What if there was a tool that created personality profiles of prospects and clients that you could use to refine your sales approach? Crystal, also known as Crystal Knows, is an AI-empowered Google Chrome browser extension that uses publicly available information from LinkedIn profiles, Facebook pages, blogs and Google to do a DISC personality profile. It classifies the client or prospect as Dominant, Influential, Steady or Conscientious, and gives tips on how to communicate effectively with that person — whether by email or face to face — down to what you should say, what not to say, what motivates them and what stresses them out. Danny O’Connell, MBA, an 18-year MDRT member, shares how he uses Crystal to prepare for his first client meetings:

In a virtual world, it’s much more difficult to get to know people and build rapport. Yet we are in a relationship business. I’ve been in the profession for more than 18 years, and during that time, social media has really exploded. In the early years, I learned that LinkedIn really is a business profile, and Facebook is more of a personal platform. So, I would try to connect with my prospects the day before a meeting or after the meeting through LinkedIn. That helped me stay in touch, so the next time we meet I would be able to ask better questions.

The more that things have gone virtual, the less opportunity there is to be across the table from each other, which makes it harder to know that prospect. But Crystal can tell me how to approach that person and suggest questions to engage them.

Crystal in practice

When you open Crystal Knows, it connects to LinkedIn. You put in the name of the person you’re going to be meeting, and Crystal calls up their LinkedIn profile. This is telling me that the prospect is an initiator: spontaneous, bold and dynamic. The way to communicate with him is to be casual and fast paced in your speech. Focus more on high-level summaries than on deep diving on specific questions. Speak with high energy, and answer questions directly. Don’t focus on risk or downside; prioritize potential upside. Don’t give in-depth product descriptions without explaining the bottom-line impact.

In short, Crystal shows me where I am and where the prospect is. If I’m a dominant personality and he’s a dominant personality, I need to know that to communicate with him effectively. So, next I ask Crystal, “Give me advice about how I should sell to this prospect.”

Crystal: “Be direct and creative. The discussion will be more on the direct side than the creative side. The prospect approaches problems by uncovering new solutions. Knowing that you’re both naturally resourceful and big-picture driven, it will take extra energy for you both to talk about fine details and process. Therefore, when giving a pitch to this prospect, lean in on your most innovative product and give him short, snackable phrases or ideas that he’ll remember. Find a shared interest and frequently refer back to it.”

Crystal also has recommendations about urgency, pace and how to handle competition. It offers quick tips for calling or emailing the prospect. What’s funny is in this business, we’re part-time psychologists. It’s understanding people, understanding behaviors and language. A lot of times, we’re trying to help people get out of their own way on certain things and manage objections for whatever they’re buying.

Let’s look up another prospect and see what Crystal finds.

Crystal: “Be persuasive. Focus on ambitious goals and out-of-the-box solutions and move quickly. Use energetic and assertive tones, speak with higher energy and answer questions directly. Don’t be overly friendly. Be assertive and push back when you need to. Don’t give in-depth product descriptions without explaining the bottom-line impact.”

So, to connect with this prospect, I have to be direct and creative. He is naturally resourceful and big-picture driven, so he’ll require extra energy.

Let’s look at what Crystal says about one of my clients.

With him, I need to have a technical focus on the big picture, speak with high energy and focus more on high-level summaries. I don’t give in-depth product descriptions, and I don’t focus on risk or downside. Instead, I prioritize the potential upside. This is an individual who just wants to know the bottom line,
not spend 30 minutes in conversation.

The client’s personality summary notes that he makes decisions more quickly than most people, prioritizing personal career advancement over job security. Ironically, he opened a bunch of restaurants right before COVID. I need to explain how my product or service will help him advance professionally and give him a clear way to respond.

When we do our midyear review, he usually calls in and says, “Just tell me what I need to know. How are we doing?” We connect with a more detailed meeting later. He’s a different personality type compared to other clients, where you typically expect to do rapport building.

Crystal Knows helps me ask questions and talk in a manner that is more fitting for each personality type. I read the personality profiles before meetings, and I’ve been very specific in how I talk to them. If I didn’t have this, I probably would have talked to each person a lot differently. It has helped me build rapport and relationships with people, especially on that initial conversation.