As salespeople or managers, we all have to deal with it. Unpredictable customers and relationships. No two people are the same, so communicating can sometimes be difficult. What does your customer expect? How does he behave? How can you reassure him? And why is it that certain people always cause problems? Surprisingly enough, the explanation can be found in psychology. Did you already know Carl Gustav Jung's theory of motivation?

The motivation theory

Jung is one of the great psychologists in our history, and is often mentioned in the same breath as Sigmund Freud, for example. Jung is the inventor of the conceptn 'Introvert' and 'Extravert', concepts that we use to this day to characterize people. His motivation theory describes four types that people can fall into. In the image below, these types are shown on an X and Y axis.

Recognition – The manager: the manager is a real entrepreneur. He makes quick and simple decisions and controls his environment. The controller can be perceived as intolerant and dominant.

Profit – The Thinker: The Thinker is analyzing. He makes decisions based on long-term and numerical analysis and is therefore very accurate and objective. However, the thinker can be fussy or indecisive. An example of a thinking could be the financial director.

Secure – The Secure: is a caring person who is focused on relationships with others. A born listener who is looking for clarity and structure. Can be passive or dependent. Civil servants often fall into this profile.

Convenience – The Creative: A creative is a very dynamic and enthusiastic person, a visionary. Can be a bit chaotic and hasty. Salespeople often fall within that profile.

Applying Jung in practice

Do you know your customer? Do you know which profile your contacts fall into? In order to properly respond to the wishes of your customers, it is very important to be able to estimate what drives the person and what their motivation is. Jung's theory can be used very well for this. Based on your customer's profile, you can plan out how they will respond to certain situations and how you can best keep them satisfied. The following lessons are important in practice:

• Is your customer a controller? Then he is mainly satisfied with facts and results. Make suggestions but let the person in question decide for themselves.

• Is your customer a thinker? Then he is particularly satisfied with extensive reports, substantiation and information based on figures.

• Is your customer a safe one? Then reassure him and indicate that everything is under control. Continuity and planning are important to this person.

• Is your customer a creative one? Then come up with solutions and confirmation to satisfy him. Make sure that enthusiasm is maintained, but above all, provide structure.

Sales training

During the training Expert in Sales Basics you will learn, among other things, which type a lead or prospect belongs to. Through interactive simulation conversations you gain insight into yourself and others. Learn more about psychology during one of our many sales training.