Personality styles have fascinated salespeople since the Greeks first identified them as the Four Temperaments.
That’s because personality styles can give any retail salesperson, from novice to the seasoned pro, another way to cut out the fluff and connect with customers quickly by talking to them in a way they want to be talked to.
Those who master personality styles are able to have meaningful conversations that value both the customer and the salesperson. And that leads to higher sales.
Not sure what your own personality style is? Take my free personality quiz here.
Here are the do’s and don’ts of customer service by personality style:
Drivers
- Do use your innate ability to meet and greet customers in your store.
- Do use your natural fearlessness to juggle more than one customer.
- Do lead your customers to new choices they may not think they can afford.
- Don’t overwhelm a customer with your personal opinions or fast-talking over them.
- Don’t talk your way out of a sale by trying to ascertain if the customer can afford your merchandise.
- Don’t use 1960’s closing techniques to try to make the customer buy. Be real. Use a sales process and know how to modify it to make the sale.
Analyticals
- Do use your natural problem-solving ability.
- Do use your technical knowledge to highlight the little things most salespeople ignore.
- Do use your patient nature to stick with customers who may not know what they are looking for.
- Don’t overwhelm customers with your knowledge. The old saw, Don’t tell a customer how to build a watch when they just want to know the time applies to you.
- Don’t pour water on a customer’s choice just because they don’t know as much as you do – educate them so they are smarter customers.
- Don’t show customers a cheaper place to buy something unless you want to be out of a job.
Expressives
- Do use your energy and creativity to help customers see things in a new light.
- Do use your enthusiasm for new product to make a sale.
- Do use your ability to mix and match to show customers how they can personalize their purchase.
- Don’t overstate facts just to make a sale.
- Don’t present too many options or you could overwhelm a customer with choice.
- Don’t be so eager to meet people you smother them with enthusiasm; modify your energy based on the customer’s personality style.
Amiables
- Do use your caring nature to understand what your customer is trying to solve.
- Do use your patience to help customers feel appreciated and valued.
- Do use your ability to listen… to really hear how you can help.
- Don’t let your fear of risk keep you from approaching a potential customer or pitching the most expensive product.
- Don’t make customers come to you; get out from behind the counter and engage them.
- Don’t be content to just show customers the merchandise. Push yourself to get them to buy it from you, today, at full price.
In Sum
These are by no means all the answers to using personality styles in retail sales and customer service, but they do give you some of the highlights.
We are pleased to mention that the Bob Phibbs the Retail Doctor (who has contributed to BRA with outstanding articles like this one and so many others that we have reposted over the past year) recently contributed to BRA monetarily and is now a Supporting Vendor Partner of BRA. We value his relevant retail insight and encourage you to learn more about his offerings by clicking on the following link to his website: www.retaildoc.com
– Doug Works, Executive Director BRA
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