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One mistake many sales people make is assuming that other people need what they need, like what they like and feel the way they feel. In fact, there is several distinct personality types that appreciate different things. Targeting your sales strategy accordingly will increase your chances for success.
The above “articlographic” (just invented a new word) demonstrates four basic personality types, their descriptions, likes and dislikes and gives suggestions for sales process. If you would like to know more about these types, you should go here. Although it wasn’t written in the context of marketing, it is one of the best personality types information on the web. Warning: you should grab your coffee before reading. It is a long read!
Description: outgoing, direct, fun-loving, people-oriented, talkative, expressive, energetic, spontaneous, impulsive, curious, has expressive face, risk taker.
Work: fashion, entertainment, tourism, sports, advertising, art, cinema, stage, or unemployed.
How to sell: be fun, look relaxed, be unconventional, smile, don’t be boring, laugh at his jokes, offer latest and most popular items, tell him how your product will help him impress others.
Primary concern: fun, impressing others.
Description: people-oriented, wants to get along with everybody, sensitive, compassionate, sometimes irrational.
Work: nursing, social services, teaching, child development, psychology, personnel, counseling, or anything people-oriented.
How to sell: be warm and friendly, let them know more about you, be slow and patient, don’t be pushy, let him talk to other people before taking a decision. Remember: he will buy if things “feel” right and sometimes may even buy for not upsetting you.
Primary concern: to get along with everyone.
Description: direct, task-oriented, impatient, bottom-line focused, makes quick decisions, very sophisticated.
Work: computers, programming, engineering, technology, management, statistics, business owner, banking.
How to sell: provide facts, describe all features, be succinct, explain all benefits clearly. Remember: it’s pointless to rush him because he already made a decision.
Primary concern: money, success, results, achievement.
Description: indirect, self-contained, conventional, might appear picky, takes long time to make a decision, avoids risks, prefers classic clothing style.
Works: management, administration, social work, accounting, bookkeeping, banking, charity.
How to sell: Look professional, provide numbers and details, be accurate, provide facts, don’t rush him to take a decision, tell him it’s risk-free.
Primary concern: convention, social acceptance, social approval and accuracy.
Note about work:
It’s not a condition that they work only in the industries specified for each type, however these industries are naturally suited for their temperaments, hence they are more likely to make it their job.