Power Of Persuasion In Sales: 4 Main Personality Types

Selling is the process of persuading a person that your product or service is more worth to him or her than the price you are asking" - Brian Tracy

As rightly said by the motivational speaker and self-development author, Brian Tracy, in order to sell effectively, we, as salespeople, must be efficient enough in convincing the prospect that the utility of the product is way higher than the price tag attached to it. This can be performed seamlessly by a salesperson who has understood the art of persuasion.

However, often, people misinterpret persuasion with manipulation and despite the existence of very rigid boundaries between the two, salespeople tend to cross the line. The primary point of difference between the two is pretty straightforward – While manipulation involves bending ways to get your work done, ethical persuasion is about being upfront and honest. It is about telling the truth, changing the prospect’s behavior, and creating a win-win outcome for both you and your prospects.

As salespeople, the most common objection we face is - "Your price is too high". How do we overcome this objection? The solution is simple.

1.   We must establish ourselves as experts

2.   Build trust through consensus (Testimonials, ratings, customer case studies)

To be an effective salesman, you need to understand what your prospect requires. For every sale, the key factor in converting is creating a good rapport and understanding with the client. This understanding can be made more effective if you know your customer's personality type.

According to Brian Ahearn - influencer and author, common personality types can be categorized into four domains. He calls it the "DEAL" method.

1) DRIVERS - They are more task-oriented and just want to get their things done. They like to be in control of the situation. They want quick results and don't like wasting time. Drivers are assertive and not afraid to take risks.

2) EXPRESSIVES - Relationship driven individuals. They operate with high energy and are quick thinkers. Socializing is a priority to them. Idea people.

3) AMIABLES - People who value relationships over tasks. They prefer going with the flow. They are not big on details and facts but are thoughtful and slower to make decisions. They are sensitive to others' feelings. They are patient and considerate. The Amiables are perfect team players.

4) LOGICALS - Very precise about things, they hate people who waste time and being late. They prefer completing tasks and maintaining their schedules. They appreciate facts and features that are presented in an orderly manner. They are organized and rule-oriented.

How do we influence these personality types?

Often prospects feel that the salesperson cares more about making his sale than meeting your needs. This ends up creating a chasm between the buyer and the seller. To get better of this ball game, the primary step would get an idea of the domain your prospect identifies himself with.  Though not vocally spoken, the prospect predominantly would agree with a salesman who understands him and influences him based on his personality type.

Now going back to the initial question, how do we identify and impact the different types of personalities?

1.     Finding something in common. It could be anything from bad sports scores to good weather, a shared interest, anything that shows you empathize with them in some way. That feeling of being connected in some way can then be used as a springboard to building trust.

1. Show them that you can help them tackle their problem. See where you can fill the gap in their present working process. Plan their goals with them and put your product/ service a part of it.
2. Provide social proof and build trust through consensus.
3. Anticipate their objections - As salespeople, in spite of our sales pitch and preparation, we often choke when asked a question we haven't thought of. Make sure to brainstorm a set of objections with your colleagues to anticipate objections effectively.
4. Be your prospects during the call. This is something very common and needs an understanding of the prospects. Knowing and repeating certain words that your prospects use, gives them an idea that your listening to them. It is called the "mirror-effect".
5. Most importantly, at this point, we as salespeople are going through a rough time. Most of us tend to rush the process of making our prospects buy the product/service. All of us have targets to achieve and the pressure would eventually make us rush the prospect to pull the trigger. But, it sometimes backfires. They shouldn’t feel pressured or rushed to sign on the dotted line. That doesn’t mean you can’t implement a sense of urgency or be timely — in fact, creating a slight sense of urgency is good. Just make sure to be on the same page with your prospect

Amid these unprecedented situations, dipping sales might sound ominous to most of us. However, as Charles Darwin said, “It is not the most intellectual of the species that survives; it is not the strongest that survives, but the species that survives is the one that is able best to adapt and adjust to the changing environment in which it finds itself.”

Being resilient and versatile are key skills that a salesperson has to incorporate within himself, in order to be successful. Always remember, the prospect wants to get convinced. As an effective salesperson, it is our primary duty to ensure that we are on the right track for it. 

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