TQM (The Quant Method) identifies the personality types of clients' prospects and customers.
Not only does each personality type respond to a different marketing approach, but we find that when we communicate with them in the voice of their personality, we can significantly increase conversion rates.
There are four personality types:
The mastermind is a task-driven, decisive, bottom-line thinker.
- Get to the point quickly; avoid a lengthy introduction
- Give them key facts and options; if they have questions they will ask
- They are naturally suspicious so anchor your price realistically
- Show your competence and they will respect you
- An aggressive selling approach is okay
- Keywords: Fact, ultimately, fast, now, logical, smart, brief, good value, proven
The Diplomat is a people-oriented, compassionate feeler-type and team player.
- Provide friendly guidance and follow-up without being pushy
- They avoid conflict at any cost so don't put them on the spot
- Encourage them through each step of the decision-making process
- Give them your personal guarantee
- They are people-oriented so give them plenty of social proof
- Keywords: Safe, nurture, understand, friends, family, happy, satisfaction, agree
The Thinker is data-driven, analytical, logical and decides thoughtfully.
- Give them an organized, step-by-step fact-filled presentation
- No detail is too small or too irrelevant. Expect tough questions
- Avoid a hard-sell because they can become uncomfortable. They are slow to trust
- Don't bother appealing to their emotions
- Let them have time to decide; follow up with gentle persistence
- Keywords: Risk-free, approval, logical, trust, secure, intelligent, systems
The Olympian is free-spirited and impulsive, with distaste for details.
- Focus on aspirational messaging, filled with opportunities
- Tell anecdotes and personal stories
- Keep facts to a minimum because details can bore them
- An expressive, aggressive selling technique works
- Give them incentives and bonuses
- Keywords: Inspire, fun, glamorous, exciting, freedom, admire, easy