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Personality tests are not new, Plato and Hippocrates wrote about the four “humors” or “moods”. In the 1920s the Type Indicator Myers-Briggs developed. At present, each year more than two million people make the test (article in English). This method is based on Carl Jung’s research, which indicates that there are four main areas of personality preferences: extroversion / introversion, feeling / intuition, thinking / feeling and qualification / perception.

The test shows what preferences or dichotomies dominate the person and assume that this combination should reveal aspects that will help a person to decide what career path to follow or how to improve their relationships.

The DISC system has a similar model, but uses four types: dominance, influence, stability and compliance.

In HubSpot we have training sessions that last all day where staff learn how to work with colleagues who have other DiSC personality profiles, with specific tips and exercises to encourage role play, manage, delegate and manage others. This helps team members become better managers and employees.

The goal is to create the awareness that we are all different, which produces empathy; a key ingredient in relationships.

“We all make decisions,” said Bob Sanders, president of Sanders Consulting Group. “We hire agencies and said goodbye for a variety of reasons, but in most cases we rely on the relationship; whether to trust someone, that person pleases us or if it works well with us or not. “

This focus on people who are on the opposite side of the table is an important part of the training of new businesses offering Sanders Consulting Group (site in English). It is about having chemistry and rapport with customers. To do this , you must know the personality of the individual to whom you are going and with whom you work.

Bob said:

“Every day the agencies call me to tell me:” Hello !, we have a problem. ” To which I reply: “Tell me what happens.” They begin to describe the problem and tell them: “I do not care what the situation, talk to me about the person with the problem. Just so I can tell you how to fix it. ‘ “

Bob and his father developed a system of four personalities customer profiles based on the decision of people, what motivates them, how they process information and how they communicate. With this information, agencies can change their strategy for proposing a new business or change their way of working with an existing customer.

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Sanders stressed that this is not about trying to manipulate or deceive anyone. The agencies are in the business of providing services to its customers. While you produce more creative work, no one will hire you if your attitude is unpleasant. (Well, maybe other people will do difficult, but I doubt the relationship to last long). Your job is to help your customers make better decisions for their brands and sometimes it requires some psychoanalysis.

The current assessment models are too complex profiles

Sanders and his father, Stuart, heard about the Myers-Briggs test. At first they thought they could apply this model to relations between the agency and its clients and define a systematic approach to create chemistry.

However, after consulting textbooks and guides, they realized that remember if anyone had an introvert, sensory, emotional and perceptive extroverted, sensory, rational and ratings personality (ESTJ) or (ISFP) was too confusing and complicated for their purposes . Who really manage to make a potential customer or existing conduct an assessment of 93 questions?

They needed something easy to remember and appropriate for your situation. The latter was the key: although that potential customers did conduct the test, the results do not say how to introduce yourself to a personality type; accept or reject a cup of coffee to meet with that person or even if you should sit when facing a certain personality type.

They knew that these details that seem insignificant could strengthen or weaken an emerging connection.

Luckily, Stuart had addressed hundreds of proposals and worked with hundreds of marketing directors and people responsible for making decisions. He knew the singularities and markers that indicated a problem or a potential victory.

Stuart Sanders Consulting Group founded in 1985. It was known as the “guru of new business” is very likely that he himself has put this nickname. Anyway, the fact is that steadily increased growth of all agencies that worked before launching his own consulting company.

Bob started in the world of new business when he was 7 years. His father took him to a meeting with a team to make proposals, where was the “cute boy” during the presentation. 

Bob worked for his father while in high school, but took a break to become a “weirdo hippie with long hair,” as he says. He joined the Navy and graduated from the University of Virginia. Over time, he returned to the world of advertising agency in New York. Finally, he also launched his consulting firm to work restructuring, reorganizing and redesigning multinational agencies. About 10 years ago he became part of the consulting firm of his father full time and is now the president of the firm.

When Bob was in college, more or less in 1987, he realized that he and his father had established the four personality types of customers. They had done more than 25 years ago and although many aspects had changed in the industry, archetypes were still relevant. We are not as complex as we like to believe we are. 

The four personality types of customers

Surely you’ve heard that in relationships opposites attract.

This only works in romantic relationships, so Bob explains that, generally, this happens in first-time marriages. Those who reach the third round usually looking for someone who belongs to the same quadrant of his personality.

However, in business we tend to gravitate towards people with personalities similar to ours because they are different collide. This conflict works on television and in movies because the tension between different types of people creates the drama sells. However, it is not a good formula for the harmony of an office.

seinfeldFor reference, Bob uses the main characters of Seinfeld to describe the four types of personalities have customers.

Header – Elaine

This type focuses on results and get them as soon as possible. Enjoy decisions and lacks patience with those who have difficulty determining your options. These individuals can be blunt and direct, so this is not the kind of person who expect to get many thanks and compliments. If others pay, these people are happy.

Body text – Jerry

This type is defined by his love of processes. Surely you know this kind of person. Has an Excel spreadsheet divided by colors in describing what will everyone at the party Christmas dessert. Update the document the process as new details are discussed. This person is interested in the facts, details and facts.

He does not like to make decisions. In fact, avoid doing at all costs. This guy wants to have proof before committing because he believes that the facts will determine the winner.

The Logo – George

These people are warm and affectionate; They are organizing luncheons team and have saved birthday cards on their desks. They make decisions slowly and rarely do so without the consent of the group or its closest advisors. They want to feel involved and invest everything in a decision. This type of people is good for the game of politics because it gets into the shoes of both sides in a debate.

They are also loyal employees, which means that many CEO and other members of the leadership team are Logos.

Enlightenment – Kramer

These people are a sea of ​​ideas. They love to be the center of attention. When they see a creative concept, thinking, “This will work well in the market and could even win a prize.”

They like taking risks; try new things. Also love the process, but not one of his innate abilities. This client could drive you crazy with their requests and address changes at the last minute, but if you find out how to implement processes to it, take creative risks with you, it will challenge your limits and be your greatest evangelizer.

If the comparison with Seinfeld does not give you a frame of reference, try the concepts of Sex in the City or The Star Wars . You can even use the Presidents: President Nixon was the Header, Body Text Carter, Reagan logo and think you can guess that Clinton was the Enlightenment.

The test “Would you like some coffee?”

The key to this strategy is defined by how people make decisions.

Not perfect, but Sanders says this is systemic thinking; basically addressing a problem when considering the relationship between different elements that influence the overall problem. It gives you the tools to prepare a proposal because you can understand the ecosystem of the room.

This is a situation that should already know well:

Just you received a call. A potential customer; the CMOs, Vice President of marketing and creative director want to meet with you.

After a brief dance in victory, you start to panic. The meeting is tomorrow.

You need to study your brand and create some materials. But actually this meeting will be to see how well you connect with client personnel. They were the ones who called you. They know that you can do the job. The question is: do you want that you be the one to do it?

If the person who makes the decisions is a logo, the most inclusive type, you can easily figure out how to make her feel comfortable at the meeting to make the most of the conversation. With the evaluation of personality profiles you can plan the perfect gathering:

You offer them coffee and have informal talks for about the first 20 minutes. You must book a meeting room that has a round table. You need to make an effort to involve everyone in the conversation. Not only will you approach the person who makes the decisions because ultimately this will ask an opinion to his colleagues. You do not want to have a detailed presentation. He will share more information with you if the conversation seems to be informal. But his deputy is a body of text, so you should add some proven facts and figures during the conversation.

However, this approach is completely wrong if the customer is a header.

In that case, you shall gather with the headline on its territory. It welcomes and starts walking toward his office. They exchanged a few words and then asks if you would like to have a cup of coffee; a typical courtesy. Before hesitation, you must answer “Yes, I love you.”

Header turns around and heads for the kitchen. The tension is uncomfortable. The person moves some things, makes a mess and finally gives you a cup of coffee. Do not dare to ask for sugar.

Headline focuses on the business. You want to know what you can offer your company, how you will do and how quickly you can get results. If you try to engage this person with traditional tactics to build relationships, you lose points.

What if the person is of the Enlightenment? Bob says it’s best to remove this person from the office and go to a Starbucks for coffee semidescafeinado low fat and soy milk.

If you recognize these patterns, you will succeed in your proposals. You understand how people make decisions. In a competitive situation, it comes down to this:

“If a check mark boxes all business details, attributes and skills, then we could say that” all agencies can work for any client, ‘ “says Bob. “All agencies have the same capacity and the same set of opportunities. Everyone says: “We are a creative company offering comprehensive and integrated marketing communications services.” It comes down to we have all that. Now the question is who will want to work the customer. “

Keep chemistry with customers is the real challenge

The real work begins when you have managed to succeed with your proposal.

Now you’re “married” and the relationship is a bit different.

Give your work on time, you produce creative materials and meet all expectations, but suddenly stop calling the customer does not respond emails.

Surely you are not satisfied. You do not want to lose this client, so you add more people to the account. You keep trying to communicate with him. You ask them to go to eat together.

If you know the person is a body of text, then you should address this question of the relationship differently.

Analyzes have established processes. Something is missing? Can you optimize the communication channel? Do you really need more research on the outcome of the campaign rather than proposing more ideas? More often than you imagine, this ends up frustrated customer.

You must meet customer needs from a functional and personal perspective.

“If you really want to understand this part of the business, marketing or advertising do not study,” Bob said. “You must study folklore, sociology, psychology, religion and action.”

Another example of the value of a personality profiling in relationships with customers can be seen in the review and approval processes.

You are trapped in a cycle of negative feedback. You have modified the logo to make it bigger and then changed one size smaller. You took some text and you went back to add. Also you changed the picture. Basically you’re doing revision # 44.

Why does this happen so often?

The problem is that the agency is working with a CMO or someone who makes decisions having a profile Header; someone who likes to make decisions, but the point of contact is a personality body text. The agency sends two versions of an ad to the body of the text, and this, who likes to filter and remove options, choose one to present it to your boss. Header see the option, as no decisions to make, your mind begins to create other possibilities. Instead of selecting between A and B, finds fault with the only choice you have to make a decision. Body text presents this information to the agency and this re-created two different versions based on the feedback. Filtered versions and the cycle begins again.

Bob calls this “Hell agencies.” Without a solution, the agency will soon face a review of the account.

These four types of personality profile assessments can be applied in different situations; from personal relationships to the collaboration with colleagues to communicate with your boss or employees. It takes chemistry to any relationship work. And sometimes, that spark can ignite when making an effort to better understand the person sitting next to you.

“When we remove the layers of personality and let the verbiage aside, we are all simple people,” Bob said. “In the end, our primitive instinct is what drives much of what we do.”

Sanders Consulting Group offers training workshops on customer profiling. Equip yourself with the best tools: Take your service accounts to a more advanced level (site in English) is an event sponsored by the American Association of Advertising Agencies (4A’s) scheduled for March 5 in New York event.