How a customer responds to a sales representative is often largely due to their selling style – how they approach the sale. Research at AAI identifies three primary Selling Styles – Dynamic, Analytical, and Interpersonal. Each style is made up of several personality scales, each scale offering unique insights into how the individual is likely to handle a sale. No one style is better than another but their effectiveness does depend on the organization, industry, and customer. The three styles:
- Dynamic. Dynamic sales people are typically very dynamic and energetic. They use their enthusiasm and may appeal to people’s emotions to convince or sell people on their suggestions. They are often highly competitive and typically enjoy competing against sales targets or other sales people.
- Analytical. Analytical sales people tend to use a logical, information-based sales approach. They typically stress the features, advantages, and benefits of products or services, providing extensive details so the customer can make an informed decision. They are relatively unemotional and may not push hard for potential customers to act.
- Interpersonal. Interpersonal sales people are inclined to build relationships with customers and then use personal influence to convince or sell them on their recommendations. They work to establish trust and warm personal relationships in order to sway customers.
Many salespeople can act in all three ways but most have one or two styles that come most naturally to them. Each buyer also has a natural, most comfortable style. Successful salespeople match their Selling Style to that of the buyer. The Selling Styles Inventory measures individuals across all three styles, identifying areas where they are strong and other areas that may benefit from development.
