Tony Alessandra explains the Platinum Rule: treat others the way they want to be treated, not how you want to be treated. He shows how tailoring your communication to someone's behavioral style increased sales conversions over 500%, and walks through how to spot and adapt to four different styles.
Chapters
Thank you. Thank you. How many of you, in your dealings with other people have ever had a personality conflict? Can I see your hands? Personality conflict. Okay. And I guess the rest of you don't deal with people, is that right? Come on. All of us, whether we want to admit it or not, all of us have had the misfortune of not being able to connect with another person, not able to create that all important meaning of the minds. Now, I contend that you can create a lot more rapport with people, quicker, deeper and longer lasting based on how well you practice the Golden Rule. Now, all of us are probably familiar with. How many of you are familiar with the Golden Rule? Can I see your hands? The. The Golden Rule, very simply stated, is do unto others as you would have them do unto you. Is that correct? Basically, treat people the way you want to be treated. Now I have to tell you, I believe in that rule 110%. When it comes to values, ethics, honesty, consideration, there's no better rule. But when it comes to one to one communication, when it comes to one to one selling, it can and actually often does backfire. Now I learned that firsthand. Having grown up in Manhattan, in New York City, Brooklyn and jersey, first 18 years of my life, I eventually moved to San Diego, California. Now, would you agree that San Diego, California has a very different regional culture than New York, New Jersey? What do you think? Yeah. But when I moved there to San Diego, I practiced the Golden Rule. When I dealt with people, I treated the people in San Diego the way I wanted to be treated. In other words, I treated the people in San Diego as if they were New Yorkers. Do you see a potential problem here? I came on too strong, too fast, too aggressive, too in your face. Even when I ask people to do things that under any other circumstance they would have willingly done, they dug in their heels, decided not to do it. And it wasn't because of what I was asking them to do. It was simply because of how was my approach. So I decided to look for another approach. I eventually came up with a concept called the Platinum Rule. The Platinum Rule, very simply stated, it's a twist, a twist on the Golden Rule. Platinum Rule says, do unto others the way they want to be done unto. In other words, treat people the way they want and need to be treated. What does that mean? It means to talk to people in ways that make it easy for them to listen. It means to sell people the way they're comfortable buying, not necessarily the way you're comfortable selling. We're going to talk about Three things. Number one, what are the differences in behaviors, behavioral styles? Number two, how do you identify somebody's style quickly and accurately? And then number three, how do you adapt? How do you adjust? How do you practice the platinum rule? How do you really treat people the way they want and need to be treated? Now it's not just in face to face selling, but over the phone, email, voicemails. Here's an example. Years ago, I was doing something with a speaker that many of you might know, a gentleman named Brian Tracy, and he was allowing people to take my online disc assessment for free. Now all they got was just a little introduction to what their style was with some sales copy. This is all online with some sales copy to get them to convert and purchase the actual full blown report. Well, we didn't do too well and one of the reasons was we had the same sales copy for everybody. And then this blinding lightning strike of the obvious hit me and I said, why am I sending the email online here? Why am I using the same copy for every single person when I already know what their style is? So what we did is we adjusted the sales copy based on the person's style and the results went up over 500% literally overnight, just by adjusting the message to the style of the individual. Now, I know that what I'm going to talk about this afternoon, just about every single person in this room has been exposed to this concept at least once. But how many of you, second or third time through a book or a movie, heard or saw things second or third time through that you totally missed? First or second time through anybody? Same thing's going to happen this afternoon regardless of how many times you've been exposed to this concept. I guarantee by the time I'm finished, by the time you walk out of this room, you will have some new insights, some new strategies, some new ideas that will help you adjust your message to the different behavioral types of people that you come across with. And you're going to increase your effectiveness so people won't tell you how to treat them. Wouldn't that be great?
