Communicating effectively with different types of prospects is a continuing challenge. But understanding these four basic personality types will help boost results.

1. Togetherness prospects: Methodical pace/people focus. This type of prospect wants stability in relationships. They work to accomplish this by cooperating with others. They tend to be even keel, non-threatening and calm. In conversation, they are respectful, responsive and good listeners. They tend to resist change and don’t like pushy salespeople. They are not always assertive in their needs, so they may disappear as a prospect or customer and never tell you why.
2. Enterprise prospects: Fast pace/ task focus. These prospects want to get results by overcoming challenges. They accomplish this by taking action and going for immediate results. They tend to be candid, direct and highly confident. In conversation they may be confrontational, abrupt and often interrupt. They are usually decisive and like to take risks. They tend to dislike weakness and people trying to control them, and don’t respect salespeople who lack confidence. If they feel you’re trying to take advantage of them in a sales situation, they’ll come out of the corner fighting.
3. The analyzers. These people want to achieve high standards and accuracy. They try to accomplish this by working within the rules and doing things the “right” way. They tend to be reserved, meticulous and somewhat rigid. In conversations, they’re deliberate and focused. They are also cautious, precise and diplomatic. They tend to dislike ambiguity and uncertainty and don’t like salespeople who lack experience.
4. The motivators. These prospects want recognition and success by impacting and motivating others. They work to accomplish this by being energetic and persuasive. They tend to be enthusiastic, animated, expressive and unfocused. They usually fear rejection and negativity and don’t like boring sales presentations. You may have the best product or service in the world, but they won’t buy it if your “energy” is wrong.

No right or wrong style

There is no right or wrong style. Each has strengths and weaknesses. The important thing is not which style you prefer, but rather your ability to adapt to the style of your prospect.

Here are a few quick tips for dealing with the different styles:

1. Togetherness prospects. Try to cover the presentation in a step-by-step manner. Introduce new ideas slowly, listen to their concerns and be sensitive to their feelings. Try not to speak too quickly or rush them into a decision.
2. Enterprise prospects. Be concise and introduce new ideas with confidence. Focus on results and let them lead as much as possible. Try not to get involved in an argument, corner them, take too much of their time or focus on feelings.
3. Analyzer prospects. They like details, need accuracy and like to specialize. They are usually reserved, conservative, reflective and patient. They want all the facts before they make a decision. Try to focus on details and cover the presentation methodically and analytically. It’s a good idea to introduce new ideas by comparing them with proven methods. Respect their expertise and know your facts. Avoid selling them with your personality and, above all, don’t push for a decision.
4. Motivator prospects. Show enthusiasm and make your presentation energetically and quickly. Try to help them visualize the future and be positive and flexible. Try not to overload them with details or be too task-oriented.

Adapted from “Coaching the Sale,” by Tom Ursiny, Gary DeMoss and James Morel.

Tags: personality, presentation, proven methods, recognition, types