One of the biggest challenges sales leaders face is how to develop the wide variety of personalities that form its field selling and relationship management organizations. This diverse personality dynamic is exemplified when the troops are gathered for a learning or skill development session.
When assembled in a learning environment, salespeople tend to fall into one of eight different personality categories. Effective facilitation requires the quick recognition and deft adaptation to each. Each has its behavioral peccadilloes, and each has its own right (and wrong) way to be managed.
With practice, this is a talent development leadership trait that’s easy to improve. Someone who’s really good at this will have every student pinpointed quickly, usually before the morning break. Many can be identified during introductions.
The eight common sales personality types are: compliants, anxious dependents, independent workers, heroes, snipers, silents, attention seekers, and discouraged workers.
Compliants are easy to teach and manage; they do whatever they’re asked without hesitation. If unsure, they’ll ask a neighbor. Egos are in check, so a room full of compliants typically moves forward in a straight line, on pace and on-point. These are relatively low maintenance salespeople and do not challenge or resist what is being presented.
Anxious dependents are tougher to deal with but easy to identify because of their “high maintenance” behaviors. Unsure or anxious to please, they can slow down the collective progress of the group due to frequent interruptions. Smart instructors partner these “A. D.’s” with co-workers and do not get bogged down catering to a needy few.
Independent workers are a facilitator’s dream. They grasp the work at hand, follow direction, and attend to the attainment of the objective quickly and professionally. These are often strong performers. Independents don’t want or need help. They know the quickest way to progress is to follow a straight line without delay or distraction.
Heroes are the opposite. Heroes are “know it alls.” Nothing is new and no matter what is being taught, they already consider themselves subject matter experts. Smart facilitators do not debate heroes, they let peers do it. Peers don’t like heroes any more than instructors do, so the best way to muzzle a hero’s bravado is to relay (without judgment) their comments with an overhead question designed to get the rest of the group to comment. Multiple viewpoints tend to quiet them down. The peer versus peer dynamic is very effective, especially with heroes.
Silents are precisely that: silent. They volunteer nothing unless called upon. Silents behave this way for one of two reasons: either they don’t get it, or they get everything and want the program to move forward as quickly as possible. A smart facilitator pulls silents into the discussion regulary, checking to make sure they are capturing critical information. Human nature being what it is, people often don’t like to volunteer their inability to master a the learning lesson. Calling on silents allows the coach to make sure each is fully engaged with specific course objectives.
Snipers are “silents” who suddenly fire off a negative shot. Negativity can be aimed toward the facilitator, the company, the curriculum — virtually anything. Smart coaches never shoot back. Seek to draw out, without judgment, the reasoning behind the sniper’s negative comment. They seek to understand, and do not encourage debate unless that debate is open for discussion with the entire class. It’s important to deal with snipers non-reflexively. Seek multiple viewpoints and if the instructor must disagree, it’s done diplomatically. Then move on; do not dwell or derail progress because of a negative participant. If he or she persists, take them aside privately at the next break and reinforce the importance of positive teamwork. Asking them to stay late to discuss it further in private is another good muzzler. Few will do it.
Attention seekers are just that; these are people who love to be the center of attention. While a “hero” uses attention seeking behaviors, not all attention seekers are heroes. Some just love being special. Behaviors are often a clue. People who are chronically tardy often do arrive late simply to make an entrance. Or they may dress for attention. Never feed an attention seeker. Doing so perpetuates the behavior. If someone arrives late, ignore them and keep moving forward. Never accomodate them by repeating something you’ve covered. Doing so is insulting to the professionals who arrived on time.
Discouraged workers are often very good people who’ve got a lot of frustration bottled up inside. Selling is a tough way to make a living and, since we tend to find in life what we look for, once we start seeing what’s broken, that’s all we tend to see. The combined weight of accumulated negative thoughts can injure an otherwise good worker. Discouraged workers can often be salvaged. Many times they can be repaired, reinvigorated stronger than ever. I urge sales leaders to coach discouraged workers with compassion during sidebar talks.
Sales is a spectacular profession. The difference between great leaders, coaches, and mentors and those who simply manage others is how well they inspire a wide variety of talent types. Be aware and become a master with these eight personality types and you’ll lift your leadership effectiveness to an even higher level.
Good luck, and good selling!