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What turns them on about selling? Because of their high degree of empathy, Cooperators become deeply involved in the customer’s problem and view the sale as a way to resolve that problem. They truly believe they are in a partnership with their customers and a sale is a first step on the road to a long relationship. Like the Enthusiast, they love meeting new people and getting to know their clients on a more personal level. At their best... Cooperators are very friendly and tremendously good listeners. Customers feel that the Cooperator is genuinely concerned for their well being and, if they are having service or product problems, they know that the Cooperator will have their best interests at heart. The ever-loyal Cooperator is the profile most likely to retain a "customer for life", as long as maintaining relationships is key. They are very accommodating and they try their best to do what they say they are going to do. They are organized and thorough. When they sit down with a client, they are well prepared. At their worst… Many sales gurus feel that creating urgency in the customer’s mind is key to getting them to move forward and place an order. The Cooperator will struggle in this area because they don’t have a strong sense of urgency themselves, as indicated by their high Relaxation. Also, their laid back approach may make it difficult to function in other areas where a sense of urgency is needed, such as putting a rush proposal together, quickly responding to customer queries or dealing with an urgent crisis. Because of the combined high Sociability and low Dominance – wanting to be liked and very accommodating – they experience difficulty in dealing with objections and handling rejection. They will shy away from activities that may result in rejection, such as prospecting and closing. Additionally, The Cooperator’s strong desire to please the customer may cause them to cave-in to customer demands. Around the office... The Cooperator gets along with just about everyone, from the CEO to the Warehouse Supervisor. They are liked by management and support staff alike because they are very conscientious when it comes to reports and documentation. However, their laid back approach is a double-edged sword: they don’t make unnecessary demands on anyone, but, at the same time, they tend to plod along and don’t respond well to pressure. Similarly, even those who like the Cooperator’s "go with the flow" attitude may become frustrated at their unwillingness to take a tough stand when needed. Summary Like Enthusiasts, Cooperators are best suited for relationship selling with a minimal amount of cold calling – where closing the sale is more a natural outcome of a thorough needs analysis and a level of trust between the two parties. They score high on both Relaxation and Compliance, resulting in a thorough, methodical approach to selling. They are well prepared for sales calls and presentations and they place value on the structure and support their company provides – things like product brochures, an 800 number and an impressive client list. Cooperators will excel in more mature markets where there is an emphasis on account maintenance rather than aggressive new business development. Advice to the Cooperator It’s time to get tough. Beware of your tendency to be over accommodating at the expense of your commission check. Try to be more demanding of your customers and yourself – you may like the result. Recognize that, because of your high Relaxation score, you may be operating on a different time clock than your managers or customers – who may have greater urgency. The next time you are asked to complete a project for them, ask for a specific deadline – and come in ahead of schedule. If you’d like more information
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Cooperators
are like Enthusiasts in that they are pleasant and harmonious people
with a strong desire to be well liked. They are empathetic, outgoing
and enjoy meeting and building relationships with new people. People
buy from Cooperators because they like them. They are methodical and
detail-oriented and, when they say they’re going to look into something
for you, they take the time to research thoroughly before coming back
with a response.
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