Selling is Not About Personalities

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Sales gurus will tell you that the closer you can align your personality to that of your prospects, the more effective you’ll be at creating chemistry, ultimately leading to acquiring more clients.

Some even preach spending your time having your personality profiled through multiple tools to better understand what “type” you are. That is great if you’re looking to make new friends in a social environment.

Personality fit traces back to the broader sales concept of “relationship building,” which predicates your ability to do business with people to the extent to which you get along with them.

The problem is that this approach turns your sales conversations into social conversations, which shifts your sales meeting in the wrong direction.

If your real purpose is to help your prospects see that you’re the right choice for them to solve their problems, but you rely on using relationship-building “skills” to accomplish that purpose, then you will be perceived as operating with an ulterior motive, which is the antithesis of how people operate in genuine relationships.

A genuine business relationship starts after they’re a client, not before.

Consider other sales interactions in which you’re involved from the customer’s side, such as seeing your doctor, attorney or mechanic.

There’s little, if any, “personality fit” embedded within these interactions, yet they happen as a matter of routine.

You don’t need to know these experts personally, any more than they need to know you.

The object of the interaction is for them to assess your problem at a deep level, so you instantly feel you can trust them to solve it.