Every month, they come by a few times: an invitation to a sales training course. This training teaches salespeople new 'skills' in the areas of persuasion, networking, negotiation, acquisition, or something else.
I have personally attended a number of these training courses over the past few years, ranging from in-company to professional sales training. Everyone has their tricks. While I am more interested in concrete improvements regarding structure, presentation methods, and approach in these training sessions, I often observe a different focus in practice. Many training courses concentrate on changing the behavior of the representative, salesperson, account manager, or sales manager. This is understandable; however, behavior is difficult to change. It becomes much easier when you have a better understanding of what type of salesperson you are and where your pitfalls lie.
There are different types of sellers. Ryals and Davies have in 2010 research This was done regarding these types of salespeople, their success, and skills. Eight types of salespeople are mentioned, of which the first three belong to the 'best' category in terms of results.
1. Experts
Experts sell best. They keep customers satisfied with ease, possess extensive knowledge, and score well on all skills (see image). Selling seems to come fairly naturally to this group. Experts are also good trainers and mentors for other salespeople because they have mastered every skill.
2. Closers
Closers often bring in a number of large deals, and this group is more active in selling products than services. They can easily deflect objections but can also come across as slick, which might deter some people. To sell services more effectively, this type of salesperson needs to be trained in their demeanor (how do I come across?) and to appear more trustworthy.
3. Consultants
Consultants are good listeners and solve problems easily to meet customer needs. However, they tend to take a rather one-dimensional view and quickly forget valuable sales techniques, such as citing best practices to convince the client. Consultants can develop into experts, but they must be trained to do so in the approach and increasing interaction with the client.
4. Storytellers
Storytellers are very customer-focused and tell long stories and case studies. As a result, they forget to close the sale and often talk over it. These types of salespeople are less results-oriented and need to be trained on closing the deal and talking more about sales-related matters than long stories that add nothing to securing an order.
5. Aggressors
These types of salespeople believe in the product and clearly state all the benefits. They genuinely view a sales conversation as a price negotiation. This is the so-called 'hard sell' technique. A technique that is, incidentally, quite unpopular with consumers. Aggressors must be trained in market knowledge and become more aware of their behavior.
6. Focusers
These types of salespeople know the product well and mention every detail of it, but they forget to listen to the customer's real needs and respond to them. This type of salesperson needs to be trained in listening skills and gaining more confidence.
7. Socializers
Socializers come across as friendly and chat easily about trivial matters. However, they forget that they are salespeople and need a lot of guidance to stay focused on sales. They have a great need for many sales meetings to maintain that focus on sales.
8. Narrators
Narrators know the product and the market well, but often stick to standard scripts rather than actually engaging with the customer. These types of salespeople require extensive training in questioning and basic sales techniques.
