What is people's perception of a seller

Salesperson types: Everyone sells something! About strengths and weaknesses.

Every employee sells, not just sales - for example, when they present a new idea, work in service or just talk about their vacation in small talk. The two sales professionals Rainer Skazel and Dirk Thiemann state: People buy from people. And the click of the mouse never replaces a handshake. That is why they emphasize the human factor - they call it personality-oriented sales in their new book “Sales Competence People”.

Salesperson - How do you tick?

Of course, the two managing directors of the German Institute for Sales Competence advocate that professional salespeople adjust to their customers and adapt their communication accordingly. That is why they are developing eight different types of buyers using the AECdisc model. However, it is even more important for the two business partners that the salespeople perceive and reflect on their own behavior with its strengths and weaknesses in order to adapt accordingly.

The red, dominant seller likes to riot over the blue, analytical buyer and is surprised that his success rate with these people is miserable despite all sales techniques. Often with the result that he only goes where he is successful - namely with his own kind - and leaves out three quarters of potential buyers. Such fixed salespeople never become top performers, because personality wins is the experience of the two sales trainers, who train up to 7,000 seminar participants annually. “Perception and empathy are key factors in sales,” is her opinion.

Rainer Skazel and Dirk Thiemann have identified four main types of salespeople:

The red one: dominant salesperson

Is determined, takes risks and seeks challenges. His credo is: "Master difficulties". His typical behavior is goal-oriented, strong-willed, courageous and demanding. Accordingly, the strengths of the “red” are its self-confidence and determination. That is why he is perceived by his customers as an expert.

These strengths can turn into weaknesses, however, because this type of salesperson likes to talk and listens less. That is why it is difficult for him, as a competitor, to resolve conflicts by mutual agreement. He should learn that his direct and dominant manner can really intimidate some customers, especially if he doesn't take the time to build a customer relationship. Because he quickly becomes impatient, overwhelmed or even overwhelms his counterpart. This can lead to customers canceling agreed orders at a later date.

The yellow one: Influential seller type

Is sociable, enthusiastic and exudes optimism. For him: "A joy shared is a joy doubled". This shows in his enthusiasm, his spontaneity, his willingness to speak and his openness. That is why cold calling and new customer acquisition are among his strengths, because he quickly wins the trust of his interlocutors.

Because he relies on his enthusiasm, the “yellow guy” is often not adequately prepared and does not have important facts at hand. Because he lives so strongly from emotion, it may well be that he does not close his sales, but is already inside with the next customer. Everyday work is not his thing anyway. Because it is also impatient and not focused, it has a rather daunting effect on calm, detail-oriented buyers.

The green one: type of seller looking for stability

Is friendly and understanding, he creates harmonious relationships. “Strive for stable harmony” is his goal. He does this by being loyal, helpful, calm and compassionate. Accordingly, its strengths are its reliability and its constancy. They make him a customer advisor who maintains long-term relationships because he keeps his promises and thoroughly follows up on every conversation. He listens to his customers and understands their needs.

These are then again his weaknesses, because he simply cannot inspire. Because he emphasizes the relationship with the customer so strongly, he finds it difficult to cope with conflicts and confrontations. In any case, he becomes insecure and unmotivated if he cannot establish contact with a more distant counterpart.

The blue one: Adapted type of seller

Is analytical and precise. His motto is: "Follow procedures and rules". He is characterized by formalities, precision, caution and diplomacy. The blue one is an expert who really knows and communicates every detail of his products. He is meticulously prepared for his customers and pulls off his presentation.

But that is exactly his difficulty: Because the customer practically does not appear as a person. Concentrating on the matter and the facts, the emotional relationship with the buyer is neglected. His persistent and factual questions can really annoy his interlocutors and ultimately the blue between the details loses sight of the primary goal and the customers lose interest.

For the two trainers and coaches, this self-awareness of a salesperson is important for two reasons. On the one hand, salespeople should look for a job that corresponds to their type. So a dominant in the continuous back office will certainly not be happy.

Just as an analyst will only find it difficult to succeed in acquiring new customers. Second, personality types cannot be turned upside down, but salespeople who know their weaknesses and view them as learning areas can develop alternative behaviors and thus create more leeway.

Article image: GaudiLab / Shutterstock

Jens Gieseler learned the journalistic trade as a 17-year-old in a Frankfurt chess club and actually made it into the Frankfurter Rundschau in the 70s. After studying media studies / practice and doing a traineeship, he now writes as a freelance journalist and PR consultant, primarily on personnel and management issues.