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.