Beyond Buyer Profiling To Buyer Personification
Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. Beginning in the 1980’s and 1990’s, we began to see a shift to individualism. The understanding of not only the segments and organizations that buys but also the individual that buys. We saw the influence of the Meyers-Briggs Testing philosophy extended into the business world. Whereby sales organizations, in particular, went through training on how to adapt to the personalities of…
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