your high-performing brand · investment that you’re going to be able to monetize over the course...

becoming intensely valuable in your market i

attracting clients and prospects

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© 2012-2014. Sally Hogshead and How To Fascinate. All Rights Reserved.

fascination advantage® system

youR HigH-peRFoRming

bRAnd7 communication styles of the

world’s most valuable brands

INNOVATION

PASSION

POWER TRUST

MYSTIQUE

PRESTIGE

ALERT

DISCOVERED BY SALLY HOGSHEAD

becoming intensely valuable in your market ii


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fascination advantage® system

© 2012-2014. Sally Hogshead and How To Fascinate. All Rights Reserved.

module 2:

ATTRAcTing clienTS And pRoSpecTS becoming intensely valuable in

your market

DISCOVERED BY SALLY HOGSHEAD

becoming intensely valuable in your market i


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This document and materials contain proprietary research, copyrighted materials, and original works that were created by and are the property of How To Fascinate. This document and the materials contained herein are for your personal and/or organization’s use only and are not to be reproduced, disseminated, divulged, quoted, published or otherwise shared with those outside your organization. All of How To Fascinate’s content and materials in this document are protected by copyright. No individual, organization or participants using these materials shall reproduce, alter, resell, change, reuse, or distribute the materials beyond the extent of any agreement with How To Fascinate without express, written permission of How To Fascinate. Violations of the terms of this purchase agreement are a breach of contract and violation of How To Fascinate’s intellectual property rights in this document and materials.

Fascination Advantage®, Discover How The World Sees You®, How To Fascinate®, each of the 7 Fascination Advantages, and the 49 Fascination Archetypes are trademarks of How To Fascinate and/or Sally Hogshead. All other trademarks and copyrights are property of their respective owners.

The materials and documents herein are highly valued by How To Fascinate. Various United States Federal and State and international laws provide Intellectual property penalties, protections and guarantees including but not limited to those under patent, copyright, trademark, and trade secret protection. How To Fascinate safeguards the literary, artistic and creative ideas, concepts, and teachings contained within this document and asks that they be respected by purchasers and other users of this material.

No amendments, alterations or changes may be made to this document or the underlying Fascination Advantage Assessment without first obtaining the express written permission of How To Fascinate.

How To Fascinate maintains HowToFascinate.com for users personal information and education. It is based on Sally Hogshead’s knowledge and expertise in crafting brand messages throughout the world. The Fascination Advantage Assessment is not a psychology test, it is based on branding and so no medical or psychological service or training is provided.

Copyright © 2010-2014 How To Fascinate. All Rights Reserved. Reproduction is prohibited without express permission of How To Fascinate.

becoming intensely valuable in your market ii


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conTenTSThe 7 Advantages & Communication . . . . . . . . . . . . . . . 1Using Your Advantages To Attract More Clients And Customers . . .5The Need, Opportunity, Advantage Triangle Framework . . . . . .7Identifying A Person’s Primary Advantage . . . . . . . . . . . 15 The Innovation Advantage . . . . . . . . . . . . . . . . . 16 The Passion Advantage . . . . . . . . . . . . . . . . . . . 22 The Power Advantage . . . . . . . . . . . . . . . . . . . 29 The Prestige Advantage . . . . . . . . . . . . . . . . . . 35 The Trust Advantage . . . . . . . . . . . . . . . . . . . 42 The Mystique Advantage . . . . . . . . . . . . . . . . . .48 The Alert Advantage . . . . . . . . . . . . . . . . . . . 54How Personality Advantages Sell & Close . . . . . . . . . . .60 Closing The Sale With The 7 Advantages . . . . . . . . . . . . 61 Take Action And Attract The 7 Advantages Into Your Business . . . 63

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INNOVATIONWhen working with a customer with a primary innovation Advantage, you have permission to introduce less obvious or less traditional solutions. (In fact, you just may lose a deal if you don’t.) Are you new to the area, offering a new product, or entering a new niche? This customer will buy in far more quickly than someone ruled by the trust or alert Advantages.

» She will readily accept new approaches, where someone ruled by trust may get lost if you veer “off the script.” »Allow her to choose from a range of potential options. »Don’t overstate the obvious. She wants to draw her own conclusions, and will be unusually quick to understand the big picture. » Find ways to surprise and delight throughout your customer experience. »Use humor and wit. »Highlight the ways in which your product is unlike the standard choice. Show product differences and unique attributes.

PAssIONA customer with a primary Passion Advantage will be far more effectively sold in-person, with enthusiastic participation. Better yet, deliver your proposal over coffee or lunch, while you have time to share an experience together. He will unconsciously feed off of your confidence and enthusiasm for your product, so be sure that your body language and attitude project the result you want to achieve.

»Unlike someone with a primary Mystique or Alert Advantage, he’s not ruled by rational information.

The 7 AdVANTAges & COmmuNICATIONA quICk OVerVIew Of hOw TO relATe



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»He needs to “feel” in his gut that you are the right choice. »He’ll respond well to videos on your website, as well as color and visuals in your marketing materials.

POwerA customer with a primary Power Advantage will respect you for bringing a strong point of view to the table. She will expect you to show her that she has the ability to control her own future by making wise choices.

»Offer options, and let her decide for herself. » Speak confidently about the future in positive terms, with a “bullish” mindset and shared vision. »Take care to not talk down to or patronize her or you’ll alienate her.

PresTIgeA person with primary Prestige Advantage will want to understand how your products will create a clear and tangible improvement. Outline specific ways in which your proposed product or service will result in specific success.

»He will notice every detail about you and your marketing. Be ready to withstand scrutiny. Carefully present yourself and your company in a manner that earns respect. » Position yourself above your competitors. »Do not get caught up in directly competitive messages. »Do not compete on the basis of price, or parity benefits. »This customer is more likely to be up-sold on new products or expanded services (unlike those with a primary Alert or Trust Advantage).



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TrusTWorking with a customer who relies on his primary Trust Advantage will require you to reinforce long-term goals and plans. He’s not looking for short-term gratification, but rather, a reliable path to the future.

» Establish a consistent marketing approach, and reinforce those patterns over time (including logo, benefits and attitude). »Maintain a steady tone. Don’t overuse emphasis such as all caps, colors or exclamation points. »Use familiar points of reference. For instance, incorporate well-known songs, images and phrases, in order to make your message feel more comfortable and established. »Avoid surprises. He won’t respond well (at all) to an unwelcome surprise in billing, service or other expectations, so be certain to maintain your own consistency. »Do not focus on “new and improved,” but rather “same as always.” » Look to the past for reference points. Draw upon the history and heritage of your brand. » Sincerity counts, so in addition to facts, express your authentic reasons for wanting to work together.

mysTIqueA customer with a primary Mystique Advantage will be uncomfortable with a direct, hard sell. Offer clear, rational proof, but then stand back. Present your marketing and materials in a format that he can review by himself and think through his decision. Don’t push too hard, or hound on the phone. Use a more indirect method.

»At first, a Mystique client will research you rather than call you, going to your website or using social media to learn about you. » Include a carefully-considered, logical argument within your pitch. »He’s unlikely to make snap judgments, and less likely to waver after he makes a decision.



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AlerTWhereas a hard sell won’t work with someone who has a primary Mystique Advantage, it’s fair game when you’re working with someone with a primary Alert Advantage.

»This customer is a “worrier” and highly driven to prevent negative outcomes. » Isolate and define each of the potential negative consequences of NOT working with you. » Provide solutions for how working with you will prevent negative consequences. »Go into detail with your written materials. »Give statistics and evidence of your claims; they will not blindly trust your message. » Show how your product will protect and guard them.

» wheN yOu fAsCINATe sOmeONe, yOu Are mOre hIghly VAlued.

» wheN yOu uNdersTANd hOw sOmeONe fAsCINATes, yOu VAlue Them mOre hIghly.

» wheN yOu uNdersTANd hOw sOmeONe ON yOur TeAm fAsCINATes, yOu CAN helP uNlOCk TheIr hIghesT VAlue.



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Your personality is the greatest differentiator that you have. There is no way for you to add more value, than for you to become more of who you already are.

When you’re acting and communicating in alignment with your Archetype, it feels effortless; it feels like you’re in the flow.

You hear all the time about an athlete being “in the zone.” This is when the athlete is in a state of peak performance. As entrepreneurs we can get into this state as well. When we can get “into the zone,” it feels very effortless for us, and allows us to really reach our potential, without spending more on marketing to attract new clients and customers.

yOur fAsCINATION AdVANTAge desTrOys The COmmOdITIzATION yOu fACe IN yOur mArkeT.A lot of you are in markets where you’re competing with a lot of businesses that do the same thing that you do. And in this market you do not want to be seen as a commodity.

Competitors can see our websites, they can join your mailing lists, see our emails and direct mail. But the one thing they cannot steal, is us.

Our personality, our stories, our past and the way that we connect with our marketplace is our big differentiator that will allow us to succeed.

usINg yOur AdVANTAges TO ATTrACT mOre ClIeNTs ANd CusTOmers

INNOVATION

PASSION

POWER TRUST

MYSTIQUE

PRESTIGE

ALERT



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Not only is your personality the biggest differentiator, it’s also sustainable value. Investing in identifying and understanding your personality is an investment that you’re going to be able to monetize over the course of your entire career.

It’s going to add value to the people you work with, your clients and your customers, so you can rise above the fray. Never again will you have to be in that dogfight of trying to sell the same product at a lower price. Using your Fascination Advantage will allow you to get out of the price game and work on delivering value and aspiration.

dO NOT COmPeTe ON PrICe. eVer.

The best way to differentiate yourself is to ask yourself how you uniquely add value. What is the Advantage that you have that informs not only your own interactions and personality, but how you can lead the company to differentiate itself from the competitors.

So, what is the way that you uniquely add value to your marketplace?

How are you leading your company to be different than your competition?



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If you struggled to answer the questions on the previous page, don’t worry! In this section you will learn exactly how to answer those 2 questions and use your own Fascination Advantage to differentiate yourself from your competition.

We created the Need, Opportunity and Advantage Triangle in response to a problem we saw that entrepreneurs were having. They understood that they needed to stand out, they just didn’t know exactly how. These entrepreneurs wanted to create a first impression and to have a strong meeting and pitch, but they didn’t want to be contrived.

The Need, OPPOrTuNITy, AdVANTAge TrIANgle frAmewOrk

1. NEED:The problem your client needs to solve

2. OPPORTUNITY:Your product or service that allows you to solve this need

3. ADVANTAGE:How you are most likely to add unique and distinct value



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sTeP 1: uNdersTANd The Needs ThAT yOur PrOsPeCT hAsThe first step in this triangle is to fully understand the need that your prospect has.

What’s the problem that they’re trying to solve?

This can be a pain point or a part of their current experience that isn’t working for them.

Most prospects have already raised their hand and are coming to you directly with a need.

It’s your job to figure out nnHow to identify that neednnHow to understand the need as much as possible before actually talking to them nnHow to ask them questions that lead you closer to their true needs nnThe background research on who they are before having the initial conversation with them

When I’m planning to talk to somebody on the phone, I really want to understand their need before I ever start that discussion.

I start by going on to their company website and taking a quick look.

Are there stories that have been in the press recently about their company?

The real question that we are answering is, “how you can stand out, knowing that it feels authentic to you individually, as well as to your company and your product, which allows you to be heard and remembered.”



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I also look at their social media profiles (Facebook, LinkedIn and Twitter).

Lots of times people will discuss the pain points of their life, their work or their company, product or team on these platforms.

The more that you can understand the need that somebody’s coming to you with, the better that you can do step 2 of this triangle, which we will cover next!

What is the biggest NEED your market currently has?

Let’s analyze one of your current prospects or leads:

What is their name?

What is their personal and/or company website?

What information do you know about them from their website?



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What are their Twitter, Facebook and/or LinkedIn links?

Twitter:

Facebook:

LinkedIn:

What information did you learn about them from their updates on social media?

Do a quick Google search on them and their company. What stories or news did you discover about them?

How can you use this information to effectively understand their NEEDS?

uNdersTANdINg dATA TO uNdersTANd NeedsBefore I step into any new business situation, whether it’s on the phone or in person, I ask myself the following question,



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What is it I want them to think or do that’s different than the way they currently do it?

There needs to be some type of a change that happens over the course of the call, otherwise the call is purposeless. We don’t have sales calls to perpetuate the status quo.

When you are in a sales situation, what do you want the other people to be thinking?

If you keep this one thing foremost in your mind, it allows you to make sure that you create a certain outcome.

Another thing to do is to have their photograph on the screen in front of you when you’re talking to them. When we visually look at somebody’s face, our brain connects with him or her in a way that we wouldn’t be able to do just by looking at text. When we look into somebody’s eyes or when we’re looking at their smile, we’re seeing their expression. Our voices change to become warmer and more human.

The more data points that you have about somebody’s life; about their work, their career, their profession, their family, their interests, the more you can fill in the gaps that are missing in a phone conversation.

Without realizing it, we pick up on all this and it feeds into our most primal understanding of whether we’re talking to a friend or foe. We can support our success by doing a little bit of homework ahead of time, by just physically looking at somebody’s photograph when we’re talking to them.



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sTeP 2: whAT Is The OPPOrTuNITy ThAT yOu hAVe TO sOlVe ThAT Need?The more that you can solve that need through your products, services and personality, the better fit you’re going to be for this prospect. So the opportunity is the rational benefit that allows you to solve the need that your prospect has.

BuT, TOdAy IT’s NOT eNOugh TO jusT sOlVe PeOPle’s Needs!

Your competitors can solve their needs.nnMaybe they can solve the needs more inexpensivelynnThey might be able to do it fasternnThey might even be able to do it with a better product or sales force than you

What is the product or service that you offer which solves the needs of your prospect?

Do your competitors offer a similar service or solution? YES / NO

What do you do that is better or different than what they do or offer?

sTeP 3: yOur fAsCINATION AdVANTAgeWhat is your unique competitive Advantage that you can leverage to win over your market?



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This is especially important when we look in categories that can be quickly commoditized, such as financial services or insurance.

In these businesses you have what is perceived to be very similar products to your competitors.

sAlly TAlks lIfe INsurANCeLet’s assume that a prospect needs some form of life insurance. They’re getting to a stage of their life where they want to make sure that their loved ones are being taken care of.

There are a lot of different life insurance providers they could work with. This is your competition, from the big financial companies down to the single brokers that offer these types of products.

The opportunity that you have is the products and services that you would be able to sell them, to solve their need. But everyone in your market has these and potentially even better products.

So we need to go to the third point in the equation, “what is your Fascination Advantage?”

If your Fascination Advantage is that you are The Maestro, you are going to be able to come in using Power + Prestige and you’re going to raise standards.

You are going to be competitive and focus in on what type of life insurance your prospect needs. You’re going to exceed their expectations.On the other hand, if your Archetype is that you’re The Authentic, your highest value is going to be very different than the one I just described.

The Maestro



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The best way we can do this is not just by looking at the transaction, but by looking at, “how do we add value in a way that’s different and better than other people could.”

Looking at your own personality Archetype that you discovered when taking the Fascination Advantage assessment, how do you add value in a way that is unique and better than your competition?

You’re going to do it in a way that’s much more gentle, consistent, loyal and nurturing. You’re going to use your Trust + Passion Advantages to make sure that their need is filled in a way that feels good for them.

In our business, when we need to introduce ourselves to clients and create this force of fascination, you need to remember that this is an intense emotional focus.



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becoming intensely valuable in your market: innovation 16


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PAssION

engagingexpressive

intuitive

TRUsT

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familiar

mYsTIqUE

observantindependent

Logical

PREsTIGE

Respectedambitious

Results-orient-ed

POwER

confidentgoal-oriented

decisive

ALERT

detailedorganizedProactive

INNOVATION

creativeentrepreneurial

visionary

+ + + + + + +

= = = = = = =



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Innovation is about new ideas and solutions. It’s taking a problem that everybody looks at in one way and interpreting it in another way.

hOw TO eNgAge yOur AudIeNCe usINg INNOVATION

»Highlight what’s new, innovative or revolutionary about your company or product. »Use humor in your communication material. Show you’re good fun to deal with. » Surprise your audience with unusual analogies, bizarre stories, or new perspectives on business. »Create unusual marketing material. Stand out from the competition with cutting-edge design and noteworthy language.

hOw TO reCOgNIze A CusTOmer wITh hIgh INNOVATION

A customer with high Innovation tends to appreciate creative solutions. He is entrepreneurial and probably enjoys participating in new product trials.

The INNOVATION AdVANTAge

THEANARCHY

Volatile • StartlingChaotic

THECATALYST

Out-of-the-Box • SocialEnergizing

THE CHANGE AGENT

Inventive • UntraditionalSelf-Propelled

THEAVANT-GARDE

Original • EnterprisingForward-Thinking

THEEVOLUTIONARY

Curious • Adaptable Open-Minded

THE SECRET WEAPON

Nimble • UnassumingIndependent

THECOMPOSER

Strategic • Fine-TunedJudicious

THEROCKSTAR

Bold • ArtisticUnorthodox

THEDRAMA

Theatrical • EmotiveSensitive

THERINGLEADER

Motivating • SpiritedCompelling

THECONNOISSEUR

Insightful • DistinguishedIn-the-Know

THEAUTHENTIC

Approachable • DependableTrustworthy

THE SUBTLE TOUCH

Tactful • Self-SufficientMindful

THECOORDINATOR

Constructive • OrganizedPractical

THE MAVERICK LEADER

Pioneering • IrreverentEntrepreneurial

THE PEOPLE’SCHAMPION

Dynamic • InclusiveEngaging

THEAGGRESSOR

Dominant • OverbearingDogmatic

THEVICTOR

Respected • CompetitiveResults-Oriented

THEGRAVITAS

Dignified • StableHardworking

THE VEILED STRENGTH

Realistic • IntentionalTo-the-Point

THEACE

Decisive • TirelessForthright

THETRENDSETTER

Cutting-Edge • EliteImaginative

THETALENT

Expressive • StylishEmotionally-Intelligent

THEMAESTRO

Ambitious • FocusedConfident

THEIMPERIAL

Arrogant • ColdSuperior

THEDIPLOMAT

Levelheaded • SubtleCapable

THEROYAL GUARD

Elegant • AstuteDiscreet

THEEDITOR-IN-CHIEF

Productive • SkilledDetailed

THEARTISAN

Deliberate • ThoughtfulFlexible

THEBELOVED

Nurturing • LoyalSincere

THEGUARDIAN

Prominent • GenuineSure-Footed

THEBLUE CHIP

Classic • EstablishedBest-In-Class

THEOLD GUARD

Predictable • SafeUnmovable

THEWISE OWL

Observant • AssuredUnruffled

THEMEDIATOR

Steadfast • ComposedStructured

THEPROVOCATEUR

Clever • AdeptContemporary

THEINTRIGUE

Discerning • PerceptiveConsiderate

THEMASTERMIND

Methodical • IntenseSelf-Reliant

THEARCHITECT

Skillful • RestrainedPolished

THEANCHOR

Protective • PurposefulAnalytical

THEDEADBOLT

Unemotional • IntrovertedConcentrated

THEDETECTIVE

Clear-Cut • AccurateMeticulous

THEQUICK-START

Prolific • ThoroughDiligent

THEORCHESTRATOR

Attentive • DedicatedEfficient

THEDEFENDER

Proactive • CautionaryStrong-Willed

THESCHOLAR

Intellectual • DisciplinedSystematic

THEGOOD CITIZEN

Principled • Prepared Con-scientious

THEARCHER

On-Target • ReasonedPragmatic

THE CONTROL FREAK

Compulsive • DrivenExacting

INNOVATION PASSION POWER PRESTIGE MYSTIQUE ALERTTRUST

INNOVATION



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exAmPles Of COmmuNICATINg wITh A CusTOmer hIgh IN INNOVATION:

exAmPle 1: You’re a chiropractor treating a patient with back pain. A patient high in Innovation is more likely to try a revolutionary new treatment than a patient high in Trust. Don’t present a standard sheet with exercises. Make it look different – use some color or attract attention with creative descriptions of the recommended exercises. Make the treatment almost sound like an adventure. Your customer will appreciate your creativity.

exAmPle 2: You’re a small online clothing retailer competing with the big brands. What should your online presence look like? Create an edgy web design but be careful that the ordering process remains straightforward. Develop a unique tone of voice that is instantly recognizable to your fans. Don’t email standard order confirmations; instead share a joke. Don’t worry about social media communication veering off script because that’s what your customer will appreciate.

hOw TO sell TO A CusTOmer hIgh IN INNOVATION

» Position your brand as a challenger; highlight what’s different than the established brands. »Redefine how business is done in your industry; do the opposite of what everyone else is doing. » Lure your customer from standard choices with unique product features; consider remarkable names for your features to underline your pioneering spirit. »Get your customer to beta test new products by presenting the test as an adventure.



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sellINg mIsTAkes TO AVOId:

»Don’t present a new model as improved. Make clear your product is NEW. Stress everything that’s unique about it. »Don’t overstate the obvious, because your customer quickly understands the big picture. »Don’t highlight the longstanding history of your company; instead talk about how its founder started out by challenging established business practices. »Don’t be overly corporate, because a Innovation customer appreciates creativity and spontaneity. »Consider poking fun at your company - for instance by publishing cartoons. Be irreverent.

exAmPles Of sellINg TO A CusTOmer hIgh IN INNOVATION:

exAmPle 1: You’re a business coach supporting small businesses. Appeal to business owners high in Innovation by breaking taboos – e.g. tell your customers working hard is bad for business. Consider using occasional bad language if it suits your image. Don’t use stock photography on your website. Close a deal by presenting testimonials from unusual businesses.

exAmPle 2: If your product is rather boring, how can you fascinate a customer high in Innovation? Ensure you stand out from your competition. Do the opposite of how things are done. For instance: If your competitors have paper catalogues, go online only. Talk about stuff others don’t dare to, such as what your cost is or where you source your products. Win business by redefining the way business is done in your industry.



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The INNOVATION AdVANTAge

Customers with Innovation Advantages are attracted to creativity. They respond very well to options. They love the act of shopping, trying out different scenarios in their mind, and they’re quick.

For a customer with the Trust Advantage, you want to give them a solution, make them feel confident and don’t distract them with different options.

On the other hand, someone with the Innovation Advantage wants to play a role in the decision making process.

A few years ago I was in the Galapagos with my parents on a family vacation and on a tour we saw a group of seals playing. The tour guide told us, “Seals are the only animals in the Galapagos that have so much intellectual power, so much surplus intellect that they can play- they don’t have to focus on survival.”

That’s where play comes from. It comes from not focusing on the day to day and simply surviving, but focusing on being able to interact in unexpected ways, being witty and using humor.

This is why those with the Innovation Advantages don’t focus on survival, they focus on ways to solve problems in untraditional ways. In doing so, they play just like the seals in the Galapagos.

When we think about how to interact with them, we don’t want to be flat-footed, we want to bring them some different options. We want their minds to be able to leap from option A to option B to option C. We want them to explore, going in and out and around, playing like the seals in how they’re going through their decision-making process.



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Those with high Innovation Advantages ask questions. They like the back and forth of conversations. They like learning what they don’t already know. Discovery is much more important than knowledge to these personalities.

If you have a new product or service, the customer high in Innovation is going to be your biggest advocate, as the ones who will take the risk and try something new. They tend to be early adopters.

If you’re competing in a market that’s crowded and you have other bigger, more famous and established competitors, look for customers high in the Innovation Advantage, because they’re the ones that’ll take that leap of faith.

Those high in the Innovation Advantage like to be able to see and experience what they don’t know. For them, there’s a big drive for curiosity and they want to be introduced to new things. They like getting first access and the ability to choose aspects of customization to their products or services.

You don’t want to give them an off the rack solution. You want it to be fresh and customized.

becoming intensely valuable in your market: passion 22


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engagingexpressive

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stabledependable

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Respectedambitious

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POwER


decisive

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visionary



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Passion requires you to make an emotional connection with your audience.

hOw TO eNgAge yOur AudIeNCe usINg PAssION

»Be enthusiastic and adopt emotion-rich language. »Appeal to the senses with vivid words. »Tell stories, because stories connect and engage your audience. »Gesticulate; use strong body language to fascinate.

hOw TO reCOgNIze A CusTOmer wITh hIgh PAssION

Rational arguments are less likely to persuade a Passion customer. He tends to make decisions based on a gut-feeling.

The PAssION AdVANTAge

THEANARCHY


THECATALYST


THE CHANGE AGENT


THEAVANT-GARDE


THEEVOLUTIONARY


THE SECRET WEAPON


THECOMPOSER


THEROCKSTAR


THEDRAMA


THERINGLEADER


THECONNOISSEUR


THEAUTHENTIC


THE SUBTLE TOUCH


THECOORDINATOR


THE MAVERICK LEADER




THEAGGRESSOR


THEVICTOR


THEGRAVITAS


THE VEILED STRENGTH


THEACE


THETRENDSETTER


THETALENT


THEMAESTRO


THEIMPERIAL


THEDIPLOMAT


THEROYAL GUARD


THEEDITOR-IN-CHIEF


THEARTISAN


THEBELOVED


THEGUARDIAN


THEBLUE CHIP


THEOLD GUARD


THEWISE OWL


THEMEDIATOR


THEPROVOCATEUR


THEINTRIGUE


THEMASTERMIND


THEARCHITECT


THEANCHOR


THEDEADBOLT


THEDETECTIVE


THEQUICK-START


THEORCHESTRATOR


THEDEFENDER


THESCHOLAR


THEGOOD CITIZEN


THEARCHER


THE CONTROL FREAK



PASSION



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exAmPles Of COmmuNICATINg wITh A CusTOmer hIgh IN PAssION:

exAmPle 1: Launching a new product? No matter how boring your product, a customer high in Passion gets excited by a launch event. He likes meeting other customers; and he loves the buzz of unveiling a new product. Make it an experience to remember with music, bold graphics, and delicious food.

exAmPle 2: If you’re an architect explaining your design for an energy-efficient office space, make your proposal as real as possible. Show a three-dimensional drawing in full color or prepare a small-scale model. Explain what it will be like to work in the office space you envision – describe how your conference room will make a management meeting more enjoyable; let your audience imagine working in the bright and fresh environment you designed.

hOw TO sell TO A CusTOmer hIgh IN PAssION

» Sell in-person as much as possible; if you sell online, imitate face-to-face selling with product videos, instructional webinars, or Q&A calls. »Be personable; small talk over a cup of coffee cements your working relationship. » Engage the senses; let your customer touch and feel your product if possible. »Allow your customer to imagine what it’s like to use your product; for instance: a service call rate is less likely to convince a Passion customer than a case study or demonstration explaining your product quality.



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»Don’t talk in generic terms; apply your sales talk to the customer’s situation. »Don’t overwhelm with numbers, tables and text-based information; a customer high in Passion responds better to images and videos. »Don’t be overly corporate; your customer appreciates spontaneity, and loves a hand-written thank-you note.

exAmPles Of sellINg TO A CusTOmer hIgh IN PAssION:

exAmPle 1: You’re selling retirement saving plans. Ask your customer to envision what perfect retirement would look like for him. Don’t just talk about how much money he needs. Ask where he wants to live, what type of holidays he’d like to have, etc. And then discuss how your saving plans can help fulfill this vision.

exAmPle 2: How can you engage a customer high in Passion when selling online? You need to add personality. Include images of your customer service team, and share information about hobbies, beloved football teams, or the favorite food of employees. Use your blog to share behind-the-scenes stories and publish photographs of your offices or your latest business trip.



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The PAssION AdVANTAge

A customer with the Passion Advantage is all about connection. They can be sold very quickly and they make decisions intuitively.

When you’re trying to sell to this type of customer, you need to get them excited and demonstrate to them why they should be excited. Once you do this, they’ll jump right in with both feet.

Another advantage of customers high in Passion is they like to talk. They’re very social, so they’ll go out and spread the gospel. It’s a huge benefit to have these customers on your side because they become evangelists for your products and your services and they multiply your marketing dollars.

There can be specific ways to sell to this customer differently than you’d want to sell to someone with the Trust Advantage. With a customer high in Passion, it’s important for you to communicate as many cues as possible of human focus and interaction.

»Don’t just have text on you site, have video. »Don’t do it over the phone, if you can do it in person.

If you can give them something to touch and feel, they’re more likely to buy.

Take the makeup brand Sephora, which we’ve all seen in malls. What Sephora did for the customer with the Passion Advantage is they allowed people to come in and touch and feel all of the different products.

Is there some way that you could allow people to touch and feel the product that you sell or to give them a more literal way of interacting with



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your sales people? Human contact is really important for the customer with high Passion.

Passion people also tend to be non-linear in the way that they absorb information. They’re going to extrapolate very easily and fluidly, and this is part of their ability to brainstorm.

There’s a downside to this though. Customer with high Passion tend to go through ups and downs, making decisions on gut instinct. The new shiny object can lure them away.

They’re not the customer high in Trust who will buy 100 bushels a year. You have their sale, as long as you have their excitement and their emotion. However, it’s possible that they’re going to move on after that. You have to keep re-engaging them.

AN exAmPle PAssION AdVANTAge

Let’s say we’re talking about an architect, somebody who can come in and help you remodel your space. If an architect is selling to a primary customer with the Passion Advantage, they should make it feel as much an experience as possible.

They wouldn’t just describe the color, they’d bring a palette of colors and a 3-dimensional model of what it should look like. They would give a feeling of what it will be like to step into that space, and maybe even recommend a certain scent or music for the space as well.

The five senses are key to a customer high in Passion. If we think about it through a lens of romance, we’d wonder what can be done to romance the customer with the Passion Advantage.

For them, it’s not just a literal utility of product. They want to feel something, to be inspired or motivated. If you can talk to them about the



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ways in which your product or service will not just fill their literal needs, but also give them a feeling of anthem, then you’re stepping up to the next level emotionally.

What’s the high road of your product?

This is what they have in common with the customer high in Prestige.

People with high Passion are often aspirational. The difference between the customer high in Passion and the customer high in Prestige is the customer with the Prestige Advantage wants a tangible result at the end of the day. The customer with the Passion Advantage wants to feel better in their life. The more you can connect with them emotionally, the more they will buy your products and spread the word about them to others.

AddINg PAssION TO yOur BusINess

Sometimes leaders can get so focused on making sure the product is delivered, and on the literal parts that we forget that sometimes the reasons people choose one company over another company are very abstract.

The Passion Advantage allows us to attract those people and get them really connected with us and fired up, feeling like they want to be committed. When we do this, they will pay more money for products and services, and they will refer us.

This is where the customer high in Passion brings energy through the door so that we don’t have to put as much energy out the door.

They do a lot of commenting and crosslinking in social media. They connect with each other. When we can get them fired up, think of them like your own small army, a de-facto part of your marketing team. But first, you have to get them excited.

becoming intensely valuable in your market: power 29


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engagingexpressive

intuitive

TRUsT

stabledependable

familiar

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Logical

PREsTIGE

Respectedambitious

Results-oriented

POwER


decisive

ALERT


INNOVATION


visionary



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Power isn’t necessarily dictatorial. You can also use a business track record, proven sports skills, or superior knowledge to fascinate.

hOw TO fAsCINATe yOur AudIeNCe wITh POwer

»Be knowledgeable; and share insights and ideas your customer may not have considered. » Stay focused; avoid rambling on and wasting time; always keep the purpose of your meeting in mind. »Be confident; have a firm handshake, make eye contact (of course), and have your game plan clearly defined.

hOw TO reCOgNIze A CusTOmer wITh hIgh POwer

A customer with high Power tends to lead the discussion with a clear focus on goals and outcomes. He’s influential and decisive, and appreciates those same qualities in the people with whom he does business.

The POwer AdVANTAgeTHEANARCHY


THECATALYST


THE CHANGE AGENT


THEAVANT-GARDE


THEEVOLUTIONARY


THE SECRET WEAPON


THECOMPOSER


THEROCKSTAR


THEDRAMA


THERINGLEADER


THECONNOISSEUR


THEAUTHENTIC


THE SUBTLE TOUCH


THECOORDINATOR


THE MAVERICK LEADER




THEAGGRESSOR


THEVICTOR


THEGRAVITAS


THE VEILED STRENGTH


THEACE


THETRENDSETTER


THETALENT


THEMAESTRO


THEIMPERIAL


THEDIPLOMAT


THEROYAL GUARD


THEEDITOR-IN-CHIEF


THEARTISAN


THEBELOVED


THEGUARDIAN


THEBLUE CHIP


THEOLD GUARD


THEWISE OWL


THEMEDIATOR


THEPROVOCATEUR


THEINTRIGUE


THEMASTERMIND


THEARCHITECT


THEANCHOR


THEDEADBOLT


THEDETECTIVE


THEQUICK-START


THEORCHESTRATOR


THEDEFENDER


THESCHOLAR


THEGOOD CITIZEN


THEARCHER


THE CONTROL FREAK



POWER



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uSing youR FAScinATion AdvAnTAge To ATTRAcT clienTS And cuSTomeRS

exAmPles Of COmmuNICATINg wITh CusTOmer hIgh IN POwer:

exAmPle 1: You’re a financial planner, speaking for the first time with a potential client with the Power Advantage. Don’t spend too much time getting to know your customer and exchanging pleasantries. Instead, let your client talk about his financial goals; and then explain the pros and cons of various financial solutions in light of his objectives.

exAmPle 2: If you’re a dentist, avoid long waiting times for a customer high in Power. When you’re discussing a procedure, allow your client to ask you lots of questions. He expects clear answers from you and respects you for voicing a strong opinion, but he wants to make up his own mind whether to go ahead or not.

hOw TO sell TO A CusTOmer hIgh IN POwer

»Minimize chit-chat; be aware that your customer with the Power Advantage values his time. »Get to know your customer’s personal and business goals, and show how you can help him reach those goals. »Offer options and explain how each option will contribute to your client’s success. » Present bullish forecasts; use numbers and comparisons where possible.



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»Don’t push a customer high in Power into making a decision; limited time offers are less likely to be effective; he’ll make up his mind when the time is right. »Don’t dominate the conversation; allow your customer time to ask questions and to voice his opinions. »Don’t come across as uncertain; being wishy-washy can be perceived as incompetent. »Don’t focus on building a personal relationship; instead focus on how you can contribute to your client’s success.

exAmPles Of sellINg TO A CusTOmer hIgh IN POwer:

exAmPle 1: If you’re selling on the Internet, how can you make a customer with high Power buy? Create several versions of your product; clearly outline the differences, in a table if possible; and be sure to show your preferred option as the best value – maybe because it has lots more features for only slightly more money.

exAmPle 2: You’re selling IT consultancy services to a senior purchaser. Your customer may come across as a little aggressive. Don’t be intimidated. Prove how you can help him achieve his personal or business goals. For instance: How can his organization grow market share by hiring you as a consultant, versus your competition? Or how can you help him win a promotion by implementing your software at his organization?

Every client has certain ways that you already see them. You’re already



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doing this intuitively. When you meet somebody, you’re going to speak differently to somebody who has a primary Power Advantage naturally than you would to somebody who has a primary Trust Advantage.

Without even realizing that your brain is picking up on all these cues, a thousand different things are happening simultaneously. They have to do with everything from how they stand to the tone of their voice, the expression on their faces, the way that they dress, the impression that they create with every aspect of what they exude from their personal brand.

Your brain is already doing this for you. In some ways it’s common sense, but you’re now going to be applying a system to it.

The POwer AdVANTAge

People with the Power Advantages are going to come in and want performance. They’ll have opinions and strengths.

As soon as you start talking to them, you know that they value their time tremendously because they move through their day in a way that has authority.

When you’re first talking to a customer who has a primary Power Advantage, it’s important for you to be able to match their energy, because otherwise they’re not going to respect you. If you’re wishy-washy with several options, they’re going to feel as though you’re not matching their needs.



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When you’re talking to a personality like this, it’s important to make sure that you allow them to share some control. One thing I find most effective is to ask questions in order to find out exactly what they want. This way, you’re steering your confidence level to match what they want.

You would not want to be aggressively proactive in this scenario, because you could end up veering off into an area that’s not in line with their goal. Because they’re so goal focused, make sure you’re checking in with them frequently about what kind of performance they want, what are they trying to achieve and how can you match them in helping them get there?

hOw TO ATTrACT The POwer AdVANTAges TO yOur BusINess

Customers with Power Advantages are attracted to power. This is not true of every Advantage. Someone with the Mystique Advantage is not necessarily attracted to a person with high Mystique. Those with Prestige Advantages can become too competitive with other individuals with Prestige.

Someone with the Power Advantages like to go back and forth. They tend to be very high energy and have a strong sense of vision. They collaborate very quickly with others who share this trait.

One of the best ways to attract them is to have opinions. These opinions of authority that we spoke about in Module 1 are very strong opinions around your company and yourself.

Before you go into a meeting, think to yourself about the things that you really believe this prospect should do, or that you believe they need to do in regards to your product.

becoming intensely valuable in your market: prestige 35


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Respectedambitious

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visionary



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Prestige represents your achievements, and can increase your perceived value.

hOw TO eNgAge yOur AudIeNCe usINg PresTIge

»Develop top-notch marketing material, use expensive-looking paper, and pay attention to design details such as correct alignment of pictures and text. » Ensure your writing is impeccable; never dash off a quick email because a spelling mistake will surely be noticed. » Prominently display awards in your office; and show their badges on your marketing material. » Ensure your product packaging is well-designed, highlights product features, and underlines the overall quality of your product.

The PresTIge AdVANTAge

THEANARCHY


THECATALYST


THE CHANGE AGENT


THEAVANT-GARDE


THEEVOLUTIONARY


THE SECRET WEAPON


THECOMPOSER


THEROCKSTAR


THEDRAMA


THERINGLEADER


THECONNOISSEUR


THEAUTHENTIC


THE SUBTLE TOUCH


THECOORDINATOR


THE MAVERICK LEADER




THEAGGRESSOR


THEVICTOR


THEGRAVITAS


THE VEILED STRENGTH


THEACE


THETRENDSETTER


THETALENT


THEMAESTRO


THEIMPERIAL


THEDIPLOMAT


THEROYAL GUARD


THEEDITOR-IN-CHIEF


THEARTISAN


THEBELOVED


THEGUARDIAN


THEBLUE CHIP


THEOLD GUARD


THEWISE OWL


THEMEDIATOR


THEPROVOCATEUR


THEINTRIGUE


THEMASTERMIND


THEARCHITECT


THEANCHOR


THEDEADBOLT


THEDETECTIVE


THEQUICK-START


THEORCHESTRATOR


THEDEFENDER


THESCHOLAR


THEGOOD CITIZEN


THEARCHER


THE CONTROL FREAK



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hOw TO reCOgNIze A CusTOmer wITh hIgh PresTIge

A Prestige customer is likely to be ambitious. He has a keen eye for details and probably considers himself an expert at his job.

exAmPles Of COmmuNICATINg wITh A CusTOmer hIgh IN PresTIge:

exAmPle 1: You’re an interior designer meeting a new customer to discuss re-decorating their home. Discuss your credentials, the training programs you attended (if they’re well-known), and the awards you’ve received. Talk about the prestigious brands of paint, upholstery, and furniture you work with. Name-dropping is fine, too. Explain how your design will increase the perceived value of your client’s house.

exAmPle 2: If you’re a founder of a new start-up, you may not have many past achievements to show off. When presenting your company, position yourself above your competition; and ensure each detail of your presentation speaks of quality. Rehearse your presentation until it’s perfect, arrive on time and well-dressed, and present an expensive-looking hand-out.



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hOw TO sell TO A CusTOmer hIgh IN PresTIge

» Present clear and tangible benefits of your product; and be knowledgeable about product details. » Earn respect with your knowledge, expertise, and attention to detail. » Increase the perceived value of your product by associating it with »Well-known brands, celebrity owners, prestigious awards, or stamps of approval of recognized institutes. » Explain how working with you can help raise your customer’s profile.


»Don’t directly compare your product with the competition; instead focus on why your product is excellent and how your company is setting standards. »Don’t compete on price; be careful with discounting because it may undermine your position as the best. »Don’t treat all your customers the same; recognize and reward your top customers. »Don’t undermine your company’s positioning with unprofessional social media profiles of employees. Each detail of your communication is important.



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exAmPles Of sellINg TO A CusTOmer hIgh IN PresTIge:

exAmPle 1: How can you persuade customers with the Prestige Advantage to invest in your newly developed accounting software? Explain the tangible benefits of the new software and mention the recognition your customer will receive if he’s one of the first companies to successfully implement the new software. Clinch the deal by suggesting you’ll increase your customer’s standing in the industry by including his case study in a white paper.

exAmPle 2: You’re selling an online course and want to attract more customers high in Prestige. Create a new version of the course at a higher price. Justify the higher price with extra features such as individual coaching by phone or exclusive video course material. Explain how your new course can help your students reach their career objectives much sooner. Mention a vetting process that ensures only the most promising students join your new course.

The PresTIge AdVANTAge

Those with the Prestige Advantages want a specific improvement. They’re at level two and they want to go to level three.

The best way to do this is to show them tangibly how your product or service can improve their life. How is their relationship with you going to help them reach their goal?



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uSing youR FAScinATion AdvAnTAge To ATTRAcT clienTS And cuSTomeRS

The more that you can define where they are today, and where they’re going to be tomorrow, as a result of using your product, the better off you will be in working with them.

If you’re going into this type of discussion, the customer high in Prestige wants to see how they’ll be better off. What’s in it for them?

They look at that literally, so it’s important to emphasize the way that your product is better than your competition’s. You may have different features, better performance, greater service quality, higher scores, or maybe you won prestigious awards.

This type of client responds really well to service awards or industry exposure. They like to have badges that help them identify the way in which you’re better. This sways their decision-making process when they’re choosing whom they’re going to invest with or do business with.

sellINg TO The PresTIge AdVANTAge

Someone with the Prestige Advantage doesn’t want to talk about the transaction. They want to talk about the transformation.

One of the best ways to do this is to pick one specific way that you over deliver. Pick one symbol of your superiority to your competition.

Let’s say we have a set of gyms. We could find one example in a gym of a way to over deliver for our customers. This could be tiny. Maybe it’s the music that’s played, the machines themselves or possibly the types of towels in the bathroom.

If I was going to write a sales letter about why you should come to my gym franchise, I would spend a paragraph describing how we found the fluffiest, most absorbent towels, considering that after you work out your



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skin is more sensitive, and you’re overheated.

We want to make sure that not only are our towels absorbent, but they’re going to give you the best possible experience without using a lot of ecological resources to wash them.

If we spend a whole paragraph on that, we really romance that idea. One person reading it would have an elevated perception of the overall brand simply because I put that much time into the towels. They would think, “if they put that much time in towels, then the training, the equipment and everything else at the gym must be over the top with attention to details!”

The individual with high Prestige Advantage really responds to that kind of very tangible, over-delivery on expectations.

An important thing to know about this Advantage, however, is to never disappoint them, because if they’re disappointed once, they’re less likely to come back. They’re going to be disappointed in your brand.

This is different from a person with high Passion or high Innovation, each of which tends to be much more forgiving by looking at the overall perception of things. Someone with high Prestige is really measuring.

becoming intensely valuable in your market: trust 42


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POwER


decisive

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INNOVATION


visionary



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You can’t dabble in trust. To build trust you need to become familiar and prove that you’re reliable. Trust needs to be built consistently over time.

»Be consistent; use the same colors, fonts, and tone of voice across communication material. »Use analogies, because they link something new to something your customer is already familiar with. »Be authentic; insincerity can quickly destroy trust. »Avoid buzzwords; and remind your customer he can trust you.

hOw TO reCOgNIze A CusTOmer wITh hIgh TrusT

A customer with high Trust tends to resist changing to a new supplier. He is less likely to be excited by new opportunities than a customer high in Innovation; and he may get irritated by surprises.

The TrusT AdVANTAge

SECONDARY FASCINATION ADVANTAGE®

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THE 49 PERSONALITY ARCHETYPES CREATED BY SALLY HOGSHEADDISCOVER MORE AT HOWTOFASCINATE.COM

EMAIL: [email protected]© 2014 HOW TO FASCINATE. ALL RIGHTS RESERVED.

THEANARCHY


THECATALYST


THE CHANGEAGENT


THEAVANT-GARDE


THEEVOLUTIONARY

Curious • AdaptableOpen-Minded

THE SECRETWEAPON


THECOMPOSER


THEROCKSTAR


THEDRAMA


THERINGLEADER


THECONNOISSEUR


THEAUTHENTIC


THE SUBTLETOUCH


THECOORDINATOR


THE MAVERICK LEADER




THEAGGRESSOR


THEVICTOR


THEGRAVITAS


THE VEILEDSTRENGTH


THEACE


THETRENDSETTER

Cutting-Edge • EliteProgressive

THETALENT


THEMAESTRO


THEIMPERIAL


THEDIPLOMAT


THEROYAL GUARD


THEEDITOR-IN-CHIEF


THEARTISAN


THEBELOVED


THEGUARDIAN


THEBLUE CHIP


THEOLD GUARD


THEWISE OWL


THEMEDIATOR


THEPROVOCATEUR


THEINTRIGUE


THEMASTERMIND


THEARCHITECT


THEANCHOR


THEDEADBOLT


THEDETECTIVE


THEQUICK-START


THEORCHESTRATOR


THEDEFENDER


THESCHOLAR


THEGOOD CITIZEN

Principled • PreparedConscientious

THEARCHER


THE CONTROL FREAK


INNOVATION You change the

game with creativity

PASSION You connectwith emotion

POWER You lead

with command

PRESTIGE You earn respect with

higher standards

TRUST You build loyaltywith consistency

MYSTIQUE You communicate

with substance

ALERT You prevent

problems with care

INNOVATIONYou change the

game with creativity

PASSIONYou connectwith emotion

POWERYou lead

with command

PRESTIGEYou earn respect with

higher standards

TRUSTYou build loyaltywith consistency

MYSTIQUEYou communicate

with substance

ALERTYou prevent

problems with care


TRUST

hOw TO BuIld TrusT wITh yOur AudIeNCe



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exAmPles Of COmmuNICATINg wITh A TrusT CusTOmer:

exAmPle 1: You have to re-design your e-commerce website. Your customer with high Trust may be put off by the new design if you introduce it without informing him beforehand. Build familiarity with the new design by announcing it in a series of blog posts; explain why you’re making the changes; and build trust by emailing him about the new design.

exAmPle 2: You’re a personal trainer meeting a new customer for the first time. Ask your customer about his current exercise regime and don’t make too many changes at once. Introduce for instance just one new exercise each training session. And remember that your customer with the Trust Advantage is not likely to be impressed by your super-duper new gym equipment.

hOw TO sell TO A CusTOmer hIgh IN TrusT

»Become a trusted advisor; meet regularly or - if you’re selling online - use an auto responder email series to build trust. » Focus on the history of your company and your » Long-standing working relationship; if you’re a start-up, mention the combined experience of your management team, or your own career history. » Explain your product is tried and tested; use case studies to underline the reliability of the product; and sell a new product as an improved version of an old model. »Display seals of approval and testimonials of well-known organizations.



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mIsTAkes TO AVOId:

»Don’t surprise your customer; always warn him of upcoming changes. »Don’t be hyperactive; use a steady tone of voice. »Don’t overuse emphasis in written communication; avoid caps, bright colors, and exclamation points.

exAmPles Of sellINg TO A CusTOmer hIgh IN TrusT:

exAmPle 1: You’re selling a fantastic new upgrade of your payroll software. Don’t overstate the changes compared to the old version. Firstly, focus on what will remain the same. Secondly, explain the long-term benefits of the new version. Don’t sell the new software as all-new, but as an improved version of the old software.

exAmPle 2: You’re a realtor selling a luxurious condominium to a customer moving to Chicago. Don’t focus on the innovative features of the building. Instead talk about the similarities between his current home and the condo such as the same size kitchen, the same number of bedrooms, and the resemblance between the neighborhoods.

The TrusT AdVANTAge

Those with high in Trust love stability and consistency. This not only drives their decision making for their own lives, but also their professional decision making.



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You want to show them how long you’ve been in the market. You want to show how you’ve proven yourself over and over again and you’re going to be here for years to come.

You want to show them that the purchase they’re making is not just for today, it’s an investment to last long into the future. It’s going to give stability to their life because you’re going to fulfill over and over again.

When you are trying to appeal to someone with high Trust you want to be consistent in your marketing. You should be using the same colors and logos, and use a consistent tone that will be familiar to them over time.

When the customer high in Trust looks at you, they want to feel like they can predict what you’re going to do next. You want to make sure you set up promises that you know that you can deliver on. You simply have to deliver consistently, over and over.

Manage those expectations to make sure you set yourself up to win with people with the Trust Advantage.

Let’s say you have an e-commerce website. On this site, you wouldn’t want a lot of bells and whistles to pop-up unexpectedly. Those with high Trust tend to not be as comfortable with new technology because they’re not early adopters.

They want their experience to be one of comfort. They’re going to seek out the same experiences over and over again. Too much change too quickly will drive them to something else that’s more established.

They key advantage of having customers with the Trust Advantage is they’re very loyal.

If they bought 100 bushels last year, they’ll probably buy about 100 bushels this year. When we think about the role that we can best play with this type of customer, we want to be trusted by them, so it’s very



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important for us that we are not erratic.

A lot of times entrepreneurs can be so busy that it’s difficult for them to make a phone call exactly on time. It’s difficult for them to do the exact same thing every single time. However, it’s helpful to set up these kinds of expectations so that we can fulfill them with the trust customer.

One last note: the Trust Advantage is very expensive to earn, because you have to be consistent. You can’t experiment easily. It really works well if you’re the biggest, or the most established, or you have the largest marketing budget. But if you’re an entrepreneurial start-up, it’s really hard to use the Trust Advantage, since it doesn’t attract a lot of attention.

Be careful about positioning yourself as a Trust brand and going after those customers high in Trust unless you have the budget to pay for consistency over time.

When we look at Fortune 500 brands, they use consistency in their marketing and messaging. Being so big they can afford this and to rest on the laurels of their heritage of billions of dollars of advertising over the last decades. They can afford to have many interactions with you as a consumer.

becoming intensely valuable in your market: mystique 48


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+ + + + + + +

= = = = = = =

PAssION

engagingexpressive

intuitive

TRUsT

stabledependable

familiar

mYsTIqUE


Logical

PREsTIGE

Respectedambitious

Results-oriented

POwER


decisive

ALERT


INNOVATION


visionary

becoming intensely valuable in your market: alert 49


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Mystique flirts with us, provoking our imagination, hinting at possibilities, inviting us to move closer while eluding our grasp.

hOw TO eNgAge yOur AudIeNCe usINg mysTIque

»Build up anticipation by hinting at what’s to come. »Allow myths to develop by keeping product ingredients secret. »Use cliffhangers in emails and presentations. » Let your audience discover information with product trials, games, or scenario planning.

hOw TO reCOgNIze A mysTIque CusTOmer

A customer high in Mystique is likely to prefer doing his own research rather than rely on your advice. He is used to operating fairly independently, and probably won’t reveal much about himself.

The mysTIque AdVANTAge

THEANARCHY


THECATALYST


THE CHANGE AGENT


THEAVANT-GARDE


THEEVOLUTIONARY


THE SECRET WEAPON


THECOMPOSER


THEROCKSTAR


THEDRAMA


THERINGLEADER


THECONNOISSEUR


THEAUTHENTIC


THE SUBTLE TOUCH


THECOORDINATOR


THE MAVERICK LEADER




THEAGGRESSOR


THEVICTOR


THEGRAVITAS


THE VEILED STRENGTH


THEACE


THETRENDSETTER


THETALENT


THEMAESTRO


THEIMPERIAL


THEDIPLOMAT


THEROYAL GUARD


THEEDITOR-IN-CHIEF


THEARTISAN


THEBELOVED


THEGUARDIAN


THEBLUE CHIP


THEOLD GUARD


THEWISE OWL


THEMEDIATOR


THEPROVOCATEUR


THEINTRIGUE


THEMASTERMIND


THEARCHITECT


THEANCHOR


THEDEADBOLT


THEDETECTIVE


THEQUICK-START


THEORCHESTRATOR


THEDEFENDER


THESCHOLAR


THEGOOD CITIZEN


THEARCHER


THE CONTROL FREAK



MYSTIQUE



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exAmPles Of COmmuNICATINg wITh A CusTOmer hIgh IN mysTIque:

exAmPle 1: You organize luxury bespoke holidays and you’re meeting a customer with high Mystique for the first time. Your customer has likely done more research than you’re used to, so be careful not to bore your customer with fairly standard information about your company and the destination. Find out what specific help your customer needs.

exAmPle 2: If you’re launching a new product, your customer with the Mystique Advantage is likely to enjoy being part of the development process, because he’ll gain a behind-the-scenes view of your development process. Invite him for a focus group or to review an early prototype. Your customer is likely to be quiet during group sessions, but you’ll benefit from his carefully-considered advice.

hOw TO sell TO A CusTOmer IN hIgh mysTIque

» Invest time in developing a relationship; a customer with high Mystique usually doesn’t bond quickly. »Keep your presentations short and provide hand-outs that allow your customer to discover further details himself. » Ensure you have a comprehensive website, a good presence on social media, and positive reviews on third party websites to allow your customer to research your product. »Be knowledgeable and don’t dumb down information. Your customer may know more than you think.



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»Don’t hound your customer to make a decision; instead supply additional information on a regular basis to stay in touch. »Don’t assume you know your customer; a customer with the Mystique Advantage can be unpredictable. Be prepared to face new objections relatively late during the buying process. »Don’t make off-the-cuff remarks you can’t back up. You’re likely to lose credibility quickly.

exAmPles Of sellINg TO A CusTOmer hIgh IN mysTIque:

exAmPle 1: If you’re selling a house to a customer with high Mystique, expect pretty tough negotiations. Your customer is unlikely to show he’s in a hurry to get the deal done; and he’ll wait for you to lower the price when you get impatient. Remain calm and don’t rush the deal.

exAmPle 2: You’re discontinuing a component your customer with the Mystique Advantage has been using to manufacture washing machines. Your customer high in Mystique needs to switch supply to an alternative component which is either better specified or cheaper. Develop a comprehensive hand-out detailing the specifications of the alternative components. Don’t push your customer to make a decision. Instead, stay in touch by emailing additional information. An indirect approach works best.



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The mysTIque AdVANTAge

The Mystique Advantage is the most complex of all them and as such, it is the most difficult to predict. Part of the definition of being mystical is that they don’t over share. They don’t give us a lot of information to go on. We can discern whether somebody is a Mystique Advantage by the fact that they don’t give us a lot of cues.

When you get to know this personality you see that most of their ideas and their feedback is all under the surface. They’re seeking data from you, they’re not seeking emotions.

If you come bounding into the room like a puppy exclaiming “Hi, how are you? How was your weekend? I did background research on you and I saw you were just in Tuscaloosa….”

They don’t want to engage like that, they just want the information.

With those with high Mystique, it’s better to give them the facts, send information in advance, and be a little more understated in the way that you approach them.

If you come on too strong, it feels overly aggressive for them, like you’re coming into their space.



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usINg eduCATION-BAsed mArkeTINg TO The mysTIque AdVANTAge

Using education-based marketing can be incredibly powerful for those with the Mystique Advantage as you’re building an argument that allows them to formulate their own decisions.

These are solo thinkers. They like to be able to formulate answers and opinions before they talk to somebody. They’re not going to sit and brainstorm with you in a meeting the way that someone high in Passion or high in Innovation might. For them, it’s a transactional exchange. It’s not taking place right in the middle of the table.

Physically you can tell because their cues tend to be more understated than a lot of the other Advantages.

The Mystique Advantage is the most complex of all the personalities, so it can be the most difficult to predict. If you’re talking to somebody who’s not giving you a lot of information, his or her expression can be difficult to read. You can tell they’re thinking, but you’re not sure what they’re thinking. When this happens there’s a good chance you’re dealing with someone with high Mystique.

Let your marketing do the selling to the customer with the Mystique Advantage. Don’t hard sell. Unlike someone with high Alert who responds very well to limited time offers or scarcity, an individual with high Mystique doesn’t like that; they feel pushed into a box and will not act.



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+ + + + + + +

= = = = = = =

PAssION

engagingexpressive

intuitive

TRUsT

stabledependable

familiar

mYsTIqUE


Logical

PREsTIGE

Respectedambitious

Results-oriented

POwER


decisive

ALERT


INNOVATION


visionary



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Alert causes people to take action by threatening negative consequences.

» Focus on the fears of your audience; and offer suggestions how to prevent their worst nightmares. » Provide evidence of your claims and include statistics where possible. »Create a tag line that tells customers what they’ll miss, rather than what they will win (e.g. Don’t miss out on special discounts instead of Get special discounts). »Alternatively, focus your tag line on what your customers will avoid rather than what they’ll gain (e.g. Avoid getting a heart attack instead of Improve your health).

hOw TO reCOgNIze A CusTOmer wITh hIgh AlerT

A customer with high Alert is likely to be perfectionistic. He tends to be risk-averse; and he’ll try to avoid unwelcome surprises by meticulous planning.

The AlerT AdVANTAge

THEANARCHY


THECATALYST


THE CHANGE AGENT


THEAVANT-GARDE


THEEVOLUTIONARY


THE SECRET WEAPON


THECOMPOSER


THEROCKSTAR


THEDRAMA


THERINGLEADER


THECONNOISSEUR


THEAUTHENTIC


THE SUBTLE TOUCH


THECOORDINATOR


THE MAVERICK LEADER




THEAGGRESSOR


THEVICTOR


THEGRAVITAS


THE VEILED STRENGTH


THEACE


THETRENDSETTER


THETALENT


THEMAESTRO


THEIMPERIAL


THEDIPLOMAT


THEROYAL GUARD


THEEDITOR-IN-CHIEF


THEARTISAN


THEBELOVED


THEGUARDIAN


THEBLUE CHIP


THEOLD GUARD


THEWISE OWL


THEMEDIATOR


THEPROVOCATEUR


THEINTRIGUE


THEMASTERMIND


THEARCHITECT


THEANCHOR


THEDEADBOLT


THEDETECTIVE


THEQUICK-START


THEORCHESTRATOR


THEDEFENDER


THESCHOLAR


THEGOOD CITIZEN


THEARCHER


THE CONTROL FREAK



ALERT

hOw TO eNgAge AN AudIeNCe usINg AlerT



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exAmPles Of COmmuNICATINg wITh A CusTOmer hIgh IN AlerT:

exAmPle 1: You’re a financial planner discussing retirement planning with a 35-year-old professional. He’s more likely to invest in his retirement if you make him aware of the risks he faces if he doesn’t start planning for his retirement soon. Don’t be afraid to sound alertist. Your customer is more likely to react if you address his biggest fears like being penniless in old age.

exAmPle 2: When you’re discussing the upgrade of critical software with a customer with high Alert, you may find he’s nervous about missing deadlines and exceeding budgeted costs. Be clear about the risks of not upgrading. Reassure your customer about deadlines by developing a detailed implementation plan. Don’t dwell on potential project pitfalls but make your customer aware that potential difficulties have been considered and can be coped with. Consider a fixed price project to take away budget concerns.

hOw TO sell TO A CusTOmer hIgh IN AlerT

»Get your customers to take action by providing deadlines; warn for instance of imminent price increases. » Show how your way of working will protect your customer from negative consequences such as exceeding budgets, upsetting colleagues, or missing deadlines. »Re-assure your customer that choosing your service is the right thing to do; and that you’ll get the job done.



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»Don’t focus on the benefits of your products; instead point out the problems it prevents or solves. »Don’t try an indirect sales approach; a hard sell is likely to be more effective. »Don’t gloss over details; increase your credibility by providing detailed evidence of your claims.

exAmPles Of sellINg TO A CusTOmer hIgh IN AlerT:

exAmPle 1: You’re selling online marketing courses. How can you get more customers with the Alert Advantage to sign up? Rather than allow customers to sign up continuously, open up your course just once a quarter to avoid procrastination. In your sales copy stress the negative consequences of not staying up to date with developments in marketing – such as reduced earning potential, reduced career prospects, or even an increased risk of being made redundant.

exAmPle 2: If you’re running a Pilates studio, don’t focus your sales pitch to a customer high in Alert on benefits like core strength and strong abs. Rather talk about how Pilates prevents back pain. Point out the low injury risk of Pilates compared to other activities. Sign up your customer with a discount that’s only valid for a limited time.



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The AlerT AdVANTAge

Those with Alert Advantages are not necessarily negative, but they do have a gift for having strong antenna for potential problems.

People with high Alert keep us safe. A coworker with the Alert Advantage will make sure everything stays neutral, on track, focused and guided. This helps everybody relax and focus on the bigger goal.

This type of customer is different in their approach. They look to you to solve a specific problem. They usually have a clear idea of their problem and want to understand exactly how you can solve it for them.

When we go back to the triangle, with need and opportunity, it becomes really important in this scenario for you to know their need, or pain point. You must also understand how you solve that need in an emotional and rational way with your product.

The more you identify potential problems and how you can solve them, the more desirable you’ll be and the more you’ll add value.

Those with high Alert worry about things that could potentially happen.

When we understand what these potential problems are, we have a much greater chance of success dealing with these Advantages.

» If a prospect was going to worry, what are they worried about? »What are they investing emotional energy in?

We all need to focus on the negative sometimes in order to enjoy the positive. When you’re dealing with someone high in Alert, make sure you



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over share information with exactly who, when, where and why it’s going to happen.

For this type of client, we’re going to give our best estimate on all the timing, but we’re also going to disclose any doubts we have so that there are no surprises.

We’re going to outline the best and worst-case scenarios. We make it very tangible and literal on the page. This is very comforting for someone with the Alert Advantage.



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Take the page out of the main Advantages eBook that has “How Power Personalities Sell” and “How Power Personalities Close The Deal.”

ClOsINg The sAle wITh The 7 AdVANTAges

The Ringleader

The Connoisseur

The People’s Champion

Someone with high Innovation will find a creative way of competing, by not giving a standard line, but instead imagining something new.

Those with the Passion Advantage will say, “I am emotionally very dedicated to this, you will have my personal involvement.”

They will also use body language to get the other person inspired.

A person high in Power will come in with authority and be able to give an opinion, to close quickly- the quintessential closer and the expert, saying, “Here’s why you should close!”

They will have a lot of energy and focus in on getting the deal done.

Those with high Prestige will explain why something is going to be improved by working with them.

They’ll close by clarifying the future benefit of working with them.

The Trendsetter



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A person with high Trust will say, “You’ve always worked with me so let’s continue.”

Someone with the Mystique Advantage will be more subtle. They won’t do the hard sell and they’re not going to push somebody into something they don’t want. They’ll earn that interest over time by delivering the information.

Those with the Alert Advantage would say, “If you don’t work with me, here’s what could happen that could be negative.”

There’s NO ONe AdVANTAge ThAT’s BeTTer ThAN ANOTher.

The question is, are we using the right Advantage in the right way to get the desired result?

By looking at the result that we want to achieve, we can figure out the Advantage that we should use in any specific scenario.

The Wise Owl

The Coordinator

The Good Citizen



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The best action step that you can take is to understand that your personality can grow your business. You can arrange your whole company around your core personality Advantages. That starts with understanding who you are on the most unique level.

»What do you do that’s different and better than everybody else? »How can you articulate that in all aspects of what you do?

How are you unique in each of the following situations:In creating connections:

When you meet new clients:

In your online marketing:

In your offline marketing:

The more that your company can be in alignment with who you are naturally and authentically, the more effective and effortless it’s going to feel for you.

TAke ACTION ANd ATTrACT The 7 AdVANTAges INTO yOur BusINess

your high-performing brand · investment that you’re going to be able to monetize over the course...

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