Publish October 25, 2023
How Understanding Communication Types Can Help You in Business
3 phones on the wall

How Understanding Communication Types Can Help You in Business

In the bustling world of business, we constantly interact with a diverse set of individuals. Understanding these different communication types is important, but not everyone realizes this. These interactions include conversations with clients, vendors, contractors, employees, and many others. While communication is a foundational aspect of these interactions, it’s not always as straightforward as it seems. Have you ever paused to consider that perhaps the way people process and interpret information varies significantly from one person to another?

Several years back, I was introduced to the concept of Communication Types, and it was nothing short of an eye-opener. Delving into this subject illuminated why sometimes, despite our best efforts, our messages don’t get through as intended. But, more importantly, understanding these types offers a solution: a way to tailor our communication to better resonate with the listener.

Imagine having a pivotal discussion with a client, and despite your articulate explanations, you sense a growing chasm of understanding. Frustrating, right? Such situations could very well stem from a mismatch in communication styles. When you speak the language of ‘Doers’ to a ‘Thinker’, the translation can sometimes get lost.

This brings me to an insightful framework developed by Baker Communications, a front-runner in sales training, negotiation, and presentations. They’ve identified four primary Communication Types: Doer, Talker, Thinker, and Guardian. Let’s delve a little deeper into each:

The Doer

  • Primary Emotion: Frustration/Anger
  • Primary Fear: Loss of Control
  • Primary Need: Control
  • Doers are action-oriented, often driven by results. They value concise information and direct communication. Wasting their time or veering off-topic can be counterproductive when dealing with them.

The Talker

Primary Emotion: Happiness

  • Primary Fear: Rejection
  • Primary Need: Acceptance
  • Talkers are dynamic, preferring immediate action. They tend to be impulsive and enjoy taking risks. Their communication is typically filled with enthusiasm, and they’re not afraid to take the lead in discussions.

The Thinker

  • Primary Emotion: Cautious/Worried
  • Primary Fear: Making Mistakes
  • Primary Need: Details/Accuracy
  • Thinkers prefer having complete, accurate, and factual information before making decisions. They value proven expertise and tend to weigh the pros and cons meticulously.

The Guardian

  • Primary Emotion: Amiable/Stoic
  • Primary Fear: Change
  • Primary Need: Stability
  • Guardians are the stabilizers, seeking comfort and avoiding high-pressure situations. They appreciate slow-paced, non-judgmental conversations and have a strong aversion to surprises.

By recognizing and understanding these types, we can adjust our communication approach, ensuring that our message is not just heard, but truly understood. It enables us to bridge gaps, reduce misunderstandings, and cultivate more fruitful relationships in our professional lives.

So, the next time you find yourself in a business conversation, remember these communication types. Take a moment to identify which category your counterpart might fall into and tailor your approach accordingly. The rewards of this simple yet effective strategy are profound, paving the way for more successful interactions and collaborations.


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