People are motivated differently. You and I see examples of this every day. Behavioral selling models have attempted to address this by adding a level of complexity, by putting decision makers into different categories and labeling them as drivers, amiables, thinkers, feelers, analyticals, kinesthetics, etc. If it helps you to strategize about your accounts using this type of psychological modeling, that’s fine by me.
Me, I tend to gravitate away from things like this that seem to add an unnecessary level of complexity to the sales process. While I agree that people are motivated in different ways, at the end of the day, people are only motivated by two things: positive reward and negative aversion.
While some people are motivated to run fast toward Gold Medals many other people run even faster from German Shepherds.
Therefore, rather than just positioning all the “wonderful things” your product or service can offer, sellers can effectively double their value proposition by recognizing that any benefit, for any product, in any industry, can be positioned both as a Gold Medal benefit, and also as a German Shepherd.