7 Steps to Market to Personality Clusters

By Dale Wolf

Your customers are moving targets. But one way to put them in ‘still frame’ is to look at their behaviors and define a message framework that goes up squarely against each cluster of behavior-types. As long as you are conversing against the customer’s behavior model, your content will achieve pin-point relevance.

Here’s the process I follow when developing a message framework:

Step 1 –
Action is to align on target audience needs and marketing objectives; the outcome is team consensus on measurable objectives. If you get Step 1 wrong, your goose is cooked. But achieving internal consensus is often like shadow boxing. Key managers for one reason or another have their own hidden agendas and agree in ... Read More

Experience Design Shortlink

Pick up the ten ton phone … preparation will make it feel light as a feather.

By Dale Wolf

We all want fatter pipelines and our group has determine that one way to do this is to get more successful with the initial prospect contact. We want to talk our way into more deals.

We can all imagine the scene on the other end of the phone. The prospect accidentally takes the phone call instead of dumping us into voicemail. It’s not that they are rude, but just that the people we want to talk to are rather popular with all vendors. They get 25 ... Read More

Experience Design Shortlink

Ignore rejection … stay disciplined to overcome the resistance factor.

By Dale Wolf

The best-in-class sales professionals understand the importance of account strategy and of staying the course. This takes vision. You have to see it first and feel it second. Some sales reps see things as they are and ask why. The best see things that never were and asked why not.

While you are researching your top 100 sales prospects, begin optimizing a disciplined process that you will follow day after day. Sales people who fail typically have no process: “I just make ... Read More

Experience Design Shortlink