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Inspiration

Making use of personality types

s professionals building strong merchant port- are usually drawn to calculated risks, so position
folios, you know preparation is paramount. your service as a well thought out risk, such as
You have a business plan, short- and long- 'gotta spend money to make money.'"
A term goals and action steps written down. You • Manager: Like Coordinators, Managers are take-
have objectives for each workday and for each appoint- charge people, but unlike Coordinators, Managers
ment. Before each sales call, you make sure your industry may put some people off because they can be
knowledge is updated, gain mastery of your own prod- controlling and obsessive, Green said. "They
ucts and services, research your targeted verticals, and like to feel in control; therefore, don't pressure
learn everything you can about your prospects. Managers into a decision," he added. "They may
become defensive. You will need to be flexible and
Preparation lays the groundwork for success. However, it make Managers feel that they are controlling the
doesn't guarantee success. Every situation has an element meeting. A key is to focus on how your service will
of unpredictability. You must be ready to think on your help them stay in control."
feet and respond appropriately as your presentations
unfold. This can be extra challenging when you're meeting • Associate: Unlike Managers and Coordinators,
a potential customer in person for the first time. Associates tend to focus on the company as a
whole and are usually trusted by co-workers,
In Good Selling! SM: The Basics, Paul H. Green wrote, "[H]ow Green observed. "When calling on an Associate,
do you know how to present yourself if you are meeting you may find that he is polite and sensitive to your
this person for the first time? Well, upon introduction, take feelings, but that doesn't mean you have an easy
a few minutes to size up the merchant and figure out what sale," he wrote. "Associates need to feel that you are
makes him tick. Then you can gear your presentation to considering the feelings of the individuals in the
be the most effective for that 'type' of person." company and that your service will help everyone."
He added that Associates will need to consult with
Three personality types others before making a buying decision, and being
patient will give you a far better chance of getting
Green identified three personality types: the Coordinator, the sale.
Manager and Associate. He described their traits and how
to work with them, as follows: So when you meet someone for the first time, adapt to
• Coordinator: At first glance, Coordinators the person's speech and body language, and use your
may appear to be Managers, but upon closer knowledge of personality types to help make your strong
examination, you will recognize Coordinators portfolio a reality.
because they are charismatic and generally well
liked, Green noted. They prefer to be active, rather
than sit behind a desk, and enjoy the thrill of the
chase. "Lucky for you," Green wrote. "Coordinators
Kate Gillespie, President and CEO

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