The Science behind “WINNING at SALES” (Part 3)

Most sales people will find it really easy to sell to future customers that are just like them. In other words, we find it far easier to sell something to someone, who has the same personality type as ours. The reason for this is that we are equipped to connect with and effectively communicate with people like us.

As I have described in previous articles, each personality type has different ways of thinking and making decisions, which means that they need very different sales approaches. Before we discuss the different approaches needed to effectively communicate with each personality type, we first need to uncover how to identify each of the four different personality types.

Turn everything to SOLD

You are equipped to sell to your own personality type, as you understand how you think and make decisions. This means that you will struggle to sell to a large percentage of the population out there, as you do not know how to effectively connect and engage with them.

If you want your product or service to be SOLD, then you need to learn the art of uncovering your future customers personality type, so that you can understand how they think and make decisions. When you can do this effectively, it will become far easier to sell to the other personality types.

SOLD defines the four personality types

  • Socialiser (Who)
  • Organiser (How)
  • Learner (What)
  • Dominant (Why)

Identifying a Socialiser 

A Socialiser is all about their people, all communication must thus be focused on their people and how your product or service will help and serve them. They want to know, who will be affected, when they agree to purchase from you

What to look for when researching a Socialiser? 

The table below will give you an outline of what to look for when researching your future customers, to discover what their personality type is.

What to look for:

Socialiser  

What to look for on Social media

  • Their conversations will be focused on their family and friends.
  • They will post plenty of pictures of their family and friends
  • They will use loving tones in their communication on social media.
  • They will drive a family type car. If you see a picture of their car, it will most likely be because they took a phot of their car by accident, because they were taking a photo of a friend or family member.
  • Their post will be thoughtful and people focused
  • They will seldom if ever post pictures of themselves, unless it is to show support for someone else.
  • Any photos of them will show them dressed in comfortable, functional clothes
  • Their social media pages will be filed with soft pastel colours
  • Their posts will seldom be about themselves
  • Their posts will be focused on others
  • They will never be confrontational

What to look for when you meet them, to confirm your assumptions reached whilst conducting research

  • They will be dressed in comfortable clothes
  • They will be wearing soft, pastel colours
  • They speak softly and in loving tones
  • They make real eye contact and show authentic caring
  • They may even hug you
  • They subconsciously touch people in a caring fashion
  • They are not flashy and do not like to speak about themselves
  • They are very talkative and don’t want to get straight to business
  • They are very helpful and willing to answer questions
  • They are very thoughtful and caring
  • They often have pictures of their family prominently placed on their desk

Overview of how to recognise a Socialiser 

Dress

  • Conservative, comfortable clothing
  • Soft, pastel colours
  • They are not brand conscious at all

Greeting

  • Very warm and welcoming
  • Gives hugs
  • Speak softly, in a caring fashion
  • Make meaningful and caring eye contact

Office

  • Pictures of their family prominently displayed
  • The office will have a very welcoming and homely feel

Books to look for

  • They will have personal development books
  • They may have spiritual development books
  • They will have books on team work

Car

  • Drive a family, conservative car

Identifying an Organiser

An Organiser is very organised and systematic. Everything in their life is about credentials and obeying the rules. They love planning and are very tenacious and disciplined. They love structure, tradition and are very methodical in everything they do

What to look for when researching an Organiser?

The table below will give you an outline of what to look for when researching your future customers, to discover what their personality type is.

What to look for:

Organiser  

What to look for on Social media

  • Their conversations will be very conservative.
  • All their posts will be polite and courteous
  • Their social media pages will be very clean and organised
  • They will use professional language in their communication on social media.
  • They will drive an economical car and may post pictures of their car showing how economical it is and how it protects the environment
  • Their post will be conservative and formal
  • They may create posts to show their credentials. This will be done in a formal fashion, not to brag, but as proof of their competence
  • Any photos of them will show them dressed in professional clothing
  • Their social media pages will be very organised and any photos they post will be carefully vetted to ensure that they are in a chronological order.
  • Their posts will very articulate and courteous

What to look for when you meet them, to confirm your assumptions reached whilst conducting research

  • They will be dressed in professional clothing
  • Their clothing will be immaculate and their hair will be very neat
  • They will be very articulate and refined
  • They be very polite and courteous
  • They will be very punctual
  • They like structure and as such everything has its place and is very organised
  • They see everything as black and white, there are no grey areas
  • They can be very serious and focused
  • They follow the rules and do everything by the book
  • Thy seldom question authority
  • They are sequential thinkers and speak in a very ordered fashion

Overview of how to recognise an Organiser 

Dress

  • Professional clothing
  • Very neat appearance
  • Their hair is immaculate and neat

Greeting

  • Professional, formal greeting
  • Very time conscious, may even glance at watch when meeting
  • They may ask you for your credentials very early in the conversation

Office

  • Their offices are very neat and organised
  • Everything has its place
  • They may have their credentials on the wall

Books to look for

  • They may have books on time management or efficiency
  • They may have books on being organised
  • They may have books on systems thinking

Car

  • They will drive an economical car

Identifying a Learner

A Learner is a knowledge seeker. They are very detailed orientated and cannot get enough information before they make any decisions. They are quiet and reserved and are deep thinkers, who can get lost in their own thoughts. They require loads of data, who engage in very complicated conversations

What to look for when researching a Learner?

The table below will give you an outline of what to look for when researching your future customers, to discover what their personality type is.

What to look for:

Learner

What to look for on Social media

  • Their social media pages may contain complicated conversations.
  • They will not be very active on Social media
  • They will seldom post pictures of themselves
  • They like to be in the background and will never broadcast anything about themselves
  • Their posts may recommend great books to read
  • They may share expertise via their social channels
  • They are very reserved and this will come across in their social media posts
  • They do not have the best dress sense and as such any photos of them will show their limited dress sense
  • They love the internet and are more likely to read other peoples posts than broadcast things about themselves
  • They will likely post things about gadgets
  • Their posts may be filled with techy talk

What to look for when you meet them, to confirm your assumptions reached whilst conducting research

  • They have very little dress sense and this will be demonstrated in how they show up
  • They need loads of data and engage in complicated conversations
  • They may seem distant and lost in their own thoughts
  • They are usually very shy and do not speak more than they have to
  • They will have plenty of questions
  • After you answer a question, they may go quiet for a period, while they digest what you have just said
  • They love to share expertise with people
  • They are not very talkative and want to get to the business of asking questions they need answered
  • They have gadgets prominently placed in their offices

Overview of how to recognise a Learner 

Dress

  • Poor fashion sense
  • The colours seldom blend or match

Greeting

  • Very professional greeting
  • Wants to get down to the business of gathering information as soon as possible
  • Speak softly, in a very professional way

Office

  • Their office will have books in shelves and there may be books on their desk
  • They are very tech dependant and this will be reflected by the prominence of their computer
  • They may have all sorts of gadgets on their desk and in their office

Books to look for

  • They will technical books
  • They may have books on the latest gadgets
  • They may have loads of books, unless they use an electronic method to store all their reading material

Car

  • They drive high tech or electric cars

Identifying a Dominant 

A Dominant is all about their achievements and they are sure to broadcast, about their achievements and successes. They are very load and flamboyant and are very animated when they communicate. They are very energetic and love to be the centre of attention. They drive fast, flashy expensive cars. They love bling and flash and wear bright colours.

 

What to look for when researching a Dominant? 

The table below will give you an outline of what to look for when researching your future customers, to discover what their personality type is.

What to look for:

Dominant

What to look for on Social media

  • Their conversations will be focused on their accomplishments
  • They will post plenty of pictures of themselves, showing what they have done, where they have been etc.
  • Their posts will be load and flamboyant
  • They will drive a flashy car and post pictures of it on social media for everyone to see
  • Their post will be them focused, they need to show off and let people know, who they are
  • Most pictures will have them in it.
  • They will seldom if ever post pictures of their family, unless they are in the picture
  • Any photos of them will show them dressed in designer clothing
  • Their social media pages will be filed with activity, highlighting all the things they do
  • Their posts will mostly be about themselves
  • Their posts will be focused on themselves
  • They will never be very confrontational with their posts on social media

What to look for when you meet them, to confirm your assumptions reached whilst conducting research

  • They will be dressed in expensive flashy clothes
  • They will be wearing dominant, bright colours
  • They speak loudly and be very animated
  • They make eye contact to show their dominance
  • They want to get down to business as quickly as possible
  • They want a summary, so they can quickly make decisions
  • They are flashy and like to speak about themselves
  • They hate rules and often go against society’s norms
  • They are not talkative and want to get straight to business
  • They are future thinkers and want to know how your product and service will help them look better
  • They are abrupt and are seldom willing to answer questions, unless they can see what is in it for them
  • They lack empathy and are very competitive
  • They have their degrees and diplomas prominently placed in their offices
  • Their desks are usually very untidy

Overview of how to recognise a Dominant 

Dress

  • Flashy, designer clothing
  • They are very neat and clean
  • They are extremely brand conscious
  • They have great hygiene

Greeting

  • They are very load and animated
  • They speak fast and want to get to business ASAP
  • They are attention seeking and want to be the centre of attention
  • Make eye contact to show dominance

Office

  • Their desk is usually very messy
  • They have their degrees prominently placed on the walls
  • They may have photos showing their accomplishments or displaying their hobbies or sports achievements

Books to look for

  • They may have personal development books, on their desk
  • Any books will randomly spread through the office
  • There may be more than one book on their desk

Car

  • Drive a flashy, expensive car

As I explained at the beginning of this article, if you can only sell to your own personality type, then you are limiting your ability to effectively engage with and communicate with the other three personality types. This means that you will struggle to understand how they think or make decisions and your communication, engagement and proposals will be ineffective.

In the next article, I will be explaining how to effectively communicate with each different personality type, positively influence them to understand how your value proposition will serve them and ultimately, I will show you how to sell to the other three personality types.

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