlike the sensors who prefer to absorb information through their senses, intuitives prefer to go on a gut feeling, trusting their own thoughts and intuition to guide them. About 65% of the population are categorised as sensors, the rest are intuitive, most of whom are women.

Intuitives Summary • • • • • •

Present the “big picture” ideas first Ask lots of ”why” questions Talk about general concepts Are interested in the long-term picture and future possibilities Like using metaphors and analogies Are interested in hunches

Scale 3 - How We Make Decisions Or Reach Conclusions (Thinker - Feeler Scale) The third personality type scale measures how we make decisions and come to conclusions.

Thinker When it comes to making decisions, thinkers are driven by facts, logic and reason. Thinkers like to look at the evidence, and then weigh up the pros and cons before making a decision or judgment. Thinkers therefore go and do with what the facts tell them, even if they don’t like what they have discovered. As a result, thinkers tend to be very rational individuals with an extremely open mind. Overall, thinkers strongly value the truth.

Thinkers Summary • • • • • •

Use cold, hard facts and logic to persuade others Present meeting with goals and objectives first Weigh the pros and cons of each example Demonstrate objectivity and are often critical Believe feelings are only valid if they are logical Are task-focused

Feelers If thinkers could be described as head over heart, then feelers could be described as heart over head. When making a decision, feelers tend to driven by their own emotions and the feelings of others who will be affected by their actions.

For the feelers, all feelings are important and decisions are made based on these feelings, in addition to any facts. As a result, feelers tend to be more persuaded by emotional appeals, unlike the thinker who prefers persuasion via facts and evidence. There is roughly a 50/50 split in the population between thinkers and feelers.

Feelers Summary • • • • • •

Persuade others with personal, emotionally presented examples Start with pleasantries, then summarise areas of agreement Talk about the value of each alternative Empathise and appreciate other viewpoints Believe all feelings are valid Are relationship-focused

Scale 4 - How We Resolve Issues (Judger - Perceiver Scale) This personality type scale describes how we like to plan and organise our lives.

Judgers Judgers prefer to make decisions quickly. They like to be decisive, and have a clear plan of action to get things done in a timely manner. Uncertainty and indecision tend to frustrate the judger. Judgers like to be in control. They have no problem stepping into a situation and taking charge, which makes them natural leaders.

Judgers also tend to be very organised, time conscious and are able to work well under pressure.

Judgers Summary • • • • • • •

Prefer to make decisions quickly and like to be seen as decisive Like to set schedules and deadlines Like to complete projects Negotiate from fixed positions and are sometimes dogmatic Focus discussions on content Like meetings to reach a conclusion Believe time is a fixed resource and deadlines are important

Perceivers Perceivers prefer to hold off making decisions until they absolutely have to make them. They prefer to keep their options open, and take their time picking the best option that’s right for them. Perceivers therefore work best when they can be flexible with time, and are not rushed or put under pressure. As a result they don’t mind following a leader, who will make decisions for them. Unlike the judger, the perceiver tends not to be very organised and likes to do things in their own leisurely style. Judgers make up about 60% of the population.

Perceivers Summary • • • • • • • •

Like to keep options open, may procrastinate Feel restricted by schedules and deadlines Prefer to start projects Are flexible about positions and are sometimes seen as wishy-washy Focus discussions on process Are happy for meetings to remain inconclusive Believe time is renewable and deadlines are elastic

Summary of the Four Personality Types Energized By: Extroverts: Talk first, think later Introverts: Reflect silently before talking

Pay Attention To: Sensors Want details and specifics INtuitives See the big picture

Make Decisions By: Thinkers Weigh facts and evidence Feelers Value emotions and feelings

Resolve Issues By: Judgers

Decide quickly Perceivers Keep options open

In the next article, we shall look at how to use these personality types when communicating and persuading people.

PART III: How To Use Personality Types When Persuading Now that you are aware of the different personality types people have, the next step is to become aware of how to use that information in order to become a better persuader.

However in order to do that, you first need to determine what personality type a person has. Here are some questions you can ask yourself to quickly determine personality types.

Determining Personality Types 1 - Does the person I want to persuade usually prefer to talk about an issue out loud before acting (extrovert), or prefer to reflect on a problem before talking and acting (introvert)? 2 - Does the person I want to persuade pay attention to specific and detailed information (sensor), or respond to the global or big picture (intuitive)? 3 - When making a decision does the person I want to persuade base a decision on the quality of facts and evidence (thinkers), or consider the impact on people’s values and feelings (feelers)? 4 - Does the person I want to persuade prefer to proceed quickly once a decision has been made (judger), or prefer to keep their options open (perceiver)?

Play Detective Before Trying To Persuade As a persuader you are not going to know the personality type of everyone you meet. Therefore, rather than trying to persuade someone immediately it is far wiser to carefully observe the person, looking for any clues which may suggest what type of person they are. This can largely be done by asking carefully crafted questions, and listening closely to what the person says. A big mistake many people make is trying to persuade too soon, before ascertaining the personality type. So play detective, and make sure you have enough evidence to suggest a personality type before you start trying to persuade them. Remember, people have different personality types, and different people prefer to be persuaded in different ways.

Your success as a persuader is therefore largely determined by your ability to identify a persons personality type, and persuade them in a style that is effective for that personality.

Influencing Strategies Once you have identified a personality type, there are certain strategies you can use. Here is a reminder of the scales and their preferences. 1. 2. 3. 4.

How and where we get our energy from (E) Extrovert - (I) Introvert scale. What type of information we pay attention to (S) Sensor - (N) Intuitive scale. How we make decisions (T) Thinker - (F) Feeler scale. How we resolve issues (J) Judger - (P) Perceiver scale.

Influencing Different Personality Types On a social level the most important scale to consider is first scale, where a person gets their energy from. For example, if you wanted to do something with your partner it would be a good idea to determine whether they are an extrovert or introvert. If they are an extrovert then you may want to choose activities which involve being around lots of other people. Such as going to a nightclub, a restaurant or a sporting event.

If your partner is an introvert then you may want to choose something more intimate, such as a quite night in together perhaps watching a film, or having a picnic on a field together. The fourth scale, how a person resolves issues, is most useful when making deals, coming to conclusions or disagreements. However please remember that although people tend to have an overall preference for each scale (e.g. introvert or extrovert) they are rarely solely confined to that preference. What this means is that although a person may predominantly be an introvert, they may also be bit of an extrovert. So keep this in mind when picking your influence strategies, and be prepared to be flexible.

Personality Types And Persuasion When it comes to persuasion, what you really need to concentrate on are the 2 middle scales: What type of information a person pays attention to and how that person makes decisions. (S) Sensor - (N) Intuitive (T) Thinker - (F) Feeler When you narrow it down to these two scales, you will find that there are only 4 possible personality type combinations: ST, SF, NT and NF By focusing on just these four combinations you come up with four key influencing strategies. To be effective, choose one of these options.

Persuasion Strategies To Influence ST: Concentrate on the evidence, and present a step by step logical analysis. Focus on the evidence.

To Influence SF:

Concentrate on the details, and show how these details will affect the people involved. Focus on the relationship.

To Influence NT: Present an overview first, and offer a series of well analysed practical options. Focus on the logical possibilities.

To Influence NF: Present the big picture, and demonstrate how your proposal will impact peoples lives, values and feelings. Help the other person realise their vision.

Adopting Personality Types As a final note, please remember that people with the same or similar personality types tend to get on well together, establish rapport quickly and communicate well together. However the more different your personality types are, the longer it will take to establish rapport and the more difficult it will be to communicate effectively. It is therefore in your best interest as a persuader to identify a person’s personality type, and “adapt” yourself to be more like the person you are trying to persuade/influence.

Famous Personality Types Here are some personality types of various famous people throughout history. If you would like more information on personality types, please see this personality website.