One mistake many salespeople make is assuming that other people need what they need, like what they like, and feel the way they feel. In fact, there are four distinct personality types that appreciate different things. Adjusting your sales strategy accordingly can increase your chances of success.
The “articlographic” above (just invented a new word) shows four basic personality types, their descriptions, likes and dislikes, and suggestions for the sales process. If you would like to know more about these types, you can read about the four temperaments here.
Sanguine Customer
Description: outgoing, direct, fun-loving, people-oriented, talkative, expressive, energetic, spontaneous, impulsive, curious, has an expressive face, risk-taker.
Work: fashion, entertainment, tourism, sports, advertising, art, cinema, stage, or may be unemployed.
How to sell: Be fun, look relaxed, be unconventional, smile, don’t be boring, laugh at his jokes, offer the latest and most popular items, and tell him how your product will help him impress others.
Primary concern: fun, impressing others.
Phlegmatic Customer
Description: people-oriented, wants to get along with everybody, sensitive, compassionate, sometimes irrational.
Work: nursing, social services, teaching, child development, psychology, personnel, counseling, or anything people-oriented.
How to sell: Be warm and friendly, let him know more about you, be slow and patient, don’t be pushy, and let him talk to other people before making a decision. Remember: he will buy if things “feel” right and may even buy because he doesn’t want to disappoint you.
Primary concern: getting along with everyone.
Choleric Customer
Description: direct, task-oriented, impatient, bottom-line focused, makes quick decisions, very sophisticated.
Work: computers, programming, engineering, technology, management, statistics, business ownership, banking.
How to sell: Provide facts, describe all features, be succinct, and explain all benefits clearly. Don’t try to rush him. He may already have made up his mind.
Primary concern: money, success, results, achievement.
Melancholic Customer
Description: indirect, self-contained, conventional, might appear picky, takes a long time to make a decision, avoids risks, prefers a classic clothing style.
Work: management, administration, social work, accounting, bookkeeping, banking, charity.
How to sell: Look professional, provide numbers and details, be accurate, provide facts, don’t rush him into making a decision, and tell him it’s risk-free.
Primary concern: convention, social acceptance, social approval, and accuracy.
Note about work:
This doesn’t mean that people of each type only work in the industries listed above. These fields may simply be more naturally suited to their temperaments, so they may be more likely to choose them as careers.
More reading:
Four Temperaments: Sanguine, Phlegmatic, Choleric, and Melancholic
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