Winning Customers:

Differentiation Strategy

Differentiating With Different Types of People

Selling Products to Sensors, Intuiters, Thinkers, and Feelers

By: Vadim Kotelnikov

Founder, Ten3 Business e-Coach Inspiration, Achievement, Innovation and Happiness unlimited!

"People buy trust first, product second." ~ Kerry L. Johnson

NLP Technology of Achievement Knowing Yourself and Others Mental Maps Ten3 Business e-Coach: why, what, and how

Myers-Briggs Type Indicator (MBTI)

Perception: What You Pay Attention To

Senser (S)

Intuiter (N)

The 5 senses

Intuition (the 6th sense)

Practical, facts

Theoretical, insights

Present, what is real

Future, what could be

Using established skills

Learning new skills

Utility, step by step

Novelty, radical change




Information: How You Make Decisions

Thinker (T)

Feeler (F)

Head, reason, principles

Heart, empathy, harmony

Logical system

Value system



Justice, critique

Mercy, compliment

Firm but fair



Face the Reality

There are many models for understanding and characterizing the styles of interaction different people prefer to employ. Different people take in the world through different senses seeing, hearing, or feeling it.

Further, different people tend to lead their decision-making process with one of the four functions: intuition, thinking, feeling, and sensing. Vividly differentiated differences that are anchored to a product and engage the above functions can enhance memory of your current and prospective customers.

Synergistic Selling: 3 Components

Connect with Senses

People have three basic methods of perceiving the world around them:

  • Visual (see the world)

  • Auditory (hear the world)

  • Kinethetic (feel the world).

Individuals have different preferred ways of thinking and communicating their experiences some express themselves in pictures, others talk about how things sound to them, and others speak about how things feel. If you want to connect with your target customers, you have to:

 Case in Point  Marketing Ten3 e-Books

E-sales of Ten3 e-book "Cultural Intelligence & Modern Management" rose by 30% within a week after the description of the product in the advertisement was changed from "e-Book" to "e-Book + 50 slides". The word "slides" not only communicated the simplicity and easy understanding of the material presented in the e-book, but also established fast connection with the visuals reading the ad.

Help Different Types of People Solve Their Problems

Selling Is Problem Solving

Different people pay attention to different things and apply different criteria for making decisions. When people solve problems, the four functions - feeling, sensing, thinking, and intuition come into play in different combinations. The Myers-Briggs Type Indicator (MBTI) is a widely used approach for understanding and characterizing the styles of interaction different people prefer to employ. It is based, in particular, on the following dimensions of a person's preferred approach to life.

  • What you pay attention to (Sensing vs. Intuition)

    • A Senser focuses on facts and the five senses

    • An Intuiter focuses on what might be and the sixth sense

  • How you make decisions (Thinking vs. Feeling)

    • A Thinker tends to use reason and logic

    • A Feeler tends to use values and subjective judgment

"People often are a mixture of these functions. "Intuiters" and "Feelers" both tend to dislike too much detail. "Thinkers" and "Sensors" work with more information. But they all are trying to make a decision on what to buy, one way or another."1

Let's looking at these functions from a selling point of view.