How Your Culture Impacts Sales | Dr. Marcus Collins

If you’ve been relying solely on demographic and psychographic data to reach and understand your target audience, you may be missing out.

In this episode, Mark is joined by professor Dr. Marcus Collins, best-selling author of For the Culture, to explore the benefits to business leaders in finding alignment between their company's culture and the culture of their target customers and partners.

Dr. Collins believes culture is the biggest influence on how we behave and that when connecting with customers, understanding their culture is more effective than identifying their demographics or personal preferences.

As a strategist, he has helped steward some of the biggest brands in the world across a wide spectrum of industries—from tech to CPG, financial services to sport, and everything in between. 

Here are some of the topics Mark and Dr. Collins discuss in this episode:

• The difference between personas, demographics and psychographics

• Why Dr. Collins believes culture is the most powerful signal of all

• How culture shapes consumer choices more deeply than simple data like age or shopping habits

• How real engagement with customers goes beyond collecting data and focuses on understanding their lives and values

• How aligning your business's values with your customers' culture can set you apart from competitors

• Why businesses tend to target the people who see the world the way they do 

• Why you're more likely to get better work, and a more enjoyable experience from people who have similar views, than from people who just pay very well

• How to get better at understanding how people see the world, translate the world, and behave accordingly

• Why businesses often mistake information for intimacy

• Dr. Collins’ #1 tip for selling more

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