A topic that often comes up in business, especially sales is the ability to effectively “read people.” Those who are the most gifted at reading people seem to have a distinct advantage over other salespeople. This gift saves them time and makes it possible for them to figure out quickly how to move forward with a prospect.
With this ability or what I call “intangible,” a salesperson can tell if a prospect will act slowly or quickly. How much information as well as what specific information will be required. What will be most important to them, and how they will be influenced. Based on the prospect’s character, a salesperson will know whether they will be open, honest and forthright with their feedback, questions, comments and concerns. A salesperson can even tell if a prospect can be trusted. The salesperson will know what messages and meaning is apparent in the prospect’s body language, facial expressions and hand gestures.
In the days of the ancient philosophers, they began noticing patterns in people’s behaviors and actions. They began to study these patterns and record their findings and observations. Then they narrowed what they discovered into four primary personality styles. In more recent times, recognizing the validity and value of this knowledge, companies like IBM created training programs designed to teach their sales force about the four primary personality types. They determined that if they empowered a salesperson with the necessary tools; they could be me more self-aware of their natural tendencies, strengths and weaknesses which would allow them to gain an understanding of their personal likes and dislikes, needs wants and desires. As a result, they would be able to recognize a prospect’s personality style and the salesperson would be much more in tune with how to adjust their approach to advance the sales process and successfully secure the sale.
The four personality types are:
1. The Driver. 2. The Expressive. 3. The Analytical. 4. The Amicable.
Over the years, many training organizations and individuals have developed their own version of the “primary personality” model. The basic principles are the same, with the only difference being the degree of depth that they may go into as well as the names used to label each personality type.
In general, people are made up of a mix of traits and attributes, but one personality style usually stands out above the rest. Understanding the four primary personality types does give sales professionals a huge advantage in the sales arena. Moreover, those who possess the “intangible” to read people have an even greater advantage.
The Sales Advisory Board
