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Title: The Importance of Customers’ Character Accentuations
Authors: Kiseleva, Elena Stanislavovna
Berkalov, Sergey Vitalievich
Doroshenko, Svetlana
Khmelkova, Nathalia
Petrova, Galina
Krukova, Elena
Karelina, Anastasiya
Keywords: personal sales; competence model; psychological portrait of the client; subjective well-being; character accentuation; личные продажи; психологический портрет; субъективное благополучие; акцентуация
Issue Date: 2017
Publisher: Future Academy
Citation: The Importance of Customers’ Character Accentuations / E. S. Kiseleva [et al.] // The European Proceedings of Social & Behavioural Sciences (EpSBS). — 2017. — Vol. 19 : Lifelong Wellbeing in the World (WELLSO 2016) : III International Scientific Symposium, 11-16 September 2016, Tomsk, Russian Federation : [proceedings]. — [P. 318-328].
Abstract: The article is based on the strategy and prospect development concept of marketing relations. It is noted that the role of personal marketing communication, particularly personal sales, is increased in the field of marketing relations. The necessity of searching for the new effective tools of personal sales has been shown, one of which is the competency model of personal agents. It is considered that in order to demonstrate many competencies that make up the contemporary model, a personal agent has to create a psychological profile of the client. The theories are based upon the methods of creating a psychological portrait of the client that have been listed. It is noted that the fourth facet of psychological portrait of the client should be based on the theory of personal character accentuations. The algorithm of work with clients having different character accentuations has been developed. The traits of clients with different character accentuations are detailed. The following traits of the clients are referred to: communication and behavior features, positive character traits, negative character traits, clothing, facial expressions and gestures, speech. Recommendations for work with clients of hyperthermia, anxious, dysthymic, pedantic, excitable, emotive, sticking, demonstrative, cyclothymiacs and ecstatic types have been suggested. It is noted that the consideration of character accentuations of the clients allows increasing the level of subjective well-being of clients and promotes the growth of the main indicators characterizing the effectiveness of personal sales in the context of relationship marketing.
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