Using Psychographics to Communicate

The Power of Psychographics

According to Suzanne, with the growing complexity and diversity of society, traditional demographic and life cycle measures are no longer sufficient for understanding the psychology of marketing. Social values provide a much deeper understanding of where your products and services fit into the lives of your customers and how your communications messages should be tailored to effectively target them.  

According to an article by communications expert Harold Finkleman of Calgary, “Psychographics is a form of social group analysis which can be used to help design and create more effective communication tools. It helps us understand who we are communicating to – what they might respond to positively or negatively, where their psychological, emotional and even spiritual switches may be found. We can use it to help us anticipate the psychological response of specific individuals or audiences to just about anything. Of all the tools available to use in refining communication efforts … psychographics is often regarded as the most powerful.”

“Suzanne uses social values information to show how the changing world is changing our values and even more importantly our client’s values,” said Derek Sweeney of The Sweeney Agency in Toronto. “She outlines ideas and strategies to help businesses understand these values and use them to communicate with their clients.”

Besides teaching people how to communicate more effectively using social values research, Ignite Excellence helps them develop skills to win and maintain business and to create favourable stakeholder perceptions. Their solutions provide tools to help people achieve both corporate and personal goals. Their list of clients include Adidas, Allergan, Borden Foods, CBC, Gillette, MasterCard, and Workopolis.

Value-Based Selling

“Suzanne has spent fifteen years working in sales-related organizations, coaching people on sales strategies,” says Sweeney. “She’s good at understanding what people’s perceptions are in the whole selling dynamic and what value is to the other person.”  

Her preferred method, called Value-Based Selling, differs from traditional sales approaches through its emphasis on:

  • Differentiating the sales representative, organization, and organization’s offerings.
  • Persuasively communicating your organization’s most compelling offering.
  • Identifying the client’s style and understanding their perceptions and the unique way each prospect/client makes a buying decision.
  • Tactics to move an opportunity successfully through the sales cycle.
  • Creating long-term relationships.

“Suzanne does really well at getting people to understand how to connect with their clients and the people in their own organizations by understanding the values and ideas that are driving them,” said Sweeney. “Once you understand these things, you bring them together to build better relationships. In the long run, that’s what leads to success in business. People choose their suppliers based on relationships because they want you to be part of their world.

“But her greatest talent is to bring this information alive. Experts are a dime a dozen.   What you really need is a person who can make the information come alive for the audience, so it acts like a catalyst. It makes them step back from their initial ideas and take a new look at their business, then go out and look for more information on the topic.”

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