Sales Leaders: Please STOP Type Casting us...

For any up and coming actor or actress the idea of becoming a star on a syndicated TV show is a dream come true. With that dream comes a large downside. That downside is that they are often type cast in the very role that granted them their popularity. We would think that type casting is the exception but all to often it is the rule. One of the most obvious examples of type casting is “The Sopranos” - Tony Soprano played brilliantly by James Gandolfini. Gandolfini was so convincing in his role that we the audience could not accept him in any other role. For years after “The Sorpranos” series ended Gandonlfini would have several roles that he played equally well but none earned him the audience or popularity. To most of us Gandonlfini was Tony Soprano and always will be.

There are endless examples of career limiting type casting. Even the cast of the most successful TV show ever (Seinfeld) suffered the same fate. Now over 15 years since the series finale we still view each of the cast as their Seinfeld role. Each cast member has had several roles and only marginal success regardless of their skilled performances. Yet the most successful player to come out of the series has been the co-creator Larry David who of course was the virtually unknown writer for the series and not a cast member.

So what does this have to do with Sales you maybe asking? In Sales type casting has been used as a way to categorize and label sales people. We have used it as a short cut to describe the type or even the approach a sales person takes. In some cases these type castings can be useful. When recruiting a salesperson I would often ask the simple question about a candidate “Can She Sell?” my recruiters know what I meant. I have heard other sales managers use questions like “is He a Hunter or Farmer?”. Today there are several types popularized be the “Challenger Sale” book, including, Hard Worker, Relationship, Problem Solver and Lone Wolf. I feel this is moving the sales profession in the wrong direction. None of these types tell us how skilled the sales person is at selling and helping clients.

So what is better then type casting sales people? Well what is wrong with the grading system that we all grow up with? In school we all know what an A, B and C meant and we all know what it takes to achieve these grades. When someone says “She is an A-Player” we know what that means regardless if She is a Lone Wolf or Relationship seller. We know that in selling many different types can be equally successful. First time managers may want to having everyone sell their way but will quickly give up on how they sell, as long as they sell.

Type casting in sales, as in show business is more of a refection on us as the audience and less on the performer. We are missing out on the amazing performances that are possible by simply opening up our minds to what is happening instead of what has happened. As sales leaders we need to match selling skills to what our clients needs instead of pigeonholing reps into what used work. What if we identified what A-Players do differently and teach B-Players how to do them. Would it also be crazy if we mapped out the whole sale from suspect to advocate instead of thinking a single skill would be enough?

This week on The Brutal Truth about Sales & Selling PodCast I explain the downside of type casting salespeople and propose a much more effective solution.

Please comment below with your thoughts on type casting salespeople.

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Brian