Understanding Preferred Communication Styles

People differ in how they communicate, gather information and approach decisions. Understanding those differences can be useful in business because customers, employees and colleagues may not all respond to information in the same way. Personality frameworks such as the Myers-Briggs Type Indicator are one way of describing preferences, but they should be viewed as a framework for understanding differences rather than a formula for predicting individual behavior.

The Four Myers-Briggs Preference Pairs

The Myers-Briggs framework describes preferences using four pairs. These preferences are commonly combined into personality types, but people are individuals and may communicate or make decisions differently depending on the situation.

Extraversion and Introversion

This preference relates to where people tend to direct their attention and energy. Some people prefer interaction and discussion, while others may prefer more time to reflect and process information before responding.

In a business setting, this is a useful reminder to provide more than one way for people to engage. A customer may enjoy discussing options directly with a representative, while another may prefer to review information independently before asking questions.

Sensing and Intuition

This preference relates to how people tend to take in information. Some people focus more on specific facts and practical details, while others may be more interested in patterns, possibilities and the overall concept.

Marketing can accommodate both approaches by explaining important product details while also making the larger purpose of the product or campaign easy to understand.

Thinking and Feeling

This preference describes different considerations people may emphasize when making decisions. Some may concentrate more heavily on logic and objective information, while others may give greater consideration to people, relationships and personal values.

Businesses can communicate effectively by providing clear facts while also explaining how a product, service or solution may benefit the people involved.

Judging and Perceiving

This preference relates to how people tend to approach structure and flexibility. Some people prefer plans, schedules and clearly defined choices, while others may prefer to keep options open and explore alternatives before deciding.

Providing clear deadlines and organized information can help customers who prefer structure, while offering reasonable choices and alternatives can accommodate customers who want to compare possibilities.

What This Means for Marketing

A business does not need to determine a customer's personality type before communicating with that person. The practical lesson is much simpler: people prefer to receive and evaluate information in different ways.

Marketing materials can be designed to accommodate those differences by combining clear facts, useful explanations, visual presentation, practical examples and opportunities to ask questions.

Give Customers More Than One Way to Evaluate a Product

When presenting promotional products, some customers may begin with price and quantity, while others may first consider appearance, usefulness, audience or how the item fits a particular event.

Providing useful product information and appropriate choices allows customers to focus on the considerations that matter most to their particular project.

Listen Before Making Assumptions

Personality frameworks can encourage awareness of individual differences, but they should not replace listening to the customer. Questions, conversations and feedback provide more direct information about what a particular customer needs.

Rather than assuming how someone will respond based on a label, businesses can ask appropriate questions, provide useful information and adjust their communication to the situation.

Apply the Idea to Promotional Marketing

The same principle applies when selecting promotional products. Different audiences, events and marketing objectives call for different approaches. Understanding the recipient and the purpose of the promotion can help narrow the choices and create a more appropriate campaign.

Garrett Specialties can help you select promotional products based on your audience, event, budget and marketing objective. For assistance, call 1-800-320-1510.