James Archer of Forty Agency released an excellent example of what takes place during a decision making process. He breaks it down into four different categories. They are:
Fast and Emotional decision making often referred to as Choleric. Spontaneous decision makers like it when they see themselves. When they see something as “quick and easy”, they encourage themselves to act upon and move forward.
Fast and Logical decision making often referred to as Melancholic. Competitive decision makers like to be given credentials and proof. Explaining the uniqueness of the product or service (much like Al Ries and Jack Trout refer to in their book “Positioning”) and showing “The Best” and/or “The Only”, is what attracts this group of decision makers.
Slow and Emotional decision making often referred to as Sanguine. Humanistic decision makers like it when a sensory experience is created for them. They seek a story told based on emotion.
Slow and Logical decision making often referred to as Phlegmatic. The methodical decision makes like the process explained to them, so providing them with details and examples allows them to dig in and decide accordingly.
I’d like to thank James Archer of The Forty Agency for doing the research and providing the content used in this post. If you’d like to read up and learn more about the four personality types listed in this post, I recommend reading “Positive Personality Profiles” by my dear friend Robert A. Rohm Ph.D..