Gilligan’s Island Pt. 1


Everything You Needed to Know Was on


alt

A PROFESSIONAL INFLUENCE lesson on identifying your prospect part 1 of 2


In PROFESSIONAL INFLUENCE we understand that it is imperative to uncover the “identity” of the prospect.   Once you discover their “identity,” the rest is easy!  Marketers who sell to the masses have learned long ago the value of selling to one's identity. One of the most extensive research models was performed in the 1970s. It was a study done by Arnold Mitchell at SRI international.  The research was called VALS.  

The acronym VALS stands for values, attitudes and lifestyle.  It is a psychographic segmentation of adult consumers in the United States. This extensive research is based on responses to a questionnaire. The results divided the U.S. population into eight groups.

Another fantastic research model is that of the Myers-Briggs type indicator (MBTI).  The Myers-Briggs assessment is a psychometric questionnaire designed to measure psychological preferences of how people perceive the world and make decisions. The developers of this personality test are Catherine Cook Briggs and her daughter Isabel Briggs Meyers. This research goes all the way back to World War II.

 Both of these personality indicators are extensive and the research is marvelous.  There is only one problem that we have found with them.  When was the last time a prospect let you do a personality test on them before your presentation?  

Probably never!

 At the Institute for the Studies of Professional Influence, we decided to simplify everything.  In fact…OVER SIMPLIFY!   It is so simple to learn that you might even find yourself laughing.

 

 SO WHAT IS THE BIG SECRET?

In PROFESSIONAL INFLUENCE we long ago discovered that all of the main identities of your prospects fall into a couple of easy groups.  In fact, all of them can be found on a TV show that we used to all watch as kids (at least those of you that are as old as I am).  

Pretty much every client you will talk to can be found on the classic and once popular TV Show GILLIAN'S ISLAND!

Think about it.  There were seven stranded castaways on a deserted island.  They all came from different backgrounds.  How would you sell, or should I say, how SHOULD you sell these seven characters?  Read on and notice that you have most likely already talked to all of the characters from Gilligan’s Island.


NOTE:  Keep in mind that although a client behaves like one of these characters, it does not mean that they actually live accordingly.  They do, however, purchase based on how they want others to see them.  

 

THURSTON HOWELL III & “LOVEY”

altThis client loves to be seen as elite, perhaps even better.  They want more, expect more and don’t care what you think about it.  They wear clothes to show the world that they are different.  They are annoyed when others try and imitate them because they feel that it endangers their chance to be special.  They expect you to be someone that “deals with people like us.”  It is not enough to have a good product and for it to make sense, to the contrary, you need to bring an exclusivity to your offering.  That is worth repeating; YOU MUST BRING AN EXCLUSIVITY TO YOUR OFFERING. 

When selling the “Howells” you must make sure that you differentiate YOU and YOUR PRODUCT from the masses.  This client despises being like everyone else and they do NOT want to be helped by someone that helps everyone else.  




EXAMPLES:

If you were to sell this client Real Estate, you would not want to talk about another home that you sold that was in a middle class neighborhood.  

If you were selling them a vacation program, you would want to stay away from showing them a crowded resort.  They are likely to tell you that they much prefer (insert Thurston Howell voice here) “a quaint cottage in the south of France.”  

If you are selling them an insurance policy, you would want to explain that you deal strictly with the VIP clients.  Furthermore, the package you are showing them is your PLATINUM package.  

Keywords to work into your presentation:

 Elite, VIP, Distinguished, Platinum, Discreet, Special, Rare, Exclusive. 


NOTE:  Not all of these clients are as affluent as they would have you believe.  This is, however, how they want others to see them and they will do anything to maintain that image.  For further evidence, drive through Orange County and notice all of the $100,000 Mercedes Benz parked in apartment complexes.  This is an example of a client that will purchase based on their identity as opposed to practicality. 

 

GINGER (The Movie Star)

altThis client loves STATUS but unlike the Howells, this prospect uses status in a different way.  They are notorious “name droppers!” Ginger, used to take every opportunity to talk about how she was at a party with “Rock Hudson or Clark Gable.”  We talk to these people every day. They have a burning desire to “tell the story!”  They envision themselves at dinner parties and other social occasions, telling others about their vacation or latest purchase.  The professional persuader MUST UNDERSTAND THIS!  

It is imperative that you explain to “the movie star” that other big name people have used your products or services.  When the last “Royal Wedding” took place, millions of “GINGERS” flooded the internet to buy knock off’s of the dress worn by the Princess.  Why?  Because they want to (need to) tell the story.  “My dress is identical to the one worn by Princess Kate!” 

This is not to say that “GINGERS” are wealthy.  In fact many times they are not.  They are driven to success and they admire those that have it.  

 EXAMPLES:

 If you were to sell this client Real Estate, you would want to talk about how the entry way is similar to one found in the home of (insert name of the rich and famous).  

 If you were selling them a vacation program you would want to show them a resort that was very upscale and popping.  You would want to talk about the night life and name drop all the celebrities that have stayed at the facility.  Remember, give them a story to tell others:  “Oh we just came back from a spectacular vacation, we stayed at the same resort that Brad Pitt vacationed at.” 

 Keywords and phrases to work into your presentation:

 Prestigious, Upscale, A-list, Prestigious, Award winning, Recognized, Infamous.

 

THE PROFESSOR

alt

 This client loves to be seen as “LOGICAL.”  The Professor likes to solve problems and wants to show you what he has done.  He is the first to interject into a conversation any area that might be a flaw in the plan.  He might or might not be that smart or intelligent, but remember, this is about how he wants to be seen as opposed to reality.  

 The Professor hates to be seen as someone who makes decisions based on emotion. He wants to be seen as someone who looks over all the information and then comes to an intelligent decision.   He views emotional people as weak and works hard to suppress his own emotions around other people.  This is not to say that he will not make decisions based on emotions.  HE WILL!   

 Be very careful not to ask him “How does that make you feel?”  His unconscious mind will reject your offering.  Rather frame it like this;  “Bob, I am going to show you all of the data, once you have evaluated all of the information you will likely come to the intelligent conclusion that this proposal is the only logical choice.”

 If you think you must access his “feelings” simply ask him how he feels about the information.  

 EXAMPLES:

 If you were to sell this client Real Estate, you would want to show him all of the comparable listings and then conclude that the target property “fit all of the criteria and was the “smart choice.”

 If you were selling them a vacation program, you would want to say something like; “Bob, today I am going to show you all of the information about our program, then you might notice that it fits your criteria.  At that point the only thing left to do is to move forward.  Does that make sense?”

 Keywords and phrases to work into your presentation:

 Criteria, Logical, Only makes sense, Does that make sense, Smart Money, Smart choice, Information, Evaluate, Choice. Intelligent.

 

HOW COOL IS THAT?  

WANT MORE?  Next week we will reveal the ways to sell the other segments of the U.S. Population (Mary Ann, The Skipper and of course, Gilligan).  If you would rather get the second half of the article now, simply click here!

In the meantime, have a great week of influence!

 

WANT TO DISCOVER MORE?

StickmansignPI600

We teach a more indepth version of this topic in our certified course "Professional Influence." You might have already heard that our trainers will actually show you how to formulate "contrast options" into your specific products and services.  You may already know, by now, that employers are attracted to people that are different, new and unique.  Today we have overwhelming scientific proof that sales people that differentiate themselves from the crowd are more successful.  They are more likely to close that sale, get that promotion and have longer lasting relationships. 

Show your employer that you are deadly serious about reaching the companies goals.  Increase your income and line yourself up for the next big promotion.  All of this can and will be achieved when you enroll in the "Professional Influence Certification Course." 

Upon successful completion of this course you will become CERTIFIED!  Your certification goes on the "BIO" page and is registered with the INSTITUTE FOR THE STUDIES OF PROFESSIONAL INFLUENCE (ISPI).  As you read through this you may begin to realize that a link to this bio page can also be a powerful part of your resume. 

Are you ready to take your game to the next level?  If so email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .  For more information about this and other certification courses simply click here.

Reading Your Customer

NLP communication model

NLP communication model NLP communication model
HOW THE NLP COMMUNICATION MODEL WILL INCREASE YOUR SALES HOW ALL OF US PROCESS INFORMATION  From the moment we are born our brain is busy coping with one fundamental task.  That is, to find meaning...
Read More...

Napoleon Dynamite Principle

Napoleon Dynamite Principle Napoleon Dynamite Principle
“This is the Intro Text" And another line of intersesting info on this article...

Read More...

How to sell the Single Client

How to sell the Single Client How to sell the Single Client
“This is the Intro Text" And another line of intersesting info on this article...

Read More...

Nonverbal Communication

Nonverbal Communication Nonverbal Communication

As presenters, it is our job to identify any traits that could be sending the wrong message.  In many cases, a presenter will exhibit gestures that are incongruent.  When the body language, tonality...
Read More...

Gilligan’s Island Pt. 1

Gilligan’s Island Pt. 1 Gilligan’s Island Pt. 1
Marketers who sell to the masses have learned long ago the value of selling to one’s identity. One of the most extensive research models was performed in the 1970s. It was a study done by Arnold Mitchell...
Read More...

Subscriber Login


             |