Let the Seller Be Aware

Originally posted January 7th, 2021, edited/updated October 20, 2024

In “Sales 101” we learn some basic skills to help us in a sales interview. As part of the process, we are often coached to memorize  a sales presentation that is carefully written much like an actor’s script. This “canned” presentation is frequently used by telemarketers and seminar presenters but  is usually ineffective in one-on-one meetings. In today’s society, a one size fits all type of sales presentation usually doesn’t fly.

Selling successfully starts with knowing the personality of the buyer and how to connect. Regardless of the similarities in their business or personal goals, everyone is unique in their buying persona. If you are dealing with all your prospects the same, how can you best address their individual needs? Being a good salesperson is as much about awareness of the personality of your buyer as knowledge of their assets and goals. Once you understand who your buyer is, you will be in a much better position to interact with them, address their concerns and build a solid relationship.

A while back Merrill-Wilson created a prototype designed to predict success in selling careers. They identified four key buyer personalities which have passed the test of time. They discovered that there are traits common with different buyers that makes fine-tuning communication with each of them much easier. Let’s divide these qualities into the four personality types that you will most likely meet on a regular basis along with some hints on what motivates them as buyers.

1.   “Analytical Anna.”

Anna seems intelligent, nerdy and systematic. She pays close attention to details and makes decisions deliberately and with a lot of second thought. She controls her emotions and thinks open emotion is a weakness and something to distrust. She needs facts,  numbers, and  details and will  look for  more  information.

She likes organization, is not confrontational, and lets the data speak for itself. She expects others to agree based on the facts and the logical arguments and gets frustrated when people don’t see ‘the right answer’ as clearly as she does. Anna’s personality type is usually pretty easy to spot because of her neatness, structure and sensitivity to small detail. Top careers that fit Anna’s personality type may include data entry personnel, engineers, accountants and other careers that require a great deal of focus.

How do you sell “Anna”?

Anna will ask a lot of questions. Selling her might sound quite simple, but it actually involves you providing a lot of data, and anything else with numbers, facts, and figures. You should stress rational, logical reasons for buying and observe time constraints. Maintain professionalism and don’t get too personal. Make sure she has enough time to really consider your proposal. She does not react well to being pressured or being rushed into a decision.

2.   “Amiable Amelia”

Amelia tends to be very emotional and is slow to make decisions. She is a team player who looks for an “everybody wins” outcome. Warm and friendly, but sometimes overly sweet, she doesn’t hide from feelings, expressing and listening. Caring and nurturing come easily to Amelia. She is soft spoken and “goes along to get along”.  She is not at ease when she doesn’t know how the group feels about something.

Amelia doesn’t like independent activities and decision-making. She rarely sticks up for her position when facing strong disapproval and prefers a compromise. It’s quite simple to talk with Amelia because she wants to please.  She wants to make sure that everyone likes her.

How do you sell “Amelia”?

Be friendly and try to build a speedy rapport. Be patient and do not rush into your presentation. Don’t pressure her and allow for plenty of time for conversation. Stress emotional benefits tempered with constant reassurance.  Give her time to include other advisors in assisting her decision-making. Give her one positive choice and assist her in making the decision.

3.   “Expressive Everett”

Expressive Everett has a habit of running late, has a lot of commitments and a rushed lifestyle. As Anna “asks”, Everett “tells”. As Anna controls her emotions, Everett often does not. He wants to be the center of attention and will try to draw the focus of a group.  He can’t stand being bored and is impatient. He will usually have brightly colored clothing, car, and house. He will be animated and lively when he speaks or tells stories and sometimes seems loud.

So how do you sell “Everett”?

You have to spend time developing a personal relationship with Everett. Show how your product will improve his image and relationships. He wants to be needed, so your approach needs to highlight his personal value to you and the value of your product to him.  Use anecdotes, testimonials, and personal information to explain your product. Be engaging, and personal at all times and just don’t focus on statistics. He is the opposite of Anna in this regard. Avoid involving him in details that might lead to interpersonal tension. Use a direct close and reassure him of his decision.

4.   “Driver Drew”

Drew demands control of a situation or will take it when available. He looks for an opportunity to be in charge and usually will get things done, like goals and achieving them. Drew outlines his life as a sequence of “I did this.”

Drew will get straight to the point and look for the bottom line. As Everett has a “Let’s do it!” personality, Drew has a “Let’s do it NOW personality. He doesn’t like complications or vagueness and hasn’t much patience for the small details that aren’t relative to the subject. He doesn’t like situations where he has no say in what’s happening. He may appear to be arrogant and standoffish and overly aggressive, especially in the heat of a project. He will see people as either obstacles or allies. Drew may appear intimidating. Put your emotions aside and don’t take things personally.

How do you sell “Drew”?

With Drew you should avoid graphs, PowerPoint presentations, and lists of data. Keep your presentation short and simple. You should dress professionally, get right to the point and stress quick results rather than how you got to them. You should ask questions to force attention and maintain interest. Put everything in writing and let Drew feel he is in control. Two or three options should be summarized and presented in closing.

What is your sales personality?

Relating to a prospect’s “buyer” personality is only one-half of the picture. Are you an analytical, amiable, expressive or a driver salesperson? It is important to also know your selling personality type when dealing with certain  buying personalities. If you are an Amiable, how do you deal with a Driver? If you are a Driver what adjustments do you make to your presentation when dealing with an Amiable?

Note: In my sales training  classes I deal with these presentation issues in more detail. Prospecting methods, handling buyer indecision and improving closing skills are also important areas meticulously covered. More information can be obtained by consulting my website at www.lehconsultants.com.