Are you looking for specific steps to get to know who are your best sales prospects? Wouldn’t knowing this information help you makes more sales? After all, knowing how your customers are alike would help you target them a lot more effectively, right? You’re not selling to everyone. Companies that try to sell to everyone, without targeting anyone “specifically” – well, they go out of business.

Most of the stuff I’ve found when searching the internet about how to determine what your customers have in common is junk. They want you to wade through a lot of demographics, such as: How much money do they have? What is their age? Where do they live? And then, they finally get to the real question, but they don’t tell you how to get answers for it.

What is the real question you need to answer?

David Garfinkel, the world’s premier copywriting trainer, says the first step in writing sales or marketing text is to “zero-in on who your prospect is.” In other words, specifically, who is your prospect?

  • In terms of your prospect, what is on their mind?
  • What are they thinking about?
  • What is keeping them awake at night?
  • What do they wake up in the morning thinking about?
  • What is their main problem, or their main desire that you can help them with?
  • How do they talk about it?
  • How do they think about it?
  • What are the actual words that they use?

Answering these questions is difficult. None of the traditional marketing experts have any advice on how you can get answers to these questions, except to say do a marketing survey. Really–it is that lame. That is their answer. They want you to spend all your time and money doing another survey, because you don’t have anything else to do with your free time.

Obviously, I’m being sarcastic. I know you don’t have any free time. You’re running a business, and by definition, you don’t have enough time to do everything that NEEDS to be done, let alone the stuff that you WANT to get done.

Quickly Find The Answer To Who Your Best Customers Are

I have some good news for you. There is a somewhat simpler way to find out about what your prospects have in common. Not what age demographic they belong to, but what are the triggers that cause them to open up their wallet and buy what you have to offer.

That is the real question you want answered, isn’t it?

  • What is the trigger that you can use to persuade them to buy from you?

The answer to this question can be found by studying the MBTI results of your best customers. And it is remarkably easy to get this information.

The MBTI stands for the Myers-Briggs Type Indicator. You’ve probably taken the assessment to find out what kind of personality you have. And there are many web sites that will give you a description for what it means. A good one where you can take a quick test and to discover what it tells you about your personality is at: http://www.humanmetrics.com/cgi-win/JTypes2.asp

You can ask your best customers what kind of personality they have, because it is such a popular test that it is likely that your customers have already taken it. Or you can deduce it from a relatively quick review of the past conversations or emails you’ve had with them.

Once you know what their MBTI personality type is, what do you do with it? Great question! That is what I want to talk about, because it allows you to be laser specific in your marketing, and therefore it will save you time and money. And because it is a more effective approach, you’ll see a larger increase in sales! Save money, and more sales… what could be better?

Where to start?

Most marketers don’t have a clue on how to use the information from the MBTI effectively. In fact, it is hard to find many internet sources that give you any information on actually using the MBTI results for sales and marketing. With much searching, I have found for you a couple of web sites that hint at the possibilities of the marketing with the personality types. Unfortunately they completely gloss over any specifics on how to use it:

The reason they lack specifics, is because they haven’t told you how to use the MBTI results from your current customers to determine what is on their minds. Remember, that is the first step before you can start creating an effective marketing piece (or web site) that will help you increase sales.

That is the purpose of the MBTI assessment from our perspective here today. It allows you to dig into the minds of your prospects and find out what they are thinking about. What is keeping them awake at night. What are their concerns.

From that point, you can craft your marketing message to increase the chances that they’ll open up their wallets.

Next time, we’ll dig deeper into this subject, because it is fascinating what you can learn about your customer. So be sure to come back to this web site.

In the mean time, do and take the MBTI test and find out a bit about yourself. I’m sure you’ll have some questions, so please feel free to jot them down in the comments section below.

Next Article In This Series:

Read Your Customer’s Mind To Increase Marketing Effectiveness

Be Sociable, Share!