Speaking to Your Audience Using the Kolbe Index
The Kolbe Index is an assessment that measures an individual’s problem solving/decision making instincts. According to Kolbe Wisdom, there are 4 types of decision makers in the world. I’m here to tell you about them so you can speak to them all in your copy/sales process.
The Fact Finder action mode measures the instinctive way we gather and share information. Decision makers who score high in fact finding want a lot of detail. They are the people who comb through your website looking for information before they buy your product or service. They are going to read your reviews, testimonials, bio, and look for your certifications if applicable. They want to know everything about you and your business and products and ask a lot of questions on sales calls. They need time to consider information and do not like to be pressured into making decisions. Informational brochures are helpful for this type of decision maker. While on a sales call, they may ask you to email them some information. Don’t forget to follow up!
The Follow Thru action mode measures the instinctive way we arrange and design. Decision makers who score high in the follow thru want to know the detailed process and steps to what they are buying. They are the planners of the world and require a focused sales system because they instinctively want to follow procedure and schedules. They want to know what the purchasing process looks like, when the product will arrive, and who to contact if something goes wrong. If they are buying a service then they want to know the schedule of service dates. Calendars, agendas, lists of what to expect next, and step by step instructions are helpful for this type of decision maker.
The Quick Start action mode measures the instinctive way we deal with risk and uncertainty. Decision makers who score high in quick start are very comfortable with risk, uncertainty, and are excellent brainstormers and improvisers. The way to reach them is through excitement and surprises. Ignite their creativity with thought provoking questions to get their brainstorming superpowers in motion. When you tell your story in your bio, include a time when you took a big risk and it worked out for the best. They are inspired by others who take similar risks.
The Implementor action mode measures the instinctive way we handle space and tangible objects. Decision makers who score high in Implementor want to use their senses when making decisions. If you are selling a product then you want to invite these people to your store to physically handle the items they are considering buying. They want to know what the items are made of and care much about quality. If that is not possible or you are selling a service, the best way to reach Implementors is through videos, because they connect best in face-to-face situations. Sales calls should be via video and offering to put together custom illustrations is another way you can speak to an Implementor.
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