If you know what is important to the customer, then you address exactly that and leave aside everything he doesn’t care about. The easiest and fastest way is to address a basic need directly.
In all projects in which the IAS (Interactive Advice System) from IPM was used, the success rates improved by 20% and more. It is easy to use. During a telephone call you click on the assessment buttons – in this example on “thoughtful”:
The IAS recommends taking the time – and, for example, reacting to the objection “only later” in line with this type of customer.
Everyone has to serve different basic needs, because these are vital. What distinguishes us from each other is the question of which of the six opposing orientations we give the highest priority. If a person reacts thoughtfully, this is an indication of a currently higher need for security.
The salesperson can adjust to this. If, instead, he were to talk about new products and visions of success, this would in the best case pass the conversation partner by. In most cases, however, this leads to resistance. The conversations drag on and sometime the customer has no more desire on this salesman, who does not understand him reveals.
If we follow the IAS, then we distinguish 6 customer types – which can be further differentiated if necessary.
The type: knowledge seeker
|Knowledge (thinking, logic)||Will reach||Will avoid|
|Straight head posture (arms closed or holding at or behind the head)||Clarity, discoveries, structure, knowledge,
|Unclarity, ignorance, diffuse situations,
|Argument: transparency, intelligence||Communication: clear and well-structured|
The need for knowledge arouses curiosity in a positive way and wants to recognize knowledge, structure, logic and the meaning of something. For this you have to “have all the necessary information and insight”.
In communicating with this proportion, you primarily answer the questions with rational facts (numbers and data). Ensure transparency on any topic that is important. Support with detailed information. It is helpful if you pre-structure complex relationships graphically or with clear tables. Support this rational side by enabling movement (e.g. walking a piece together).
The Empathy Type
|Empathy (Empathy)||Will reach||Will avoid|
|Open, mobile posture (arms open or holding the abdomen)||Openness, harmony, humanity, good feelings,
|Discontent, human coldness, top-heaviness – negative arguments|
|Argument: feelings, coherence||Communication: friendly and open|
The basic need for empathy makes us strive for behaviour and decisions that are conducive to all participants in the long term. One could summarize the goals in the statement “having a good feeling about it”.
You serve that by allowing people to empathize. Be open and honest, even to yourself. Tell or think of living stories from practice or use metaphors so that an inner imagination can develop about the consequences of your ideas. Give the emotional side your openness and peace.
|Individuality||Will reach||Will avoid|
|Rather rigid basic posture (head up, look down on others from above)||Speciality, Outstanding, Recognition, Freedom
|uniformity, accusations of being despised
|Argumentation: Uniqueness (only for him)||Communication: factual, detailed|
The “blue” colour motivates a striving for recognition, distinctiveness and conscientiousness (quality). This often leads to goals that have to do with “being on something proud“.
Whether your ideas or offers are useful for the goals, this share decides, by comparing and evaluating itself. They help with detailed information, background knowledge and above all with your willingness to be compared. Worthy your interlocutor by taking him seriously and listening attentively. Ask him for details!
The integration type
|Association (adaptation)||Will reach||Will avoid|
|Extroverted, vividly changing postures (head often tilted sideways)||contacts, integration, community, modernity
|Separations, Distance, Loneliness
|Argument: Integration, References||Communication: personal near|
The need for integration strengthens the striving for belonging, consensus, communication and partnership. As soon as you have found a suitable group (idea: family) for yourself, the goal is “I want to feel permanently comfortable in this community”.
Everything that makes this community possible and consolidates has a motivating effect. This can relate to existing contacts (what will my partners think if…) but also focus on new relationships with attractive groups. Coordinating one another is a communicative process that you support with your ideas or offers. Ensure contacts with other customers. Provide references.
The security type
|Security||Will reach||Will avoid|
|Position ready for defence (head back – shoulders forward)||Continuity, reliability, order, unassailability,
|Insecurities, disorder, unpredictability,
|Argument: Warranty, customer service||Communication: conservative with documents|
The focus on the preservation of everything that we consider worthy of protection leads to an attentive perception of situations and developments. The ideal goal can be formulated as “having everything under control”.
You can operate this striving by, for example, helping to have something under control with comprehensible models. Your well thought-out points of view, your own calm and the step-by-step approach give communication a stable foundation. Give the green side something to hold on to and grasp.
The Enforcement Type
|Enforcement||Will reach||Will avoid|
|Dynamic and stable basic posture (head first, shoulders back)||Adventure, power, challenge, career,
|Blockades, boredom, repetitions (assembly line),
|Argument: News, Success||Communication: short and direct|
This basic attitude promotes goals such as success, performance, variety (adventure) and the freedom to create something according to one’s own visions. A typical statement is “It is very important for me to achieve something fast and uncomplicated”.
You can motivate yourself and others with interesting challenges from which you can quickly derive ideas and visions. Support the red part with your willingness to give feedback and possibly by taking over annoying detail work.