The Thinker
The two main components of a Thinker are indirect (slow decisions) and self-contained (introvert). These individuals are typically your engineers, accountants, and computer programmers. It's information first, then business. You don't have much hope of doing business with them until you deliver all the required data for them to make an informed, intelligent decision. Thinkers hate to be wrong—it drives them crazy when mistakes are made. That's why they are indirect, not making decisions quickly, avoiding mistakes. They are very detailed-oriented and precise, often guided by the letter of the law, versus the spirit of the law. Presentations to Thinkers must be logical, accurate, and reliable. Thinkers are the ones who will lure you into a feature dump. They love it. Rather than spewing reams of information, ask them what they would like to see. They will tell you what's important to them so make sure you provide it. I suggest you openly acknowledge their need for information, then ask, "What specific information would you need to see to build your confidence to buy from me?" Build confidence by presenting appropriate information guided by the Thinkers' feedback. Dumping wheel barrels of data in their office for their perusal only lengthens the sales cycle. Edit your dialogue with data that are relevant and appropriate to the Thinker.
Expect Thinkers to compare your product or service to the competition. Seldom will they accept information at face value? Impulse buying is very uncomfortable for them. They prefer to research the manufacturer's specifications and converse with experts in that field. Don't argue with them; there isn't much chance of winning. Why? Because they have thoroughly researched the subject and have the data to back themselves up, and they will pursue the argument until they are victorious. In some cases, Thinkers' attitudes are: "I'm right and you're wrong but it's your right to be wrong."
Of the four styles, Thinkers are the ones least concerned with the dress—it's not important. Their clothes are a bit worn and generally a bit out of style. They sometimes wear a plastic pocket protector full of Bic pens and use duct tape to fix their glasses. I know some Thinkers who insist on hanging toilet paper "correctly," exercising proper toilet paper management so that it rolls off the top. This is an important detail to Thinkers and in fact, they have been known to correct it when they get home. They sometimes even correct it at a friend's home, just to help out. It has been the topic of many heated matrimonial discussions. Of course, the Directors are thinking: "Who cares? I'm happy if there's a paper on the back of the toilet."
Thinkers tend to be packrats, never throwing anything out. Their garages and basements are jammed with old stuff because, "You just never know when it might be useful." Heck, they even have their university text books and notes somewhere in the basement.
Thinkers focus on two important aspects of selling: accuracy and an eye to detail. They are particular on their paperwork, which is appreciated by internal customers. They tend to do a job right the first time, whereas Socializers may have to redo it several times as they often overlook important details. In summary:
