The Platinum Rule, by Tony Alessandra Tony is a sales trainer of many years, but puts heavy emphasis on understanding personality types to build trust.
I reference this book in a Friday group coaching call because he shares a great way to assess personality types on the fly by two very easy questions.
The premise behind the book is that the golden rule isn’t the right approach. Instead of treating others as you would want others to treat you, Tony explains why it’s more important, and helpful, to treat others as THEY would want to be treated.
For example, if you have a Conscientious personality type (i.e. someone who likes to review all the facts and think through every detail before making a decision), and you are talking to a Dominant personality type (someone who makes quick decisions and works at a fast pace), then if you talk to that person at YOUR pace it will be very difficult to connect and build rapport with that person. I found this to be a great resource.
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