5: How to improve marketing and sales conversions using personality typing — Ben Bressington, CEO at Behavior Sales

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MORE FROM BEHAVIOR SALES

Behavior Sales uses behavioral intelligence to gain a competitive advantage to shorten sales cycles and close deals faster. Learn more at behaviorsales.com

GUEST BACKGROUND

Benjamin Bressington is the CEO of BehaviorSales.com, a Behavioral Intelligence company. He is a Speaker and Author of multiple books, including his latest book “People Ignorant: Unlocking Success, Confidence & Influence.”

Benjamin has a Law & Criminology degree from Australia. He spent 10 years helping Fortune 1000 companies apply gamification principles to their sales and communication process. Ben now helps people improve their sales conversations, specifically by closing deals faster and discovering the hidden opportunities in daily communication.

MAIN INSIGHT

Tailoring marketing efforts to the personality types of potential customers improves engagement and conversions

KEY TAKEAWAYS

1. Create segments on your list based on personality types to improve your engagement
2. Focus and attention is a currency
3. You only need 1000 loyal followers that will buy from you
4. Four personality types that you must know:
   1. Liberty (eagle) – decisive, ROI focus, get things done, dress well
   2. Vegas (peacock) – wants to be the center of attention, gets bored quickly, loves shortcuts
   3. Thinker (owl) – knowledge-driven, loves to approach things systematically
   4. Pigeon (steady) is slow and steady but always driven by their packs or friends

PRACTICAL STEPS

For outreach and sales:

1. Search and gather contacts of people that can be a potential client or customer
2. Segment them by personality types and identify which personality type you can resonate with
3. Exclude the personality type that you don’t want to work with
4. Create a different message for each segment

For marketers and content creators:

1. Identify the personality types that you want to work with
2. Create content for each personality type
3. Get them on your list so you can segment your market
4. Craft a different sales approach for each personality types

TIPS FOR SUCCESS

1. Deep dive into each personality type and get to know what makes them buy your service or product
2. Tailor your content and pitch to the different personality types
3. During a call, it’s best to also use their words/adjectives to them to build more rapport and connection