By: Kumar Dattateryan

Our previous discussion covered the critical first step of making a positive first impression with your prospective “big fish” clients. Today, we’re going to delve deeper into understanding the personalities of your salespeople and how to align them strategically with your target clients. This approach ensures that you catch the big fish and keep them engaged for the long haul.

Step 1: Profiling Your Salespeople’s Personalities

Understanding the unique strengths and characteristics of each salesperson in your team is paramount. By profiling their personalities, you can determine which sales strategy suits them best, enhancing their ability to connect with potential clients.

Step 2: Matching the Right Salesperson to Your Target Fish

Once you’ve profiled your salespeople, the next step is to align them with the right clients. This strategic matching increases the likelihood of forming successful, long-term partnerships.

The Three Key Sales Personalities

There are essentially three different selling personalities that you should be aware of:

1. The Sage
2. The Pal
3. The Pit Bull

The Sage

The Sage is a salesperson who exudes knowledge, experience, and trust. They are adept at making concerned customers feel at ease by providing detailed information and demonstrating a thorough understanding of the product or service. To be successful, Sages need:

• Comprehensive product knowledge
• Demonstrations of the product or service
• References and case studies

These resources help the Sage build credibility and trust with clients who value expertise and reliability.

The Pal

The Pal is a relationship builder. They naturally connect with clients on a personal level, making them feel like old friends. This personality type excels with clients who appreciate a personal touch and value relationships. To thrive, Pals need:

• Assistance in pairing with the right clients
• An entertainment budget for relationship-building activities
• Relevant information to meet client needs

While the Pal’s friendly demeanor is an asset, they must maintain professionalism and respect throughout their interactions.

The Pit Bull

Their aggressive, business-focused approach characterizes the Pit Bull. They prioritize the bottom line and are skilled at closing deals quickly. This personality type is suited for clients who respect straightforward, no-nonsense business dealings. To succeed, Pit Bulls need the following:

• Authority to close deals on the spot (empowerment)
• Access to ample resources and products 
• Environments where they can work independently and exercise discretion (autonomy)

The Pit Bull’s assertiveness can be highly effective in fast-paced, results-oriented selling environments.

Implementing the Strategy

Now that you understand the three key sales personalities, the next step is to implement this knowledge into your sales strategy. Here’s how:

1. Profile Your Sales Team: Use personality assessments and performance reviews to determine which category each salesperson falls into.
2. Identify Client Preferences: Understand your target clients’ preferences and selling environment. Are they seeking expert advice, a personal relationship, or a quick business deal?
3. Match Salespeople to Clients: Align your salespeople with clients whose needs and preferences match their selling style.

Case Study: Successful Implementation

Let’s look at a hypothetical example to illustrate how this strategy can work in practice.

Scenario: Your company is targeting three major clients: a tech startup looking for innovative solutions, a traditional business seeking reliable expertise, and a fast-growing company focused on rapid expansion.

• Tech Startup: Assign a Pal who can build a strong, personal relationship and understand the startup culture.
• Traditional Business: Assign a Sage who can provide detailed information and build trust through expertise.
• Fast-Growing Company: Assign a Pit Bull who can negotiate quickly and focus on the bottom line.

By strategically matching your salespeople with the right clients, you enhance your chances of closing deals and building long-term relationships.

Conclusion

Matching the right salesperson to the right client is a powerful strategy for securing and maintaining big fish clients. Each personality type—Sage, Pal, and Pit Bull—has its strengths and ideal environments. Understanding these dynamics and implementing a strategic approach can significantly improve your sales outcomes.

If you need assistance profiling your sales team and matching them with the right clients, please don’t hesitate to reach out. Let’s get your big fish plan in action and secure those valuable partnerships.