Name: John Sample
   Date: January 1 , 2002

Persuasive Sales

They tend to focus on short term sales opportunities without dwelling on more strategic issues such as marketing and long term sales possibilities. This is a strength in terms of dealing with sales that depend principally upon maintaining a high level of repetitive activity. They learn somewhat more slowly than others. It is important that they be allowed to absorb the necessary knowledge presented in sales training programs, and that they have opportunities to understand how that knowledge is applied in practical sales situations. This is equally important in terms of communication. They should take notes and ask frequent questions to ensure that they are capturing the key points during a presentation. They are more suited to sales roles that involve demonstrations and benefits descriptions rather than those requiring consultative approaches. They will work best with sales presentations that are scripted and supported by visual aids and effective sales materials. They should learn the sales presentation thoroughly and rehearse it realistically in order to be more effective. They should also prepare and rehearse their best responses to the most common stalls and objectives.

They work most effectively in sales positions which have clearly defined sales processes. Many companies have well-proven systems for selling their products or services, which may include scripted presentations and sales paths complete with visual aids. Once they have mastered that presentation, they have the ability to consistently repeat it with little variation. For them, sales can really become a numbers game in which the more people for whom they can show their presentation, the more people they sell. They should seek products or services with stable applications and proven sales methods. If a company does not have an established sales system, they will not have a structure within which to exercise their strength of consistency. Many products and services are customized and such standardization of presentation is not possible. These situations would be extremely difficult for them. It is best when their strengths match those required for success with what they are selling.

They have the ability to communicate enthusiasm about their products or services, and this encourages customers to buy from them. Customers also respond positively to their warm manner, and they enjoy the contact with people. This works well with a simple and direct presentation-based sale. It is also well-suited to consumable product sales that rely upon relationships for continued reorders. This need to socialize can also help them in prospecting strategies once they have been trained effectively. They will have difficulty in a sales position that depends more upon listening than talking. Some sales rely upon a more consultative approach, in which the salesperson must ask many questions and then listen carefully. Since talking is a much greater strength for them, these types of sales are much more challenging for them, and make little use of their talent. The customers would still enjoy their friendly manner, but may perceive that they failed to hear their particular needs. It is also important for them to recognize when to stop talking once the sale is closed. Otherwise they can "buy back" the sale by bringing up unnecessary issues. It is important for them to take notes during the sales appointments to avoid the potential problem they have to be thinking about what to say next while the prospect is talking about their key issues.

Their supportive nature makes them ideal for sales situations in which there is a premium on service. They enjoy supporting roles and can thrive in service-oriented sales that require little closing efforts. Retail sales are ideal, as the transactions are essentially non-confrontational, and their focus on service not only builds repeat sales, but also customer loyalty. Another area is in sales support. For many products and services, once the original sale has been made, the ongoing business is dependent upon the quality of service provided and upon growing the customer relationship. Their assertiveness is well-suited for selling to existing customers. They should avoid sales situations in which success depends upon closing the sale or overcoming strong objections. Their dislike of confrontation moves them to wait for the customer to buy. They tend to expect the decision to be driven by the features and benefits of the products or services. Consequently they often continue to provide the prospect with additional information, hoping to keep the sale alive. They may also rely on the mail and telephones instead of dealing directly with the decision makers. While this may work with some things, many products with new ideas require strong arguments and face-to-face presentations to produce the desired decision. Their strengths are a poor match for such situations.

They approach all situations with a win-win attitude, believing that each person should be happy after a negotiation. This can be a powerful strength in the sales arena. Such an attitude promotes confidence in their customers and trust among their co-workers. This attitude also enables them to work either individually or as part of a team. They can participate positively in either individually or team oriented contests. This characteristic offers few limitations for most sales positions.

They have the ability to read emotional buying signals, and this is particularly valuable in selling products that are purchased on impulse or that involve primarily an emotional buying decision. This sensitivity also can make them somewhat vulnerable to the rejection that is an inevitable part of selling. The inescapable truth of selling is that they will always get more "No's" than "Yes's". Many sales positions require a startup period that consists mainly of cold calling for prospects either in person or by telephone. Their determination can get them through this, but it is important for them to learn to use alternative means of prospecting, such as speaking or networking to lessen their ongoing level of rejection and stress.

They are suited to either spontaneous or planned sales presentations in terms of organization. They will require practice and rehearsals of the presentation to be effective. They value planning and generally manage their time well, especially if they have had the benefit of a good time management program. Their schedule has enough flexibility to deal with the unexpected changes demanded by some customers. They handle details and follow-up well if they are provided with a good system.

They have answered the questions frankly and directly.