What is PRISM model of human behaviour? – Sticky Marketing Club
Grant Leboff: In the book you introduce us to the ‘Prism model’ of human behaviour. Can you just explain that for us?
Simon Hazeldine: Prism Brain Mapping is a very sophisticated, neuroscience based, profiling instrument that allows people who use it to get a real insight into their personality, their preferences, their work preferences, what they’re going to feel more comfortable doing and less comfortable doing. So it’s like a psychometric on steroids, if you like, because it uses a very latest neuroscience based technology, has lots of applications in recruitment, in self-awareness for leadership development, for a team building etc.
Grant Leboff: So obviously useful in sales, and it colour codes basically doesn’t it? It goes through colours to understand some of the different types of human behaviour. So perhaps you can just let us understand what those colours are and what they signified, because I think it is useful for salespeople.
Simon Hazeldine: Of course, Prism itself is a very deep instrument and has a lot of depth and each person is a unique individual – which, as you know – one reason the Prism is so powerful, is because it enables rather than labels. But at a foundational level of usage it helps us to understand the four primary behavioural profiles that exist out there in the world, and they are a combination of genetics, your inheritance, how your brain has grown and been used and adapted over time and also obviously how you behave situationally on a day to day basis.
But the four key personalities; The dopamine influenced expressive personality; quite lively forward thinking people [who] like lots of novelty – so they respond very well to an enthusiastic forward focused kind of sales pitch, if you like, from salespeople.
Then we have the oestrogen influenced steadiness personality; more relationship orientated, a more steady buyer. They tend to want to think about it quite carefully, in terms of its effects on other people.
Then we have the testosterone influenced driver personality; we like to get straight down to business, very focused on getting results and will make fast buying decisions, because they want to move forward and start getting the results.
And then we have the serotonin influenced analytical personality; Serotonin is a neurotransmitter. It is about mood control and conformity. So it tends to influence those buyers to be quite careful and analytic in their approach and they want to do it.
So we have to we use colours to code them so the green; expressive, the blue; steadiness, the red; driver testosterone and the gold; serotonin. Four different buyers, four different ways of buying, four different preferences, different likes and dislikes and, therefore, this gives it a quick and easy framework for salespeople to adapt to. Very quickly they’ll understand the person’s primary and then they have usually most people have a secondary one that supports it. So you’re working out you’re facing a blue primary and a gold secondary buyer you’ve got quite a relationship orientated, quite cautious, careful, analytical decision maker and that’s how you would sell to that person and maximizing your chances of getting the business.
Grant Leboff: In you’re in your experience, how easy is it for a sales person, when you introduce them to Prism, to be able to adopt it and be able to utilise it in meetings?
Simon Hazeldine: Very quickly, because as we mentioned in a previous video salespeople are instinctively quite good at this, they do understand this concept. They pick it up really quickly. We have a process that familiarises them with it quite rapidly. Get to understand their own personality first and understand that, and then we use different behavioural cues. Also teach them to look at the LinkedIn profile for example or the emails of the customer. Looking at the language the customer is using, allows you to classify them extremely quickly and also how to do that when you meet them in person for the first time as well.
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