Why Personality Styles Are Crucial To Making More Retail Sales

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Personality styles can make or break your retail sales training...

Imagine you were just plopped into a car parked on the side of a road, you don’t know how to drive, you don’t know what a road is or how to get the car to run.

You try different things and eventually start the car, pull onto the road and learn the rules but not without a lot of bumps along the way.

Being successful when you first meet people whether in a store, in someone’s home, in the workplace – or even at a PTSA meeting is much the same. We try all kinds of things...

Many have sought shortcuts to building relationships, and to understanding and managing people. When they find a roadmap that is full of signs telling them what to do and not to do, they get to their destination quickly and enjoy the journey.

Selling doesn't have to be hit-or-miss

When I was first starting out in retail, I had a hit-or-miss philosophy to sales. The customers were either interested in what I was selling or they weren’t.

But as I got further along in my career, I began to see there were definite “types” that I instantly built rapport with and other “types” where I felt like I was hitting my head against a wall.

Turns out I wasn’t the first to discover this…it was actually the ancient Greeks who identified four personality styles, which we now call the Driver, the Analytical, the Expressive and the Amiable.

Once I understood the four archetypes, I was able to discover not only my own strengths and weaknesses, but I could also understand how different types of customers perceived me. Not only that, but I could easily identify customers’ personality styles and give each of them the service that would lead them to buy.

When I discovered one day that it was important for one customer to buy something quickly just because she loved it, I was able to stand by and keep my mouth shut because I recognized that she was an Expressive.

When I found out that the reason certain guys - in this case engineers who worked down the street - got me and themselves so frustrated was because they were Analyticals who had a natural focus on minutia, I could easily modify the way I talked to them.

And that’s when my sales really took off.


Because customers want to buy from people who will listen and talk like the customer needs them to.

No, not by saying, “Howdy y’all,” or calling them “Sweetie,” or slapping them on the back.

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When I traveled that road to learning personality styles, I learned to listen and talk in a way that turned customers into buyers. And isn’t that what we all want them to do?

This was a landmark discovery because it wasn’t trying to make those darn customers understand ME; it was about me understanding and responding to them based on these four personality archetypes.

If you’re a Driver, your number one goal is to get it done. You need to get this new course because this will help you round off those gruff edges and reduce some people’s number one complaint about you that you can come off arrogant.

If you’re an Analytical, you need to get this because it makes sense. Fewer hours lost trying to train, sell or manage without a plan.

If you’re an Expressive, you want to have more fun in your job and in your personal life. You need to get this because it will help even more people like you.

If you’re an Amiable, you want to get along with no conflict. This self-paced course easily shows you how the other three personalities operate and how you can avoid frustration and conflict with those at work at in your family.

See also, How To Use Personality Styles To Improve Conversion Rates

In Sum

There are no bad or good personality styles. We all have elements of all four.

When you understand your predominant personality style, you can see your strengths and things that can trip you up.

Understanding all four personality styles helps you during those opening 20 seconds of a retail sale to modify the way you talk to your shopper so they can hear you better, build trust and ... make the sale.

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