Why do you need knowledge of the typology of behavior in modern business? The areas of application are quite varied. Understanding what type of behavior the employee belongs to, knowing your type of behavior, the ability to adapt to the interlocutor will help the manager in setting tasks, training, and giving feedback. This tool works successfully in sales, negotiations, and service.

The widely known theory of types was created by the Swiss scientist Carl Gustav Jung (1875–1961). His work was developed by his student Katherine Briggs, who attended his lectures in Switzerland. Her daughter Isabelle Briggs Myers set herself the goal of making Jung's discoveries understandable and useful to the average person. For forty years she expounded and propagated Jung's theory, and also developed a system of tests for determining the type of personality, which she called the Myers-Briggs Personality Type Indicator ( The Myers - Briggs Tour Indicator) or MBTI. The questionnaire contains 94 questions.

Typology Myers - Briggs quite accurately describes the features of the psychology of people, but it is quite difficult to quickly determine which of the 16 types the client belongs to.

I present to you the so-called Color typology* behavior. According to this technique, all people are divided into four types of behavior along two axes: Driven - Leading and Logic - Emotions. For ease of remembering, each type is given color names: Red, Blue, Green and Yellow.

The first of the axes - slave-master.

Some people feel the need to control the events around them, to control other people. These are not necessarily leaders, they can organize events among friends or relatives. This is the Leaders.

Other people are more likely to let other people organize things, feeling quite comfortable in the role of a follower. They have no need and desire to manage other people, they feel comfortable if they are responsible only for themselves. We will conditionally call them Slaves.

Second axis - Logic or Emotion.

Some people are guided in most situations in their lives by logic. Structure, understanding, analysis are important for them.

Other people are more often guided by emotions. For them, feelings, experiences, relationships are important.

Conditionally dividing all people according to these characteristics, we get four types of behavior.

Emotional Lead- a type of behavior, which is conditionally called Red. People of this type are bright, emotional, sociable, like to be in the spotlight, not always logical, decisive, like to compete, do not always finish everything to the end, self-confident, charismatic, active.

Logical Lead- type, which is codenamed Blue. The type is logical, structural, a person for whom it is important to achieve his goals, a pragmatist, sometimes a little dry, if he needs to, he can be very sociable, but there is no strong need for communication. He likes to manage the situation, to bring his plans to life, it is important for him to be the first.

Logic Follower- He's the Green type. Ideal analyst, programmer, expert. It is not important for him to be the first, he feels comfortable if he is an expert, a professional, just doing his job well.

Emotional Follower. Yellow type. Emotional, talkative person. For him, relationships, the climate in the team are very important. Feels comfortable if someone else takes the lead. A good friend, support, mentor. He takes care of newcomers, actively participates in social events. If a comrade needs it, he is often ready to give up personal interests. At the same time, he often lacks commitment, organization, and responsibility. Strive to please everyone so as not to spoil the relationship.

Of course, each of us is an individual, and at different moments we are different, but such a typology will help to quickly determine what type our interlocutor belongs to. Knowing the typology, each person can change his behavior (adapt) so as to better find mutual language with different people.

Being in the role of clients, Blue, Green and Red types want to be served by a specialist who is professional, calm, patient; a person who thoroughly understands the details of a service / product. That is, to serve the Blue, Green and Red clients, the specialist must act as a Blue type.

The yellow type in service is primarily important for a warm, human attitude, acceptance. It is important that the specialist can convincingly tell the client that he will take care of all his worries. That is, with the Yellow type, the specialist needs to demonstrate the Red type of behavior.

I developed a test to determine my type of behavior. When used in "Conflict-Free Service" trainings, the test showed a high degree reliability.

We offer a test that can be used in training. By answering 30 questions, participants can determine their type of behavior.

Behavior type test

Below are 30 sentence pairs. From each pair, you need to choose the sentence that best describes your usual behavior. All 30 couples must be judged. You can only choose one of the two offers. Answer the questions as quickly as possible, but think carefully about your choice. Offers may be repeated, but their combinations are unique.

1
1) I often organize meetings with friends, travel, field trips.
2) I can take part in a meeting with friends, a trip, a trip to nature, but I prefer someone else to organize it.

2
1) It is important for me to become a full member of the new team.
2) It is important for me to achieve my goals in a new workplace.

3
1) In principle, the profession of an actor or a politician would suit me.
2) I never wanted to be an actor or a politician.

4
1) I always know how much money I have with me.
2) It is often difficult for me to say exactly how much money I have with me.

5
1) I like to do something different every time.
2) I rather like to act according to a proven methodology.

6
1) I often talk with friends on the phone for more than 10 minutes.
2) My telephone conversations usually last a few minutes.

7
1) I'm trying to find a compromise solution.
2) I usually work in accordance with my own goals.

8
1) I would rather have a fun party than an evening with a book.
2) In the evening I read better interesting book than go to a noisy party.

9
1) I like to meet people halfway.
2) I go towards people if we have common goals.

10
1) I like good melodramas more than action films.
2) I rather prefer an energetic action movie to a melodrama.

11
1) I feel uncomfortable when others have succeeded in the area where I myself wanted to achieve it.
2) If people have achieved success in any area, then they deserve it.

12
1) I often make rash decisions under the influence of emotions.
2) I usually calculate my decisions.

13
1) If something does not suit me in a relationship with another person, I call him for a conversation.
2) I don't like showdowns with other people.

14
1) Things in my closet are always arranged in order.
2) I have a creative mess in my closet.

15
1) I usually make my own decisions and take responsibility for them.
2) Before making a decision, I prefer to agree on it with all interested parties in order to share responsibility with them.

16
1) I easily get in touch with strangers.
2) When meeting a stranger, I prefer to look at him first.

17
1) I often plan everything at the last moment.
2) I have a rough plan for the next month.

18
1) I immediately react to the incorrect interpretation of my words and actions.
2) If a person misinterprets my words and deeds, these are his problems.

19
1) I have or will soon have a pet.
2) Unfortunately, a pet requires too much trouble.

20
1) I enjoy collaborating with others and following their opinions and ideas.
2) I almost always have my own opinion, and I try to convey it to others.

21
1) In a company, you often attract general attention.
2) In the company you are usually an attentive observer.

22
1) I like to "besiege" someone who, in my opinion, is too self-confident.
2) I believe that life itself will very quickly punish an overconfident person.

23
1) I know what I will do next weekend.
2) I don't have any plans for the next weekend.

24
1) I like to rearrange the furniture in the apartment.
2) I prefer an established order in the apartment.

25
1) I help newcomers at work if my manager instructs me to do so.
2) I help newcomers at work at the call of my heart.

26
1) I can talk to another person about my personal problems.
2) I find it difficult to talk to another person about my personal problems.

27
1) It's hard to piss me off.
2) When I encounter rudeness, I quickly boil over.

29
1) I can worry about an unpleasant conversation for a long time.
2) It's hard to piss me off.

30
1) I like to work in a creative team.
2) I like to work on reliable technology.

Summarizing

On the left in the table are the numbers of pairs of sentences. Circle the number corresponding to your choice in each pair. Then count the number of circled numbers in each column and write that number in the bottom squares. As a result, you will get 4 numbers. The sum of these numbers should be 30.

___________
* The author of the color typology could not be found. Apparently, this is a development of the ideas set forth by Anna Barsova in the book “How to live your own life, and not someone else’s, or Personality Typology” AST-Press Book, 2001. According to Anna Barsova, the types were called Controller, Motor, Analyzer, Support.

Also in ancient world people attached great importance to color, describing various natural phenomena and their own experiences. The display of this color symbolism can be found in myths, traditions, fairy tales, legends, as well as in esoteric, religious teachings of different times and cultures.

For example, Sun rays in the spectrum they give seven colors, the meaning of which people connected with the planets solar system. Colors determined the social status of a person, his internal state. Since ancient times, each nation has its own symbolism of flowers, reflected in folk ornaments. The ancient Mexicans, during mourning ceremonies, painted their hands black, which to this day symbolizes dark side life. Black eyes in all cultures are considered mysterious and even dangerous.

The psychology of color

Ancient people considered yellow as frozen sunlight and gave it a polar meaning: a symbol of harvest, wealth, but at the same time a symbol of illness and death. Among the Slavs, yellow until our time means parting.

White has always been a symbol of purity and innocence, the color of life and justice. Ancient Roman priestesses wore only white dresses. The color and character of a person have always been associated, and in our time, with the help of special techniques, a psychologist can make a complete psychological picture personality based on one parameter - the choice of color.

You can find out how to determine the character by your favorite color by passing a special color test yourself.

Representation different peoples about color are reflected and confirmed in modern psychology. To date psychological component The choice of color is widely used by professionals not only to determine the character by color, but also for the manipulation of consciousness.

For example, in the advertising business, “rich” colors are conditionally distinguished: red, white, gold, blue, black. These colors are preferred in the design of luxury goods. Some colors should not be combined in one product: purple and orange are considered colors that evoke a sense of hopelessness.

Each of us has a preference for a certain color. It can be either one color or a combination of several colors. A person determines his favorite color based on individual associations and perceptions.

Thus, it is possible to determine the character of a person by his favorite color. For example, the British psychologist B. Schwartz believed that it was possible to determine some of the features of a person by the color of his car. Studies by Russian psychologists V. Petrenko, V. Kucherenko showed the relationship emotional state person with a choice of preferred color.

Feeling joy, people choose red and yellow, and in a state of calm, harmony, people prefer blue and brown.

In a situation of danger, the choice falls on green color associated with the tension of internal resources to solve the problem.

A simple but informative color test

Psychologists say that the color and character of a person are closely interconnected. Characterization of a person by his favorite color can be carried out using a fairly simple test that you can pass on your own.

Your attention is invited to a list consisting of twelve colors. The test involves answering one simple question: "What is your favorite color?". You can choose two colors or a color that you absolutely do not like. The test will show a true result, if you make a choice very quickly, you should not associate your favorite color with things and rely on your aesthetic tastes. Each of them means a certain aspect of the character of the person. To pass the test, you need to choose your favorite color from this list:

• blue;
• brown;
• black;
• grey;
• green;
• purple;
• black;
• orange;
• yellow;
• turquoise;
• white;
• pink.

The test is interpreted quite simply: carefully read the presented personality characteristics based on her favorite color, and then correlate your own results with these data.

Black

Favorite color of a self-confident person who strives for a high social status, professional success. This color is often associated with achievements and victories. A person is always ready for serious actions, but at the same time he often does not think about the possible consequences of his decisions. Rejects authority, guided solely by his own opinion.

Blue

Favorite color of a rational, conservative person with a developed logical thinking. Such people value comfort and harmony in everything. They are distinguished by high punctuality, prefer a clear schedule of life, such a person can be trusted. But sometimes it can talk about the presence of internal anxiety, anxiety.

The psychology of color - the opinion of a famous psychologist in the video:

Brown

So, like black, this color is a symbol of success and determination. But people who prefer this color seek solitude, they feel most comfortable alone or in the company of close people. They love work that is not associated with high activity, constant interaction with other people. They can. Sometimes the choice of brown color may indicate an unfulfilled personality, a desire for qualitative changes.

Green

This color is often chosen by demonstrative individuals who love and appreciate attention and care. This trait makes them dependent on the opinions of others, which can have a negative impact on their self-esteem. These people are stubborn and domineering, they like to teach and give advice. At the same time, these are introverts, it is difficult to see their negative traits right away.

Orange

The color of friendliness, which is preferred by active impulsive people. Optimists in life, accept all manifestations of life as a necessity. They do not tend to worry over trifles and quickly fall into negative psychological states. Very sociable, their presence is able to cheer up other people.

Grey

This color is loved by reliable people who respect their personal space. Pretty closed people, but sometimes this closeness is sham, but in fact, a person wants to become noticeable, and they choose professional sphere associated with social activities.

Purple

The color of bright creative intellectual people. The choice of this color speaks of the strength of the individual, who always strives for new achievements. Such a person is in search of meaning and purpose.

Pink

This color is chosen by passionate, but sensitive natures. They strive to always be in the spotlight, while often forgetting about the existence of other people and focusing all attention on themselves. They like to impose their point of view, showing excessive concern.

Turquoise

This color has a deep meaning, symbolizing renewal and strong energy. A person who prefers this color is balanced and restrained, self-confident. They know their worth and know how to use their abilities and capabilities in the right direction.

Red

It is the color of strong inner energy and self-confidence. The choice of red speaks of the desire for victory, where rivalry does not reduce enthusiasm, but causes an even greater desire for superiority. Differs in high sexual needs and has a strong sexual energy. Has and is able to lead. They strive to live rich life filled with bright events and new impressions.

Yellow

The color of optimists, but also often chosen by people prone to escaping from reality and life's difficulties. Very energetic, but these periods of energy are quickly replaced by passivity and unwillingness to act. They love abrupt life changes, they enjoy not the result of these changes, but the process itself.

known for a long time. But it is not the only one. There is, for example, a classification of human types by colors. Unlike classifications by temperaments, "color" is mainly based on the behavioral characteristics of a person, on his manner of acting in a given situation.

Strictly speaking, there are several such classifications. We present to your attention one of them, proposed by Tom Schreider, a well-known network marketing guru. However, it will be useful not only for sales managers. Having learned to determine what “color” a person is in front of you, you can easily find the most optimal style of communication with him and achieve mutual understanding - and this is important in any area of ​​life, agree?

4 character colors

According to the classification proposed by Tom Schreider, there are four types of people who correspond to four basic colors:

Red. These are born leaders. They always clearly know what they want, and are ready to achieve their goal, sometimes with rather harsh methods and at the same time very decisively. It's about them you can say "I see the goal, I see no obstacles." They leave the routine at the mercy of less active people. Their job is to organize the process so that everything works smoothly and efficiently. They like to solve complex problems, compete and receive the laurels of the winner. But it is unlikely that it will be possible to analyze feelings for a long time and conduct conversations “for life” with them. By temperament, "red" people are most often choleric or sanguine.

Blue. For people of this type it is not so important to "be" as "to pass for". They love to be in the center of everyone's attention and are ready to seek recognition at any cost. As a rule, they like to be in society: after all, it is among people that they can find many admirers of their talents and virtues. "Blue" people easily find new friends and communicate with unfamiliar people, have an abyss of charm, are positive and sparkling, easily get carried away by new ideas and projects, without going too much into the technical side of the issue. But they do not like to listen to others and do not know how. What for? Can anyone come up with more brilliant ideas than they? And they really think so. Most often, representatives of the sanguine temperament belong to the "blue" type.

Greens. This type, unlike the previous one, general attention will be an annoying hindrance. Excessive noise and fuss only prevent them from analyzing everything that surrounds them. Before taking on any business, they scrupulously study everything related to this issue, weigh the pros and cons of the upcoming event, and only then slowly get down to business. For them, facts and evidence are important, they are not inclined to be led by emotions and act on impulse. Something “suddenly”, “suddenly” is unlikely to happen to such people, and if it happens, it can unsettle them for a long time. But with routine work that requires attention and accuracy, they will cope better than representatives of other psychotypes. recognition of their successes and merits is important and significant for them, although they may not show it. Most often, "green" are phlegmatic, although there are melancholics among them.

Yellow. Perhaps the main feature of this type of people can be called the desire for comfort and safety. They want the best for them and those around them. Therefore, they are friendly and caring not only in relation to their loved ones, but also to people who just happened to be nearby. It is important for them to feel comfortable in any situation and environment. They are wary of innovation, for them the main thing is to maintain stability and constancy, whether it concerns work, relationships, their state of mind or social status. They are always ready to listen, sympathize and help as best they can, but it is difficult to expect decisive action or initiative from them. As a rule, most often representatives of the melancholic temperament are of the "yellow" type.

But the benefit of the fact that you, after carefully observing the people around you, determine their “color” will not be so much. The main value of any classification is the possibility of its practical application so let's move from theory to practice.

character color	Time	Description
Red	future	talk about the future, make plans, calculate various options, strategy is their basis
Blue	the present	interested in fun, interesting things, holidays, they are interested in the present - only now
Greens	past	figures, facts, compare events from the past, analyze
yellow	present-past	caution, fear of surrounding opinion, interest in social significance, family

What can inspire people of different colors?

With any person, no matter what “color” his temperament is, you can successfully interact, inspire new achievements and simply make you move in the right direction, the main thing is to choose the right strategy. And for people of each "color" it will be different.

"Red" no need to push again. It is enough to find a goal that will inspire them, they will do the rest themselves. At the same time, they will be grateful if you tell them how to achieve this goal quickly, what benefits they will receive as a result, and, importantly, how others (relatives, or the team in which he works) will be grateful to them for this. "Red" will move towards the intended goal, inspiring, guiding and encouraging others to act.

"Blue" it is important to talk about how brilliant he will look in the eyes of others when he commits this or that act. It would be nice to mention the prospects that will open before him, also that only he, the one and only, can take on such a difficult task. And he will be inspired by the novelty of the idea.

"Green" able to inspire only facts and logical conclusions, it is not bad to refer to an authoritative opinion for him. If you provide him with clear instructions or a plan of action in advance, he will be grateful to you for this.

"Yellow" it is important to realize that his actions will serve for the convenience of him and those around him, and no global changes will follow. You should not rush such a person, it is better to give him the opportunity to get comfortable in a new situation for him and provide all kinds of support, approving his every step.

Four colors of people and annoying factors

To "live peacefully" and cooperate effectively with people of different "colors", try to avoid the following phrases when communicating with them:

For "red":
"Do it the right way"
"Let's save it for later..."
"Some think otherwise"
"We Can't Do It"

For "blue":
“Don’t rush, it’s better to plan everything carefully”
"Everyone knows that..."
“We will act gradually and systematically”

For "green":
"Let's navigate the process"
"It's not certain yet..."
“No one does that, of course, but maybe it’s worth a try?”

For "yellow":
"It must be done no matter what"
"Let's hurry!"
“Everything will be completely different now”
"Let's take a chance!"

The most interesting thing is that such phrases of "blue" people who seem so positive in normal communication are most annoying. A little less sharply, but still quite violently, the “yellows” can react, and the “reds”, the most explosive, it would seem, are in the third position in terms of reaction strength. And the “greens” will remain quite calm outwardly. They will not prove anything to you, but simply ... stop doing what you want them to do.

Another point that must be taken into account when communicating with representatives of different psychotypes. People have the hardest time communicating and interacting with those whose type is the opposite of their own. With the rest, they can find common ground. So, the following pairs of psychotypes are antagonists:
"red" - "yellow": For the “reds”, the “yellows” are useless inert people who themselves do not know what they want, and the “yellows” are simply afraid of the “reds”.
"blue" - "green": The "blues" are presented to the "green" windbags and completely frivolous types, and they consider the "greens" callous and gloomy people who are alien to everything human.

It is extremely difficult to imagine a happy married couple in which the spouses belong to opposite psychotypes. But in Everyday life sometimes you have to contact people-antagonists. If communication is short-term, it is worth showing your acting talent and appearing in front of a person in the image of his psychotype or adjacent to it - then it will be easier for him to understand you.

P.S. The situation is further complicated by the fact that in life psychotypes are usually mixed. Usually one color predominates, but others are also found.

This is an interesting color combination based on many contrasts. Let's start with the fact that blue, the coldest tone (it also applies to the main ones), is related to green. The latter can be imagined as a mixture of the former with yellow, which in turn is a warm and light shade, unlike the former. Red - the warmest shade, is related to yellow, if it is presented as a mixture of the latter with magenta. Thus, the following contrasts can be viewed: blue + green and yellow + red - temperature opposition, yellow and blue - a significant difference in lightness, red + green - additional tones.
Red, yellow, green - a self-sufficient combination, as it has a natural basis - it is the sun, sky, grass, berries. It is simple and pleasant, giving a good mood and keeping in good shape.

The composition consists of the following shades: white, creamy beige, Yandex color, classic red, cornflower blue and olive green. The palette is permeated with the sun and the joy of life. Complex shades of blue-violet and olive give it piquancy, fragility, and light tones of the background emphasize the main colors.

Soft natural color scheme, consisting of shades: milky white, banana, royal red, blue-gray (blueberry) and bronze. Berry, white and sunny yellow shades come to the fore, which makes the palette contrasting and juicy. Brown color gives calmness and stability to the combination, giving a fabulous charm.

This article provides a detailed description of one of the simplest and most understandable customer typologies, the B. J. Bonsteter typology. It will help you quickly understand distinctive features customers and choose the right communication strategies with each of them. This will help you quickly position the client, avoid conflicts with him, and also understand the patterns of his behavior.

Typology DISC

According to this theory, we conditionally divide buyers according to the following criteria:

• degree of manifestation of leadership qualities: led / leading
• tendency to rely on logic/emotion

master/slave

1. The leading type of behavior is expressed by activity, determination in the behavior of the buyer. He chooses the goods himself, knows exactly what he wants to buy, and what qualities are important for him. These people demonstrate pronounced leadership skills often occupy leadership positions.
2. The type of behavior that is characterized by the term “guided” means that such a person needs external support in making important decisions. They often come to choose goods with relatives or friends and actively consult with them. If they came alone, they are often guided by the opinion of the seller, who should help make a choice or support the decision.

Logic/emotion

1. The buyer, who is more inclined to logical behavior, will be more interested in the actual characteristics of the product. He often takes an expert position in communication, demonstrates good knowledge of the product and requires the seller to do the same.
2. A buyer prone to emotional purchases is more influenced by the emotionality and brightness of the presentation of information. He evaluates not the product itself to a greater extent, but how it is presented. AT this case The seller's oratorical qualities play a decisive role.

Description of DISC types

Red type (leading/emotional)

A clear leader who is characterized confident behavior and goal orientation. The main thing for him is to get what he wants at any cost. They take decisive action in order to achieve the desired result. At the same time, Reds make decisions on their own, and the opinion of others does not influence him much. These are very energetic people who often occupy leadership positions.

However, they are not always logical, can be impulsive, sometimes inconsistent. They are often based not on facts, but on emotions and subjective impressions.

What can be expected from clients of the red type:

• Often "seize" the initiative in communicating with the seller
• They pay more attention to the degree of confidence of the seller and the manner of presenting the goods, rather than technical details.
• Sometimes objections are raised just to check the seller's confidence in the product.
• Can be very aggressive in demanding additional discounts and bonuses
• Make decisions quickly
• Stubborn, hard to convince them of anything

The salesperson's challenge: a confident, persuasive, emotionally charged presentation.

Blue type (leading/logic)

This type is distinguished primarily by its logic and rationality. They are thoughtful, practical, tend to calculate in advance the consequences of their decisions. They are also the leading type, that is, when making decisions, they do not rely on the opinions of others, but on the results of their conclusions. They behave quite reservedly, prefer a calm atmosphere in communication without excessive emotions.

What to expect from blue clients:

• Strive to calculate the benefit of the purchase
• Pay attention to the actual characteristics of the product and their benefits, and not to the emotionality of the presentation
• Often take a break in order to compare the product with similar products of competitors
• Avoid dealing with overly pushy salespeople

The task of the seller: perfect knowledge of the characteristics of the product, the ability to conduct a reasoned comparative characteristic and describe the benefits of the acquisition.

Yellow type (slave/emotional)

It is very open, lively, emotional people who love to interact with others. They love to be the center of attention, and they do their best to attract this attention. They love everything new, interesting and unique. At the same time, their attention is unstable, that is, their interest can quickly arise and also quickly fade away.

This type, due to the instability of their attention and orientation to others, belongs to the followers, that is, others strongly influence their opinion. They can quickly change their minds as a result of communication, they can quickly catch fire with a new idea that is interestingly presented to them.

What to expect from yellow clients:

• May be overly sociable
• May quickly lose interest in the product
• May be inconsistent

The task of the seller: a presentation with an emphasis on the uniqueness of the product, active assistance in choosing the most suitable option.

Green type (slave/logic)

This type is distinguished by the fact that they are quite conservative, they tend to double-check their decision as many times as possible and avoid possible errors. They are of the driven type because they give great importance public opinion and advice from friends and relatives. Before making a decision, they seek to consult with all their competent acquaintances in this matter and only after that make a choice.

Besides, green type appreciates the sincerity and sincerity of communication, and also strives to create the most comfortable conditions for others.

What to expect from green clients:

• When choosing, it often relies on the opinions of others.
• Need help choosing
• Try not to make hasty decisions

The task of the seller: warm and friendly communication, presentation with an emphasis on the good quality of the goods, help and support in choosing.

As we can see, the client typology: red-blue-yellow-green is simple enough to use in daily work. You can use it yourself, and you can also train your salespeople and managers. It fits perfectly into all areas of sales and service and will be useful for both novice employees and professionals.

If you need to explain the features of types in more detail, work out basic presentations or work with objections, you can order training: send a request by mail or call 8-985-816-9003. you can for executives.