06 Jul HOW TO INCREASE SALES BY ADAPTING TO THE PERSONALITY DIFFERENCES IN BUYERS
Have you observed that the effectiveness of your standard sales pitch varies significantly based on the personality of your buyer? If not, it is essential to pay closer attention. Individuals possess distinct personalities and respond differently to various situations. I suggest that sales pros study buyers, not just pitch products. It is essential to tailor your messages and pitch to the specific type of buyer. Failure to do so may result in your message not being well received.
For example, if your contact is a risk-averse introvert who is hesitant to try anything new, imagine how she might react when asked to purchase a recently released product that will significantly alter her business operations, necessitating her to advocate for its adoption to upper management. It is likely that this approach will be unsuccessful.
In the context of business-to-business sales, the effectiveness of communication is often influenced by the buyer’s personality. One widely used personality framework is the Myers-Briggs Type Indicator (MBTI),1 which categorizes individuals into sixteen types based on eight personality preferences: People will either be an Introvert (I) or Extrovert (E); Sensor (S) or Intuitive (N); Thinker (T) or Feeler (F); Judger (J) or Perceiver (P). There is no superior or inferior type. And each person has some traits of the other types. They are not value judgments, just indicators of one’s personality. There are 16 Different Myers-Briggs (MBTI) personality types, which are combinations of the eight personality preferences. For example, a person could be an INTJ or ESTP.
While the MBTI personality assessment (not a test) has faced criticism from some psychiatrists and psychologists for its lack of empirical rigor, its enduring popularity and practical value in organizational settings cannot be ignored. 2 The MBTI is widely used among the Fortune 500 companies.
You can take the official MBTI assessment at https://www.mbtionline.com/en-for $59.95, or take a no-cost version of the MBTI using any of these links:
- https://irgst.org/psyc.aspx?test=MBTI&tid=3#google_vignette (excellent explanations)
- https://www.16personalities.com/free-personality-test
- https://www.truity.com/test/type-finder-personality-test-new
- https://www.crystalknows.com/jung-myers-and-briggs-personality-test
If you haven’t already done so, I suggest taking one of the above assessments to familiarize yourself with them.
You can attempt to ascertain your buyer’s personality preferences by focusing on observing environmental and behavioral cues. You can observe interactions during meetings and assess their workplace environment. Clues such as conversation style, office organization, decorations, photographs, plants, and table arrangements can provide insights into their work and personal priorities.
I suggest that sales pros study their buyers and adjust their approach accordingly, rather than just pitching products.
For instance, if you determine that your buyer exhibits characteristics of an ENTJ (Extravert, Intuitive, Thinker, Judger), it is essential to note the following traits: ENTJs are natural leaders, energetic, strong-willed, honest, and intelligent. They are driven by the pursuit of goals and long-term planning, with a vision that fosters strategic thinking. As extroverts and leaders, they are direct, forthright, assertive, and decisive. ENTJs efficiently organize people and resources to complete projects, making them excellent CEOs. They are original thinkers, pragmatic problem solvers, unafraid of making decisions, skilled at understanding others, and adept at negotiating complex issues. Despite their perceptiveness, ENTJs may perceive emotions as hindrances to productivity and clear thinking and may exhibit impatience towards those who resist their ideas.
An ENTJ’s office would likely be inviting and conducive to discussions, characterized by organization and efficiency. Prominent ENTJs include Microsoft co-founder Bill Gates, television personality Simon Cowell, presidential candidate and technologist Vivek Ramaswamy, and actor Harrison Ford. Fictional examples include The Muppets’ Miss Piggy, Disney Toy Story character Buzz Lightyear, and Bruce Wayne (Batman).
To effectively sell to a person whom you suspect is an ENTJ, emphasize the strategic aspects of your proposal, such as company growth, operation expansion, improved time-to-market, or cost reduction. ENTJs value decisiveness and quick action, so provide them with the necessary information promptly. Avoid engaging in arguments, as ENTJs can be blunt and enjoy negotiation.
The MBTI can be a valuable and pragmatic tool in closing sales, providing additional insight into tailoring your approach. Salespeople should not rely solely on guessing the buyer’s personality to create messages, as they might guess incorrectly; however, it is another arrow in their sales quiver.
Included in my book, “Above Quota Sales Management,” is a chapter that explains how to identify each personality type and tailor sales messages and strategies accordingly.3 When dealing with a team of buyers, it is crucial to customize your messages for each team member, especially the economic buyer. By recognizing different personalities and applying this information, sales professionals can gain an advantage in closing deals through tailored, compatible approaches.
In summary, I have illustrated how adapting sales pitches to align with personality profiles can enhance persuasion. For example, a hypothetical case involving a risk-averse introvert highlights how a high-pressure, change-driven sales pitch may fail if it does not align with the buyer’s cautious temperament. This illustrates the concept of message-buyer compatibility, where the tone, risk framing, and language must match the recipient’s cognitive and emotional disposition.
The competent sales pro must tailor her sales pitches and messages to match each buyer’s personality type. This can significantly enhance her chances of converting your opportunity into a sale and influence buyer engagement. Utilizing personality-type methodologies, such as the MBTI, can provide the edge needed to close sales. The sales pro must shift from a product-centric to buyer-centric style to succeed in today’s B2B digital marketplace.
1 https://www.mbtionline.com/en-US
2 There are other personality types such as DISC, Enneagram, Kiersey Temperament Sorter, Eysenk Personality Inventory, and HEXACO Personality Sorter. I have chosen MBTI because I was introduced to it and it is very easy to use and understand.
3 Steven Weinberg, Above Quota Sales Management (Estes Park, CO: Armin Lear Press, 2024) pp. 67-102.