Danny Wong says, “If marketers and salespeople knew exactly why people bought their products, it would be a lot easier to pedal their wares. The problem is there’s a lot of nuances when it comes to why people do what they do. Some are overwhelmed by choice and opt for what’s easiest while others need to examine every possible angle before they decide. Without knowing who a person is before they’re approached, a salesperson could inadvertently say the wrong thing and kill the sale altogether. Scott Gillum, a B2B marketing expert, identifies the different groups as needles, seekers, loyalists, and legacies, and you can use his categorization to develop your own selling strategies.

Birds of a feather

Regardless of how professional (or even robotic) a client might seem, they are driven by the emotions they feel throughout the day. While people may change throughout the course of the time you work with them, it’s helpful to get a firm handle on which groups have the most connection to your brand and which are always looking for a better deal”.

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