Some have said that good sales people are born with the ability to sell—they have an innate ability to relate to others and to pitch for successful sales, and are capable of moving people in such a way that the results are much larger than the sales commission in itself. More than a commission, they have gained a fortune. By gaining this fortune, they have turned clients into advocates and partners in business.
In reality, it is a little bit of both; although some sales people seem to be born with the personality to succeed, others can be developed. This development may come in the way of experience by trial and error, by mentoring, by objectively training on skills development, or a combination of any of these.
Read February's Strictly Sales column, "7 Time Management Tips and Tricks for Agents."
Numerous sales training resources are available, whether it's online, through traditional sales seminars or in specific tailor-made training and skills development methods, such as the Dynamics of Selling classes offered by the National Alliance for Insurance Education & Research.
In the years I have had the privilege of serving as an instructor for the Dynamics of Selling curriculum, no section of the program has had more impact than that of determining your selling personality style.
Answer a few simple sales scenario questions to know your selling style, which will help you gauge your strengths and weaknesses, giving you the key to successfully sell to anyone. People are more willing to go forward and buy from people they like and that are like them.
Would you rather buy from someone you like or someone you do not like? Remember, like will lead to trust, and trust will lead into fruitful relations. Trust is what our insurance business is founded on.
Even though there might be numerous personality styles out there, for selling purposes (and to keep it simple to salespeople) there are four basic styles when it comes to buyers and sellers.
Ivan the Pragmatic
To Ivan, it is not personal, it's just business. Ivan is very direct with a "no beating around the bush" approach. He can be abrasive and decisive. He is very task focused and goal oriented. He hates wasting time. Ivan tends to be dominating and thinks he should be controlling the sales process. His style can be aggressive; he interrupts to challenge you and does not care much about the details of your products and services. Instead, he demands to know "the bottom line."
To get the best sales results with this individual, you need to be direct and assertive. Tell him at the beginning of the sales meeting that you know how busy he is. Tell him that you will get right to the point and focus your details on the results he will achieve by selecting your agency and services. Do not back down if he confronts you. You might lose his respect.
Don't despair and be direct in asking for his business; you don't have to dance around the issue.
Tina the Persuader
Tina is s very social and outgoing person, but very ego-centric. She is the center of the universe. She is known for being late to your meetings and your sales call will go beyond scheduled time due to her constant interruptions and long stories. Everything is about her; "Me, me and me," and "I have done this, done that." She is more concerned with listening to herself talk.
Relationships and social influence are important to Tina, so put in more time in being conversational. Even if you don't find any use in this, she will ultimately appreciate the gesture and will like you more. She often will make her buying decisions on intuition and how she feels about the salesperson.
Do not challenge Tina because she might feel rejected and should this happen, she may shut you down. During your sales call, appeal to her ego. Tell her how good your product and services will make her look to other peers.
Robert the Facilitator
He is a nice guy, sometimes overly nice. Structure, security and stable relationships are important to him. He is more focused on his team and coworkers than on his own personal results. He can be quiet and shy compared with other personality styles. He can be reluctant in firing the incumbent, fearing how his decision may affect others.
Take the sales process on a step-by-step process and show Robert how your solution will benefit the team. Soften your voice and make sure your sales presentation flows consistent and uncomplicated. This style often makes decisions based more on the emotional level.
Tinker the Thinker
He's into minute details; every exclusion, every endorsement requires his complete attention. Regardless of all the detailed information you may share, he always wants more, so be ready to provide backup documentation.
When meeting a Tinker, follow a specific order and have supporting documentation available for him to read. Everything has an intellectual or logical reason.
He can be difficult to read and difficult to get engaged in an open conversation. Feelings and emotions do not enter the sales formula when making a decision. When meeting with Tinker, follow the agenda in perfect order and if you make any type of claim, have supporting documentation available for him to read.
While your approach style might not make sense to you given your selling personality style, it is important for you to consider that your natural and instinctive selling style may not be the best approach with every single prospect you encounter.
Remember, buyers and sellers are different. We all have different needs, motives and values. We perceive things differently and, more importantly, we prejudge. Salespeople only have 3 minutes to get off on the right foot. Prospects must project confidence, sincerity and knowledge if they hope to develop chemistry and rapport with potential clients.
Be a chameleon; you have your own personality style, but you must master sliding between personalities, without losing your individuality and identity. Remember, people buy from people they like!
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