Are you listening? We all do. Every one of us is always tuned into our favorite "radio station" WIIFM, What's In It For Me. Each personality has preferences in how they interact, view the world, and reach decisions. When we design our websites, how do we meet the needs of every type of personality that may visit?
Since the time of Aristotle, we've known that each of the millions of different personalities falls into one of four basic groups: Driver, Amiable, Expressive and Analytical. A major requirement of an effective website is to be able to communicate with each of the four temperaments, so that the prospect can "self serve" the appropriate information that they require to influence their buying decision. We not only have to give people what they want and need, we have to give it to them in the way they want and need it.
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 salespeople sell to those that they relate to the best. They typically will 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 salesperson 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. 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 provide a kinesthetically oriented individual the opportunity to get a "grasp"
of the Internet and what it offers. When you sign on, you're 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 has become an icon and an anchor for millions of individuals…"You've got mail."
So, are you giving your customers a reason to tune in, or a reason to tune out?
© 2000 Future Now, LLC
