SALES SUCCESS
THE POWER OF PSYCHOMETRICS
Patterns, Preferences and Personalities: Behind the Lens of Psychometrics
Over the past few months, we’ve been examining the common data sets businesses use to better understand their customer base. So far, we’ve looked at geographic and demographic information – and now we’re turning our attention to psychographics
B
ut what exactly are
in a specific area and their business types, what
CONSCIENTIOUSNESS
psychographics,
psychographic traits should you be looking at?
Does the business — and its buyer — have
For dealers, understanding the role of
a high-energy, collaborative personality, or
understanding them
buyer personality is crucial. Buyer behaviour
is it structured traditionally with a senior
benefit dealers?
is primarily influenced by personality,
decision-maker at the top? The former may
Psychographics are
combined with the attitudes and beliefs
favour a less formal approach, enjoying
often spoken about in business conversations,
that exist at the organisation’s core. This
trial runs of products, engaging with new
but unlike their quantitative counterparts, can
forms a valuable piece of the puzzle for
people and making frequent changes.
be much harder to measure. This qualitative
dealers looking to personalise or tailor
The latter might prefer the reliability of
data, which explores customer culture,
offerings to meet their needs. By grasping
a single dedicated sales contact and the
behaviour and mindset, can be integral in
the psychological elements of customer
reassurance of consistently available
helping dealers to identify and align with
behaviour, dealers can develop a more
known product lines.
customer motivations and behavioural
comprehensive view of buyer motivations and
patterns. For instance, while demographic and
determine the most effective approaches.
and how can
EXTROVERSION Check the business’s social media page —
geographic information might reveal a midsize business in Greater Manchester with 200
OPENNESS TO EXPERIENCE
does their buyer frequently discuss the latest
employees, psychographic data will uncover
Who is making the purchasing decisions
community events, initiatives, or in-office
the organisational culture of that business,
for the business? Are they risk-averse and
celebrations? If so, the company likely
informing the best approach for engaging it
cautious, favouring trusted brands and proven
exhibits a high level of extroversion and may
as a potential new customer. So, once you’ve
products? Or are they eager to embrace new
be more receptive to in-person meetings,
identified the number of potential customers
technologies and emerging lines?
events and collaborations.
[30] SEPTEMBER/OCTOBER 2024
www.dealersupport.co.uk