Employee Enagagement

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Using Personality to Communicate with Different Persona’s

Is your business gathering data to build a persona model of its ideal clients based on demographic data? There is an increasing trend towards businesses creating persona model client categories based on insights into the known income and spending patterns of people along with their job positions, ages, education, home suburb and other public information. These firms often say that they are adopting a behavioral approach to their sales and marketing activities. Although, in reality, they are only capturing surface behavioral information.

Building a persona model of the client is still a very rational “left-brain” approach to sales and marketing. What is missing is knowing what the client really needs and how they wish to be related to at an emotional level. We advocate that businesses should incorporate a “right brain” approach to know how to communicate with clients?based on their personality style. Let us address this key point to show you the future of marketing and sales in the New Behavioral Economy.

Knowing the persona of the client may at best tell you “what” they want. The persona models assume that everyone in each category is the same based on their demographics. For instance, retail companies gather this data to know what type of clothes or vacations certain people (ie persona’s) want. Certainly, this approach has merits for a basic and perhaps even necessary level of client segmentation. There is no point selling a product or service to a person who is not even capable of paying for it. For instance, retail companies gather this data to know what type of clothes or vacations certain people (ie persona’s) want. An insurance or bank may gather this information to offer certain types of insurance or investment products to their prospects and clients. However, is this persona model approach achieving the optimal result of providing each client with customized life-long experiences?

Gallup Organization research in 2009 shows that those firms who are able to emotionally engage their clients will increase revenues by 23% a year over those who do not. A personal model approach will help client segmentation but will not boost emotional engagement. Emotional engagement can only be boosted by the business adopting strategies which help the employees demonstrate that they understand the core of who their clients are. This is why we recommend a personality based approach which involves the client completing a short online questionnaire that has been independently validated. Such an approach will help the firm and its employees serve each client on their unique terms. Further, if the right technology platforms are used the data will be scalable across the whole business on a continuous basis.

Therefore, we recommend:

The New Behavioral Economy Formula of: Persona Model (What to sell) + Personality (How to relate and sell).

Introducing personality discovery to the sales process in a scalable way will have a significant impact on sales. Even if your firm only increased its sales by 1% in year 1, the bottom line return will be huge. But, there is no reason why you cannot increase sales by 10% or more a year.

A personality based approach to marketing and sales assumes that each client is wired differently. Meaning that regardless of their assets, income, living conditions, education or age they will have a pre-disposition to make certain types of choices, have certain purchasing biases, and communication needs. Put another way, 2 people within the same persona model will have different emotional triggers and communication styles based on how they are wired. They will want to be related to differently. Typically, there are 4 broad quadrants where 92% of people have a dominant personality style. Although, given each person is unique they will have secondary factors, and more specific sub-factors.

Lets take a simple example of an insurance life protection policy offered to 2 people in the same persona model. Some people will need to know how the policy being offered achieves their goals, others their lifestyle, others security for their family and others the details of how it impacts their retirement plan. At a broad level, the policy has the same objective however how each person needs to hear the offering to buy it is different.

The same example can be used in gaining insight into how an insurance firm will distribute a new insurance protection policy to its field force. The advisors and agents in the field who meet a minimum sales quota are not the same personality. So, to be successful in sales they need a customized approach for being related to by the home office (or their general agent) and being educated about the product. Then, a customized approach needs to be developed for how each advisor or agent builds relationships and sells the product to their different clients.

In summary, building a persona model of your firm’s prospects and clients is a positive first step in segmentation. However, given it is rational in nature, such an approach will not build sustainable client engagement. That can only come from understanding the personality of all your employees and clients.

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What Talents are Lost to Your Business by Pigeonholing People?

Pigeonholing is any process that attempts to classify disparate entities into a small number of categories (usually, mutually exclusive ones).? The term usually carries connotations of criticism, implying that the classification scheme referred to inadequately reflects the entities being sorted, or that it is based on stereotypes. http://en.wikipedia.org/wiki/Pigeonholing

There may be a tendency to think that some behavioral styles are inherently more suited for certain types of careers, roles and making certain types of life or business decisions than others; however that is not the case.? To make this assumption pigeon holes the individual.

For instance, we often associate people trained as Engineers or Accountants as being a certain style of person. Usually, the association is that they are highly structured, planned, detailed and suffer from

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How to Close the 40/60% Relationship Gap in Engagement and Sales

Social media, in all its forms, is an important tool for businesses. When used appropriately, it enables interaction and engagement between service providers and their customers. An undeniable example for the power of social media in todays world is all the concepts, products, applications, services, etc. that have grown exponentially in reach through Facebook interactions and presence. The important thing to note is that these arent even business services that affect peoples bottom lines or their wallets. The common component in catching on to the social media fire is the connection sharers feel to the message portrayed. Regardless of what has been long in practice, no one wants to be sold to and everyone can now see the signs to look out for, avoid, and ultimately, dismiss. To close the relationship gap in engagement and sales, organizations have to focus on the engagement and the sales will follow. Furthermore, those organizations that have included both a communication and behavioral ingredient to their social media marketing are likely to be ahead of the marketing game.

Research shows that only 15% of online users completely read all their emails (Juniper Communications Research). How can an organization find and engage those 15% and perhaps more importantly, how will the organization be able to engage the other 85%. Although its not surprising that most of todays world is too fast-paced for lengthy communications through social media or any other medium, individuals still have natural preferences and information needs. Once an organization has tapped into what these needs are, the possible engagements are countless. For example, individuals that make decisions based on facts and thorough research will not be swept away to buying in to an abstract idea or proposal. To truly engage those with such a preference, honesty in specific facts, details, and data is the key to crafting a trust-building engagement.

Understanding how to engage customers so that they buy, stay, and refer, is probably one of the most important marketing behaviors to tap into. The importance of true customer engagements also reflects in the role organizations place their customers in when focusing on engagements leading to sales rather than sales leading to engagements. When customers are engaged, they play the role of supporters of your organization rather than just customers and this in turn leads to long-term loyalty, perhaps even regardless of service or price. But, how does an organization maximize their customer engagement through marketing platforms such as websites, taglines, and all marketing messaging? If the business is unaware of what kind of prospects are out there and interested, it is difficult to decide whether to add more graphics, more modern touches, more words, more stories, or more of a social media presence. By doing one of these, the organizations marketing might alienate a large group of others as in todays fast-paced world, all business have to compete to catch consumers limited attention span. The best way to engage various types of communication preferences is to follow a matrix type of message deployment on your websites or other communications. Since more goal-focused people tend to want things short and to the point, the most important information should go in the top left of your website or publication with graphics to the side and more detailed, elaborate information below. The idea is to take advantage of the patience that people preferring certain types of communication have and allowing them to scroll or move down further to get their information.

Initial questions to be addressed are:
1.Are you on the same page as your customers when having conversations? Research shows that sales and service teams will naturally engage only 40% of customers.
2.What are you doing to close the “Relationship Gap” with the other 60%?
3.How are you utilizing communication channels to gather information on the preferences of prospect pool?

A major advantage to interacting in the vast online market would be to have an objective and simple system to quickly understand how individuals like to hear and/or see information. Therefore, a useful starting point to engaging customers is having your employees, prospects, and customers complete the Communication DNA (CDNA) Discovery Process.

The CDNA Discovery Process uncovers natural preferences for how an individual wishes to be communicated with by others. This is powerful information for executives, marketingand sales teams,as well as others, to know in building personal and business relationships based on greater trust and knowing what is important to the customer.. The results of CDNA also offer an accurate report to integrate into the organizations marketing strategy.

The CDNA Discovery Process helps businesses and organizations increase engagement of their diverse customer base at all levels using technology platforms that are seamlessly integrated to all relevant processes across the business.

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It provides a hub of human behavior solutions powered by Communication DNA Discovery which are implemented by businesses using the DNA Relationship System for increasing customer and employee engagement across the business on an enterprise level. CDNA also simplifies the marketing process by categorizing prospects into four main communication style: lifestyle, goal-setter, stability, and information. If you find most of your prospects are information style and your organizations messages have not been providing enough key facts and details, then this could answer the discrepancy in interest attained from your marketing. Conversely, if you are providing a lot of details and maintaining a logical, scientific approach to creating interested customers but your customers are more big picture thinkers, you efforts are ill-placed.

Once you have the customers behavioral, decision-making, and communication style information at your fingertips, you can start to use it in your inbound marketing strategy and send your sales teams strongly engaged, well informed, and highly qualified leads. Research by eConsultancy shows that personalized online experiences produce a 19% increase in sales. At DNA Behavior, weve seen similar increases with an average of 23% uplift in revenue. Continuing into the marketing arena,this communication system will provide significant insight into the message format required to segment communication into the behavioral and communication style of existing and potential customers.

Closing the 60% Relationship Gap in customer engagement and marketing messages becomes a real possibility with the use of CDNA and will add an instinctive differentiator to your current business model.

HOW TO ENGAGE DIFFERENT PERSONALITIES FOR BUSINESS SUCCESS

How to Engage Different Personalities for Business Success

The winds of change are moving fast through the modern economy. Business performance improvement is no longer just about left brain rational processes, new products, technology and information. Rather, it is about integrating a more right brained engaging approach by navigating the human differences of diverse employees and clients (or customers). Further, in order to improve revenues and productivity, businesses need to customize employee and client experiences.

In the new behavioral economy, deeper relationships with employees and clients are being built based on higher levels of emotional engagement. By engaging employees, the organization can build confidence for open communication with others on the individuals terms. The key to maintaining engagement, however, is fostering a culture of two-way communication.

Independent research indicates an increase of up to 240% in bottom line performance achieved by emotionally engaging BOTH your employees and clients. Many businesses focus on the customer or client experience and engagement which ultimately affects the bottom line.? Whats more interesting to note is that engaging employees also affects the bottom line and cuts down on counterproductive behaviors like passive aggressiveness, lethargic pace, or gossip. An engaged person is more involved, produces ideas, and is willing to own their role as part of the bigger company vision and structure.

Here are some pressing reasons to start engaging your employees and encouraging them to engage each other:

  • Keeping on budget
  • Meeting project scope and quality
  • Efficiency of work completed
  • More and better ideas for a better end result
  • Avoiding burnout or dropout
  • Happy employees
  • Unified goal
  • And ultimately, bottom line growth

Here are powerful ways to achieve engagement for any reason:

  • Tailor workflows based on natural talents ? do you have a project team that envies each others role but not their own?
  • Keep an open pathway of multi-directional communication ? encourage relationships within team and across teams so that everyone feels part of the same unified company and will therefore champion the business goals and vision forward.
  • Encourage awareness ? it is fundamentally easier to practice the give and take of a great and engaging relationship when both the weaknesses and strengths of team members are known
  • Find business/team harmony ? regardless of number results, a long-term successful team and company will have a variety of personality types that will hold each other accountable while also respecting differences.

5 Ways to Leverage Customer Touchpoints to Build Business

Vital Customer Touchpoints

  • How many customer touchpoints are there in your business?
  • Are your customers experiencing excellence and a feeling of engagement at every point?
  • Are industry leaders keen to read your publications and talk to you about your visionary approach to customer centricity?

If you cannot equivocally say you are at such a level ? read on…

A touchpoint is a customer contact point: an interaction, a moment of truth in various mediums. The term describes the interface of a product, service or brand with customers/users, non-customers, employees, and other stakeholders, before, during, and after a transaction.(Credit: http://en.wikipedia.org/wiki/Touchpoint)

To locate your customer interactions it is necessary to experience your own brand, product, or service. By walking in your customers shoes and listing touchpoints before, during, and after they buy your product or engage your service, you map their journey and reveal hot spots of ?both good and bad experiences. This information provides critical content to feed into your customer centricity strategy.

Consider your own approach to buying products or services.

  • What keeps you loyal? In answering this important question, break down your response into your experience of touchpoints.
  • When have you traded up the service or product provided because the company you dealt with knew how to deliver a service to you?
  • Did they know how best to communicate and engage with you?
  • Were you able to differentiate their offering to engage your custom and loyalty?

The answer to these questions will reveal your own personal touchpoint road map and demonstrate the work steps needed to reveal the interactions in your business.

So far, youve discovered the what. Heres the how:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  1. Identify the most critical touchpoints and determine how they are impacting your product or service: This could include your website, sales, purchase, on-boarding, using your product or service, customer service, delivery, repair, renewals, etc.
  2. Understand your customers viewpoint: Clearly define the customers expectation at each interaction. Do you know want they want and what type of communication style will work best?
  3. Develop a road map for the future: How do you want each interaction to be and how will you get there?? Make sure everyone in your organization understands and speaks the same language in terms of your promises to your customer matching the follow-through of what is ultimately delivered
  4. Determine that each touchpoint is manned by someone who has the required behavioral, communication and engagement skills to interact with your customer
  5. Ensure ever touchpoint delivers:

 

    • A great customer experience
    • Customer loyalty which delivers repeat business
    • Referrals
    • Ambassadors to your business
Undertaking this exercise and developing a point of contact road map will reveal barriers to customer engagement and will provide strategic information for removing them.
As there are multiple touchpoints, each of which can impact your organization’s bottom line, this is the beginning of a new blog series on Customer Touchpoints.? Please follow us or register to get new blog alerts in this category. We encourage you to get interactive by leaving comments and feedback.

 

The Two Best Predictors of Team Productivity

Why do some teams get excellent results while others seem to struggle? In order to answer that question, most leaders will focus on analyzing the metrics such as sales, number of office visits, average call handling time, and number of issues resolved, to understand the performance gap.? While the numbers can provide the bottom line story that CEOs want to hear, the how of getting to a high level of team performance might surprise you.
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Researchers at MITs Human Dynamics Laboratory found patterns of communication to be the most important predictor of a teams success.? Not only that, but they are as significant as all the other factors – individual intelligence, personality, skill, and the substance of discussions – combined!

The best predictors of productivity are a teams energy and engagement outside of formal meetings. Together, these two explained one-third of the variations in dollar productivity among groups!

What behavior performance gaps are holding back your sales team or service centers from increased revenue and productivity? How can you identify the communication styles of your team to guarantee more success???Find out your communication style.