Who Are the Decision-makers?
See the woman on the right? Would you walk into her office and start chatting about the traffic or the weather? Would you try to engage her in chit-chat in an attempt to build trust? No. She'd call security to escort you out of the building. She is a Gold. The various other Personality Type programs call her a Decision-maker Guardian, Driver, Dominant, Organizer, Leader, Choleric, or Economic. As you can tell from the names, these people have no time for idle chit chat.
I use the term "Decision Maker" simply to give you an idea of how these people filter information and make decisions. But, such terms carry a value judgment, so let's avoid that and use the color Gold. You can remember the color more easily and it circumvents the prejudice.
I've met many advisors who fall into the Gold category. They are amazing people. Let's talk about how to spot them.
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The Gold probably has no lines on his forehead. That's because he is a walking, talking evaluation machine. The actors Keaneau Reeves and Uma Thurman fit this profile. There's plenty going on in their heads, but their faces don't show much (if any) emotion. They have the look of always being calm, cool and collected. Many of Hollywood's other stars also have this profile. Interestingly, many of the character actors don't fit this profile. Picture Jack Nicholson and Gene Hackman. Notice the lines?
Some Golds show their judging capability in their eyebrows. A person who raises a single eyebrow is a person who probably assesses people, things and situations on a regular basis. That would cause the muscles that raise that eyebrow to become stronger and more dominant. Notice the folds of skin above this eyebrow. That's a Gold, a Decision-maker.
A Gold is a person who loves comparing value and then making a decision based on it. If you can draw a straight line from initial fact to ultimate decision, you can understand how the Gold focuses his energy. If you can then draw a few lines shooting off to the side, that's where the Gold files anything that's not directly related to the decision making activity.
He is very conservative and never takes any more than the tiniest of calculated risks. If you say, "New concept in financial products" or "developing markets," you'll upset his sensibilities. That's also a quick way to break any rapport you might have developed.
There are people who have goals – and then there are the Decision makers. They live and breathe goals, deadlines, benchmarks, ROI, supply-chain efficiency and the bottom line. If you can't deliver or operate effectively under that kind of scrutiny, don't try to work with or sell to these people.
As you look at the photos of Gold, think of these people doing all of their expressing inside their heads. They are like machines that have been designed, built and programmed to take in essential information and make quick, calculated decisions based on that information. What you won't find them doing is taking a chance. They're great "in the box" thinkers, so they follow the established ways, adhere to the company model and won't usually "wing it," or improvise.
These people display these values:
- Duty
- Family
- Commitment
- Loyalty
- Accountability
- Honor
- Right & Wrong
Relevance to sales and management
If you're making a presentation to a Gold, always be on time and always dress in classic style. A Gold is not informal. Hedge on the side of understatement. Be sure your numbers are logical and perfect. Be sure to substantiate your claims because this person will gladly shoot holes in them and expose weaknesses you may not have seen.
One of the most logical strategies to take with a Gold is to involve him in a short procedure. He'll feel compelled to complete the procedure. That's because to complete the procedure is to succeed, and that's what he's all about.
Golds possess some or all of these characteristics:
- Responsible
- Efficient
- Action oriented
- Perfectionist
- Sets high standards
- Proud
- Makes decisions easily
- Likes to make decisions for others
- Competitive
- Excels at time management
- Task oriented
- Focused on the immediate and tangible rather than theory or feelings
- Very conscious of the chain of command; respects the hierarchy
- Loyal
- Strong sense of duty and honor
Combinations. 
If there are asymmetrical lines in his forehead, they represent the "V" of disapproval. The person on the right has the horizontal lines of a Red, but the inverted "V" between his eyebrows shows worry, probably from being a perfectionist. Since nothing is ever perfect, he feels displeasure and expresses it on his face.
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