Salespeople, the 4Colors® method can help you convince your customers and make you more effective. What does this method involve? How to make a better case and sell your ideas, products and services more easily to your customers? Find out from Roseline Sicos, a consultant trainer and coach with extensive field sales experience.
"How many times have you made a sale without arguing? Probably never! Arguing is one of the many skills that a salesperson needs to master during the sales cycle, whether it's presenting the product or service, negotiating or closing the sale.
Faced with buyers who are better informed and have less and less time to spare for you, making a difference quickly as a salesperson is becoming decisive. You need to create a positive connection quickly, identify your prospect's buying behaviour in a matter of minutes and get the right message across through your attitude and communication style... all combined with a compelling sales pitch.
The fundamentals of the 4Colors® method
Let's start by explaining the basics of the 4Colors® method. It connects different research and concepts from the personal development and neuroscience NLP (neuro-linguistic programming), systemic analysis, cognitive neuroscience, positive psychology and synergology. This method is based on various studies.
- Newton (1665) demonstrated that colours do not exist and that they are merely interpretations of our brain.
- Jung (1921) describes 4 functions (sensation, intuition, thought, feeling) combined with 2 attitudes: introversion and extraversion
- Marston (1928) published a work Emotions for normal people with 4 behavioural patterns with associated colours: Dominance/Red, Influence/Yellow, Stability/Green and Compliance/Blue
In 2003, the 4Colors® method was created by a French team of personal development experts, business consultants and IT developers. This method describes the motivations and behaviors of our interlocutors including colors may change from one moment to the next and depending on the situation.
For example, when you present your offer, your prospect may behave in a "blue" way - distant, suspicious and fussy at the beginning of the interview, only to end up in "yellow" - or smiling, relaxed and even humorous, because you've reassured him enough. So let's avoid pigeonholing our prospects.
The 4Colors® method is a intuitive approachIt's easy to get to grips with, so you can communicate in the best possible way to the right person and build up a relationship of trust over time.
Let's review the four 4Colors® profiles to find out how to build this relationship of trust... and sell more effectively.
Argue in color
The 4Colors® method is based on a pedagogical representation in the form of color compass Who enables the sales assistant to identify the prospect's dominant colour at a given moment to better adapt to it.
North/east of the compass - red symbolised by an arrow
It's the world of action and results in a perceived hostile environment that needs to be under control. Action precedes reflection, bringing speed and rhythm to the prospect's behaviour. So, to influence their buying decision, your arguments must be concise, precise, direct and results-oriented. The key words: quickly done, well done!
"You have two solutions to satisfy your demand for the performance of your team of consultants: either you change the working environment, or you change the collective objectives. This way, you'll be sure to achieve your objectives by applying the method I'm about to present to you."
South/east of the compass - yellow symbolised by a sun
This is the world of ideas and concepts in an environment perceived as favourable. This is a prospect who is open, friendly, enthusiastic and motivated by interaction with others. To influence their buying decision, your sales pitch should highlight new products or services as well as testimonials from other customers. The key words are: sharing and good humour!
"Have you ever heard of the X method? I've prepared a summary of this method, which facilitates the development of team performance. I'm sure you'll find it useful for your team of consultants... "
South/west of the compass - green symbolised by a circle
This is the world of relationships, above all in an environment perceived as favourable and sociable. This is a rather reserved and calm prospect. This prospect prefers harmonious and warm relationships based on goodwill and the long term. To influence their buying decision, your sales pitch must provide evidence of the sustainability of your product or service. Key words: together for life!
"I've thought long and hard about which method is best suited to your environment and your team of consultants. I've selected the tried and tested X method for you, one that delivers results over time."
North/West - blue symbolised by a square
This is the world of numbers and facts in a perceived hostile environment that needs to be controlled through anticipation and risk reduction. They are methodical, analytical, rational and sceptical by nature. So, to influence their buying decision, your arguments must be structured, detailed and precisely worded. Key words: a well-informed man is worth two!
"During our last meeting, I noted your question about the methodology we could suggest to improve the performance of your team of consultants. We have selected the X method, which consists of 5 steps... "
Know your 4Colors® profile
Knowing how to detect your prospect's profile using the colour compass is one thing. Know your own profile is an added bonus. If you know where you stand on the colour compass, you'll be able to identify your strengths and areas for improvement. These correspond to your "opposite style", in other words people or situations that make you feel uncomfortable.
Getting to know yourself better will enable you to correct certain behaviours. You'll also be able to maintain your advantage in sales situations and throughout the sales cycle.
| Opposite colour | Relationship management | Managing the situation |
| Red | Develop your assertiveness Design and present concise, impactful sales pitches | Set goals for yourself and your prospect to achieve your sales cycle Develop your closing techniques |
| YELLOW | Take care of your contact Develop your improvisational skills (for example when an unexpected participant is present at the presentation of your offer) | Master communication techniques to create and maintain a friendly relationship with your prospect |
| Green | Develop your ecouactivate you Take the time to reassure your prospect | Give your prospect the impression that you are following him throughout your sales cycle with regular visits or calls and not just for the closing! |
| Blue | Be rigorous in your preparation, because improvisation doesn't always work Make sure you collect and communicate factual data that is organised in a way that makes sense to your prospect | Use analytical tools such as SWOT (Strengths, Weaknesses, Opportunities, Threats; a useful tool in the strategic diagnosis phase), comparative tables and other computer graphics to enhance your professionalism. |
What you need to remember: mastering the colour compass and knowing your own 4Colors® profile will enable you to SO to increase your influence and sales performance. Thanks to the 4Colors®, the customer is at the center of the sales process... So get your compasses ready! The 4Colors® method is also used in management.
