Sales training ideas – How to determine and deal with different personality types.

Identifying personality type will help during the selling process. Your discussions should flow differently from one personality type to another. For example, with one personality type, you will spend a good deal of time building personal rapport. With another type, you will spend very little time with personal rapport and get to business quickly. 

Psychologists and psychiatrists break people down into four buying types. We will call them the Driver, the Thinker, the “Yes” Person, and the Partier. In the following paragraphs, you will learn who they are, how to spot them, and how to deal with them on your sales calls. 

4 “Sales” personality types 

The Driver 

The label pretty much says it all. The Driver drives sales decisions. The Driver makes things happen. Most leaders are Drivers. Owners of companies, Presidents, CEOs, and other corporate hierarchy are usually Drivers. They tend to be early risers and hard workers. They are usually short, quick, and to the point. Drivers are very possessive of their time. They like to make sales decisions quickly. They are direct and tend not to show a lot of emotion. 

You want to be selling to Drivers, as they are your avenue to the quickest buying decision. Typically, the Driver will be able to make the sales decision himself, and if he can’t, he is usually effective at getting others to follow once you’ve won him over. 

The Thinker 

The Thinker likes to see vast quantities of information. Once they see your initial sales offerings—verification on paper—they want to see more. Thinkers have a difficult time making sales decisions because they always feel as though there is some minute detail they have overlooked somewhere that could possibly change the whole picture. They are very detail-oriented and go over information repeatedly. They want to become an expert themselves. Thinkers have trouble taking someone else’s word on something—they need to see, touch, smell, hear, and feel for themselves. 

Of the four personality types, you will have the most trouble getting the thinker to trust you. You can make a sale to the Thinker, but it’s going to take a while—no cold call closes here. You need testimonials, references, and proof that your product is the best for them. You need to demonstrate to the Thinker in detail that your product will do exactly what you say it will.  

The “Yes” Person

“Yes” people want to get along with everyone and do not like conflict. They start nodding their head yes before you get the first word out of your mouth and they continue nodding their head five minutes after the sales presentation is over. They will agree with you on everything except when it comes to signing the sales contract. 

The “Yes” Person is probably the toughest of the personality types to sell. It is simply not in their nature to make a decision, and to get them to make a decision alone is virtually impossible. 

The Partier

The Partier has lots of energy and displays lots of emotion. The Partier gets along well with others and can make sales decisions. These personality types actually thrive in a dynamic environment and get bored very quickly with routine mundane tasks. The Partier is the life of the party and the most likely to be disciplined after the office holiday party. They are creative and full of life.  

The Partier is more difficult to sell than the Driver, but is much easier to sell than both the “Yes” Person and the Thinker. But Partiers need more proof than Drivers and they need time to think about the sales decision. Their decisions are not lightning-quick, but they are not slow like the Thinker’s or impossible like the “Yes” Person’s.   

Things to Look for and How to Deal With Different Personality Types 

The Driver 

The Driver’s office, clothes, and car:The Driver’s office has flashy awards, trophies, and other “king of the hill” and prestigious mementos. The head of the 12-point buck he shot on his Canadian hunting trip, the die-cast model of his Harley, boat, or ’65 ’Vette, and the award he won at the car show for his 1972 Chevelle SS. The speaker’s award from the Women’s Business Forum, her business degree from Yale, and her golf trophies. 

The business male (office executive) Driver wears dark suits (black, brown, gray, or navy blue) with either conservative or bright ties. The worker male (working executive) Driver wears the highest quality work clothes—maybe sneakers, but probably boots, gloves, and outer wear.  

The business female Driver wears dark (black, brown, gray, or navy blue) or bright (red, green, blue) business suits. The worker woman Driver wears the highest quality work clothes—probably sneakers, maybe boots, sweaters, gloves, and outerwear.  

The Driver drives either a luxury automobile, something big, or both. Luxury: Cadillac, Mercedes, 740 BMW, Porsche, Ferrari. Something big: Ford Expedition, Chevy Suburban, Hummer, or Cadillac Escalade.  

The Driver’s body position:

The Driver will not show a great deal of emotion although some can show a lot of energy. She may appear impatient if not interested or if you go into too much detail. She may have a somewhat intense look on her face with eyes slightly squinted and brows slightly furrowed when taking in information, but will sit up slightly and move closer when she sees something that catches her attention.  

Other Driver characteristics:

While some Drivers can be high energy and flamboyant, most tend to be monotone, use little hand movement, and have controlled facial expressions and a rigid posture. All Drivers like to get right down to business. Drivers are active and direct, formal and self-sufficient. 

Signs that the Driver is not interested:

• Directly states his or her sales objection.
• Will try to end the sales presentation.
• Appears to be impatient during the sales call, looking at his watch, using phrases such as: “Okay, I understand that. What’s the bottom line?” or “Look, all I really want to know is…”

 Driver do’s:

• Get down to business.
• Be straightforward and to the point.
• Keep sales points short and succinct.
• Stroke their egos.
• Let them believe they are in control of the sales presentation.
• Name-drop your biggest and most impressive customers.
• Speak directly and honestly.

 Driver don’ts:

• Don’t use wishy-washy, feel-good language.
• Don’t go off on tangents or talk about unrelated issues.
• Don’t spend too much time on anything unless they want to.
• Don’t get technical or give a lot of detail during your sales presenation.

The Thinker 

The Thinker’s office, clothes, and car:

The Thinker’s office is filled with gadgets, parts, and technical manuals. For the most part, the office is a mess. There are probably enough new and used parts to build a Space Shuttle from scratch. They have group photographs from classes they took. They may also have maps or technical posters on the walls. 

Thinkers like jeans and short sleeves, sneakers, or boots. They are not particular about their clothing or appearance. If they must dress up, they look out of place—a red tie with a blue short-sleeved shirt. They also wear the latest gadgets. They have the latest wireless earpiece to answer their phone. They have a wireless computer and can send e-mails, drink coffee, and drive all at the same time.  The Thinker can often take a computer apart and put it back together—blindfolded. 

The Thinker drives a car that makes sense from all aspects, good in all kinds of weather, reliable, good gas mileage, big enough to carry people and parts. The Thinker drives a Ford Taurus, Chevy Impala, or a typical company car.  

The Thinker’s body position:

The Thinker will sit back, shut up, and listen to what you have to say without showing much emotion. The Thinker tends to have a somewhat intense look on his face with eyes slightly squinted and brows furrowed. His arms may be folded. He may not be looking at you, but he is absorbing and analyzing what you are telling him. 

Other Thinker characteristics:

Thinkers tend to make less direct eye contact, don’t say much, have relaxed hand movements, and are interested in facts and data. The Thinker uses logic as opposed to emotion and is interested in facts. The Thinker is also quite reserved.

Signs that the Thinker is not interested:

• Will try to stump you during your sales presentation or get you off track with a bunch of highly technical questions that he hopes you can’t answer.
• Will sit back, arms folded, eyebrows furrowed with a somewhat negative facial expression while you deliver your sales presentation.
• Will begin making excuses as to why you must conclude the sales presentation.

 Thinker do’s:

• Use a slow pace.
• Provide lots of backup information and proof.
• Use detail.
• Focus on the logical reasons to move ahead.
• Be prepared. We’re not saying you shouldn’t be prepared for other buyer types, but Thinkers can pick you to pieces on details. With a Thinker, you need to be able to answer every conceivable question.
• Use technical language, but be sure they understand what you are saying.
• Be specific with numbers and facts and ensure they are correct.
• Compliment the Thinker’s knowledge level. Talk to them as though they know more than you do.

Note: When you are in a sales meeting with a Thinker, you may want to bring one of your technical people along. Just make sure he or she is prepared to answer any questions you can’t.  

Thinker don’ts:

• Don’t give generalizations or ballpark numbers.
• Don’t overstate or exaggerate. Thinkers like exact data; they don’t like “gray areas.”

The “Yes” Person 

 

The “Yes” Person’s office, clothes, and car:

 

The “Yes” Person’s office is clean, neat, and organized, with an inbox and outbox. A calendar with a scenic or animal motif typically hangs on the wall, and there are photographs of loved ones on her desk. She may also have figurines on her desk—the M&M guys, and the like. There may even be a small stuffed animal or two. 

 

The “Yes” Person is a clean, neat dresser. If there is a dress code at work, she defines it. She is always well groomed and her clothes are well taken care of.  

 

The “Yes” Person likely drives a small car or mini-van.  

 

The “Yes” Person’s body position:

 

The “Yes” Person is on the edge of his chair and attentive. His eyes are wide open and he is nodding his head “yes” and giving you a verbal “uh huh, uh huh” as you speak. He will typically show only positive emotions. His arms are open with hands resting on his knees when sitting and by his side when standing.  

 

Other “Yes” Person characteristics:

 

The “Yes” Person likes to talk about the weather and people-related subjects, facial expressions tend to be animated, and he makes direct eye contact. “Yes” People support others and are interested in others’ feelings. 

 

Signs that the “Yes” Person is not interested:

• Will tell you he has to talk the sales decision over with someone else.
• Will tell you he has to think about it, or come up with another reason why he can’t make a sales decision right now.
• Will express negativity through questions.

 “Yes” Person do’s:

• Use emotions, humor, and be sure to smile.
• Spend time building personal rapport. Talk about families and community activities.
• Show some excitement and energy.
• Once the conversation gets to sales business, keep it there most of the time. Many “Yes” People will get off track and start talking about other things. Spend some time there, but bring the conversation back to business quickly.
• Keep the business conversation clear and to the point.
• Use “together” words like “our” and “we” and stress your commitment to them.

 “Yes” Person don’ts:

• Don’t use a stern business tone. Keep it warm and friendly.
• Don’t push while closing the sale. You do want to be firm, however.
• Don’t dictate or be too forward.

The Partier 

The Partier’s office, clothes, and car:

The Partier’s office is a mess. The mess does not include the same things as the Thinker’s mess, but it is still a mess. There are papers everywhere. Most times the calendar is on the wrong month.  

The Partier is a flashy dresser. Men wear flashy ties, women wear colorful outfits. They can occasionally have a slightly disheveled appearance, but for the most part are fairly well groomed for meetings. 

The Partier drives a nice car but, in most cases, not as nice as the Driver’s. She may drive a 3 or 5 Series BMW, a sporty car, an Acura Legend, or a company car. 

Partier’s body position:

The Partier is on the edge of her chair if interested and sitting back if not interested. The Partier will show emotion and let you know in which direction she is swaying. If not interested, she will take on much the same posture as the Thinker, arms crossed, brows furrowed, with a negative look on her face. If interested, the Partier will take on almost the same posture as the “Yes” Person—open, interested, and positive.  

Other Partier characteristics:

Partiers are faster paced, show emotion, use lots of hand movement, have a louder voice than the other types, lean forward, and make direct eye contact. Partiers, as their title indicates, are the life of the party. Partiers are dynamic communicators and express their opinions openly.  

Signs that the Partier is not interested:

• Will make direct negative statements or jokes about your product or company.
• Will tell you what she doesn’t like about you, your product, or your company.
• Will tell you directly and bluntly that she does not have time to listen to your sales presentation or has to end the conversation immediately.

 Partier do’s:

• Make the sales process fun and convey yourself as a fun person.
• Be businesslike, but also open and friendly.
• Be direct, but soften your approach a little.
• Build rapport by talking about social activities, fun vacation spots, or extreme sports.
• Give lively, fun sales presentations, and incorporate computer graphics.

 Partier don’ts:

• Don’t get overly technical or bogged down in detail.
• Don’t get sidetracked talking about social events.

  

Keep the above ideas in mind with regard to personality types when you’re out on your sales calls. The primary thing to remember is that, while everyone is different, most people can be classified as one of the four sales personality types. If you sell to the preferences of each type, you will find yourself on the way to more sales.

John Chapin – Sales Encyclopedia – Complete Selling, Inc.