BreakThrough Business Solutions

Business Growth Specialists

  • Home
  • SERVICES
    • BreakThrough Women In Business
    • Coaching and Consulting
    • Marketing Consulting
    • Sales Training Program
    • BreakThrough Business and Strategy Planning
    • Products
      • Buy Business eBook Now
    • EVENTS
    • MEMBERS LOGIN
    • BLOG
  • ABOUT US
    • TESTIMONIALS
    • IN THE MEDIA
    • Frequently Asked Questions
  • The Fast Track Business Box
  • Fast Track Start Up Program™
  • Sales Game Changer Program™
  • CONTACT US
You are here: Home / Blog / Marketing To Different Personality Types

Marketing To Different Personality Types

August 27, 2019

If you are able to quickly identify the personality style of the customer, you will know the “how’s” and “whys” of what to say, to meet their needs. Once they feel that you truly understand them and feel engaged with you, they will often come up with logical reasons to buy from you.

Below is a useful framework to use and become familiar with.  As a result, this explains the common characteristics of each personality type and how best to approach them. Furthermore, you may even be able to think of your current customers who are aligned to one of these traits.  Most importantly, be aware that this is not to fit our customers into a ‘box’ of what category we think they are. Rather help you understand their dominant personality style and then how best to engage with them.

The four personality styles can be defined as:
  • Expressive
  • Analytical
  • Driver
  • Amiable

Remember your role in business is to build relationships with your customers…
How do we sell?
We HELP OUR CUSTOMERS BUY

PERSONALITY TYPE 1: Expressive

Traits:

Outgoing, the center of attention, motivating, results-oriented, enthusiastic, good talker, high energy, fun to be around, optimistic, cheerful and like excitement.

Behaviour:

Rapid speech, a wide range of gestures and inflections, likes to tell jokes and stories, talks and shares feelings readily, prefers talking to listening, spontaneous, may wander from topic to topic, poor time management, and often love to spend money.  They are attracted by colour and shiny objects and love what’s new and the latest gadgets, fashion, etc. For instance, they look for the things that have the ‘Wow’ factor. In contrast, they get bored easily, are easily distracted, and concerned about their image.

Approach:

Be personable… because people like to deal with people they like. Therefore listen well and help to keep them on track with questions.  For instance, emphasise the results of buying your product/service and use words like – amazing, beautiful, awesome, useful, fun. If you give too much information then they will get bored. Ensure that you don’t pressure them into making a decision but instead, use dynamic language that builds the picture of why they need your product.

E.g.  This is the latest model, just came in this week.  It’s so much better than previous models with these amazing new features which will save you time. What do you think of the new colours and style?

PERSONALITY TYPE 2: Analytical

Traits: 

Orderly, procedural, precise, undemonstrative, quiet, conservative.

Behaviour: 

Speaks quietly, careful in their choice of words for precision, may be slow to make decisions, needs data and research.  Appears serious, reserved. As a result, they need lots of information, pay attention to detail, will analyse the “Pro’s and Con’s” of a product or service. More often than not will have researched comparison products. For the reason that these customers will need time to make a decision. Therefore will base it on facts, data and logical decision making.

Approach:

Little small talk, use facts and information, take time to discuss their needs, ask for their thoughts and opinion, present your product in a logical, orderly manner with supporting data.  They may not be talkative but will be thinking and weighing up their options – do not be concerned about this lack of chat and interaction.  Do not push them for a quick decision.  Be professional, and give them time to make their choice.

PERSONALITY TYPE 3: Driver

Traits:

Results-oriented, impatient, high energy, time conscious, in control, direct, can be seen as demanding, have high expectations.

Behaviour:

Strong body language, may speak loudly and rapidly, serious, driven, want service now, will make decisions quickly, want knowledgeable staff, may get frustrated easily, want information quickly.  These customers are usually decisive and want straight forward practical solutions with fast and efficient service.

Approach:

Be assertive, don’t waste time, make little small talk, be less expressive and more results-oriented – tell them of the results they will get if they use your product/service.  Let them know ‘what it will do, how and when’. Be precise when answering questions – if you don’t know the answer don’t make something up – but find out and respond to them quickly. Give them the right information, emphasise the benefits and results, and close the sale.

PERSONALITY TYPE 4: Amiable:

Traits:

Warm, open, emotional, team player, caring, supportive, concerned, good listener, low key, quiet, easy-going, sensitive.

Behaviour:

Soft voice, slower speech, friendly manner, may seem shy, sincere, avoids intense eye contact, relaxed posture, makes slower decisions, less concerned about time, difficult to get a firm commitment.  These customers may seem to lack some enthusiasm and will not jump up and down over your product or service.  They often do not like change and may be interested in the wider impact of their purchase – e.g. community and environmental benefits.

Approach:

Use plenty of small talk, encourage conversation, get them talking. For instance, ask questions otherwise they will not offer to tell you. Furthermore, be genuine in your approach and offer assurances about the effectiveness of the product. Ensure you mention how it will benefit them, the community and the wider environment. Promote additional services your company has in place e.g. Use eco-friendly status, free-trade agreements or sponsorship of local/international charities. Above all, ask targeted questions to find out information, narrow down the options then propose the solution.

Filed Under: Blog Tagged With: Marketing, Personality Types, Sales

Free Report

eBook

Power Profit Growth Session

Client Success Stories

Fiona ‘GOT’ my business and what it was about’’

Fiona was highly recommended to me by another business person who said to me “Fiona turned my business around”. So I met with Fiona and knew instantly that she “got my business and what it was about”. I was drawn to Fiona also by her expert knowledge and experience in sales and marketing. Fiona is thorough, detailed and very personable. She is a pleasure to work with.

Kirsten Laurence – Managing Director – Proficient Debt Recovery

Simple but effective ways to get new customers

Fiona helped me to stay on track with my business; put good systems in place, identified opportunities for growth, and implemented various strategies to increase the business. Fiona showed me what steps to take to improve and grow my business. She created a simple but effective way to help new customers with decision making which led to increased orders of product. She is absolutely passionate about what she does and helps business owners to get there.

Marina Korovkina – Basilur Tea New Zealand

Another fantastic seminar from Fiona at BreakThrough Business Solutions. I have been to many seminars but Fiona certainly stands out from the crowd. Thanks for sharing your wealth of knowledge and winning strategies , I look forward to implementing these and reaping the rewards!!!

Sara Morles – Business Development Manager – Peter Hay Group

Staff Training / Seminar

“Fiona has been great to work with. When we met she listened well and grasped the nature of our business quickly, and then worked closely with us to plan an effective staff team day. Her communication was prompt and clear, and the programme she mapped out was spot on for what we wanted. The actual day was delivered professionally, with warmth and fun. Staff enjoyed themselves and learnt lots at the same time. I would highly recommend Fiona and we are looking at how we can work with her again.”

Vicki Sykes – CEO – Friendship House

Staff have really stepped up and even surprised themselves…

Fiona has helped us look at our business from a totally different perspective. She has helped us to develop new strategies and approaches and we are working more ‘on’ the business rather than being consumed by it. The staff training we have had has gone very well and the staff have really stepped up and even surprised themselves by what they have achieved. Fiona makes you accountable to yourself and has a fabulous way of working. I would definitely recommend her.

Mavis Griffiths – The Prenzel Shop

Fiona gave us the simple steps and practical strategies to succeed in 2014…

We contracted Fiona to help formulate a practical Business Plan for the next 12 months. She was generous with her time and expertise, quickly grasping the nature of our business and identifying the main issues needing attention. Fiona is highly organised and motivated, with a great sense of humour and a determination to see her clients succeed. We have enjoyed working with her and now have a clear step-by-step plan to implement, along with practical strategies to make it easy.

Sonya Berger – General Manager – South Trade

On – the – mark Business Planning

Fiona has been providing me with on-the-mark advice around my business development for the coming year. It’s her determination to see her clients succeed that makes Fiona stand out. Not for her ‘advise . . . and walk away.’ Fiona follows up, provides the structure and advice founded in experience to develop a strong business plan that works. Of course, it’s over to her clients to actually do the doing – and Fiona’s got the systems at her fingertips and the ability to whip-crack (nicely) so we develop that self-discipline to carry out the required actions. Value? Yes. Great to deal with? Yes. Results? Yes – if you follow Fiona’s advice.

Helen Slater – Strata Communications

I have been working with Fiona just over a year and she has helped me build my business to what it is today. I have had a 75% increase in turnover. I would highly recommend taking the steps to bring Fiona on board in your business. I have come across many business advisors/coaches but no one comes close to the service and hands on approach like Fiona.

Pauline Stockhausen – Social Soup NZ

No other business advisors/coaches come close to Fiona…

I have been working with Fiona just over a year and she has helped me build my business to what it is today. I have had a 75% increase in turnover. I would highly recommend taking the steps to bring Fiona on board in your business. I have come across many business advisors/coaches but no one comes close to the service and hands on approach like Fiona.

Pauline Stockhausen – Social Soup NZ

Recently expanded my business

I have recently moved into a beautiful new Beauty Therapy Salon, and it is all since working with Fiona Clark from BreakThrough Business Solutions. She has given me the confidence to set goals, to have a vision and to believe in myself. The Business Planning process and strategies she developed were unbelievable, and my business has successfully expanded. I have a great business that I love coming to every day. I am so grateful for all the help and support I’ve had. Thank you!

Christina Boyd – Esetic Beauty Therapy

Complimentary
60 Minute Power Profit Growth Session

E-BOOK
Business Success Now!

Newsletter
Great Monthly Tips & Advice

CONTACT DETAILS

Phone: (09) 476 9407
Mobile: (021) 991917

5 Ceres Court, Albany
Suite 2/H
Auckland, New Zealand
Privacy Policy Terms & Conditions Earnings Disclaimer Facebook Disclaimer

Copyright © 2021 BREAKTHROUGH BUSINESS SOLUTIONS LIMITED
BreakThrough Business Solutions provides services that are registered for NZTE Capability Development Vouchers