Page 208 - Company Excellence

Part III: Chapter 7 ‐ What customers really like

• A customer with a strong aesthetic value attaches more
importance to the packaging than to the content. The
salesperson therefore makes it clear to him that the product or
service will help him to realize his vision.
• A customer with a high social value takes great interest in his
fellow human beings. The salesperson shows him that
through the relationship with him the world can become a
little better and he can better actualize his potentials.
• A customer with a high individualistic value has ambitious
goals and wants to achieve a lot. The salesperson shows him
that and how he can increase his own sphere of influence and
responsibility with his help and optimize his position.
• A customer with a strong traditional value has strong
convictions and is committed to them. The seller makes it
clear to him that the products and services help to make his
world more stable and safer.

Off to self-reflection!

Consider what opportunities you can use so that you yourself, and
especially your salespeople, are increasingly better able to assess
the personalities of different types of customers.

206