of Achiever and Societally Conscious. High income earners. Are unique, make a difference and make a future doing it.

At your next sales and/or marketing meeting, take an hour to categorize your existing customers. Identify the demographics of your market area(s) to learn how many people there are in each category listed above. Finally, identify your strategies and tactics to reach those in each category to motivate them to buy

“Motivation” can be separated into two words: “Motive” and “Action.” Motivation occurs when you have “A MOTIVE TO TAKE ACTION.”

Following are some thoughts to give you motives to take action that will help you increase your sales and profitability.

WHY BUY?

Stanford Research Institutes Psychographic Profiles were developed in the early 1980’s to assist advertisers in profiling their customers. These profile guidelines are called VALS (Value and Lifestyle Survey).

Your customers have a psychological motivation for buying your product or services. Do you know what motivates them to buy?

1. Belongers: 38% of the population. 65% live in Midwestern states. They have traditional American values; work ethic, patriotism, religion. Family is number one priority. Divorce and mobility are their primary psychic wounds.

2. Emulators: 20% of the population. Young, up to 38 years old. Symbols define who they are. Success is number one priority. They are driven, motivated, yet lack self-confidence. Emulating the Achievers.

3. Achievers: 18% of the population and shrinking in numbers. They have made it. They are the best at what they do, confident, want you to know they are successful. Being unique is number one priority. Afraid of being considered one of the pack.

4. Societally Conscious: 22% of the population and growing in numbers. Very well educated. Average age 41. Intelligent, distrustful of organizations, into the environment, outdoors, schools, government structure. Afraid of being manipulated and hurt. Dislike Achievers.

5. Need Driven: Looking for balance. Are barely making it on assistance.

6. Integrated: 1/10 of 1% of the population. Total synthesis of Achiever and Societally Conscious. High income earners. Are unique, make a difference and make a future doing it.

At your next sales and/or marketing meeting, take an hour to categorize your existing customers. Identify the demographics of your market area(s) to learn how many people there are in each category listed above. Finally, identify your strategies and tactics to reach those in each category to motivate them to buy

es are called VALS (Value and Lifestyle Survey).

Your customers have a psychological motivation for buying your product or services. Do you know what motivates them to buy?

1. Belongers: 38% of the population. 65% live in Midwestern states. They have traditional American values; work ethic, patriotism, religion. Family is number one priority. Divorce and mobility are their primary psychic wounds.

2. Emulators: 20% of the population. Young, up to 38 years old. Symbols define who they are. Success is number one priority. They are driven, motivated, yet lack self-confidence. Emulating the Achievers.

3. Achievers: 18% of the population and shrinking in numbers. They have made it. They are the best at what they do, confident, want you to know they are successful. Being unique is number one priority. Afraid of being considered one of the pack.

4. Societally Conscious: 22% of the population and growing in numbers. Very well educated. Average age 41. Intelligent, distrustful of organizations, into the environment, outdoors, schools, government structure. Afraid of being manipulated and hurt. Dislike Achievers.

5. Need Driven: Looking for balance. Are barely making it on assistance.

6. Integrated: 1/10 of 1% of the population. Total synthesis of Achiever and Societally Conscious. High income earners. Are unique, make a difference and make a future doing it.

At your next sales and/or marketing meeting, take an hour to categorize your existing customers. Identify the demographics of your market area(s) to learn how many people there are in each category listed above. Finally, identify your strategies and tactics to reach those in each category to motivate them to buy

% of the population. Young, up to 38 years old. Symbols define who they are. Success is number one priority. They are driven, motivated, yet lack self-confidence. Emulating the Achievers.

3. Achievers: 18% of the population and shrinking in numbers. They have made it. They are the best at what they do, confident, want you to know they are successful. Being unique is number one priority. Afraid of being considered one of the pack.

4. Societally Conscious: 22% of the population and growing in numbers. Very well educated. Average age 41. Intelligent, distrustful of organizations, into the environment, outdoors, schools, government structure. Afraid of being manipulated and hurt. Dislike Achievers.

5. Need Driven: Looking for balance. Are barely making it on assistance.

6. Integrated: 1/10 of 1% of the population. Total synthesis of Achiever and Societally Conscious. High income earners. Are unique, make a difference and make a future doing it.

At your next sales and/or marketing meeting, take an hour to categorize your existing customers. Identify the demographics of your market area(s) to learn how many people there are in each category listed above. Finally, identify your strategies and tactics to reach those in each category to motivate them to buy

he pack.

4. Societally Conscious: 22% of the population and growing in numbers. Very well educated. Average age 41. Intelligent, distrustful of organizations, into the environment, outdoors, schools, government structure. Afraid of being manipulated and hurt. Dislike Achievers.

5. Need Driven: Looking for balance. Are barely making it on assistance.

6. Integrated: 1/10 of 1% of the population. Total synthesis of Achiever and Societally Conscious. High income earners. Are unique, make a difference and make a future doing it.

At your next sales and/or marketing meeting, take an hour to categorize your existing customers. Identify the demographics of your market area(s) to learn how many people there are in each category listed above. Finally, identify your strategies and tactics to reach those in each category to motivate them to buy

of Achiever and Societally Conscious. High income earners. Are unique, make a difference and make a future doing it.

At your next sales and/or marketing meeting, take an hour to categorize your existing customers. Identify the demographics of your market area(s) to learn how many people there are in each category listed above. Finally, identify your strategies and tactics to reach those in each category to motivate them to buy from you. This is not merely segmenting the market, it is “segmentation marketing.”

True or False?

Eighty percent of customer problems are caused by management policies that are cost-driven, rather than customer-driven.

When companies differentiate themselves from their competitors with customer-driven service, customers will gladly pay a premium for their products or services.

Most companies that have initiated a customer-driven service have found that the return on investment averages 10 to 1.

Answers: All of the answers to the above True/False questions are TRUE, according to “Keeping Customers for Life,” by Joan K. Cannie with Donald Caplin.