As a sales pro, I have always believed that I must tailor my communication style to the style of my customer. If I am presenting to an expressive personality, I will be sure to present the features and benefits in an emotional tone, focusing on quality and the brand image. If presenting to the CFO or procurement manager, I might lose their interest quickly if I don’t highlight the financial impact of the product, focusing on how we can meet their budget or improve their ROI. Much care is taken with pre-call preparation to ensure slides and all collateral elements along with presentation commentary are relevant to the style and temperament of the audience – my potential customer.
The good news is that we now have the ability to profile your customer lists to include unique characteristics which can be used to identify the temperament of your potential customer. Using over 120 public datapoints, we can determine if your target prospect is an extrovert or an introvert and whether they are aggressive, expressive, analytical or passive. Marketing creative elements and copy can be designed to reach your prospect and present the information in a format they are more likely to read and, more importantly, respond to. Relevant and compelling presentation is no longer left to a face to face meeting. Talk about communication power!
So the next time you design a marketing campaign – print, digital or cross media – ask the question, “Who are you talking to?” and make sure you add some elements to the content that connect!
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