Influence social and verbal aggressiveness optimism good persuasion skills vision of big picture

Steadiness people-orientedloyal to those they identify with good listener patient and empathetic likes a team environment long service is deemed important

A combination of Influence and Steadiness make for excellent customer service reps because they focus on people, they are good listeners and communicators, positive and patient.

Also, this combination of styles lends itself to people who like to continually work in a stable environment, appreciate security of being located in an office and receiving a steady paycheck; but also like challenge and excitement of dealing with new people on a regular basis.

In order to hire customer service reps that are a “perfect fit”, you need to locate those who have these attributes. To do so, look for following “clues” to their behavioral style which might show up during your interview:

Influence – wears designer label clothes, enjoys personal development activities, likes magazines such as People, Inc., Success and Psychology Today.

Steadiness – casual dresser, likes group activities, enjoys magazines such as Reader’s Digest, National Geographic and Better Homes & Gardens.

Creating a good match between your new hire and position will help to achieve loyalty, longevity and job satisfaction for both employee and your business.

Kathi Graham-Leviss is Certified Coach and Behavioral Analyst who assists companies with defining and developing their Human Resource practices. Visit her Web site today for additional information on the 4-Step Hiring Process and DISC Behavioral Assessments. http://www.xbcoaching.com

KARON: Good Point! Now let me ask you this... how do you respond to statement that branding is just for big boys?

ROB: JUST THE OPPOSITE!!!! The less money you have, stronger your brand has to be, because you rely more on your users evangelizing for you. The big boys have WORST brands because they tend to buy their way out of their problems.

KARON: So, as small business owners, we have to have complete package - we have to have it all together for our branding to "work"?

ROB: Of course. Remember, that point of Big Time Branding is to "turn users into evangelists for your brand”. Otherwise, what's point?

KARON: So how do we do that? I realize it's a process and not a 2-step "thing", but give those that have done little or nothing with branding a starting point.

ROB: The problem is that branding has to be done from outside in, because that's who brand is for -- people who DON'T know you. Most business owners are too focused on what they've got to sell, not on how they can be "the best solution to other people's problems."

KARON: Boy do I agree 100% with you on that!! With copywriting (my specialty) it's same way! If you don't know your target audience - can't really get inside their minds - your copy will just be a list of nicely worded facts.

ROB: Exactly!

KARON: OK... then tell me this... What is most widely made mistake when trying to brand yourself or your product?

ROB: The most common mistake is not heeding Prime Directive: "Branding is not about getting your prospects to choose you over your competition; it's about getting your prospects to see you as only solution to their problem." KARON: Amen to that!!

ROB: They just keep cutting their prices and thinking it's a sales or advertising issue. They keep looking in wrong places.

KARON: And we know for a fact it is not pricing. That's why people pay $15 more for FEDEX. That's why people pay $68 for Liz Claiborne jeans instead of $25 for Lee.

ROB: Got that right!

KARON: Wow! Some good info here, Rob. I appreciate it very much. Well, any closing words of wisdom?

ROB: I would add that everyone out there is constantly selling, selling, selling. Big Time Brands know that while advertising grabs their minds, branding grabs their hearts. People invest their non-rational loyalties into brands that help them. Make a hero out of your user and you'll turn them into brand evangelists.

KARON: And since "most buying decisions are emotional", you have to hit 'em where they live :-)

ROB: Yeah, it's okay to build a business strategy where part of it is to have people like you!

****** Also, here’s a Business Essentials Subscriber Freebie… you can visit http://www.RobFrankel.com/frankelaws.html for some inside information straight from Rob’s book “The Revenge of Brand X”.

Most buying decisions are emotional. Your ad copy should be, too! Karon is Owner and President of KT & Associates who offers targeted copywriting, copy editing & ezine article services. Subscribe to KT & Associates' Ezine "Business Essentials" at join-businessessentials@lyris1.listenvoy.com or visit her site at http://www.ktamarketing.com.