Style Awareness Questionnaire

YOUR NAME: ________________________________________________

Instructions: For each of the 25 questions below, read all four words or phrases and then place an “X” in front of the word or phrase that best describes you (how you actually are NOT how you would like to be perceived by others). Once you have read all four items, make your choice quickly. Your first thought is probably the most accurate.

1. Your least concern is for: _____routine _____causing change _____people _____caution in relationships	10. You tend to be: _____determininig _____industrious _____non-confrontational _____personable	19. You tend to be: _____creative _____sympathetic _____reserved _____serious
2. You most desire to: _____control _____relate to others _____get involved _____be organized	11. You tend to be: _____judgmental _____indecisive _____harsh _____promotional	20. You tend to be: _____yielding _____secretive _____stern _____opinionated
3. Your personal time frame is: _____this week _____next year _____past years _____right now	12. You tend to be: _____dominating _____reacting _____exacting _____dependent	21. You tend to be: _____interesting _____thorough _____independent _____helpful
4. Your task completion is: _____delayed _____timely _____cautious _____immediate	13. You tend to be: _____demanding _____persistent _____respectful _____stimulating	22. You are most oriented towards: _____boldness _____gentleness _____humor _____meticulous
5. Your greatest concern is for: _____feelings and relationships _____conclusions and action _____principles and thinking _____dream and intuition	14. You tend to be: _____enthusiastic _____forceful _____precise _____willing	23. You tend to be: _____boisterous _____insistent _____compliant _____rigid
6. You tend to: _____reject conflict _____reject inaction _____reject involvement _____reject isolation	15. You tend to be: _____decisive _____dramatic _____dependable _____vigilant	24. You tend to be: _____relaxed _____disciplined _____expressive _____factual
7. You are most oriented to: _____others _____intuition _____action _____analyzing	16. You tend to be: _____gregarious _____orderly _____efficient _____agreeable	25.You tend to be: _____insensitive _____impatient _____egotistical _____appeasing
8. You tend to be: _____impulsive _____direct _____hesitant _____supportive	17. You tend to be: _____pliable _____undisciplined _____tough-minded _____stuffy
9. You tend to be : _____critical _____pushy _____conforming _____manipulative	18. You tend to be: _____tentative _____retiring _____severe _____excitable

Style Awareness Answer Sheet

Instructions: Transfer your answers from the questionnaire to the respective columns below by placing a check mark next to the word or phrase that matches your answer. Total the checks in each column. Multiply each total by 4 to get a percentage.

I. DIRECTOR	II. SOCIALIZER	III. RELATOR	IV. THINKER
Least concerned with caution in relationships	Least concerned with routine	Least concerned with causing change	Least concerned with people
Control	Get involved	Relate to others	Organized
Right Now	Next year	This week	Past Years
Immediate	Timely	Cautions	Delayed
Conclusions & Action	Dreams & Intuition	Feelings & Relations	Principles & Thinking
Rejects Inaction	Rejects Isolation	Rejects Conflict	Rejects involvement
Action	Intuition	Others	Analyzing
Direct	Impulsive	Supportive	Hesitant
Pushy	Manipulative	Conforming	Criticizing
Determined	Personable	Non-controversial	Industrious
Harsh	Promotional	Indecisive	Judgmental
Dominating	Reacting	Dependent	Exacting
Demanding	Stimulating	Respectful	Persistent
Forceful	Enthusiastic	Willing	Precise
Decisive	Dramatic	Dependable	Vigilant
Efficient	Gregarious	Agreeable	Orderly
Tough-minded	Undisciplined	Pliable	Stuffy
Severe	Excitable	Retiring	Tentative
Serious	Creative	Sympathetic	Reserved
Secretive	Opinionated	Yielding	Stern
Independent	Interesting	Helpful	Thorough
Bold	Humorous	Gentle	Meticulous
Insistent	Boisterous	Compliant	Rigid
Disciplined	Expressive	Relaxed	Factual
Impatient	Egotistic	Appeasing	Insensitive

The Director

Body Language: Controlled, stiff and/or limited. In communicating, tends to lean forward, face the listener squarely, and maintain constant eye contact. Hand motions limited to pointing finger and other gestures of dominance; may show impatience by tapping fingers, pencil.

Voice: Varies in tone; is raised to emphasize points; is relatively fast paced, strong and/or authoritative.

Facial Expressions: Suggests dominant, competitive attitude; unresponsive; more like a “poker face.”

Characteristics:
Action-oriented	Does it his/her way
Commanding	Demanding
Decisive	Task-oriented
Serious	Dislikes small talk
Efficient	Emphasizes the bottom line
Logical	Short attention span
Competitive	Takes risks based on facts
In a Hurry	Tells rather than asks
Stubborn	Tough Minded
Impatient
Unfeeling

The Socializer

Body Language: Considerable body movement – sudden, almost “hyper” and uses hands freely, expressively, and in a sweeping manner while communicating. Leans forward and holds constant eye contact.

Voice: Varies widely in volume, but is mostly positive and expressive. Head bobs frequently and while talking, in keeping with voice modulations. Speaks at a relatively fast pace; raises voice to emphasize a point.

Facial Expressions: Highly expressive, on the warm or humorous side; frequently smiles broadly; may “make a face” to emphasize a point.

Characteristics:
Outgoing	Intuitive
Enthusiastic	Dramatic
Warm	Competitive
Personable	Emotional
Caring	Undisciplined timewise
Stimulating	Takes risks based on opinions
Fun-loving	Opinionated
Imaginative	Talkative
Excitable	Impulsive
Tells, rather than asks	Strong Ego

The Relator

Body Language: Slow, gentle movements – makes unconscious efforts to assume an even more relaxed position. While communicating, tends to lean back and look upward, downward and sideways – with little direct eye contact. Uses hands freely, but with gentle movements.

Voice: Moderate, friendly, warm in tone – on the quiet side. Speech is deliberate, unassuming, and slow in pace.

Facial Expressions: Benign, friendly, consistent half-smile – suggesting supportive and cooperative attitudes.

Characteristics:
Supportive	Quiet
Congenial	Compliant
People-Oriented	Thoughtful
Helpful	Careful
Cooperative	Slow to act or change
Responsive	Small thinking
Avoids Risks	Likes small talk
Non-threatening	Asks, rather than tells
Easy Going	Open
Retiring	Soft-hearted
Willing
Non-competitive

The Thinker

Body Language: Controlled, still and/or limited. Little or no use of hands when communicating. Tends to lean back, but not in a relaxed manner of the friend. Mostly looks downward or past whomever he or she is communicating with, with only occasional eye contact.

Voice: Moderate, slow-paced and deliberate – with little or no variety.

Facial Expressions: Tends toward a “poker” face although not negative. General air is cool, distant and guarded.

Characteristics:
Dependable	Quiet
Trustworthy	Reserved
Logical	Austere
Analytical	Stern
Thorough	Critical
Cooperative	Cool to others
Reflective	Hesitant
Conservative	Slow to act or change
Discipline timewise	Asks, rather than tells
Data oriented	Avoids risks
Accurate
Patient

Top and Bottom Halves: Directors and Thinkers both deal from the head, while Socializers and Relators deal from the heart.

Left and Right Halves: Thinkers and Relators tend to ask rather than tell, while Directors and Socializers need to tell rather than ask.

Style-Directed Strategies

(In a Work Environment)

Style is a Director:

1. Concentrate on main issues and main benefits.
2. Avoid too much detail.
3. Focus substantially on the target market.
4. Be brief and don’t initiate small talk.
5. Expect interruptions and “roll” with them.
6. Emphasize the “bottom line” of more inquiries.
7. Ask for decisions to establish priorities – e.g. “Which of these two markets is more important to you?”
8. Give only highlights of applicable back-up research.
9. Ask the customer to decide on a realistic profit objective.

Style is a Socializer:

1. Apply strategies 1 through 5 for the Director.
2. Emphasize the theme of personal enhancement.
3. Talk about edge over competitors.
4. If ego reinforcing and elements such as photographs are truly called for, stress them.
5. If there is need to talk about back-up facts, give only highlights.
6. Suggest a realistic profit objective and let the customer agree with it or increase it.

Style is a Relator:

1. Get frequent affirmations, “Are you with me on that?”
2. Be patient with small talk by the customer.
3. Stress the mutual benefit of the steps you recommend for him/her and for his/her customers, “A complete ad not only attracts more customers for you, but also helps people arrive at sensible decisions.”
4. Stress the “fair play” of giving his customers full information.
5. Be detailed on copy points and other desirable yellow pages actions, but personalize them.
6. Emphasize that changes in his/her advertising program are necessary to keep pace with the changing needs of people who use the direct mail.
7. Get commitment to a specific profit objective – justified in terms of increased opportunities to serve the public.

Style is a Thinker:

1. Give all the details first and lead logically up to the bottom line.
2. Explain any calculations with market data.
3. Use statistically oriented sales aids and/or graphs.
4. Quote sources for all data and studies.
5. Use key words such as “proof” and “accuracy”.
6. Ask the customer for a realistic profit objection.
7. Ask the customer for any statistics he/she has on his/her market
8. Don’t initiate small talk – stay business-like.