Do you understand how your customers make strategic decisions? Do you use it in your sales and marketing?
A few years back, as part of a job application process, I did a personality test that was based on Myers-Brigg. They gave you an Archetype label along with the MBTI type. Showed alternative types. Then asked for a comment.
They called me a Commander, basing it on ENTJ.
I said, In Myers-Brigg tests I was often an ENTP. A type they called a Debater. And whether I was an ENTJ or ENTP was really, well, up for debate.
I didn’t get the job. I was probably overqualified for the role. As well, they probably didn’t want a Commander or Debater for it. lol. I guess I wasn’t a good fit.
What does this have to do with how people make decisions?
I’m telling this story, not because I hate it when people use personality tests to assess someone for a role. Though that is true! But because I want to talk about how people make decisions.
The ENTJ and/or ENTP type is very much a background to how I make decisions.
The N stands for intuition. I know it is my strongest function. Being an E Extrovert, I am often intuitive about things outside of myself, other people and situations.
It’s the J judging and P perceiving that I wonder about. Though that is supposed to be about whether you like to draw conclusions or leave things open. Not being judgy or not.
Culturally, I’m uncomfortable with the word judging. Until I was told Steve Jobs was an ENTJ. It’s a rare type. ENTJs are often leaders and strategists.
Strategic decisions sometimes have to use intuition
This week, I was faced with a strategic decision for my business. I had little background information. I know the outcome is going to be good. Though the impact of the outcome is uncertain.
A lot of strategic decisions are like this.
I had to rely on my gut.
So, I used something else I’ve learned about my intuition. I try to only make big gut decisions when I am calm. To do something that invokes my para-sympathetic nervous system.
Funny enough, sitting with it calmly really made me own the decision.
Personalize journeys knowing how your customers make decisions
Anyway, this whole note sounds like its all about me, lol. When I started it asking if you know how your customers make strategic decisions.
Popular advice often says focus on evoking an emotional response in your buyers. As well, to use urgency. While, that can engage them initially, it doesn’t always hold them. It doesn’t always make them feel good about the decision to buy.
Seek to understand what your customers need to make decisions.
Do this by segment type.
Then create the time, space or conditions for them to make and own decisions.
Make it a part of their customer journey.