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Developing a Sales Personality

As a salesperson, you have probably experienced calling on a potential customer and leaving without closing the deal. Maybe you encountered a detail-oriented prospect who peppered you with questions you were unprepared to answer. Or maybe you had the opposite experience when you tried to explain the features and benefits of your products and the customer’s eyes glazed over.

The ability to “read” people is a vital skill when you develop your sales personality. Not everyone is the same, and in order to be effective in sales you have to understand your customers. Once you connect on a personal level, you will be able to form strong relationships and motivate the customer to take action. The good news is that reading people is a learnable skill. Some people are better at it than others, but with guidance from a pro you can learn how to figure out if you are dealing with an impulsive buyer, a thorough researcher, a friendly communicator or a logical analyzer.

Consultative Selling

Consultative selling is sometimes called relationship selling, with good reason. In today’s world people are constantly barraged with robocalls, pop-up ads, emails and TV commercials all with one purpose – getting people to spend money. It’s no wonder people resist sales pitches. However, in the consultative sales process customers learn to see you as a trusted partner who understands his or her needs and makes appropriate recommendations. When you combine honesty with expertise about your products and services, you are offering a valuable service to the consumer.

Consultative selling means that you can inspire, guide and influence your customers. In order to do that, you need to develop the empathy to understand where the customer is coming from. Empathy is your ability to see things from another person’s point of view, and it is an important skill that a sales person can learn to develop. When you understand the customer’s needs, wants and goals, you can influence the sales conversation.

Strategies for Effective Sales 

People with an effective sales personality are honest and knowledgeable. They know that understanding what the customer needs is paramount, and they have the expertise to make appropriate recommendations based on what their company provides.

Here are some strategies you can use to develop an effective sales personality:

  1. Ask the Right Questions 

Effective sales people plan ahead and ask the right questions so they can solve problems. By asking questions that will reveal pain points for customers, you can come up with solutions that help them make the right purchasing decision.

  1. Listen Actively 

Listening to the customer is the key to a productive relationship, and that means really paying attention to what the customer says – or in some cases, doesn’t say. As a rule of thumb, you should listen twice as much as you speak. The buyer may eventually bring up the key element for you to identify the need.

  1. Be a Teacher 

Once you identify the customer’s needs you are set to partner with the customer as a consultant and contribute your ideas for solutions. Of course your solutions are based on your products and services, but your main focus is helping consumers overcome the challenges and obstacles preventing them from reaching their goals.

  1. Consider Individual Differences 

Customers are not all the same, and as a perceptive sales person you have to know who you are dealing with.

  •         Impulsive, charming personalities are naturally optimistic but they can be easily bored, so cut to the chase when making your presentation.
  •         Detail-oriented researchers need all the facts and figures before they make a decision. Make sure you come prepared to answer any factual questions.
  •         Friendly customers put relationships first. They respond to likeable sales people who show their interest by adding a personal touch to the presentation.
  •         Analytical people use logic as opposed to emotion when they consider a purchase. They need in-depth understanding to see the “big picture” before they make a decision to buy. Be specific when you make your presentation, and expect questions during the selling process.

Getting Help to Develop your Sales Personality

True Colors offers Advanced Certification in Selling that goes beyond the basics of consultative sales. At True Colors, we help organizations create a culture of success where every employee feels understood and empowered. True Colors drives positive change in organizations around the world by encouraging leaders and staff to embrace individual personality differences. We use personality tests based on proven temperament theory to teach leaders and co-workers personal awareness for improved communication, engagement, collaboration and productivity.

When you partner with True Colors, an experienced Master Trainer will help evaluate your needs and set realistic, achievable goals. We help your organization thrive by implementing programs that meet challenges in leadership, team building and conflict. Our customized programs include online personality testing, consulting sessions, workshops, live events and keynote speaking engagements.

For additional information about True Colors International and Advanced Certification in Selling, please visit or call 800-422-4686.