Sales Training on the Psychology of Sales to Achieve Goals

A fundamental lesson in any business or sales training program is to understand your customer. Human behavior and personality theories have a direct application to sales and business industries. Here is an overview of several well-known personality theories along with specific sales training tips on applying your knowledge of people.

The Origins of Personality Theory

The Unconscious Mind - In the 1800's and early 1900's, Sigmund Freud, Erik Erikson, and Carl Jung - three of the most recognizable and reputable names in personality theory - studied the conscious and unconscious mind. Each proposed individual theories of personality, however they all suggested that the unconscious mind influences all of our experiences and behaviors.

Carl Jung suggested that people deal with the world in four ways, or "functions" as he called them, each to a different degree, with one being superior.

"Sensing" - Getting information from the senses, through looking, listening, hearing, feeling, etc.

"Thinking" - Evaluting information rationally and logically.

"Intuiting" -Perceiving from large amounts of information.

"Feeling" -Evaluating information by weighing one's overall emotional responses.

These four functions of Jung's had a tremendous influence on personality assessment.

Katharine Briggs and her daughter, Isabel Briggs Myers agreed with Jung's theory and created a paper-and-pencil personality test, now known as the Myers-Briggs Type Indicator (MBTI), which places people into one of sixteen personality types. It was established in 1943 and has evolved through many years of continual test research
into a standard psychological instrument for assessment of personality. To maintain Picture of brain

ethical guidelines established by the psychological community, the MBTI must be administered by a qualified psychological professional. Today, the MBTI is used by millions of people. It's practical applications lie in the areas of leadership, team-building, sales training, career planning, time management, problem- solving and more.

Take a Jungian Personality Types Test For a Peak into Your Personality Type

Conditioning - While many theories on personality type share some commonalities, some theories approach personality assessment from a completely different angle. Rather than seeing people "fall into" certain personality types, B.F. Skinner, a researcher and psychology writer in the early-to--mid 1900's, believed that people - as organisms - bounce around their universe exhibiting behavior based on reinforcement from the environment. He calls this operant conditioning. "A behavior followed by a reinforcing stimulus results in an increased probability of that behavior occuring in the future". Therefore, "The bad do bad because the bad is rewarded. The good do good because the good is rewarded". Freedom and dignity don't factor into Skinne'rs theory, which has resulted in great debate.

Discover how the 16 personality types can determine your success on the job

Self-Actualization - Another unique take on the development of personality is one from Abraham Maslow, a psychologist from Brooklyn, New York. His theory on human motivation is explained through a hierarchy of needs that he suggested are inborn, just like instincts.

He believed that people move up through the hierarchy of needs in the following order: physiological, safety, belonging, esteem, and finally, once all these needs are met, they reach what he calls, "self-actualization", which he identifies as a level of growth motivation - "becoming the fullest you" and "being all you can be".

The Four Humors

Humorism - Several years back, I read a great book by Florence Littauer, titled Your Personality Tree. It was in this book where I learned about the ancient Greek's theory of medicine, also referred to as "Humorism".

Hippocrates (b. ca. 460 B.C), "the Father of Medicine", and his son-in-law Polybus, believed that the four bodily fluids (a.k.a "humors") are each associated with one of the four elements (air, fire, earth, water) which make up all things. Too much of one humor or another was believed to bring about illness.

The humor of Blood, associated with the liver and with Air, which is the hot and moist element. A person in whom blood predominates is said to be "sanguine," from the Latin "sanguis" (blood).
The humor of Yellow Bile, associated with the spleen and with Fire, which is the hot and dry element. A person in whom yellow bile predominates is said to be "choleric," from the Greek "khole" (bile).
The humor of Black Bile, associated with the gall bladder and with Earth, which is the cold and dry element. A person in whom black bile predominates is said to be "melancholic," from the Greek "melas" (black) and "khole" (bile).
The humor of Phlegm, associated with the lungs and brain and with Water, which is the cold and moist element. A person in whom phlegm predominates is said to be "phlegmatic," from the Greek "phlegmatikos" (abounding in phlegm) .

A proper mixture of these four humors, according to the Latin word "temperamentum", is what we call a temperament (or way of thinking, behaving and reacting). The Humorism theory believes that each person is born of a basic temperament, as determined by which of the four humors is more evident within them. The four temperament types are: Sanguine, Choleric, Melancholy and Phlegmatic. They are associated with the following personality characteristics:

"Sanguine" - Cheerful, optimistic, the “Life of the Party” who is comfortable

to be around and gets along with everyone (extroverted).

"Choleric" -

“I’m in charge”, “It’s my way or the highway” type, characterized by a
quick, hot temper and aggressive nature (extroverted).

"Melancholy"- A thinker, everything is well-planned and thought-out, no decision is made hastily. This type of person tends to take a pessimistic view of the world
and can be sad or depresssed (introverted).

"Phelgmatic" - A “worry wart”, can be lazy or slow to make a any decision, even something as simple as “will that be cream or milk in your coffee?” (introverted).

The personality theories described here in these sales training pages, although not exhausted, have a very practical application in sales and business processes. Sales professionals, managers, business owners and any professional who works with people can use the knowledge provided here to enhance their dealings with people.

By understanding the underlying reasons why people behave and relate the way they do helps us as professionals to work through challenging business dealings and help our customers make better decisions.

Personality Measurement

Katharine Briggs and her daughter, Isabel Briggs Myers created a paper-and-pencil personality test, now known as the Myers-Briggs Type Indicator (MBTI), which places people into one of sixteen personality types.

It was established in 1943 and has evolved through many years of continual test research
into a standard psychological instrument for assessment of personality. To maintain Picture of brain

Check out our range of PhD certified Personality tests.
We also have loads of other IQ, Aptitude and
Self-assessment Tests that you would love.

Personality in the Sales Process

So. how do we use what we know about personality to benefit the sales process?

There are countless books, articles, discussions and reading materials on the subject of personality assessment. Considering your own thoughts and opinions on what you're learning, taking the time to read books, listen to audio tapes, attend seminars and better educate yourself on the subject of personality will, without a doubt, improve the sales process.

An effective sales approach, the one that I use on a daily basis, is to first, assess the temperament type discussed on these sales training pages. Once you've identified the type of person that you’re working with, you can adjust your sales presentation to accommodate your customer's individual personality type. Here are a few tips that do just that:

Sales Training Tips for Selling to a "Choleric" Customer:

When dealing with someone who has a choleric personality type, it’s important to let them know they’re in charge and compliment them on good decisions.

Sales Training Tips for Selling to a
"Sanguine" Customer:

If you find yourself presenting to a sanguine personality type, you don’t need to do much except get along with them and work on closing the sale quickly (assuming there isn't another decision maker behind the scenes, like a spouse or business partner with a different personality type).

Sales Training Tips for Selling to a "Melancholy" Customer:

The melancholy type will usually have a list of questions ready for you. Because he or she is a typically a true researcher and detail oriented person, be prepared to settle in and entertain questions about your product or service that will test your expertise. You probably won’t close this sale in the first sitting, but that’s okay. If you follow up properly and are prepared for more questions after you leave, you will put yourself in the best position possible to close this sale. Just stay patient!

Sales Training Tips for Selling to a "Phlegmatic" Customer:

When dealing with a phlegmatic personality type, you are typically going dealing with a person who has difficulty with the fact they have to make a decision (especially a percieved "large" financial decision. After reassuring this person that everything will be handled professionally and with great care, it would help to have some third party proof. Referral letters stating how professional and careful your company is, certificate of insurance, any awards you've recieved and/or articles written about your company. In the end you have to take charge of the sale and just close it. If you are not strong in your close you may allow this customer to slip away with all their uncertainty and worry. Help make the decision for the customer and then compliment them on making such a great decision in your post close.

Take the temperaments quiz to reveal which of the
four temperaments describes you most.

Considerations

Have you ever dealt with a friend or family member on a business issue, or referred business to a friend? You may have noticed your friend or family member (usually easy going with you) behaves different in a business setting. You see, this is where people get very interesting.

Behavior in social settings is often not the same in business settings, especially when finances are at stake. The happy-go-lucky sanguine type can present melancholy or even choleric features when business or work comes into play.

The easiest way to consider personality types in these situations is to think about your own personality and behavior. What are you like in a social setting versus a situation where business is being conducted or your own personal finances are at stake? Be honest with yourself and think back to specific events in your life where you were a much different person depending on the circumstances.

The bottom line is: it’s okay! That’s the way people are. As an effective sales person, you'll have to accept that people change their behavior from setting to setting. Do not take this personally. Remember, take a logical approach to the sales process.

Sales Training Tips on Staying Logical During the Sales Process:

Assess the personality type of your customer
Consider the situation and environment
Apply your knowledge of personality to give the customer the guidance to make a good business decision

Sales Training on Personality