How to sell to 4 different personality types 

If you work in sales then you will not disagree that being able to read people and identify their personality type is an essential skill to have. It is crucial when working in sales that you understand that no two people are alike, therefore the quicker you can identify the type of person you are trying to sell to the sooner you are able to adjust your sales approach. By aligning your sales approach with a person’s personality type, you will be more likely to close the sale you are working on, equally connecting and establishing a relationship with potential leads. 

When working in sales, there are four main personality types that you will encounter. The more you understand these, the easier you will find it to establish a relationship and close a sale with your customer.

Personality types are referred to in a number of different ways, I like to refer to each personality in colour. 

1. Red 

This personality type is very direct and assertive. A Red personality is very focused on achieving specific goals and objectives. They can often be perceived as aggressive, however a lot of the time this is not deliberate. They do not like time wasters, so when selling to a Red personality it is essential to get to the point, have a clear plan, be proactive and differentiate yourself from your competitors. 

2. Yellow 

Yellows are very kind and pleasant people. They are usually team players and love to help people. You will often notice that a Yellow is the loudest and most vocal of the four types of personality. When it comes to selling to a Yellow personality it is important to emphasize how your product or service will help them. They do not like to be “sold” to. Essentially try to ensure that you are not pushy when selling to a yellow. 

3. Green

The Green personality is generally referred to as the harmonious personality. They do not become easily stressed and stay calm in difficult situations. They become the mediator when faced with sticky situations. A Green is a very loyal and trustworthy person; however, they have an inability to say no, and people often take advantage of this. When you are trying to sell to a Green personality, it is important to never rush or be pushy with them. You need to go out of your way to ensure you give them as much information as possible. They will then need to analyse the information you have given them, and like to take their time, but if they would like to progress they will call you.

4. Blue

Blue personalities are very deep thinkers, analytical in nature, detail focused and formal in their thinking. They can come across as being aloof, but are deliberate in their approach and systematic, precise and pay attention to detail. Blues like things in the correct place and they are very organised with good time management skills. They are very capable of coming to conclusions without others pushing them, and ensure they take their time when thinking. When you are selling to a Blue, it is important to remember to provide them with all the facts, do not be vague, or give a lack of detail.


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