Successful selling

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”:

selling_images-EN-blog(1).pngThe 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,
logical information
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,
honest relationships
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.

The Individualist

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
This includes
Separations, Distance, Loneliness
Relationship losses
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,
conquer markets
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.

Emotional Marketing

Customers are people. They have different needs, set individual priorities and use different sensory channels for their decisions. Doctors, bricklayers, electrical engineers, lawyers or employees have different amounts of money and follow different professional fashions. But they always agree on one thing: to live well you need security, contact, individuality, development opportunities, empathy and knowledge.

To tell a customer who is focused on security that his world will change with certain products or services causes anxiety. Positive hits are not to be expected in such a way. There are quite clear operating instructions for every type of customer:


Personality determines how much of each need must be met: There are security types, contact people, individualists, adventurers, sentimentalists and philosophers – and their hybrid forms. These people react in different, sometimes contradictory ways. What happens if an adventurer is offered a security concept, or if an individualist is wooed with the argument that he finally belongs with the product? One sows motives and reaps rejection – at least distrust.

The task of IPM systematics is to enable congruent communication. For this purpose, the address or effect of all elements is coordinated in colour.


Personality of the target groups

The IPM system can be integrated into market research tools. However, a simple, effective and cost-effective alternative is the text analysis of IPM. Copy typical statements of people to be reached into a text field. Here is an example of a rheumatism patient:

I suffer from bad feelings of heat in the joints and cool them with water or cool packs. That helps, but does not work the whole day… What could help me, do you have tips or medications that can help? I am mainly concerned with the hip joints, wrists, ankles and knee joints…

For this text and in total as the mean value of all texts of potential customers, 24 values are determined (IPM uses a scale from 0 to 200 with a mean value of 100 for all test persons in this category):


Personality of Communication

This method can also be used to compare different communication media with each other. In the next step, the users of the system evaluate the “emotional classification” of texts and visualizations. Here, for example, is a planned ad version – based on the basic needs:

Image display: individuals, separated, detailed, concrete, bright, with text

Enforcement Association Security Individuality
80 80 80 120

Image content: doctor, documentation, stethoscope, ballpoint pen, patient, back, head

Enforcement Association Security Individuality
80 91 120 84

Image associations: counselling, professional, trust, answers, hope

Enforcement Association Security Individuality
80 108 80 120

Overall impression of the visualization

Enforcement Association Security Individuality
70 82 99 130

This visualization is attractive for people with a high need for individuality (values > 110), it is rather neutral on security types (values 90 to 110).

The analysis of different textual statements can be done playfully with the system. Simply enter different formulations into the text field and compare the results with the target values.

Painlessness and joy of movement are possible

Enforcement Actual 120 Target 70
Association Actual 80 Target 70
Security Actual 80 Target 130
Individuality Actual 80 Target 100

Long lasting pain control

Enforcement Actual 80 Target 70
Association Actual 80 Target 70
Security Actual 120 Target 130
Individuality Actual 80 Target 100

Pain-free for rheumatism – the natural alternative

Enforcement Actual 80 Target 70
Association Actual 80 Target 70
Security Actual 120 Target 130
Individuality Actual 120 Target 100

Compare the alternatives with each other

After the image and text ideas have been brought closer to the target group, the media, distribution channels etc. can also be included in a matrix.


Matching emotional orientations are shown by the proximity of the dots in the graphic. In this example, Facebook as a communication medium could be expected to show large scattering losses.

Product Management

Depending on the purpose and the desired level of detail, all 24 characteristic values can be reconciled with each other. Sometimes experience plays a role in competition with other product providers, sometimes performance aspects or rationality are more important.

When it comes to defining new target groups for new offers, it makes sense to draw up a catalogue of criteria. How does the potential customer think, feel and decide?

Achievement Power Contact
A good life is when we do something valuable. A good life is when we act freely and on our own responsibility. A good life is when we are close to each other and understand each other.
Self assertion Integration Security Individuality
Life needs change, to develop, to progress and to assert one’s wishes Life needs the common ground of being well integrated, adapting and communicating with each other. Life needs continuity, to be safe, to avoid danger and to stay healthy in the long term. Life needs independence to be special and to be recognized as an individual.
Cognition Empathy Past Present Future
Without knowledge we do not know where we come from, where we are and which ways we can go. Without empathy we know neither the emotional causes nor the possible consequences of our actions. Without past we have no experience and can not judge the present. Without the attentive perception of the here and now, we know no way into the future. Without a future, our needs end immediately, because there are no desires, hopes and goals.
Facts Emotions Sense
What are the concrete, factual or physical consequences of a possible decision? What feelings arise with me and my neighbor when I decide one way or the other? What is a sensible choice when it comes to spiritual or higher values, ideals and goals?
Sensing Intuition Thinking Feelings
Reality is conveyed by seeing, hearing, feeling, smelling and tasting quite concretely, realistically and in detail. The reality is complex and we feel the fluid, holistic connections in a rather abstract way. The truth is the rational, logical result of a mental, critical analysis of the context. Unconscious perceptions and experiences give us a sense of what is wrong or right.
Continuity Logic Sentiment Process Result
We want to keep all the good and important even after a decision. We want to think through the possible consequences according to the cause-and-effect principle. We want to use our spontaneous ideas (gut feeling) as a reliable guidepost. We want to have a good perception of how things are going. We want to keep an eye on the goal and not let ourselves be distracted by occasional glitches.

The future of personality orientation: from the conception of offers to the definition of target markets and the decision for the right market mediators, marketing controls which customer types are to be won and how. IPM supports this with tools and know-how transfer.


Marketing and sales are successful when all suppliers and customers want the same, because the offers and their communication are coordinated with each other.

If you want to serve the goals of your customers, you should know them. It is an essential step from general customer orientation to differentiated coordination with the motivation of the individual decision maker.

Covering his profile from the customer’s communication

IPM offers various methods for this purpose. For example, the analysis of a client’s texts shows how he communicates, which priorities he sets and how he can best be motivated.


As a result, marketing measures, customer care, preparation for meetings, integrative objection handling and conclusion techniques can be adapted to the individual profile of the customer.

Intelligent Strategies

Sales and marketing are aimed at people who differ clearly from each other as personalities. Differentiation is a necessary basis for success strategies.

To rely on the chance to reach the potential customer by chance with the right arguments and the appropriate communication costs money and image. The IPM Personality Recognition enables a tailor-made approach, communication and argumentation.

To speak of sustainability and guarantees to an assertively-oriented person is at least boring for him. To tell a customer who is focused on security that his world will change with certain products or services causes anxiety. Positive hits are not to be expected.

The essential decisions are made unconsciously. They are determined by the individually differing strengths of the basic needs for enforcement, security, belonging, individuality, insight and empathy. Marketing and sales want to give these needs food for thought, i.e. provide suitable motifs.

The task of IPM systematics is to make all aspects motivating to purchase transparent, so that personality-related dissonances = emotional resistance are largely avoided. There are, for example, typical security products or innovative services. With this insight, the effort for marketing and sales can be reduced to the target customers for whom such offers are personally appealing.


Most products and services can be argued and presented in several directions so that they are attractive to different personalities.

This, combined with the knowledge that certain communication channels and forms work quite differently in relation to a customer type, leads to a structural improvement. From the point of view of the potential customer, you bring your offer to the essential point – to his! Tailor-made and communicated in an understandable way.

The Short Path to Success

If you want to go the direct way to the end, you have to know possible resistance and objections. You can try to eliminate them or use them positively. It is a question of know-how.

IPM is an assistant function for sales. In order for you to achieve results quickly, we support you in the transfer of knowledge into suitable forms of communication and argumentation.

The vision: You know how your potential customer thinks and feels. You have an eye on what he loves and what he detests.


The result: you present yourself and your offers in an optimal way, because his wishes are appealing and his fears calming.

An example: The “green” customer wants to be conveyed in a calm and understandable way why he is on the safe side with your offer. You have five possibilities to do something wrong by talking too much about references, logic, emotionality, peculiarities or even new strategies.

For your future success story of your marketing and sales activities, IPM takes care of some tasks for you:

    • We provide know-how, argumentation, communication and implementation strategies for a tailor-made customer approach
  • We translate your argumentation and objection handling into the emotional language of your customers

speak the language your customer understands

It is much easier to offer the right thing to the customer in the right way if you know him. Avoid misunderstandings. If you know what the customer wants to achieve and what he wants to avoid, you can align your language, arguments and the use of media accordingly.

Personality determines communication. For example: Those who want to assert themselves first and foremost want to see where things go. Such customers you reach by pictures. If you want to be recognized as an individualist by others, you don’t talk much – but you want to be asked. These prospective customers love information, preferably to “read themselves”.


So there is a preferred way of communication for every basic need. It’s good to master them. Talking past each other not only costs unnecessary time and money, but also makes it difficult for your customers to trust you.

If you want people to listen to you, then it makes sense to use the communication channel on which the customer prefers to receive the messages.

It is much more pleasant to gain customers who are loyal to you, your company or your products – of their own accord – in the long term than to want to achieve customer loyalty through any strategies that hardly pay off in the medium term.

It is important to stay in touch in the right way. We recommend to inform every contact person about new offers, events, etc. in a suitable way. If, for example, you like to read information, you prefer to receive what you need via email or newsletter. Those who prefer pictures will be supplied via the visual media. Those who want to feel (with) others prefer lively case studies and stories. These and other control data help you to avoid inefficiencies, and your customers are served because it reduces the flood of information at least to a certain extent.

Adapting to the customer also means that you can play a role for him as a business partner. Those who seek knowledge like to use someone who researches for them – those who want security need a partner who observes the “field” for them – those who want to assert themselves look for the adjutant in you. And so on.

Before a sales talk, you use the IPM Customer Portrait to find out what sales role your customer will have, what arguments will help and what objections can be expected. To be well prepared means to approach the customer inwardly. In this way you strengthen his trust.

Optimize telephone customer relationships

In the Communication Center, the time the employee spends on the phone with the callers or called parties is inevitably very short. There is little time left for emotional or relationship clarifications. Concentrating on the concerns of the conversation partner has the highest priority.

Professional conversation management

This results in a special requirement for the agents: They have to take themselves back and be completely on the ball – driven by the desire to empathize with the situation, the concerns and the feelings of their customers and to understand what it is all about and where they can help in an advisory or selling capacity.

The professional attitude of the employees puts their own needs in the background. The desire for empathy and insight dominates. That requires a special guidance and company by Coache or superior.

From the active perception of the customers facts flow from many discussions in the course of the day together. It is the task of IPM Systematik to turn these facts into usable facts, with which the usage data are further processed. One of the results is a reporting which serves to optimise further discussions in order to permanently improve the professionalism of the employees and superiors and to be able to respond to the customers better = better and better.

This avoids misunderstandings, lowers the average handling time and increases the success rates. As a “side effect”, the satisfaction of all those involved increases – especially the customers, who feel better understood by employees working in a concentrated manner. Their insight “I do a good job” is the natural result of their consolidating experiences. Initiating and promoting positive development processes is one of the essential tasks of IPM Systematik.


The Interactive Advice System (Snapshot) promotes the quality of conversations with regard to content and especially supports the emotional focus on the behaviour of the customer. This reduces the mostly unconscious tendency of employees to focus on their own communication needs. Job profiles, employee profiles and management notes support the assignment to suitable projects and the active accompaniment in the job.

Emotional visions of the agents

Emotional misunderstandings often block the path to success, mostly as a result of different personalities. For example: The superior wants security and the employee is looking for adventure – it can also be the other way round. The security person feels hindered by the adventurer: I constantly have to check your things – you just can’t be relied on. The adventurer: All this reporting and data stuff just slows me down unnecessarily. I want to make a difference and I can’t?

Such emotional issues are easy to deal with if you have mastered conflict management and know who the “emotional vision” of the employee is really all about. In addition, it is very helpful to know their personality profiles and to serve everyone in their own way.


The personality is determined by the dominant basic needs – and accordingly it is quite different visions that touch the individual positively. What helps the respective employee is shown in the leadership tips.

The superior, coach or trainer can take the time to adjust to the employee. Motivation becomes successful when one meets the deeper motives.

Depending on the context in which the customer finds himself, his different “emotional visions” control his actions and reactions. The demand to interpret the utterances situatively, immediately and correctly overwhelms (almost) all people. This task is performed by the “Interactive Advice System”.

Tune up to the customer

We trust the people we know when they take the time to listen to us and then respond in our “emotional language”.


Therefore, we complement the interest by adapting to the emotional language of our employees and customers. As soon as you try to empathize with the basic emotional attitude of a conversation partner and recognize how he thinks and feels at the moment, turn to him. In this moment you “automatically” withdraw yourself and your concerns and your interest becomes noticeable, even and especially if it is not verbalized. This is the first step towards building trust, by the way. Open and focused on the person you are talking to, you will not only hear what they are saying, but you will also feel very intensely how they are expressing something.

This kind of exact listening is a natural characteristic of all people. It is strengthened by the use of the IPM system and “automatically” practiced again and again. The snapshot mask, for example, prompts you to determine the way in which the person you are talking to introduces himself or answers.

To click on the right terms, you concentrate on the partner. As a natural reaction to the non-verbal affection of the agent, he reveals his current emotional attitude – expresses his concerns or objections (also a piece of self-revelation), to which the employee, without having to make an effort, reacts positively supportive. Like the opposite of the vicious circle, a very fast approach takes place, which makes trust possible.

This is intensified “to the customer to respond” by the communication references of the Snapshots. To make it easy, IPM starts with the four basic colours. With every click it is checked whether the behaviour and the type of argumentation are still appropriate. If the customer changes his inner attitude, he changes with it – which in turn strengthens trust. The fact that customers, after questioning, also regard such IPM-supported conversations as positive and the conversational partners as more trustworthy is a consequence of the appropriate way of talking to them.

The positive side effect has to do with the self-perception of the employees. One is supported in his task by a modern tool, can concentrate better on the customer, gets better feedback and avoids negative stress. With a good decision all involved ones profit.

Self-safely telephone

Self-confidence is a good feeling. And it is highly interesting from an economic point of view. Whether inbound or outbound, security is contagious. It allows the customer to trust the statements of the employees. This makes conversations shorter and more successful.

Communication centers ensure that employees can make phone calls with this inner peace of mind. Among other things, it is helpful to involve the agents in the design of new projects at an early stage. An effective means of communicating the importance of customer contacts and thus the importance of the employee himself is to actively involve them in the design of IPM tools, processes and strategies.


Together with the project managers, IPM prepares the communication notes. They are then continuously reviewed and improved with the employees.

Employees are the real communication experts in their project – because they do this job for many hours every day.
What they sometimes lack is critical distance. But it can be trained. The effect is a feeling of acceptance on the part of the customer. They feel that they are being taken seriously and that efforts are being made to really understand them. This, in turn, the employee feels and his self-confidence grows.

Improve quality step by step

Quality is a consequence of the exact adjustment to the conversation partner. One is understood if one chooses the right language, verbally and non-verbally.

The individual personality of the client determines what is right and what is wrong, what has a positive effect and what has unpleasant side effects.

  1. Who talks at the customer past, wastes time and assigns possible chances.
  2. Who wants to deal with the customer, must know in the situation, which personality portion determines its thinking, feeling and acting.
  3. knowledge requires information.

The task of snapshots is to provide team leaders and coaches with this information in real time. customer-service-_images-EN-blog(8).pngThe “enemy” of this professional communication is the tendency towards convenience. One is sometimes like that and sometimes like that. As a superior or coach, you need tools to be able to perceive such changes at an early stage. If the employee falls back into an unprofessional attitude, he doesn’t like that himself, by the way, because that makes side effects, like simply bad feelings about oneself in the job. But it is human – and it requires intervention in the interest of both sides.

In most communication centers, evaluation and reporting systems are available about the professional situation. This information supplements the IPM system with information on snapshot usage, so that the coach or team leader can be given feedback on changes in success and possible causes in a timely manner.

Promote agent well-being

An agent who feels emotionally good has a much more positive effect on the telephone. You trust a person who you feel is balanced in himself. Nonverbal the callers give a positive feedback – which is also confirmed in the results.

The success of the agents is highly dependent on the quality of motivation and leadership. Team leadership and coaching are the drivers of success.

Depending on the depth motivation of the employee one will

  • serving positive curiosity: the need for knowledge is curious about interesting and unknown things about connections, backgrounds and structures. As media fit clear, graphic information. Give the employee access rights to internal information systems as far as possible and ask him for research on a case-by-case basis.
  • with Provide stories: The empathic confrontation with your projects is stimulated by living examples, such as experience reports. Suitable media are narratives during personal contacts. Speak openly about your ideas and concerns. Use his intuition and imagination.
  • Giving feedback: His need for individuality expects information addressed to him personally, in particular on questions of quality or technical features. Assign him to a large extent the professional, content-related responsibility. Ask him for his opinion.
  • letting him mletting him participate: The need for integration wants to experience belonging in a joint conversation. It is pleased about references to other relation partners and about the chance on new contacts. Integrate it for example by Meetings. Just let him participate.
  • >support with reliability: Security interests require stable organisational structures, guidelines, advice on sustainability issues, risk avoidance, hedging strategies or possible guarantees. Give him the feeling of consistency and show that you value his loyalty.
  • >supplying him with visions: information about innovations, ideas for success, challenges serve his assertive interests. Use everything that helps him to “get an idea”. Ask him again and again to present his own ideas / visions – and give him the freedom to realize coordinated goals independently.

All participants should be doing well – supporting each other in this is a question of empathy and mutual openness. In successful Communication Centers, all participants show what matters to them.