Have you ever wished you could get inside the head of your sales target and discover what makes them tick? If you knew their strongest motivations and their deepest fears, you could scale the last hurdle and win another sale from the toughest of prospects.
Many sales professionals practice reading body language to gain clues on the current purchasing stage of their prospective customer. Is your sales target uncomfortably shifting and looking around the room? They’re not ready to buy. Is your prospect looking you straight in the eye while they ask clear, direct questions? You’re getting closer.
What If You Never Have a Conversation?
But the stakes change in the world of digital sales. You often don’t have the opportunity to study body language. If you have any individual contact at all with your sales targets, it’s typically relegated to digital communication.
Learning about the four different types of personalities and what drives them is helpful for all types of sales, from used cars to high-tech software. And in today’s world, it’s even more important to flesh out a complete personality profile of your target audience.
When you have a heavy emphasis on digital marketing, your personal interactions are fewer – you can’t just follow your intuition. And in the digital sphere, you aren’t racing against the competitor next door – you’re trying to claim your target’s attention in a constantly evolving, continuously distracting digital world. If your digital marketing efforts are rubbing your prospects the wrong way, you have no hope of closing the sale. That’s where personality profiling and behavioral research can bridge the information gap.
The Four People Types
There are four different personality types: mad, glad, sad and scared. The DISC system classifies these as Dominant, Influencer, Submissive and Compliant. Chances are, knowing what you know about your target audience’s interests, profession and previous buying behavior, you will be able to decipher their primary personality type and market to them in a way they appreciate and understand.
A dominant person isn’t going to instantly respond to the delivery of a lengthy whitepaper. A compliant person won’t be moved by a colorful “buy now” button. You need to know what works for each type so you can see the highest ROI from your marketing efforts.
How to Market to a Dominant
The dominant personality doesn’t appreciate it when you “beat around the bush.” They want their sales pitch straightforward and to-the-point. Tell the dominant what they can expect in terms of results. If you’re sending a marketing email, make it short, keep it simple and don’t make them go out of their way to dig up more information.
How to Market to an Influencer
The influencer personality is arguably the easiest to market to because they are easily swayed by emotion and impulse. They are “hot to purchase,” especially if you present your sales pitch in the form of an immersive video or an interactive digital experience. Convince them that your product will change their life (and that this change will happen fast), and you have a new customer. They are all about instant gratification.
How to Market to a Submissive
Much the opposite of the dominant, the submissive personality does appreciate it when you “beat around the bush” in a way. Marketing to this personality type takes a long-term time investment. You have to show them you care. This could mean developing a factual, informative blog that helps them solve problems and doesn’t push them in your preferred direction. You can’t be manipulative, you have to be real. When you do finally present your sales pitch, make sure it looks like a no-risk, easy-return, problem-free deal and make sure you tell them to take their time and think about it.
How to Market to a Compliant
The compliant personality finds comfort in facts. Show them the data. These are the people who will greedily consume your whitepapers, ebooks and guides. They will carefully think through their options and if you’ve sold your service or product as the safest, most sensible solution, you will secure the sale. Both submissive and compliant personalities are the more challenging to market to, but once you’ve formed a relationship, you have a customer for life.
Think About Your Industry
Now how do you figure out the personality type of your target audience? It helps to think about your industry. If you’re marketing to doctors and surgeons, you’re likely going to run into many dominant personalities. It takes determination and an unbending will to excel in the medical field, traits that are characteristic of dominant personalities. If you’re marketing to an IT specialist, you’re likely going to encounter many compliant personalities. It takes a careful, calculated approach to learn to code and develop infrastructure and software.
Want more insights like these? It’s time to pick up your copy of the “The Four People Types” and schedule a phone call with Steve. You can use DISC profiling and decades of Steve’s personality studies to help redesign and refocus your company’s marketing plan with the help of Behavioral Resource Group.