I read in an excellent article by Tom Lamont of the Guardian http://bit.ly/i3hcN1 that call centres are now successfully using Myers Briggs psychology to serve their incoming callers and was surprised to think that this almost anciant theory works in modern selling (telephone sales) but it doesn't.
We are all a constantly changing psychographic profile - we are never just one the the '16 types' and can change that profile in seconds, even several times during a conversation.
This profile or 'state' is represented by sound - the sound of our voice which indicates the emotion (one of 18) we are currently feeling or 'driven by'.
Serve that emotion http://bit.ly/geMACJ and you will have made a sale.
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