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smarterselling-feb 2015

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simondavidbarlow

This document provides an introduction to strategic selling by identifying 5 main client value categories: Achiever, Belonger, Emulator, Socially Conscious, and Needs Driven. It describes the typical traits of each category, including their common ages, preferred clothing stores, favorite books, vehicle preferences, and purchasing motivations. The aim is to help sellers understand their clients' values in order to increase sales. Upon finishing this session, readers will be able to explain the 5 categories and identify a client's traits to determine which category they fall into.

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An introduction to strategic selling Simon Barlow 17th February 2015 1
The aim of this 20 minute session is to give you awareness and flexibility in dealings with clients, so you can increase sales by selling to clients values 2
By the end of this session you will be able to: Explain the 5 main client value categories Identify typical client traits for each category 3
The 5 main categories Achiever 20% Belonger 35% Leaders, self reliant and hard working Like comfort living, feel unique/high status level Avoid changing the status quo to maintain lifestyle Conventional, traditional family values Want to belong i.e. be similar to important others Avoid outside influences/trends/fashions 4
The 5 main categories Emulator 9% Socially conscious 11% Strive to reach achiever status Ambitious, upwardly mobile Look for shortcuts to success Lean towards conservationism, environmental issues and fairness Intelligent and considered High feeling of self worth 5
The 5 main categories Needs driven - 11% and Undecideds - 12% Either on benefits or essentially living hand to mouth Young adults still identifying values can go through stages of each category before finalising 6
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever Belonger Emulator Socially Conscious Needs Driven 7
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Belonger Emulator Socially Conscious Needs Driven 8
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana Belonger Emulator Socially Conscious Needs Driven 9
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Belonger Emulator Socially Conscious Needs Driven 10
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche Belonger Emulator Socially Conscious Needs Driven 11
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger Emulator Socially Conscious Needs Driven 12
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger Emulator Socially Conscious Needs Driven 13
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Emulator Socially Conscious Needs Driven 14
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Emulator Socially Conscious Needs Driven 15
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Emulator Socially Conscious Needs Driven 16
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo Emulator Socially Conscious Needs Driven 17
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator Socially Conscious Needs Driven 18
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Socially Conscious Needs Driven 19
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry Socially Conscious Needs Driven 20
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books Socially Conscious Needs Driven 21
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi Socially Conscious Needs Driven 22
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious Needs Driven 23
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Needs Driven 24
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Co-op, Body Shop Needs Driven 25
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Co-op, Body Shop Michael Palin Needs Driven 26
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Co-op, Body Shop Michael Palin Toyota Prius Needs Driven 27
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Co-op, Body Shop Michael Palin Toyota Prius Price/quality, fairness Needs Driven 28
Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Co-op, Body Shop Michael Palin Toyota Prius Price/quality, fairness Needs Driven 20+ Primark The Sun Anything cheap For necessity 29
Ask questions to verify What do you do in your spare time? Where do you like to go on holiday? Tell me a bit more about your job. 30
1. List areas for discussion and questions to ask a client which will help identify their category (5 minutes) 2. In pairs, one person use the role play brief and the other ask questions to identify the first persons category (5 minutes per person) 31
By the end of this session you will be able to: Explain the 5 main client value categories Identify typical client traits for each category 32

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smarterselling-feb 2015

  • 1. An introduction to strategic selling Simon Barlow 17th February 2015 1
  • 2. The aim of this 20 minute session is to give you awareness and flexibility in dealings with clients, so you can increase sales by selling to clients values 2
  • 3. By the end of this session you will be able to: Explain the 5 main client value categories Identify typical client traits for each category 3
  • 4. The 5 main categories Achiever 20% Belonger 35% Leaders, self reliant and hard working Like comfort living, feel unique/high status level Avoid changing the status quo to maintain lifestyle Conventional, traditional family values Want to belong i.e. be similar to important others Avoid outside influences/trends/fashions 4
  • 5. The 5 main categories Emulator 9% Socially conscious 11% Strive to reach achiever status Ambitious, upwardly mobile Look for shortcuts to success Lean towards conservationism, environmental issues and fairness Intelligent and considered High feeling of self worth 5
  • 6. The 5 main categories Needs driven - 11% and Undecideds - 12% Either on benefits or essentially living hand to mouth Young adults still identifying values can go through stages of each category before finalising 6
  • 7. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever Belonger Emulator Socially Conscious Needs Driven 7
  • 8. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Belonger Emulator Socially Conscious Needs Driven 8
  • 9. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana Belonger Emulator Socially Conscious Needs Driven 9
  • 10. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Belonger Emulator Socially Conscious Needs Driven 10
  • 11. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche Belonger Emulator Socially Conscious Needs Driven 11
  • 12. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger Emulator Socially Conscious Needs Driven 12
  • 13. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger Emulator Socially Conscious Needs Driven 13
  • 14. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Emulator Socially Conscious Needs Driven 14
  • 15. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Emulator Socially Conscious Needs Driven 15
  • 16. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Emulator Socially Conscious Needs Driven 16
  • 17. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo Emulator Socially Conscious Needs Driven 17
  • 18. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator Socially Conscious Needs Driven 18
  • 19. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Socially Conscious Needs Driven 19
  • 20. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry Socially Conscious Needs Driven 20
  • 21. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books Socially Conscious Needs Driven 21
  • 22. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi Socially Conscious Needs Driven 22
  • 23. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious Needs Driven 23
  • 24. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Needs Driven 24
  • 25. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Co-op, Body Shop Needs Driven 25
  • 26. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Co-op, Body Shop Michael Palin Needs Driven 26
  • 27. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Co-op, Body Shop Michael Palin Toyota Prius Needs Driven 27
  • 28. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Co-op, Body Shop Michael Palin Toyota Prius Price/quality, fairness Needs Driven 28
  • 29. Typical traits Category Age Clothes shop Favourite book Car Buys Achiever 40+ Armani, Dolce & Gabbana A Journey by Tony Blair Aston Martin, Porsche To stand out Belonger 35+ Marks, Next Romance, crime novels Ford, Skoda, Volvo For the family Emulator 20 - 35 Gap, A and F, SuperDry 7 habits, success books BMW, Audi To impress Socially Conscious 30+ Co-op, Body Shop Michael Palin Toyota Prius Price/quality, fairness Needs Driven 20+ Primark The Sun Anything cheap For necessity 29
  • 30. Ask questions to verify What do you do in your spare time? Where do you like to go on holiday? Tell me a bit more about your job. 30
  • 31. 1. List areas for discussion and questions to ask a client which will help identify their category (5 minutes) 2. In pairs, one person use the role play brief and the other ask questions to identify the first persons category (5 minutes per person) 31
  • 32. By the end of this session you will be able to: Explain the 5 main client value categories Identify typical client traits for each category 32