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Training Employees to Sell More by Harnessing Personality Style (Part 2)

June 30, 2016

Welcome back to our two-part series about training employees by personality type. Inpart 1, we identified four personality types – the Driver, the Analytical, the Expressive and the Amiable – probing their mindset, communication style, strengths and weaknesses. In this post, we’ll dive into some specific do’s and don’ts for training each personality type. Ultimately, every personality style can sell more product. Your challenge is to unlock each employee’s maximum selling potential.

Here are the dos and don’ts of training your employees by personality style.

Drivers

  • Do use their innate ability to meet and greet customers in your store.
  • Do harness their natural fearlessness to juggle more than one customer.
  • Do encourage them to lead customers to new choices they may not think they can afford.
  • Don’t talk over them.
  • Don’t teach them 1960’s closing techniques to try to make a customer buy. They hate phoniness. Encourage them to be real.

Analyticals

  • Do encourage their technical knowledge of your products to highlight the little things most salespeople ignore.
  • Do rely on their patient nature to stick with customers who may not know what they are looking for.
  • Don’t let them overwhelm customers with their knowledge. The old saying “Don’t tell a customer how to build a watch when they just want to know the time” applies.
  • Don’t allow them to pour water on a customer’s choice just because they don’t know as much as your employee does.
  • Don’t allow them to show customers a cheaper place to buy something you carry – because they will. Logic rules with this personality style, and comparison-shopping is only logical.

Expressives

  • Do use their enthusiasm for new products to sell them.
  • Do tap their ability to mix and match to show customers how they can personalize a purchase.
  • Don’t let them overstate facts just to make a sale.
  • Don’t allow them to present too many options to a customer, or they could overwhelm the customer with choice.
  • Don’t let them be so eager to meet people that they smother them with enthusiasm. Teach them how to modify their energy based on the customer’s own personality style.

Amiables

  • Do employ their patient nature to help customers feel appreciated and valued.
  • Do use their ability to listen to a customer’s needs – to really hear how the salesperson can help.
  • Don’t let their fear of risk keep them from approaching a customer or pitching the most expensive product.
  • Don’t allow them to wait for customers to find them; get them out from behind the counter.
  • Don’t allow them to be content to just show customers what they ask for. Encourage the Amiables to have customers buy a product from you, today, at full price.

In Summary…

When it comes to personality types, there’s no such thing as “good” and “bad”. We all have elements of each. While the Driver and Expressive have the highest risk tolerance, they’re certainly not the only personality types who can sell. That’s because personality types feel comfortable with people who can talk to them the way they like to be talked to. So an Amiable selling to an Amiable, with proper training, can sell just as much as a Driver — sometimes more.

Knowing your staff will be a mixture of all personality types, you’ll need to manage them in a very specific, tailored manner. Only by understanding the unique motivators of Drivers, Analyticals, Expressives and Amiables, will you be able to empower your employees to sell more while delivering an exceptional customer experience.