How profiling potential clients can help you win business
I’ve experienced a couple of firsts over the past week - my first two evening networking events. On Tuesday I attended the re-launch of WA Digital, a Meet Up group for creatives, freelancers and employers across the digital sector in Warrington. The following evening it was Love Warrington at The Loft, Stockton Heath. Both events were very relaxed and enjoyable with lots of friendly faces.
The small but perfectly formed WA Digital group met up at Institution Bar in the cultural quarter of town, a former council treasury vault now transformed into a characterful cocktail bar. The presentation part of the meeting took place behind the two-ton steel door of the safety vault in a dark and moody room. But the atmosphere did not reflect the content of the presentation, in fact it was the speaker herself who really got me thinking and inspired this week’s blog.
Profiling for success
Nikki Griffiths is a business trainer and coach who spoke about the value of psychometric testing to profile your employees and boost employee engagement. The theory is that each of us has different preferences and ways of working and if we can understand how each person in the team prefers to work and communicate, teams can work better together.
I’ve been through various psychometric profiling during my career, and as a people person I’ve always been intrigued by the results. For the record, I’m a big picture person. I’m imaginative, logical and like to challenge the status quo. I love being around others, chattering and building lasting relationships with colleagues and clients. Nikki’s presentation inspired me to think beyond profiling myself and other team members and consider how you can use the same theory to profile your customers.
I’ve written about the importance of knowing your customers in my previous blog ‘The Comms Conundrum’. Understanding your customers’ preferences, wants and needs really can help you to communicate better with them. Once you’ve built up a profile of your target customer, you can start to craft your marketing communications to speak directly to them. But what if you want to target a specific individual, say a business owner who you’d like to arrange a meeting with to showcase your services.
Dominant or Detailed?
Well, Nikki showed us that many business leaders have dominant ‘D’ personalities. They are driven, direct, decisive and dauntless. They value being able to see results and don’t like being taken advantage of. All typical characteristics you would expect to see in an entrepreneur. Knowing and understanding these preferences can help craft your communications to that person.
For a start, they won’t appreciate a generic email, mailshot or tweet. They are unlikely to have the time or the inclination to read it. What you need to do is to make your communications stand out from the crowd - be brief (they are short on time) and tell the person exactly how you can add value and make a difference to their business. Most importantly, show them what the results will be.
At the opposite end of the scale we have the more detailed ‘C’ personalities. These people are more cautious, careful and considered when making decisions. They value procedures, information, data and facts. If you know you want to approach this type of person about your products or services, don’t skimp of the detail - tell them everything they need to know (and more) because they will take the time to read it, analyse it and make an informed decision based on the facts presented. A hardcopy brochure is likely to go down well with them.
Understand and adapt
It’s clear that there’s no ‘one-size fits all’ approach to communications. It’s essential to know who your audience is for any type of marketing campaign, whether targeting new contacts or existing customers. If you do this and communicate with them in their preferred style, you’ll increase your customer engagement, boost enquiries and it will ultimately lead to more business opportunities.