What Is Crystal Is aware of, and How Can Gross sales Groups Use It?

What Is Crystal Is aware of, and How Can Gross sales Groups Use It?

Crystal (typically referred to as Crystal Is aware of) makes use of publicly obtainable info on LinkedIn and the broader web to evaluate folks’s personalities. The app premiered in 2015 with its standard Chrome browser plug-in.

What use are persona assessments in enterprise? Gross sales reps use Crystal to assist them handle the gross sales course of higher and shut extra offers. Workforce managers additionally discover it useful when hiring new workers and in enhancing productiveness and morale amongst co-workers.

On this article, we’ll have a look at how Crystal works, what info it supplies you with, and the professionals and cons of utilizing it from the views of gross sales psychology, recruitment and group administration.

Crystal in motion

How does it work within the subject? Right here’s what our display seemed like after we loaded Microsoft founder Invoice Gates’ profile into LinkedIn.

Bill Gates LinkedIn profile

Invoice Gates LinkedIn screenshot with Crystal plug-in on proper

Each time you go to a LinkedIn profile, Crystal locations somewhat button on the correct of the browser window that provides you the choice to see that member’s persona evaluation. For those who do need to see it, the sidebar on the correct seems, as proven within the image above.

B2B networking on LinkedIn is without doubt one of the social media platform’s main makes use of. It’s the world’s largest skilled community, with over 900 million customers worldwide.

Communication ideas

On the high of the sidebar, you get recommendations on easy methods to talk successfully with the individual within the profile. For Gates, Crystal suggests that you just communicate to him in an easy method, ensuring to particularly handle his considerations early on. You shouldn’t miss particulars once you’re coping with him, irrespective of how apparently small. Crystal additionally advises that you just keep away from being over-emotional within the language you employ and that you just don’t gloss over his objections or points about your product.

DISC map

Beneath that, you’re offered with a diagram exhibiting Crystal’s evaluation of an individual primarily based upon the DISC persona profile check.

The 4 DISC components are Dominance (D), Affect (I), Steadiness (S) and Conscientiousness (C). In Gates’ case, Crystal assigns him a “C” classification (Conscientious), that means that he solely makes choices rigorously backed up with info and analysis.

Gross sales phases

You’ll be able to inform Crystal what stage of the gross sales course of you’re at present in with a consumer. The 5 decisions you might have are Prospecting/Focusing on, Discovery/Qualification, Gross sales Alternative, Proposal and Negotiation, and Sale Pending.

You then click on Get Recommendation to get particular steerage on easy methods to deal with the a part of the gross sales course of in a manner that fits your goal’s persona. For those who selected Discovery/Qualification for Gates, Crystal would advise you that:

  • You might want to put together a radical checklist of solutions to probably questions he has so that you just go in absolutely ready.
  • You have to be sure of and categorical “chilly arduous info and figures,” not share “colourful tales.”
  • Gates will need to know in regards to the in-depth particulars and logistics of your product.

Different insights

Crystal additionally shares an individual’s:

  • Anticipated habits: You need to anticipate Gates to need to experiment with as many options as doable. He solves issues by evaluating the outcomes of various approaches. He’s very methodological when making choices, and he’ll respect any spreadsheets you ship him.
  • E mail preferences: Crystal advises that you just embrace related information in your emails when making an attempt to show a degree. You need to clarify and justify your case totally in every e-mail and, on the finish of every one, present Gates with a number of choices for the subsequent step.
  • Assembly preferences: Throughout a gathering, Gates gives you on a regular basis you want as a result of, for him, getting the correct reply is necessary.
  • Energizers: Crystal predicts that what offers Gates the most important buzz at work is overcoming hurdles.
  • Stressors: The app suggests you keep away from unreliable and unproven info. It additionally recommends that he doesn’t like assembly a lot of new folks directly, so it might be greatest to satisfy him by yourself or as a pair.
  • Talking preferences: When in a gathering or over the cellphone, Gates desires conversations to start with a problem that wants resolving. Throughout conferences and calls, he’ll at all times attempt to stay goal and logical.
  • Expectations: He’s comfortable for suppliers and other people he trusts to check out concepts earlier than implementing a remaining answer. However he desires to know what he can moderately anticipate always once you take care of him.

Though not talked about in our Salesforce CRM evaluate or HubSpot CRM evaluate, Crystal has native integrations with each platforms.


Crystal lets you share persona assessments with co-workers and others through its Playbook possibility. Playbooks present methods for:

  • Dealing with the product discovery section with the consumer
  • Conducting a demo
  • Closing the sale
  • Succeeding at gross sales negotiations
  • Managing the account put up sale

E mail templates

For every particular person, Crystal supplies 9 completely different e-mail templates custom-made to a prospect’s persona, in addition to recommendation on one of the best topic line and physique copy type to make use of.

For instance, for those who needed to ship a chilly gross sales e-mail to Gates, Crystal recommends the next:

Hello Invoice,

I’ve labored with folks such as you within the X trade for Y years and have calculated that one of the vital widespread struggles that you could be face is Z.

Over the previous 12 months, I’ve helped shoppers at B corporations achieve $C in income and discover D extra hours every week.

For those who’re , I’ll schedule a name this week for us to speak extra in depth.



Different instruments

Crystal’s Writing Assistant integrates immediately with Gmail, Outlook and Workplace 365. You need to use it that can assist you select phrases and choose a tone of voice that your prospect finds receptive.

It analyzes emails as you’re writing them, highlights wording it finds ill-suited to the recipient’s persona profile and suggests phrasing extra “simpatico” to that individual. For instance, it tells you to make use of “Hey” moderately than “Hello there” when emailing with Jane Doe and add pleasant strains like “hope you’re doing properly.”

Workforce administration

When recruiting, group managers can use Crystal to profile potential co-workers to cut back the hazard of taking over poisonous workers.

You’ll be able to ask co-workers to take a 10-minute persona check and use these outcomes to higher handle them. Managers can create customized playbooks for particular person colleagues or the group as a complete to assist with group conferences, efficiency critiques, one-on-ones and battle decision.

You get hints about what to do when working with somebody (deal with targets) or talking to them (don’t go away detailed messages); there are additionally recommendations on what does or doesn’t come naturally to that individual (she feels comfy making fast choices; he doesn’t like spreadsheets).

Crystal’s purpose is to create a brand new expertise constructed upon an age-old precept: speaking with empathy.

For enterprise communication, that skill to foster empathy could make the distinction between an e-mail that’s learn and one which isn’t. Furthermore, it could possibly lay the groundwork for higher buyer relationships and long-term model loyalty. Even throughout the workplace, higher communications amongst group members and friends can scale back petty squabbles and misunderstandings that may hinder productiveness and efficient cooperation.

Crystal doesn’t present customers with a prospect’s e-mail addresses within the LinkedIn sidebar. Nonetheless, there are a selection of instruments that do, together with GetProspect, Reply.io and Kaspr.

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