Using Investor Psychology Pamela Holloway To read, understand and connect with your target market
Understand your client’s psychology how they see the world what they value what motivates and inspires them how they prefer to communicate and receive information how they make decisions
Use psychological knowledge to: communicate connect co-create solutions build meaningful relationships
Two paths into the Psyche of the Investor 1.Group 2.Individual
Two paths into the Psyche of the Investor 1.Group (G-Factors) 1.Genus (common to all humans) 2.Gender (Males vs. females) 3.Generation (GenX, Baby Boomer, GI Gen) 4.Geography (where you grew up, live now) 5.Guild (vocation or profession) 2.Individual (I-Factors) 1.Personality 2.Mental Filters 3.Values & Criteria
Investor Group Psychology Most investors: Are loss-averse (and make irrational decisions to avoid loss) Think the world/market is more predictable than it really is Believe they know more than the really do Think they have more control than they really do
Men Vs Women in Investing Women are more cautious and less impulsive in their investing Men are able to tolerate more risk Women are more likely to make regular contributions Men are typically more optimistic about the economy More women use professional advice
Generational Differences Baby Boomers are overly optimistic about their personal situations and the economy. Baby Boomers’ individualist nature makes them less likely to accept a generic, tried-and-true approach. GI-s are more likely to look to outside financial experts for advice and guidance. GI-s trust government and institutions much more than Baby Boomers or GenX-ers.
This is your prospect What do you know about him that will help you relate to him and connect on a meaningful level?
What we want to know about Bill how he sees the world what he values what motivates and inspires him how he prefers to communicate, receive information how he makes decisions
DRIVER RELATOR THINKEREXPRESSIVE
DRIVER Bottom line-oriented Responsible, Accountable #1 Value – Results Facial Characteristics Lack of lines Judging lines across the forehead Focused, piercing gaze GOLD - The Driver
Strategies Respect their time and position Get to the bottom line quickly Show “what’s in it for them” Deliver information in bullet points Deliver on your promises. Do what you say you’re going to do when you say you’re going to do it. GOLD - The Driver
THINKER Process-oriented Analytical, Curious #1 Value - Knowledge Facial Characteristics Short, vertical lines between the eyes Thinker’s brow Distant, “look through you” gaze GREEN – The Thinker
Strategies Provide information and give them time to think about it Demonstrate expertise, competence Don’t waste their time with trivialities Never speak down to them, repeat yourself or insult their intelligence
RELATOR People-oriented Sensitive, Compassionate #1 Value – Relationships Facial Characteristics Smile lines around the eyes and mouth Warm and friendly eyes BLUE – The Relator
Strategies Be personable, build rapport Talk about people, connections, relationships Don’t ask them to step outside their comfort zone Don’t ask them to make decisions quickly or without buy-in from others BLUE – The Relator
EXPRESSIVE Self-oriented Imaginative, Spontaneous #1 Value – Creativity Facial Characteristics Horizontal, excitement lines across the forehead Wide open, dancing, mischievous eyes RED – The Expressive
Strategies Let them talk, connect to something that’s important to them Show how your product or service is creative, inspiring, fun Don’t limit their options or tell them what to do. RED – The Expressive
This is your prospect Thinker / Driver Communication Strategies - Provide information and give him time to think about it - Demonstrate expertise, competence - Don’t waste his time with trivialities - Never speak down to him, repeat yourself or insult his intelligence - Respect his time and position - Get to the bottom line quickly - Show “What’s in it for him”
Thank You! Pamela Holloway