So this is great. Whether you're looking for personal growth or team growth. You can have a whole team read this book, take the quiz, and then find out the gaps in your team dynamic of their strengths and what you need to fill in, whether it's someone more creative, someone, who's more analytical so that you have a whole and complete team. So there you have it. We hope that with some of the books that you've heard on this episode, we'll get you fired up and inspired heading into the new year. Let's all make 2021 a year to remember. Thanks for listening. Roger Burnett Hello, Marshall Atkinson. It's Roger Burnett from Social Good Promotions. What's happening? "What is my favorite book?" is a little bit of a loaded question when it comes to 2020. Having been the author of a book myself, "Red Goldfish Promo Edition", how promotional products leverage purpose to increase impact, which was co-authored with Stan Phelps, was the godfather of the goldfish series. So I can't pick my book. That's weird, I would never do that. But what I will do is I'll point all of your guests, listeners, your listeners in the direction of another book that Stan wrote called "Diamond Goldfish". "Diamond Goldfish: Excel Under Pressure & Thrive in the Game of Business", he wrote it, co-authored it with Travis Carson and Tony Cooper--those two guys work for this company called Market Force. And Market Force has been around for a very long time. And their entire purpose is designed to try to help businesses get a strategic advantage over their competition by being able to understand how to perform under pressure when you're in high-stakes negotiations. And, for those of you who are aware of personality typing, which most of us know there are lots of different personality tests that you can take and there are lots of different rating systems that go along. But by and large, what we know from those testing strategies is that they're typically the sort of four different personality types that people will typically fall into. And what we also know is that people typically buy from people they know, like, and trust. Additionally, what we also know is that the average closing ratio for a professional business- to-business salesperson hovers right around 25%. So if we're doing this, as circumstantial evidence to justify our hypothesis. What we would say is, if there are four different personality types, and we only typically close one out of every four transactions, and we know that people buy from people they know, like, and trust, the likelihood is that the 25% of the business that you close are with people who are most like you. And as a result of that, you can only really scale to a certain amount of success, based on the fact that you're never really going to escape this 25% closing ratio. Unless you can figure out something to be able to grow your skillset to allow you to evolve beyond only doing business with those people who are comfortable with you because of your shared personality type. So what we find out in the book, "Diamond Goldfish", is that while we all have one predominant personality type, we all have a secondary personality type that we will move towards when the stakes are high. So consequently, what you need to be able to do is to recognize not only the personality type of the person that you're dealing with but also where they're going to move into their backup position once the pressure starts to mount. And by being able to do so you can head some of the trouble off at the pass. By meeting that person in the place that you know they're going to move. Because you've done that study and you recognize the clues that would suggest what behavior you can anticipate on the other person's part when the stakes get down to brass tacks. So that's all interesting to you, I would strongly recommend "Diamond Goldfish", there's tons of valuable information in there is eye-opening for me to consider not just the fact that you need to understand what makes other people tick but you also need to be able to understand what's going to happen to them when the pressure is on.
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