The fact is, people like to be treated in the manner to which they are most accustomed. If we understand people better, we can understand not only how to connect with them when networking, but also how to sell to them as customers. We get more insight into why they buy, when they buy, who they buy from and what they like to buy.

The study of personality types has long been of interest to psychologists, and one model that has stood the test of time was initially described by William Moulton Marston, Ph.D., in 1928. His early work with personality/behavioral types led to the DISC behavior profiling system, which outlines how a specific behavioral style can predict reactions to different selling and social situations.

Dani Johnson, an internationally known speaker and sales trainer whose clients regularly achieve high incomes, modified the DISC system to one called GEMS. GEMS enables us to easily differentiate a valuable contribution made by four distinct personality profiles. Dani holds her “First Steps to Success” GEMS training program around the world, and the Referral Institute offers an eight-hour program that incorporates GEMS training with referral marketing.

Here’s a brief peek at each GEM in Dani Johnson’s system:

RUBIES are risk takers, go-getters, and they like challenges. They like to win, be right and are fast-paced. They need control and authority and thrive on commission. Their bottom-line approach helps them make quick buying decisions. Sellers, be prepared.

SAPPHIRES are stimulating, enthusiastic, on-the-go people. They like fun, being the center of attention and receiving tons of recognition. Enjoying people, influencing others’ decisions and being popular is their style. Skip the details with them; they just make the buying process easy, fun, spontaneous.

PEARLS are patient, relational and incredibly harmonious. The quality time they spend with others is seen as supportive. Their relationships are longstanding and oriented to helping the team. Don’t push them from their low-key approach, or your sales style will overwhelm and scare them away.

EMERALDS are effective, thorough and detail-oriented. Their behavior of following rules, collecting data and completing tasks pushes them toward excellence. These are the detail people who need to carefully conduct their research before making a buying decision.

Every networking event and sales appointment is like going into a jewelry store. There are lots of GEMS around, and you just have to identify what type he or she is and polish them just the right way . . . the way that brings forth the most luster.

Learn what a RUBY, a SAPPHIRE, a PEARL and an EMERALD client expects from you, the seller, and you’ll enjoy buyers who feel compelled to buy from you and refer to you.