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A
major objective of a website is to be able to
consistently communicate to each of the four temperaments,
so that the prospect can "self serve" himself or
herself the appropriate information that they require to
influence their buying decision. We must give each
personality exactly what they want and need.
Lets
take a look at the four basic personality types:
The
Driver wants Accomplishment:
These
individuals have a deep appreciation for challenges. They
enjoy being in control, are goal oriented and are looking
for methods for completing tasks. They are usually quick
to reach a decision. They want to know what your
product or service can do for them to solve their problem.
The
Amiable wants Acceptance:
These
individuals appreciate the personal touch. They like
things that are non-threatening and friendly. They hate
dealing with impersonal details and cold hard facts. They
are usually quick to reach a decision. They want to know why
your product or service is best to solve their problem.
The
Expressive wants Applause:
These
individuals are very creative and entertaining. They enjoy
helping others and are particularly fond of socializing.
They are usually slow to reach a decision. They want to
know who has used your product or service to solve
problems.
The
Analytical wants Accuracy:
These
individuals appreciate facts and information presented in
a logical manner as documentation of truth. They enjoy
organization and completion of detailed tasks. They do not
appreciate the "personal touch" or
disorganization. They want to know how your product or
service can solve the problem.
Average
sales people sell to those that they relate to the best.
On average they will usually sell to 3 out of 10 people
they meet. Another 3 out of the 10 won't buy
from them no matter what. The last 4 out of 10 are
sitting on the fence. It is the great sales person or
website that learns to give these 4 the information and
assistance they need to reach their buying decision.
This
is just part of the challenge salespeople/ websites
face in dealing with individuals. Each of us also has
different means in which our brains prefer to
"take in and process" information: Visually,
Auditory and Kinesthetically.
One
Internet company has used this understanding of
individuals to grow as one of the premier brands. AOL
has grown its flagship service to over 20 million members,
by providing a simple way to get on the Internet,
understanding and providing people with a sense of
community and, by engaging all three processes, they have
made marketing history.
Selling
the Internet is a difficult thing, because the Internet
is an intangible. AOL understood that by putting their
colorful CD-Rom packages and disks in the hands of
people, they provided a kinesthetically oriented
individual the opportunity to get a "hold of"
the Internet and what it offered. When you signed
on, you were met with a beautifully simple and
colorful screen to provide visually oriented people with a
pleasant experience. However, the ultimate genius was
the auditory cue that was used, it has become an icon
and an anchor for millions of individuals…"you've
got mail."
Have
you tuned into your customer's favorite station or will
you march to the beat of your own drummer?
click
here for a printable version of this whole article
How
long do you spend staring at your shopping cart?
Have
you noticed when we go shopping on the web, shopping carts don't seem like real-world shopping carts?
Programmers
must
shop differently than the rest of us! Why else
would they insist on slapping us in front of a page with
the contents of our shopping cart? Wouldn't it be better
if, when we placed merchandise in our shopping cart, it was
simply confirmed and we could continue shopping. When
we go shopping, we spend more time looking at the shelves
than staring at our cart. Wouldn't online merchants make
more money if they didn't force people to stare at their
shopping carts?
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