Crafting a Website with Personality Types in Mind - Meet the Four Personality Types: Guardians and Artisans
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Guardians SJ
Guardians need to be prepared. Guardians LOVE hardcore data, facts and logic. They also love details, precise numbers and a lot of solid proof. Guardians neglect "personal touches" and are turned off by disorganization. They look for mismatches, so stating negatives about products and services is better that hiding them. In fact, if you do not state the negatives, Guardians will think that something is wrong and continue looking, while if you do so voluntarily, they will appreciate it and give you kudos.
Do not even think of hyping to Guardians. It will kill the sale. They love to think and talk in terms of specifics. Do not try to sell to this personality type - it will not work. They sell to themselves, through detailed examination, review and comparison.
Guardians are neither assertive nor responsive. Think of a shy computer programmer guy (one who loves his job). Guardians are also cooperative and have a business-like attitude. Logic motivates them. Guardians distrust persuasive people (especially sales people).
When selling to them, stick to the facts. If you have hard numbers or data to support your claims - offer it. You can see great examples of hard evidence in the form of case studies offered by many businesses. (Check out Bazaar Voice case studies as an example).
You must take definite actions if you want to demonstrate willingness to help. Words will not be enough to convince; they'll just go in one ear and out the other.
Artisans SP
Artisans usually love extremes and must live in the moment. They have great sensing abilities, making them extra effective in situations that require quick, immediate action. Impulse and action mean everything to Artisans. They are flexible, engaged and energetic. They are very responsive and great communicators.
The worst thing for an Artisan is to miss out on life. Artisans also LOVE attention and having many people around them. They are anxious to develop and maintain relationships, making them very effective in sales fields.
Artisans want to have fun, and a lot of it. They need everything right now and in the moment, sometimes with disregard for the future. You will not motivate Artisans if you promise future benefits with no yield for today (depending on your offer and industry, of course). They are also VERY creative and self expressive. There's no need to get into details, as those will quickly bore this personality.
Artisans are highly assertive and very responsive. They place more emphasis on relationships than tasks and can be very dramatic. This personality likes to work with a very flexible schedule, reaches decisions instantly, has a very short attention span (do not bore with details) and loves to take risks.
When selling to Artisans, talk about people and facts. Short and fast stories that relate other people's experiences people can do wonders. Sometimes you will get an "impulse buy" -- which can quickly turn into "buyer's remorse" and a request for a refund. Talk about the present, but mention the future.
Next: Idealists and Rationals >>
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