At this point in our Unlocking Potential series, we’ve learned how to research Industry Partners in your area, identify the ideal candidates for your services, and calculate your potential value for these Partners. Now, we shift to communicating that value, presenting yourself in a lucrative light, and closing the deal!

Effective communication is a cornerstone of successful marketing and sales strategies. One essential principle is to speak to your target in their own personality style. This approach should be integrated into all your communication channels, including your website content, social media outreach, phone interactions, and face-to-face meetings.

Understanding Personality Styles

To begin, have all your staff complete a Personality Profile. While this might initially seem cumbersome, it’s a crucial step. Each team member should fill out the questionnaire themselves and have two colleagues do the same for them. These profiles, which can vary from a few simple questions to more detailed surveys, categorize individuals into specific personality styles.

Different profiling systems use various descriptors or even colors to define these styles. A popular method – a favorite here at KEY – categorizes personalities into four types using descriptive words:

• Analytical
• Driver
• Amiable
• Expressive

While we all exhibit traits from each category, most people predominantly fall into one or two styles. By identifying these, you gain valuable insights into how each person perceives themselves and how others see them.

Visualizing Personality Styles

Imagine placing these four personality styles in a square design, each in a separate corner, with intersecting lines dividing the square. This visual representation helps you understand where you and your colleagues fall within the spectrum of styles.

Applying Personality Insights to Marketing

Once you’ve defined your style, use this information to influence your marketing strategy. Your goal is to deliver content in a way that resonates with your target audience’s personality style. When you communicate in their style, they are more likely to understand your message, embrace your solutions, and move forward with your services.

For example, an Analytical personality appreciates detailed information and data. A Driver values direct, results-oriented communication. An Amiable personality prefers a friendly, supportive approach, while an Expressive individual responds well to enthusiastic and creative messages.

The Benefits of Tailored Communication

By adapting your communication to match your audience’s specific personality style, you make it easier for them to:

• Grasp the details you’re delivering
• Feel understood and valued
• Recognize that you’re listening to their needs
• Take prompt action steps
• Address their “hot button” issues effectively

Comprehensive Coverage of Marketing Materials

Ensure all your marketing materials and documents cater to all four primary personality styles. When your images and words align comfortably with their styles, your audience is more likely to engage with you enthusiastically and move forward with a partnership!

By learning to speak to your target audience (potential Partners) in their own personality style, you enhance understanding, build trust, and drive action. For personalized strategies and insights, contact us today to learn more about the KEY Method in depth. Let’s work together to refine your communication, hone your materials, and boost your sales success!