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Personality Types - This Subject Will Focus Both On Real World And Virtual Selling
Chapter Eleven Sample
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Chapter Eleven Sample
Personality Types This Subject Will Focus Both On Real World And Virtual Selling
I am honored to be part of this dynamic training institute and I am certain that individuals and organizations will benefit greatly from participating in this worthwhile and much needed sales training concept.
Mel Kaufman,MS,PhD |
You're never going to increase your closing or conversion rate by pushing what you
want to
do in the way you want to do it, because there are lots of folks out there who
don't think or act or even feel the same as you.
Let me put it more succinctly: online efforts that don't make allowances for
the different ways in which people approach making a decision leave lots of
money on the table.
It's A Personality Thing.
So, to make it online, you gotta construct the type of environment that leads
your customers through buying the way they want to buy. You write copy, set up
decision paths and create designs that are going to snag your various visitors,
pull them in and get them to take action.
Your task-oriented visitors are landing on your site with a single question
in mind: What's in it for me?
Are You Listening?
Are you listening? We all do; every one of us is always tuned
into our favorite "radio station", WIIFM,
What's In It For Me!
When we design our websites, how do we meet the needs of
every type of personality that may visit? Each personality
has preferences in how they interact, view the world, and
reach decisions.
Since
the time of Aristotle, it has been known that each of the
millions of different personalities will fall basically
into one of four groups by temperament:
Driver
Amiable
Expressive
Analytical
A major objective of a website is to be able to
consistently communicate to each of the four temperaments,
so that the prospect can "self serve" himself or
herself the appropriate information that they require to
influence their buying decision. We must give each
personality exactly what they want and need.
Lets take a look at
the four basic personality types:
The Driver: - Wants Accomplishment
These individuals
have a deep appreciation for challenges. They enjoy being in control, are goal
oriented and are looking for methods for completing tasks. They are usually
quick to reach a decision. They want to know what your product or service can
do for them to solve their problem.
The Amiable: - Wants Acceptance
These individuals
appreciate the personal touch. They like things that are non-threatening and
friendly. They hate dealing with impersonal details and cold hard facts. They
are usually quick to reach a decision. They want to know why your product or
service is best to solve their problem.
The Expressive: - Wants Applause
These individuals
are very creative and entertaining. They enjoy helping others and are
particularly fond of socializing. They are usually slow to reach a decision.
They want to know who has used your product or service to solve problems.
The Analytical: - Wants Accuracy
These individuals
appreciate facts and information presented in a logical manner as documentation
of truth. They enjoy organization and completion of detailed tasks. They do not
appreciate the "personal touch" or disorganization. They want to know how
your product or service can solve the problem.
Average sales
people sell to those that they relate to the best. On average they will
usually sell to:
3 out of 10 people they meet
3 out of the 10 won't buy from them
4 out of 10 are sitting on the fence
It is the great sales person or website that learns to give
these 4 the information and assistance they need to reach their buying decision.
This is just part
of the challenge salespeople/ websites face in dealing with individuals.
Each of us also has different means in which our brains prefer to "take
in and process" information:
Visually
Auditory
Kinesthetically
One Internet company
has used this understanding of individuals to grow as one of the premier brands.
AOL has grown its flagship service to over 20 million members, by providing a
simple way to get on the Internet, understanding and providing people with a
sense of community and, by engaging all three processes, they have made
marketing history.
Selling the Internet
is a difficult thing, because the Internet is an intangible. AOL
understood that by putting their colorful CD-Rom packages and disks in the
hands of people, they provided a kinesthetically oriented individual the
opportunity to get a "hold of" the Internet and what it offered.
When
you signed on, you were met with a beautifully simple and colorful screen
to provide visually oriented people with a pleasant experience.
However, the
ultimate genius was the auditory cue that was used, it has become an icon and
an anchor for millions of individuals "you've got mail."
Have you tuned into
your customer's favorite station or will you march by the beat of your own
drummer?
They ask the question and look to you to provide the answer. And it's a big
question. Your answer depends on things like your Unique Value Proposition, the
products or services you offer, your ability to instill trust and confidence.
But most of all, your answer must be reflected in the way your site "speaks" to
the four dominant personalty types.
We've talked about the
sales process
and my colleague, Bryan, has written about the
buying decision process -
these are the paths of activity your Web site must accommodate. But folks are
gonna walk those paths differently. Let's quickly review the differences (for
more info, see
Personality 101):
AMIABLE
Attitude: Personal, activity oriented
Using Time: Undisciplined, fast paced
Question: Why is your solution best to solve the problem?
Approach: Address values and provide assurances, credible opinions rather
than options
ANALYTICAL
Attitude: Businesslike, detail oriented
Using Time: Disciplined, methodically paced
Question: How can your solution solve the problem?
Approach: Provide hard evidence and superior service
EXPRESSIVE
Attitude: Personal, relationship oriented
Using Time: Undisciplined, slow paced
Question: Who has used your solution to solve my problem?
Approach: Offer testimonials and incentives
ASSERTIVE
Attitude: Businesslike, power oriented
Using Time: Disciplined, strategically paced
Question: What can your solution do for me?
Approach: Provide options, probabilities and challenges
You're getting the idea that different personality types ask different
questions, require different sorts of information to feel comfortable making
their decisions and even take different amounts of time in which to make their
decisions, right?
Think about how all this works in the "real" world.
Imagine you - an impressionistic, Expressive type - go to a bricks-and-mortar
store to purchase a digital camera. All you want is a camera that takes pictures
and isn't a big hassle - you just want to enjoy yourself.
The salesperson comes
on like a know-it-all and rattles on about pixels and resolutions and cabling
and any number of other technical considerations you really could care less
about. You want to know, and truly only care, whether the camera is going to fit
into your lifestyle. Will it be a good match for your expectations and how you
generally use techie gadgets like this?
If the salesperson can"t communicate the
information you need to know, in the way you want to learn it, you're not going
to be happy. You are going to start tuning out the salesperson. And you'll
probably walk away none-the-wiser, as well as cameraless.
Now, imagine you are a very Analytic sort of person. You've done the research
and inherently understand the advantages or disadvantages of each feature. To
feel comfortable about a purchase, you need to know you are getting a camera
designed to meet your criteria.
You want to speak with someone who knows all the
facts and can answer all your questions. But you get a different salesperson in
our theoretical store, and this one wants to tell you all about how easy the
camera is to use and shows you print-out images and explains her Mom has one and
loves it. This is going to strike you as vague and ditsy. You are going to start
tuning out the salesperson and may well conclude she doesn't know the first
thing about what she's trying to sell.
Good salespeople know whether or not they are saying what the customer needs
to hear, the way the customer needs to hear it, in order to make a decision to
purchase. And a good salesperson knows how to redirect the presentation quickly
if it isn't working. It's one of the most essential components of "the sale.ŝ
Acknowledging personality types online is critical - you are
conducting business in a self-service medium. You aren't there to modify
your persuasion tactics when you notice they're falling on deaf ears. You only
notice you've missed the mark when you check out your Web logs.
Online, it's the responsibility of your hyperlinks to establish, maintain and
offer alternatives to your "dialog." So how do you do that?
Let's distill the information above to the basics:
Amiables prefer to focus on WHY questions.
Analyticals prefer to focus on HOW questions.
Expressives prefer to focus on WHO questions.
Assertives prefer to focus on WHAT questions.
Now, look at this snippet of copy:
Our approach is personalized to meet your objectives. The bottom line is that
your results are guaranteed. Explore our methodology to discover how thousands
of clients just like you have been delighted.
Different elements in this copy are going to appeal to different
personality types. Amiables will latch onto the "personalized to meet your
objectivesŝ part. Analytics will make a bee-line for the "methodologyŝ section.
Expressives are going to be very interested in those "thousands of clients." And
the Assertives are happiest when you cut to the chase and talk "bottom lines"
and ŝguaranteed results."
With this knowledge, you can develop a linking strategy - always in
the active window - so your visitors can follow the buying decision path as it
suits them best.
This personality stuff is the key. And there's no time like the
present for getting personable!!
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