Posts Tagged ‘Mind Map’

Guerrilla Selling’s Mind Map Challenge Revisited

September 12, 2011

While Guerrilla Selling’s “Mind Map” focuses on one-on-one direct sales interactions, can its face-to-face principles of buyers’ “phases” and sellers’ “best approaches” be effective in today’s online social media environment?

My Theory
In a B2B online social environment, without the requisite buyer’s presence in a face-to-face or one-on-one situation, practicing mind-map-driven guerrilla selling isn’t practical. My theory is that a seller can use his/her “Seller’s Approaches” – I view these as “behavior” — as triggers that cause a favorable response in a buyer audience. This flip-flops the original Mind Map chart, which teaches that the buyer’s behavior triggers the sellers reactive behavioral approach. For reference, I have included a slightly-modified version of the original Mind Map here.

The theory’s flip-flop premise is based on an online B2B audience of prospective buyers in which there are individuals, each of whom is in a particular identified left/right brain phase. If a seller were to address that audience with messages about “Fair-Care-Share” for example, the “Principle Phase” individual buyers would be responsive.  

In application, one might theorize that the six “best approaches” (disregarding the “Amoral Phase”) could be implemented in a series of blogs, Tweets, or other social media channels. By doing so, a seller could build – over time – a dynamic online personality profile that would appeal to more than one of the Mind Map’s categories of prospective buyers.

A Theoretical Example
For example, blog #1 portrays the seller as factual and logical, then blog #2 demonstrates fair-care-share aspects of the seller, while in blog #3 the seller is relaxed and just tells her/his story, and yet another blog (#4) stresses the seller’s responsibility to community and the good works his/her company is doing. This chameleon-like seller behavior is acknowledged in Chapter 4 of Guerrilla Selling. In the “Guerrilla Challenge” section, it teaches that “You must…adapt to the needs of each prospect you meet.” And, “They [Guerrillas] can shift from Ego to Pleaser to Authority to Principle phases as the situation requires.”

It would seem that the cumulative effect of such a blogging strategy could, over time, attract the identified Mind Map audience segments (as B2B leadgen). Similar-minded individuals in those segments would find the seller a person with whom a relationship might be formed.

The original Mind Map was reactive, i.e., the buyer’s behavior (phase) caused the guerilla seller to respond. It required an interactive situation, with a face-to-face meeting, or one-on-one (phone call).Today’s Internet reality is that in the online social communities, clearly identifying a particular individual’s phase is difficult, if not impossible. The Web’s social media tools are not equipped to provide face-to-face or one-on-one interactions. Therefore, a potential solution would be for the seller to behave online in more than one particular Mind Map phase, so as to attract (pull mode) compatible sales prospects.

Next Steps
My theory has not been tested in my real B2B (technology) world. I would be interested in your inputs. If feedback indicators are positive, I’d be willing to develop an alpha feasibility-validation program.

The Mind Map (Revisited)

The Mind Map is a model of behavior and personality that divides our human minds’ functions into seven “personality phases.” Guerrilla sellers use the map to understand people (prospects and customers) they encounter and be equipped to adopt a strategy that enables a relationship. At any given time, a particular person can shift from one mind phase to another.

Here are the Mind Map phases, listed with the most primitive “amoral” phase at the bottom:

Source:  Guerrilla Selling: Unconventional Weapons & Tactics
for Increasing Your Sales. William Gallagher, Orvel Ray Wilson,
and Jay Conrad Levinson, 1992. (http://www.gmarketing.com/)

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