Salespeople are as different from one another as stones in a river bed. While managers may recognize the outward differences in appearance of their salespeople, they may be missing the important differences in personality type that can account for performance ups and downs. In fact, each personality type requires a different management style to bring out the best selling performance.

While each of your salespeople needs a certain degree and variety of guidance, criticism and motivation, they don’t all need the same mixture all the time. What does that mean for the sales manager? To get the most out of your sales team, you have to adapt like a chameleon. Thus, to maximize your sales team’s performance, tailor your management style to suit each individual.

Some managers proudly maintain, “I treat all my people the same.” That may be an admirable trait, but is it getting you and your team as far as you would all like to go? We recommend you deal with each of your salespeople fairly and consistently but, at the same time remember that individual personality types demand individual attention.

There are four major types of behavior categories among salespeople. Learn to recognize each of the four personality styles, understand their individual needs and tailor your management style to each one.

1. The Dominant Style

Dominant types are easy to recognize. They are direct and forceful, talk fast, have definite opinions and are impatient. Dominants like to take charge, make decisions, solve problems and get things done. They sometimes focus so intensely on a task that they may make insensitive comments to co-workers. The dominant style thrives on power, prestige and authority.

To create the right work environment for this type, be clear, direct and to the point when you interact with them. Keep conversations businesslike and largely impersonal. Tell them what’s expected, then back off. If you must direct them, provide choices and allow them to make their own decisions to satisfy their need to be “in control.”

2. The Interactive Style

As the name implies, interactives love communication and interaction with lots of people. They are also results-focused, but are more concerned with how they look to the people around them as they work. Interactive types are excellent communicators, make a good first impression and like to help others.

Interactive types love to talk, so spend more time when working with them. An interactive’s preferred atmosphere allows for plenty of discussion on people, personal goals and dreams.

3. The Steady Type

Steady personality styles like to cooperate with others and are the ultimate team players. They have traditional values and are reliable and trustworthy workers. Steady types are also patient, loyal and very good listeners. Because this type is always on an even keel, they dislike abrupt changes and need time to adjust to new things. Create the right atmosphere for steady types by adopting a step-by-step management style. Show interest in them as people and find areas of common involvement. Patiently draw out their personal goals and help them plan their work to achieve these goals. This style responds better to a more casual and informal management style.

4. The Cautious Style

Cautious types are very thorough, careful workers. They like procedures to follow and standards (preferably their own) to uphold. They are sticklers for detail, and want to work within a defined space and area of responsibility.

Cautious styles are critical thinkers and tend to be quiet and reserved. They form relationships slowly and carefully. Like the steady type, the cautious style dislikes sudden changes. They prefer to analyze and adjust slowly. Approach cautious types directly and professionally. Dispense guidance, suggestions or criticism very specifically and without exaggeration. Give them the facts and allow them to analyze the situation.

The most effective work atmosphere and management style varies from person to person. Recognize your salespeople as the individuals that they are and learn to adapt your leadership style to bring out the best in each one. You’ll find that adapting like a chameleon manager nets more results from a team that has strength in its diversity.



Attitude Adjustments

An agreeable personality can have a strong impact on sales. A disagreeable personality can be a sales disaster. Many customers can sense where a salesperson’s coming from even before any words are exchanged. To help your salespeople manage their attitudes and to help you modify any personality flaws, follow the suggestions below.

Personality Problem Management Solution

Too Aggressive Channel aggression and energy but maintain motivation. Involve in group or team projects to distribute control to others and provide positive role models.

Overly Apprehensive Fearful types thrive on reassurance. Offer support and confidence-building projects to develop self-assurance and independence.

Burned Out Provide personal support supplemented by motivational materials. Involve in challenging but low-stress projects. Suggest stress-relieving exercise or a vacation.

Disorganized Give organized direction and instruction. Assign specific tasks with deadlines and help disorganized types prioritize their work and structure their workdays.

Perfectionistic Reassure these types that mistakes are learning experiences, not personal disasters.

Encourage judicious risk-taking and less attention to insignificant detail.