How to sell to A/B types

Psychometric testing. Personality Profiling. Aptitude tests. It’s enough to make a sales rep run from the room citing urgent CRM updating duties. So when we held a staff development session to delve into our psyches, our team was happily surprised how much fun (and revealing!) it was. 

As we uncovered our behavioural traits in relation to improving sales performance, we realised these techniques could be used when dealing with sales prospects. 

So we got chatting with facilitator Keith Lamport to understand how this science translates to more sales. 

Psychometric Testing explained

According to this definition, “Psychometric tests are a standard and scientific method used to measure individual’s’ mental capabilities and behavioural style. They are designed to measure candidates’ suitability for a role based on the required personality characteristics and aptitude (or cognitive abilities).

Psychometric Testing includes a whole range of methods but the ones critical to business success, according to Lamport, are: 

1. Aptitude Testing 

2. Intelligence 

3. Personality Profiling 

How to win more business using Psychometric Testing

The main objective is understanding how everyone is different, and thereby tailoring your sales approach to illicit a positive outcome. According to this article, “If you deal with every customer in the same way, you will only close 25 percent to 30 percent of your contacts, because you will only close one personality type. But if you learn how to effectively work with all four personality types, you can conceivably close 100 percent of your contacts.”

So switch up the usual approach, which is user-generated, and instead observe the traits in others so we can presume a behavioural categorisation. Then adapt your sales approach to speak their language. The simplest way to do this is using the A / B personality profile. 

Broadly speaking, people tend to be either: 

– A TYPE – proactive, in a hurry to get things done, competitive, outgoing, ambitious, impatient – typically sales & marketing 

– B TYPE – relaxed, calm, collaborative, reflective – typically creatives, IT, administration 
 

Lamport notes, it’s important to clarify that these descriptions, despite often having connotations, are neither good nor bad. Both personality types are critical, and aligning people with their natural strengths will allow a business to thrive. Also, the categorisation is a theory, broad and certainly not definitive. However, if a salesperson can learn to quickly identify which ‘type’ a prospect is, they can adjust their sales approach. 

How to sell to an A-type

A Type personalities want to make things happen quickly. They instigate activities, are often impatient and more concerned with action than analysis. Therefore, to convince As, you need to ‘Sell the Sizzle’, rather than the steak. Succinctly demonstrate how your product works and how it benefits them. A Types are often the easiest people to sell to as they are far more interested in the story-telling, or razzle-dazzle, and what’s in it for them. 

How to sell to a B-type

If you’re selling to a B Type you’re going to have to sell the steak, according to Lamport. They want to know the variables, facts, figures, data, how much does it cost etc. These people are often involved in the financial side of the business and need to know what any purchase will deliver. Think ROI and profit & loss, while avoiding flashy presentations that gloss over important information. 

The basics of good sales don’t change – do your homework, find the right contact and source your Valid Business Insight to open the door to a game-changing partnership. However, utilizing this extra layer of intelligence can set you apart from your competitors and teach you a thing or two about the human condition at the same time. 

For a more detailed look at A and B type personalities, including the 4 subsets and traits of each, download this guide. Find out if you or your colleagues are the Entrepreneur, Diplomat or Technician. 

Keith Lamport

Keith Lamport has worked for over 20 years at various multi-nationals including roles such as General Management, Sales and Marketing and Manufacturing. His international experience includes ANZ, North Asia and South East Asia. Keith is a Graduate in Psychology and developed and validated Profile Plus in Australia specifically to relate to Australasian business requirements. You can email Keith here.

This article was originally published by IRD Prospector. Sign up for your free IRD Insider newsletter here.