LEARN to recognise and work with different personality types if you want to master the art of persuasion - and selling.

There are eight different types of personalities:

1 The Baulkers

These people are indecisive. They can't make up their minds. It takes a lot of patience to deal with them. Sooner or later, you have to force the issue by asking: "What would keep you from signing the agreement letter today?"

2 The Talkers

You can control the talkers by asking questions to keep pulling them back on track. Use simple questions to which they can answer 'yes' or 'no'.

3 The Clams

Keep drawing them into the conversation with questions to make them talk. Ask for advice or for their opinions.

4 The Sceptics

With the cynics, use a lot of raw data. Show proof statements and documentation. Keep getting agreements as you go along.

5 The Sarcastic Souls

Sometimes they are hard to take, but keep your cool. Find out what is behind their sarcastic remarks. Laugh at their sarcasm - all the way to the bank.

6 The Egotists

Resist the temptation to tell them off. Feed their egos by asking their opinions and giving them compliments. Win them over by giving in on all minor issues.

7 The Bullies

They get their way by acting tough. Be nice, but stand your ground. Don't run, don't fight - just stand.

8 The Timid Ones

Take it nice and slow, do not rush them. Concentrate on building their confidence.

Why they behave that way

You have to deal with different types of people in selling your products and services.

The better you become at discovering and dealing with each of the different personality types, the more successful you can be.

Remember, clients always do things for their own reasons - not yours.

If you want to move an evasive client to action, you have to give that client a strong benefit for acting promptly.

And here is where you can usually separate the amateurs from the real pros.

The amateurs start thinking about discounts: "I'll give you 10 per cent off if you'll go ahead and sign the agreement today."

But that is not visionary salesmanship, not the high-level strategy that works effectively with people who are buying your professional skills.

In fact, it often creates precisely the opposite effect from what you want.

The client starts thinking: "Maybe this person is not such an expert after all. He must not have much business. Maybe I'd better take a closer look at this whole thing."

Focus on key benefit

Real professionals take the opposite approach. They focus on the client's key benefit for buying immediately.

For instance, if the client's problem is costing X number of dollars a month, the real expert will talk about how much it would cost the client to delay solving it for 30 days.

Or, if the client is on a tight schedule for delivery, they might say something like this: "Mr Smith, if we can go ahead and finalise our agreement today, I can guarantee delivery on schedule. But I'm not sure I could promise a definite delivery date if we wait until next week."

It is called "hot button" selling, and it works like this:

You find the client's primary motivation for buying, and zero in on that motivation.

You keep asking questions until you find the prospect's strongest reason for acting promptly, then you reinforce the client's own reason.

One of the simplest and most powerful formulas for success I have ever discovered came from Mr Frank Bettger, a man whom motivational speaker Dale Carnegie called the best salesman he ever met.

Mr Bettger said: "Show people what they want most, and they will move heaven and earth to get it."

So, I always figure that if people are not willing to do whatever it takes to get moving, I have not yet discovered and shown them what they want most.

When you have done that, you do not have to worry about pinning down evasive clients. They will pin themselves down instead.

Article by Nido Qubein, an international speaker and consultant. For more information, visit www.nidoqubein.com