Face the Reality

→ Same Reality, Different Perceptions

There are many models for understanding and characterizing the styles of interaction different people prefer to employ. Different people take in the world through different senses – seeing, hearing, or feeling it. Further, different people tend to lead their decision-making process with one of the four functions: → thinking , feeling, intuition, and sensing. Vividly → differentiated differences that are anchored to a product and engage the above functions can enhance memory of your current and prospective customers.

→ Customer Value Proposition

→ Focus on Emotional Drivers

→ Sell Benefits

Connect with Senses

People have three basic methods of perceiving the world around them:

• Visual (see the world)

• Auditory (hear the world)

• Kinethetic (feel the world).

Individuals have different preferred ways of thinking and communicating their experiences – some express themselves in pictures, others talk about how things sound to them, and others speak about how things feel. If you want to connect with your target customers, you have to:

• figure out which sense they favor

• → Understand EGA of Your Audience

• use right predicates to establish rapport with them

• let the visuals see, the kinethetics feel, and the auditories hear about the unique benefits your product/service offers to them to wake their emotions up

 Marketing e-Courses

E-sales of the Business Guru for trainers rose by 30% within a week after the description of the product at the buy-now page was changed from "training course" to "training  course with 200 slides". Apart from communicating the simplicity and easy delivery of the material, the word "slides" established quick connection with the visuals reading the description.

→ Your People Skills 360 

→ Customer Success 360 

Help Different Types of People Solve Their Problems

→ Selling Is Problem Solving

Different people pay attention to different things and apply different criteria for making decisions. When people → solve problems , the four functions - feeling, sensing, thinking, and intuition – come into play in different combinations. The Myers-Briggs Type Indicator (MBTI) is a widely used approach for understanding and characterizing the styles of interaction different people prefer to employ. It is based, in particular, on the following dimensions of a person's preferred approach to → life.

• What you pay attention to (Sensing vs. Intuition)

  • A Senser focuses on facts and the five senses

  • An Intuiter focuses on what might be and the sixth sense

• How you make decisions (→ Thinking vs. Feeling)

  • A Thinker tends to use → use reason and logic

  • A Feeler tends to use values and subjective judgment

"People often are a mixture of these functions. "Intuiters" and "Feelers" both tend to dislike too much detail. "Thinkers" and "Sensors" work with more information. But they all are trying to make a decision on what to buy, one way or another."¹

Let's look at these functions from a → selling point of view.

Differentiating with Sensors, Intuiters, Thinkers, and Feelers

Adapted from Differentiate or Die¹

Type

Main Characteristics

Effective Differentiation Strategy

Example

Sensors

• See things as they are by using their five senses

• Have great respect for facts

• Have an enormous capacity for detail

• Seldom make errors

• Are good at putting things in context

• Use facts and common sense

• Emphasize your market leadership if it is a well known fact

• "There's Hertz and not exactly." (sensors intuitively know that Hertz is indeed number one)

• "Uncover The Iceberg of Opportunities - see the difference, feel the difference, → make a difference!" (Business e-Coach, rich with real-life case studies)

Intuiters

• Are very interested in what's coming next

• Concentrate on possibilities

• Avoid the details

• Look at the big picture

• Emphasize that your product is the next generation in its category

• Present a big picture

• Describe new possibilities your product offers to customers

• Positioning ibuprofen as "advanced medicine for pain" by Advil

• "New Wonder of the World - discover → synergies!" (positioning → slogan of Business e-Coach)

Thinkers

• Are analytical, precise, and logical

• Process a lot of information, often ignoring the emotional or feeling aspects of a situation

• Use logical argument or facts about your product

• "The ultimate driving machine", by BMW, especially when they present facts like ergonomic design, maneuvrability, and a lots of expert reviews on how BMW's drive.

• "Nurturing → entrepreneurial creativity for the new era of → systemic innovation" (positioning statement of the Business e-Coach)

Feelers

• Interested in feelings of others

• Dislike intellectual analysis, follow their own likes and dislikes

• Enjoy working with people

• Capable of great loyalty

• Display third-party endorsements from experts who look and sound real

• Don't overload your message with too much details

• Singapore investment promotion TV campaign featuring interviews with several happy foreign investors

• "More than 2million very satisfied clients from more than 130 countries every year!" (testimonials of Business e-Coach)

References:

1. "Differentiate or Die," Jack Trout with Steve Rivkin

2. "Selling With NLP", Kerry L. Johnson

3. "Quick Guide to the Four Temperaments and Sales," Brad Cooper