The Empathizer

The Empathizer is easy going, outwardly friendly, and considerate to others. Being good listeners…

... they make good counselors and teachers, and are at home in customer service positions.

They don’t like to rock the boat, in case it upsets those around them. And they prefer being part of a team rather than standing out from the crowd. That’s why they’re regarded by most as slow, steady and methodical, preferring to

assimilate lots of facts before making a decision.

Here’s a few traits that will help you identify Empathizers and understand their personality type.

• Prefer stability. Slow to change. Avoid risk-taking.

• Turned off by “hard sell.” Enjoy the friendly sales approach. Respond best to “soft sell,” low-key sales message.

• Like everything explained in methodical step-by-step detail. Top quality after- sales support is essential.

• Need to think things over, rather than jumping in. Need lots of reassurance to help them decide.

• Are loyal customers, preferring to deal with someone who has earned their trust.

If you’re selling to Empathizers, you’ll achieve best results by employing a

friendly me-to-you sales message. Soft sell is essential as well as offering lots of reassurance, proven facts, and a strongguarantee. Testimonials will be welcomed, along with proof of excellent after-sales-service.

You may, however, need to encourage her frequent return in order to assess the pros and cons. If you have her e-mail address, several low-key, friendly

But once she has purchased from you, she will be a good prospect for long-term back-end sales, testimonials, and referrals.

So a headline like...

“Ace Bumper Stickers Have Increased My Sales By 176%,” States Delighted Store Owner

will be more likely to attract her attention than...

These Bumper Stickers Will Explode Your Profits

After The Sale...

Empathizers love consistency, and don’t like change!

Follow-up with a message, asking if everything is up and running smoothly. They will regard this as a friendly gesture.

A follow-up also gives you the opportunity to help her handle any changes that her purchase may have caused. This is especially important if you have

persuaded an Empathizer to upgrade or substitute an existing product with yours. Remember that by being resistant to change, she may have a negative attitude to your product as soon as she encounters even a minor problem.

So keep in touch!

6.1.3. The Mixer

Mixers usually achieve success as salespeople or entertainers. If your “ideal” customer is a socializer, the Internet is the perfect place to present your sales message.

The Mixer likes to be liked, enjoys being part of the crowd, and revels in talking about his favorite subject…

... himself!

His main characteristics are...

• Prefers a fast pace. Easily bored. Short attention span. Impulsive.

• Enjoys recognition from his friends, his work colleagues and his boss. Enjoys the status and prestige of owning the newest, latest, most modern, etc... • Makes decisions based on emotion rather than logic.

In your pitch to a Mixer, your sales copy should be confident and enthusiastic. He will respond better to a faster-paced message which appeals to his positive emotions.

Too much detail will bore him but a little, carefully chosen humor will endear you to him. Write in a warm and informal style. Convince him that you are primarily interested in him, rather than you.

Focus on the prestige of owning your product and how it will improve his image and status. He will be impressed by a polished presentation, especially if he is in the sales profession, and he will be swayed by testimonials from well-known people or companies.

As a result, he will respond better to polished sales copy like...

Imagine the luxury holidays you could enjoy when you join the select band of high earners in our MLM company. Maybe you’ll choose to buy that foreign executive car you’ve always

promised yourself. Or how about an expensive Beach House overlooking a...

Rather than this...

This high earnings system, gradually perfected over 5 years of continuous improvement, will enable you to increase your present income by at least 200%. The extra income you enjoy will help you buy all the luxuries you and your family deserve.

Compare the Mixer’s list of characteristics above with the two pieces of sales copy. Judge for yourself which one you believe would appeal most to his personality type.

After The Sale….

Got the sale? Great! Now head off problems...

The Mixer’s natural tendency toward impulse buying means he’s the most likely to suffer from Buyer’s Remorse. And if left untreated, Buyer’s Remorse will quickly degenerate into the fatal condition known as “Gimme-my-money-back.” Unless you really enjoy giving refunds, take extra steps to reassure this customer and convince him that he has made the right decision. There are many ways to do this including…

Immediately after the sale is made, send an autoresponder e-mail congratulating him on his decision and reinforcing the benefits he will enjoy from his purchase. A few days later send another, asking for feedback on your product.

A little while after that, send a third e-mail. First, ask him if he is completely satisfied and second, for a testimonial. If he gives you one, he’s hardly likely to ask for a refund two weeks later!