• Sydney Phillips

Personality Selling

The phrase “build it and they will come” couldn’t be farther from the truth. It goes a little more like “build it and scream it from the rooftops and then they might come.” It’s no secret that different approaches catch different people’s attention.

I’m sure at some point, you have taken a personality test. If you haven’t, you need to. There’s the Meyers-Briggs personality test, DISC assessment and people call them all sorts of things, but regardless of what test you use, you’ll be able to use these strategies to implement into your sales and marketing aspects of your team to increase your sales and get the customers you want to want you!

The first is Assertive. An assertive personality type will speak in statements rather than questions and are often a little louder than average. If you’re selling to an assertive, here are some things to remember:

· Professionalism is particularly important to them --if you don’t know an answer, tell them you will follow up and do so in a timely manner.

· They appreciate efficiency, so get to the point and get to it fast or they will lose interest and tune out. Keep your sentences short and to the point.

· Take advantage of their competitive streak and show them how your product will help them to compete with others in the industry.

· Avoid anything that isn’t a fact. Personal opinions and testimonials are practically wasting breathe when you’re selling to an assertive, they want facts.

The second is Amiable. An amiable personality type is normally a phenomenal listener and they aren’t afraid to ask those personal questions to get to know you outside of a work setting. They are generally more laid-back and informal, so if you’re selling to an amiable, here are some things to remember:

· Building rapport will be most important. Amiable’s need to feel safe in their relationship with your company before they’ll be comfortable doing business with you.

· Storytelling and customer experiences are the perfect way to build trust and show them how you and your product or service can be of value to them. A good story about how this customer came to you with a problem and you solved it helps them to visualize the bigger picture and emotionally connect with you.

· Rather than information overloading, it’s important to guide this personality type through the process and to act as a guide through it all.

· Amiable’s are risk-averse, meaning they don’t like the feeling of looming uncertainty. After building rapport, give them a personal guarantee and offer to refund their purchase if they don’t absolutely love it.

The third is Expressive. An expressive personality type values personal relationships at the highest degree. They are concerned with other people’s well-being and they want to know how decisions affect all of the people around them. Expressive’s are creative, outgoing, spontaneous and they often rely on their feelings rather than logic. If you’re selling to an expressive, here’s some things to remember:

· Show them your history. Expressive’s want to make sure that you are looking out for them so that they can look out for the people around them. Show them the progress and amazing things you have already done to help other businesses and individuals.

· Keep an ongoing relationship. Loyalty is important to the expressive personality type and it’s important to continuously build this rapport.

· Don’t focus too much on facts and figures. Data is important but an expressive wants to be told them from a humanist perspective – tell them how the data will affect their team.

The fourth is Analytic. The analytical personality type loves all things data, facts, and figures. As no-nonsense people, they’ll look right past your beautifully crafted hook and probably research you before the meeting. They are also incredibly diligent about vetting, focus on logical strategies and cautious. If you’re selling to an analytic, here’s some things to remember:

· Don’t rush them. Be prepared and patient with a longer selling process. They will take as much time as they need to gather all the facts they feel are necessary to make a decision.

· Assume they are prepared and have done their research. Don’t necessarily skip over the information but, know that they will likely show up to the meeting or join the call after already conducting hours of research before their first call with you.

· Avoid high-level claims or you will risk losing credibility. They are incredibly cautious and overhyping your product may make them suspicious.