Sales Psychology 101 (Part 1) It’s not personal - it’s personality!

What is Sales Psychology?

Whenever a new scientific discovery is made, humans use it for two purposes.
Porn and making money.
The specific term "Sales Psychology" gained popularity with Brian Tracy’s book “The Psychology of Selling” in 1985.
However, the concept of applying psychology to sales has not been developed recently.
In this series of articles, I‘ll try to provide a full rundown of the current state of sales psychology - focusing on applications relevant to High Ticket Sales.

Here are some of the early attempts at leveraging Psychology for sales attempts:

1. The 1920s-1930s: The Rise of Salesmanship: Salesmanship became a recognized profession during this period. Salespeople began to study the psychology of persuasion. Techniques like the "hard sell" and "soft sell" emerged.
   This is also when Dale Carnegy wrote “How to Win Friends and Influence People” - in 1936.
   There were also some „exotic“ techniques, such as:
   1. Bringing your children along for a door-to-door sales trip to invoke empathy. This was especially potent during the great depression.
   2. Deducting people's character from the shape of their skull - and then selling to them based on their character. Does someone have a big forehead? He is an intellectual type! So give him a lot of information. While I am convinced that we need to sell to people according to their needs and personalities, I have yet to be convinced of this particular approach.
2. The 1950s-1960s: The Early Stages of Neuromarketing: The field of neuromarketing, which studies the neural basis of consumer behavior, began to take shape. This laid the groundwork for later applications of psychology in sales, such as understanding cognitive biases and emotional responses.
3. The 1970s-1980s: The Emergence of Sales Psychology: The term "sales psychology" started to gain traction, and books like "The Psychology of Selling" by Brian Tracy (1985) became influential in the field.
4. The 1990s-2000s: The Rise of Neuromarketing and Sales Psychology: The 1990s and 2000s saw significant advancements in neuromarketing and sales psychology. Books like "Influence: The Psychology of Persuasion" by Robert Cialdini (1984) and "To Sell is Human" by Daniel Pink (2009) further solidified the connection between psychology and sales.
   

Personality ✅

Personality is what makes us us.
The term **refers to the unique set of characteristics, traits, behaviors, and patterns of thought that define a person. (And differentiates them from others.)
Person A might be very open to new experiences while person B prefers a more conservative approach to life.
From this arise attitudes, habits, psychological traits, personal values, and emotional patterns.
And those often correlate.
Person A might be very optimistic about the future, seek out creative jobs - and likely vote for liberal political candidates.
Person B might instead be more anxious about the future, which leads to applying for jobs that provide stability and potentially voting for more conservative candidates.
Where does personality come from? Well, we don’t fully know.
Genetics shape your personality to a large degree. But it is also believed to be influenced by environmental and developmental factors.
After all, it’s really hard to tell if you are just like your dad because you have his genes - or because he raised you.
But why should sales people (especially high-ticket sellers) know about personality traits?
Because personality shapes decisions. Especially buying decisions.
Whenever people do anything - their personality is in the room with them.
It plays a significant role in how they react to your pitch and how far they will go on your behalf.
People like Person A who score high on 'openness' in the Big Five (more on that in a second) may be more inclined to try new products or brands.
Those who score high on 'conscientiousness' and/or 'neuroticism', like Person B, might prefer known and trusted products.
By understanding a buyer's personality type, you will gain the ability to communicate with people according to their needs.
This helps build rapport - and fosters successful, long-term business relationships.
Understanding personality traits will aid you in communication style adaptation and building trust. It will give you an edge in negotiations and managing post-sale relationships.
BONUS:

Once you understand personality, you will become less inclined to take things personally.
It is that useful.

Personality Models and Personality Tests

People love sorting each other into categories. That’s why horoscopes are so popular!
It also makes perfect sense from an evolutionary perspective:
Human beings are complicated.
Figuring them out takes a lot of brain juice - and in the old days that would have just meant “wasted calories”.
Back then, it was much more convenient to sort them into a category, treat them accordingly, and continue with your day.
Naturally, there have been attempts to turn our instinct to pigeonhole each other into a scientifically robust personality model.

Big 5

The Big Five personality model describes five main traits that everyone has in different amounts: openness, conscientiousness, extraversion, agreeableness, and neuroticism.
It’s the most scientifically established personality model and it has been around for quite some time.
While there are other, more useful models, the Big Five model provides a solid foundation for understanding personality and how it affects sales.

Openness

Refers to a personality trait that describes an individual's openness to new experiences, ideas, and creative thoughts.
People with high levels of openness often have a broad range of interests and a rich imagination.
They are curious about the world around them, appreciate art and beauty, and are often imaginative and creative.
Someone high in openness might show a keen interest in exploring different cultures, experimenting with novel cuisines, or trying out innovative technological gadgets.
They are intellectually curious and often think outside the box, challenging conventional wisdom and norms.
In a sales context, a client who scores high in openness might be willing to give your product or service a shot, even if it is not proven or is still in the beta stage.
They might be intrigued by innovative features and be more willing to take risks.
They will appreciate a detailed explanation about the uniqueness of the product or service and how it breaks from tradition or norm.

On the other hand, if YOU are a salesperson with a high level of openness you are probably skilled at thinking creatively and offering innovative solutions or explanations.
You will likely be adept at pitching products or services in a way that highlights their unique attributes. Or you are comfortable adapting to new sales situations, especially when selling innovative or complex products.

However, as a salesperson with a high level of openness, you might face certain challenges.
One potential weakness is that your enthusiasm for new ideas and experiences may lead you to overlook practical details or become easily distracted.
This could make it difficult to maintain focus and consistency in your sales approach.
One way to compensate for this is by keeping meticulous notes and CRM entries.

Conscientiousness

Conscientiousness describes very organized individuals, pay close attention to details, and think ahead.
Conscientious people are the ones who make lists, keep their commitments, and get tasks done on time.
They also consider how their actions affect others and are mindful of deadlines. Thorough, efficient, and reliable — traits that make them dependable in personal and professional settings.
They likely have strong time management skills and take a systematic approach to their work, believing in the importance of order and discipline.
In a sales context, a conscious client will meet you well-prepared, having done their research in advance.
They will likely ask detailed questions and take a methodical approach to decision-making. If there is a hole in your business case they will find it.
They will appreciate clear, detailed, and well-structured sales presentations.

Conversely, as a salesperson with high conscientiousness, you are likely to be organized and punctual, ensuring you're prepared for every client meeting. Your follow-up will be meticulous.You might have a systematic approach to your sales process, tracking your activities and results meticulously. Your conscientious nature helps you build trust with clients, as you are perceived as reliable. You are also likely to stick to your commitments and ensure you deliver what was promised, enhancing your credibility. While your conscientious nature is a strength, be mindful that too much conscientiousness can sometimes lead to overthinking and perfectionism, which may slow down your sales process. Remember, it's important to balance thoroughness with efficiency.

Extraversion

Extraversion is a personality trait characterized by sociability and often assertiveness. It is also often called “extroversion”. Individuals with high levels of extroversion are often seen as lively, active, and enthusiastic. They enjoy being in social situations and are comfortable engaging with others. For instance, they may be the first to speak up in a group setting and may seek out social interactions and networking opportunities. A client with high levels of extroversion may be more vocal in sales discussions. They will actively engage in the conversation, asking questions and expressing their thoughts and opinions. Often, their outgoingness is “contagious”. Building rapport with an extroverted stakeholder may sway the whole buyer committee in your favor.

Social status can be important to them. Their decision-making process is often influenced by how a product or service will improve their status or reputation among their peers. As a salesperson with high levels of extroversion, you might be energetic and engaging. This can often be contagious, allowing you to excel in building rapport with clients. However, be mindful that you might end up talking too much.

What about introversion?

Someone who scores low on extraversion would be called an introvert.

Introversion means a person feels more comfortable and happy spending time alone or with just a few close friends, rather than with large groups. Their expression is often less energetic and they are less vocal about their thoughts. An introverted buyer may show little appreciation for your pitch, even though they thoroughly enjoyed it. Because of their natural tendency to prefer deep rapport, introverted sellers often excel in 1:1 conversations. Contrary to the cliche, introverted salespeople do exist - and they often thrive. If you are an introvert, you will excel in sales by leveraging your deep listening skills and building strong, one-on-one connections with your clients.

Agreeableness

Agreeableness is a personality trait characterized by a person's warmth, kindness, and willingness to cooperate with others.
Individuals who score high on agreeableness are typically friendly, empathetic, and considerate. They display a genuine concern for others' well-being. Agreeable people place a high value on maintaining positive social relationships. They will often volunteer in their local community, help a colleague with a challenging task, or consistently express gratitude towards others. In a sales context, a client with high agreeableness might be more open to collaboration and compromise. They might be more likely to consider the benefits of a product or service not just for themselves, but for their team or family. They will often express their needs in a considerate manner, avoiding confrontational or aggressive behavior. Be careful: This can make it difficult to obtain clear feedback. As a salesperson with high agreeableness, you might be particularly adept at building strong, long-term relationships with clients.

You are likely focused on ensuring that the client is satisfied and well-served, rather than just making a quick sale. Your sales approach could be characterized by patience, understanding, and a focus on mutual benefit. You will thrive in sales environments that value stable, long-term relationships with clients. However - as a natural giver you should be aware not to get taken advantage of. Many agreeable salespeople - especially founders doing sales themselves - end up helping people for free without ever charging money.

Neuroticism

Neuroticism is a personality trait characterized by emotional instability, anxiety, moodiness, irritability, and sadness. Individuals with high neuroticism may struggle with managing stress and could be easily overwhelmed in challenging or uncertain situations. They may exhibit heightened reactions to minor setbacks, such as becoming unduly upset or frustrated over a missed deadline or a small mistake at work. Neuroticism scores are a strong predictor of behavior and overall success in life.

In sales psychology, a client with high neuroticism may require more reassurance and clear communication. Expectation setting is crucial. Surprises are like steroids for neurotic thought patterns. Very neurotic people may even dislike pleasant surprises. Conversely, having a sense of predictability and control over their environment will help them calm down. Neurotic people overestimate risks associated with a purchase and are more sensitive to potential problems. This might manifest as fretting over negative reviews or minor issues such as spelling errors in a document. If you suspect your client is high in neuroticism, take extra care to eliminate errors stemming from carelessness.

High neuroticism may sound like an undesirable trait for a salesperson since they deal with rejection daily. However, people who rank high in neuroticism often also rank high in conscientiousness. Negative emotions may cause them to become more diligent in their work, leading to “anxious overachieving”. Many high performers are fueled by negative emotions and feeling of inadequacy. This is may lead them to success in the short run, but may have long-term consequences like burnout. If you suspect yourself to be high in neuroticism, make sure you take care of your stress levels. Establish systems to stay in control of your environment.

Other Personality Models and Personality Tests

While Big 5 is the personality model with the most research behind it, other attempts at measuring personality have been made.
Some of them have turned out even more precise - others, not so much. I have rounded up the most common (and useful) personality models and tests below.

Myers-Briggs Type Indicator (MBTI)

The Myers-Briggs Type Indicator is widely known. You’ve probably come across it before. It was developed by Katharine Cook Briggs and her daughter, Isabel Briggs Myers, based on the “Typological Theory” of Psychologist Carl Gustav Jung.

The MBTI classifies individuals into one of 16 different personality types, based on their preferences across four dichotomies:

• Extraversion/Introversion
• Sensing/Intuition
• Thinking/Feeling
• Judging/Perceiving.

Each individual is said to have one preferred quality from each category, combining to form a personality type - for example, ENFP.

MBTI is widely used - both in professional settings and on online dating profiles. While it is very intuitive (and fun), it is not very accurate. Critics argue that it lacks scientific validity and reliability and that its binary categories do not capture the complexity of personalities. In plain terms: It sorts people into boxes. That’s what makes it fun. But also inaccurate. Someone only slightly more introverted than extraverted (like 45/55) gets put in the same category as super-introverts (5/95). Additionally, it does not effectively measure neuroticism - one of the significant factors in human personality, according to the Big Five model. Despite these criticisms, the MBTI remains widely used in various settings due to its simplicity.

16 Personalities

16 Personalities is a model of personality that expands upon the Myers-Briggs Type Indicator (MBTI). Like its predecessor, it sorts individuals according to 16 personality types, each represented by four-letter codes. The types are determined based on the individual's preferences across the same four dichotomies: Extraversion/Introversion, Sensing/Intuition, Thinking/Feeling, and Judging/Perceiving. An additional Identity scale is added: “assertiveness” vs. “turbulence”, indicated by lowercase letters at the end of each type’s name.

Example: INFP-a

• introverted
• intuitive
• feeling
• perceiving
• assertive

Compared to the Big Five, the 16 Personalities model and Big Five both provide insight into personality traits and can be used to predict behavior. For example, Extraversion in the Big 5 aligns with the Extraversion/Introversion dichotomy in 16 Personalities. Much like MBTI, 16 Personalities has faced criticism for its scientific validity. It lacks the robust empirical evidence that supports the Big Five and fosters thinking in binary, polar categories. Again, it sorts people into boxes. Nonetheless, the 16 Personalities model is still widely used in various settings - from dating platforms to job interviews.

DISC

DISC is a behavior assessment tool based on the DISC theory of psychologist William Moulton Marston. The assessment centers on four different personality traits, which are often color-coded: Dominance (D, red), Influence (I, yellow), Steadiness (S, green), and Conscientiousness (C, blue). While the Big Five includes traits such as openness and neuroticism, and MBTI and 16 Personalities consider aspects like intuition or sensing, DISC is strictly about observed behaviors. The tests don’t ask the subjects about their subjective feelings - it asks about objective, observable behavior. **

This makes it very practical and easy to use, providing straightforward insights that are easily understood and applied. The colors also make it more fun to look at. This can be useful in a sales context, as it helps salespeople quickly get a rough impression of their buyer’s psychology. Someone is dominant? Great - let’s get right to brass-tax. However, the DISC model also has its shortcomings. It does not consider emotional states or personal values that might influence behavior.

Furthermore, DISC, like MBTI and 16 Personalities, categorizes individuals into distinct types, with little concern for the complexity and fluidity of human personality.

LUMINA Spark

LUMINA Spark is a modern personality assessment tool based on the Big Five traits but with a few unique twists.

It subdivides the four core-personality dimensions o DISC into several sub-dimensions.

It also introduces three layers of personality:

• underlying persona (our instinctive way of being),
• everyday persona (how we behave day-to-day)
• overextended persona (how we behave under stress).

This granularity can provide detailed insights into an individual's personality and behavior. Unlike MBTI, 16 Personalities, and DISC, it does not categorize individuals into distinct types or boxes. Instead, it describes people as a 'mosaic' of traits, recognizing that our personalities are complex and can change based on our surroundings. This accounts for the fluidity of human personality, a common criticism of the other models. Like DISC, it also emphasizes observed behaviors, particularly under stress (overextended persona). One of the main advantages of LUMINA Spark is its wide room for application. The three layers of personality can be applied in various settings - especially sales. Every salesperson should be aware of how they react to stress - and how stress may affect their buyers. LUMINA uses colorful and engaging visuals, which makes it accessible and user-friendly. However, LUMINA Spark also has its limitations.

Its focus on observed behavior, like DISC, may overlook inner emotional states or cognitive processes. While it provides a comprehensive view of personality, it may be complex to interpret without proper guidance or training.

HEXACO

The HEXACO model of personality is a six-dimensional model developed by Ashton and Lee based on findings from a series of cross-cultural studies.

The six dimensions of this model include:

• Honesty-Humility,
• Emotionality,
• eXtraversion,
• Agreeableness,
• Conscientiousness
• Openness to Experience

This model is similar to the Big Five in that it includes five of the same traits (extraversion, agreeableness, conscientiousness, openness to experience, and emotional stability/neuroticism). However, it adds a sixth dimension: Honesty and humility. The Honesty-Humility dimension is a unique trait in the HEXACO model that measures an individual's tendency towards sincerity, fairness, greed-avoidance, and modesty. Individuals who score high in honesty and humility are more likely to be honest and fair. They are less likely to engage in manipulative behavior, cheat, or take advantage of others. People who score low in this trait may be more inclined to manipulate others for personal gain, feel entitled, or seek special treatment. Compared to MBTI and 16 Personalities, which classify individuals into distinct types, HEXACO is a trait-based model, similar to the Big Five and LUMINA.

Unlike DISC, which focuses on observable behavior, HEXACO emphasizes individual differences in feelings, thoughts, and behaviors. LUMINA Spark shares similarities with HEXACO with its focus on individual differences in personality traits. LUMINA Spark goes further by considering three layers of personality. HEXACO has a wide range of personality traits and adds a unique dimension not found in many other models. It has also received substantial empirical support, adding to its scientific validity. But it’s also very complex.

With six dimensions and multiple facets under each dimension, it can be hard to understand without guidance. I like the HEXACO model for its comprehensive nature, but I prefer LUMINA in a coaching context.

Personality Test Comparison

I have ranked the personality models according to their usefulness for salespeople.

Application in High Ticket Sales

Personality tests can be highly effective tools in high-ticket sales environments. Here's how you can apply them:

1. Understanding the Buyer: Salespeople can use personality tests to understand both themselves and their clients. Recognizing their own personality styles can help salespeople play to their strengths and mitigate their weaknesses. By observing their buyer’s behavior, salespeople can adapt their communication style to suit the situation. For instance, someone high in openness may appreciate an innovative and creative sales pitch, while someone high in conscientiousness may prefer a more detailed and methodical approach. Understanding these traits can help in tailoring the presentation, highlighting the aspects of the product or service that will most appeal to the buyer’s personality. This personalized approach can foster a deeper connection and increase the likelihood of a successful sale.
   
2. Negotiation Tactics: Understanding personality traits can greatly enhance negotiation strategies. Example: A highly agreeable individual might be more inclined to avoid conflict, which could influence their negotiation style.
   In such cases, you can frame your proposals in a way that highlights mutual benefits and avoids aggressive tactics.
   Conversely, a person high in extraversion may enjoy a more dynamic and engaging negotiation process, where a salesperson can leverage enthusiasm and assertiveness.
   Recognizing these traits enables you to adopt the most effective negotiation tactics, whether that means being more collaborative, assertive, or empathetic.
   
3. Post-Sale Relationship Management: Understanding a client's personality can also help in maintaining the relationship post-sale, ensuring customer satisfaction, and fostering opportunities for future sales. For instance, a client who scores high on conscientiousness may appreciate regular updates and detailed follow-ups, which demonstrates reliability and thoroughness. On the other hand, clients with high levels of agreeableness might value gestures that reinforce the relationship, such as personalized thank-you notes or small tokens of appreciation. By continuing to cater to the client's personality traits, salespeople can build long-term trust and loyalty, leading to repeat business and positive referrals.
   
4. Building Rapport and Trust: Establishing a strong rapport is crucial in sales, and understanding personality traits can significantly aid in this process. For example, clients who score high on extraversion may appreciate a more sociable and engaging interaction, while introverted clients might prefer a more reserved and thoughtful approach. Adapting to these preferences helps in creating a comfortable and trusting environment, which is essential for building rapport. Trust is often a key factor in the decision-making process, and by showing that they understand and respect the client's unique personality, salespeople can establish a stronger foundation of trust.
   
   
5. Tailoring Marketing Strategies: Beyond individual sales interactions, understanding personality traits can also inform broader marketing strategies. For example, marketing campaigns targeting individuals high in openness might focus on innovative and creative aspects of the product, using imaginative visuals and forward-thinking messaging. Campaigns aimed at conscientious individuals might emphasize reliability, quality, and detailed information. By segmenting the audience based on personality traits and tailoring marketing efforts accordingly, businesses can increase the effectiveness of their campaigns and better resonate with their target audience.
   
6. Enhancing Team Dynamics: Within a sales team, understanding the personality traits of team members can improve collaboration and efficiency. For instance, a team member high in agreeableness might be great at mediating conflicts and fostering a cooperative environment, while someone high in conscientiousness might excel at project management and ensuring that tasks are completed on time. Recognizing these strengths allows for better team alignment, task delegation, and overall performance. It also helps in creating a balanced team where different personality traits complement each other, leading to a more cohesive and productive working environment.

That’s it for part 1. Stay tuned for part 2!