Sell to the Four Personality Types
A day after my 18th birthday, as the jentacular sun graced the sky, my dad and I pulled into the Volkswagon dealership. I had been driving my parents’ rusted, red mini van for two years, and was looking forward to no longer being mistaken for someone’s mother each time arrived at a social event.
We were met by an eager, if not wet-behind-the-ears sales guy, Todd, looking to land his first deal. Salutations had barely been exchanged, when he dived head first into his sales shtick without really testing the waters.
My dad grew up hard knocks in a blue-collar, Michigan town with seven siblings. He began working at his dad’s bakery in third grade, forced to roll into class with the pungent reek of yeast clinging to his hand-me-downs. A real pull yourself up by the bootstraps kind of guy, he can be well, intimidating. (That is if he isn’t your dad who you have wrapped around your pinky finger.)
Todd didn’t know this. He didn’t realize that my dad would only be insulted by his canned sales spiel and think he was trying to “pull the wool over his eyes.” Poor Todd.
What transpired was awkward to watch and I would imagine painful to endure. Todd stammered as my persnickety father spewed forth abstruse questions and unfeasible scenarios. But I think my dad taught Todd something that one could only learn on the front lines—your sales strategy should not be one size fits all. Each personality deserves a tailored approach.
The professor. The facts
• Give them the information and make specific comparisons backed up with statistics.
• For them, your word is paramount, so if you cannot deliver on what you promised, let them know immediately.
• Answer their questions directly and succinctly.
• Like that research paper you wrote in college, have a structured presentation with an obvious beginning, middle and end. Do not summarize the product in your opening or leave the basic information to the end.
The executive. The options
• Provide an overview before you begin. Keep these big-picture thinkers relaxed and tuned in by giving them a framework of what you will talk about. Focus on how your product fits into the marketplace and how you compare to your competitors.
• The question this personality type asks most is “what if.” Continue to answer that question throughout your presentation.
• Learn to take constructive criticism. They may seem difficult, like my dad likely did to Todd, but they are prodding to find out if you are competent to decide if they should buy from you. To impress, engage in dialogue and persevere under pressure.
• Ask what they think is best, and be prepared to consider alternatives to your initial proposal. They will make the final decision, not you.
The yoga instructor. The service
• Loyalty is important. Don’t put down your competition. Do something to show them they are important to you as a person, not just a sale. They are more interested in discovering if you are trustworthy than ensuring you have all the facts.
• This personality type is a people person. Make note when they mention family and friends. When they make a final decision, it will be based on how your product affects them and their loved ones.
• Keep it simple. Show them how your product simplifies their life.
• This personality type prefers a hands-on approach. If you can show them something tangible, it’ll help your sale.
The iconoclast. Their dreams
• Be a solicitous listener. Pay attention to their doubts and help them see the answers. Ask them “what if” question to help them visualize how your product will protect them and improve their life.
• Brainstorm. Show them how your product can help them realize their dreams. Let them bounce around thoughts and ideas with you, and then you can present the final solution.
• They are good at spotting insincerity. So, don’t play games.
• This personality type is more unconventional and thinks free form. Let the conversation flow. Don’t present a structured case to them or they will be turned off.
Hat tip: All Business
Comments
so, what kind of car did you buy? or did you leave the sales lot in a huff with your dad?
jentacular? that's a new one.
Posted by: Anonymous | November 7, 2007 09:00 PM
Not sure what type I am, but I always seem prefer a salesperson that listens to me and answers my questions.. I want them to be there for me, I dont want to be there for them.
Posted by: Anonymous | November 7, 2007 09:57 PM
Jentacular: having to do with breakfast.
Just trying to spice things up with some new vocabulary :)
We didn't end up buying a car that day. And despite his good intentions, my dad was not invited to accompany me to the dealership again.
Posted by: maribeth | November 8, 2007 07:56 AM
Well, these types are generalizations. I think most people's personalities comprise parts of each and likely change over time. That said, I think most of us have a dominant type. Obviosuly, my dad is the executive.
When you're selling you don't have a lot of time to analyze a person's personality, so you have to go with your first instinct and modify your approach as you go along. I'm sure it's something that improves with experience.
Posted by: maribeth | November 8, 2007 08:00 AM