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SALES PSYCHOLOGY
Typologies influence purchasing decisions
What sounds like manipulation is based on scientific findings that made headlines in the advertising industry more than 20 years ago and are more relevant today than ever before. It’s not about manipulation, it’s about understanding a personality. If you know the personality structure and the values of a person, you can omit everything time-consuming in sales pitches or in sales communication, and get straight to the point with the right arguments. A visionary, for example, bore you with numbers, dates and facts. He is only interested in the future. On the other hand, you do not promote an analyst’s interest in presenting him with a vision. If you succeed in understanding which typology your customer belongs to, you can optimally match your sales content and influence more than 75% of the purchase decision at the first contact.
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Who knows the values of a personality exactly and knows what is important to them, can dive into the subconscious with typological communication and influence buying decisions in his favor.
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Neuroscience shows that your subconscious reacts much faster than your consciousness. Run e.g. on a billboard, your subconscious mind has already made a decision in a fraction of a second whether it finds the message on the poster appealing or not. Only then does the consciousness intervene and consciously perceive the message. At this point, your subconscious mind has already pre-decided the decision and influenced your opinion. This human quality opens up the potential for sales communication not to leave the messages to different target groups to chance. If you know reliably whether your customer is the head of a group or a technician in the service department, you can tailor your sales communication precisely to your typology and significantly increase the sales success of your company. The foundations for this were already discussed more than 20 years ago by the „social science theory of relativity“. Rolf Berth created and serve today in developed form also as basis of the programmatic communication. Above all, programmatic communication is about knowing personality traits and compiling real-time offers that unconsciously hit the nerve immediately. Typologies are therefore not only important in direct sales communication. They are also an excellent basis for all measures relating to digital media and programmatic search engine marketing.
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Typologies open up the potential for sales communication not to leave messages to target groups to chance.
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The basis for any typological sales communication is the sales content from your marketing communication. That all content components such as e.g. the Product & Function Summary, Product Positioning, Customer Benefit, Uniqueness (USP), Reasons why and Core Messages will continue to be used as a foundation for further sales communications. With one big difference: instead of the general, creative selling idea (selling idea), the sales idea is now tuned to the typology (personality trait) of your direct target people. The creative redesign strictly follows the matrix, which we define in close collaboration with your marketing and sales team. The image of vertical industries is also taken into account here for correct industry communication, such as the correct headlines, image messages and structure-adapted content. You can use the result classically in corporate and sales communication as well as for digital communication (programmatic), but also for lead generation, for example. at trade fairs or for sales training.
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Once you know which typology your customer belongs to, you can tailor your sales content to what customers are most interested in.
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Communication workshop for coordination of contents and target groups
Creation of communication matrix according to industry and target group typology
Whitepaper documentation of the overall concept incl. Application planning
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© 2019 MOVING PEOPLE GROUP
Stauseestrasse 3 | 86923 Finning
Germany
Phone +49 8806 69 59 321
Fax +49 8806 69 59 326
hallo@movingpeoplegroup.de