How To Sell Differently To Different People

In ancient Greece the great Hippocrates outlined the four behavioural styles as sanguine, choleric, melancholic and phlegmatic. Except you wont be dealing with human beings, each person you come across have his or her own dominant behavioural style. This affects their choices and to a greater extent, determines how they make their buying decisions. In 1932 professor Lionel Robin pointed this out in his definition of economics as the science that studies human behaviours as a relationship between ends and scare means which have alternative uses. The illustration below will show us why this definition was largely acknowledge and accepted across the world and what no one ever told you about selling.
Now, imagine the advert of a Mobile phone on TV with all the enticing graphics, smiling faces and the appealing effects as you read this:

“GET THE LATEST XXXX PHONE. CHECK OUT THE STYLISH DESIGNS WITH CUTING EDGE TECHNOLOGY OF SMART BUSINESS TOOLS FOR GOAL GETTERS. ENRISHED WITH SOCIAL APPS THAT MAKES YOU AND YOUR FRIENDS COME ALIVE, IT’S COME WITH ONE YEAR GUARANTEE AND A 24HOURS CUSTOMERS SERVICES AT AN UNBEATABLE PRIZE OF XXXX ONLY. YES! THE REAL VALUE FOR YOUR MONEY GETS YOURS NOW!”

Together, lets now look the at the choices of words used in this advert and then do a little analysis, with regard to the well known four behavioural styles in our society:

SANGUINE: They are the friendly, stylish people in our society. They love to look good and are usually the first sets of people to try out new products or get latest gadgets, cars, visit entertainments centres, wear clothing’s and electronics, especially ones that tends to improve their social status, get more admirations from friends, spouse and colleagues. To these folk’s the right words are LATEST, STYLISH, SOCIAL AND COME ALIVE as used above.

CHOLERIC: They are dynamic, adventurous and fast pace people who hate to waste time. If what you sell will help them perfume faster, achieve their goals or objectives they are in. the cost is not much of an issue. To these folks the right words are SMART TOOLS, TECHNOLOGY, CUTTING EDGE, GOAL GETTER as used the illustration above.

MELANCHOLIC: They are peaceful, amiable and easy going people. They won’t deliberately offend you and they don’t need any trouble from you either. Friendship and relationship mean a lot to them. So they need some assurances that you truly value their patronage and you are not another hit and run hawker. So to these folks the right words would be 24 HOURS CUSTOMER SERVICE, GUARANTEE as also used above.

PHLEMATIC: They are the most difficult people to sell to. They won’t buy because it is new, latest, stylish or hottest in town. Even your customer care means little or nothing to them. Like accountants, they are more concerned about the benefits cost ratio. So the right word is REAL VALUE FOR MONEY as used above.

Together, let us once more TAKE A GOOD at the illustrated advert and try to make a sense out of it. Here it goes:

“GET THE LATEST XXXX PHONE. CHECK OUT THE STYLISH DESIGNS WITH CUTING EDGE TECHNOLOGY OF SMART BUSINESS TOOLS FOR GOAL GETTERS. ENRISHED WITH SOCIAL APPS THAT MAKES YOU AND YOUR FRIENDS COME ALIVE, IT’S COME WITH ONE YEAR GUARANTEE AND A 24HOURS CUSTOMERS SERVICES AT AN UNBEATABLE PRIZE OF XXXX ONLY. YES! THE REAL VALUE FOR YOUR MONEY GETS YOURS NOW!”

Now, with more careful observation you will come to understand why this kind of advertisement is targeted at the general public and, at the same time come to appreciate Professor Lionel definition of Economics. Perhaps, you too have come to see things more clearly. This therefore shows that each person has its hot button.

Selling is an art! Which mean, anyone who puts his heart into it can learn the entire in tricks. However, you must stop looking at things on the superficial levels, and start looking at the underlying contest behind the motivations of customers. Remember, the process of selling is to convince your target customer that they will be better off with your product or services than they will be with the money necessary to buy your products or services.

Take sometime, to view your products or services from the standpoints of your potential customers. Do so with regard to their behavioural style. And then ask yourself “who am I really selling to?” “Do my customers cut across the four behavioural styles or just some?” “Am I using the right language?” Well, selling his not as difficult as you think. For instance if your product is targeted at the sanguine in our society, your job is to convince them that your product, services will make them look good, be more appreciated by their peers or the opposite sex, show them how it will improve their appearance, prestige, social status, get more approval from friends and recognitions compared to what they have to pay for it. And if they can afford it, why won’t they buy from you?

As simple as it seem, many business today budget millions of naira yearly on adverts and promotions on televisions, radio, internet and so on. Only to end up using the wrong language on their target customers and then, wondered why the heavy campaign of their product and services is not yielding the desire results. Do it right today and you could be on your way to fortunes, do it wrong again and go broke. I wondered why they don’t teach this in school! Please feel free to share your thoughts and comments while we prepare for the next business Insight:


By Engr. Ebhomien Endurance
Sales Consultant
Tel: +2349024605094

your comments are welcome.... Thanks

Educative

Thanks... You re welcome

mrsage:
Educative

thanks Mr Sage

Nice1.

Lovely tips keep. It up

olaide721:
Lovely tips keep. It up

Thank you Olaide... I will do just that

dboss444:
Nice1.

Thanks!

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