Relationship marketing

Trust marketing
Different basic styles
Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
Personality typology
Carl Gustav Jung (1975-1961)

Extroversion introversion
Feeling - Thinking

Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
How do you express your energy?
INTROVERT
Quiet
Timid
Human
Withdrawn
Peacefully
Carefully
Reserved

EXTRAVERT
Action-minded
Straight on
Cousy
More interested in
what happens
around him

I
n
t
r
o
v
e
r
t

E
x
t
r
a
v
e
r
t

Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
How do you take your decisions?
THINK
Focused on tasks







Focused on relationships
FEEL
Formal Unpersonal
Achievement Correct



Informal Personal
Careful Flexible
Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
Colours can affect us
Goethe (1749 1831) experiment

Aggressive
Energetic
Peaceful
Thinking and writing

Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
The Four Insights Colour Energies
Cool Blue
Showing no bias
Objective
Detached
Analytical
Fiery Red
Positive
Affirmative
Bold
Assertive
Earth Green
Still
Tranquil
Calming
Soothing
Sunshine
Yellow
Cheerful
Uplifting
Spirited
Buoyant
Compass Learning Guide The Key to Personal Effectiveness Section 1.6
Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
Exercise with the cards
Choose one basic colour that fits to you mostly

Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
The Four Insights Colour Energies
Competitive
Demanding
Determined
Strong-
willed
Purposeful
Sociable
Dynamic
Demonstrative
Enthusiastic
Persuasive

Caring
Encouraging
Sharing
Patient
Relaxed

Cautious
Precise
Deliberate
Questioning
Formal
Compass Learning Guide The Key to Personal Effectiveness Section 1.6
On a good day
Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
On a bad day
Aggressive
Controlling
Driving
Overbearing
Intolerant
Excitable
Frantic
Indiscreet
Flamboyant
Hasty
Docile
Bland
Plodding
Reliant
Stubborn
Stuffy
Indecisive
Suspicious
Cold
Reserved
The Four Insights Colour Energies
Compass Learning Guide The Key to Personal Effectiveness Section 1.6
Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
How can you recognise a colour?
Look at how people enter a room
Look at their environment
Listen to how they make an appointment
Ask how are you
How are they dealing with change
Ask what are you looking for
What is their vision towards marketing


Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit






We can we adapt our behaviour to different
colours?

Do not adapt your personality
Adapt your behaviour to legitimite goals
Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
Old sales model New sales model
Trust
Need
Proposal
Closing
10%
relation

20%
competence

30% goes to being there

40% goes to closing the deal
Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
How do customers want to buy?
People dont care how much you know until they
know how much you care
Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
Dont talk longer than a lucifer is burning
6

Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
Lets do
it NOW
Lets do it
HARMON-
IOUSLY
Lets do
it RIGHT
Compass Learning Guide The Key to Personal Effectiveness Section 1.6
Cool Blue
The logic solution
Facts
Analysis
Compare
Processes
Fiery Red
Now results
Action & Result
Buys independently
Overcome resistance
Be competitive
Earth Green
What impact has it on
my people and strategy
Caring
Who is involved
Integrity
Have to be motivated
Sunshine Yellow
Incredible future
Intuitive
Alternatives
Brainstorming
Innovative
Andrew Lothian, Insights, Dundee, Scotland, 2003. All rights reserved.
INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.
Insights Igniting Corporate Spirit
Threaths while listening
Lets do
it NOW
Lets do it
HARMON-
IOUSLY
Lets do
it RIGHT
Compass Learning Guide The Key to Personal Effectiveness Section 1.6
Cool Blue
A questioning mind
Frowning the eyes
Seeks mistakes
Wants to correct you
Fiery Red
The interrupter
Inpatient
Wants to give his vision
Earth Green
Kknods assentingly
Nodding
Allows you to talk
infinitely
Sunshine Yellow
The actor
Pretents to be listening
Thoughts wander off