Attorney, Sell Thyself: Knowing & Growing Your Personal Selling Style

Learn to sell by adapting your personality to your prospect's buying style...

Find more legal marketing tips on my website www.terry-graham.com.

From an early age, I loved going door-to-door for a payoff, from late-night Halloween candy sweeps to cold calls selling imprinted Christmas Cards by age 10. So years later, when hotshot salesmen (yes, men) running IBM’s revered, intensive sales training trashed my sales style, I was shocked!

Following their humiliating public assessment, I discovered an invaluable tool that has helped me to learn and teach others how to sell by (1) understanding your personal style including strengths and weaknesses, (2) identifying your prospect’s buying style, and (3) modifying your sales pitch to satisfy your prospect’s needs and successfully close the sale.

The Analytical/Amiable/Driver/Expressive Personality Model introduced in 1981 by David W. Merrill and Roger H. Reid in their book, Personal Styles & Effective Performance (reprinted in 1999 by CRC Press, LLC), serves as a springboard for the sales novice.

The late marketing guru Peter Urs Bender’s website* offers a free quiz and related charts to assess and understand your personality type(s) to help you hone your sales skills. (Note: Bender’s test identifies your predominant style, but since most of us are a combination of two styles, spend some time studying the personality overviews he and others provide, and keep reading.

You’ll find the quiz and charts here:

http://www.peterursbender.com/quiz/index.html

Interactions between individuals with similar styles are easy, while communications between opposing styles can be fraught with frustration, tension, and failure, unless you smooth the way by modifying your behavior.

DEFINING ANALYTICAL-AMIABLE-DRIVE-EXPRESSIVE STYLES

The Analytical (symbolized by the Owl) focuses on “how”. He values accuracy backed by details, numbers, and other data, and is the type that seeks, reads and analyzes the “fine print,” often taking a long time to reach a decision. An introvert who hides his feeling, he fears being embarrassed or wrong.

The Amiable (Dove) is friendly, nurturing interpersonal relationships. She wants to understand “why”, and actively listens to and supports her ever increasing circle of friends. Amiables welcome suggestions and may avoid decisions that could create conflict. She displays emotions in socially acceptable ways, and most fears losing the trust of others.

The Driver (Eagle) is decisive, focused on action and results. He is interested only in “what” must happen to achieve the goal. Bottom-line driven and often the boss, he want things done his way, and make it snappy! While extroverts, Drivers avoid displaying their emotions and fear losing control.

The Expressive (Peacock) is interested in “who” is involved, and loves praise and an attentive, appreciative audience. She enjoys being the center of attention and wants to inspire others. Expressives usually display their emotions freely, fearing rejection above all.

Canadian Richard Dagan designed two interesting charts that predict each personality’s situational responses posted at http://intraspec.ca/s4types.php

By now, you probably know which style(s) you embody. Note the improbability of an Analytical-Driver or Amiable-Expressive person because these styles conflict. Analyticals and Expressives will find it it difficult to work together, as will Amiables and Drivers, because they don’t fulfill each other’s needs – quite the opposite!

SELLING TO OTHER PERSONALITIES

The more divergent your personal styles, the harder it will be to sell to your prospect unless you tailor your approach to suit your prospect’s buying style. Urs Bender offered simple tips to do just that.

Analytical Sellers and Prospects:

Analytical sellers should speak up more often without hosing down prospects with unwanted details or lengthy critiques of their legal matters. Chill! Be open to other viewpoints, showing appreciation and personal interest in your prospect. And, hey: Smile!

If your prospect is an Analytical, be prepared to discuss the facts, and how things will work. Focus upon the task, and let your prospect spend the time he needs to thoroughly understand and analyze your statements. Have detailed information on hand to prove your claims. Compliment your prospect on his analytical approach and attention to detail, asking if he needs more information before making a decision to hire you. He usually will.

Amiable Sellers and Prospects:

The Amiable seller needs to speed up with fast people. Speak up, assert greater control of the sales call and be willing to take some risks. Limit the time you spend on your “getting-to-know-you” shtick, moving more quickly to the sales call. Avoid being the “nice guy” who “finishes last.” Have a plan and stick to it.

When your prospect is an Amiable, be relaxed, pleasant and attentive. Take the time to listen to her, and then explain your services clearly, actively supporting her suggestions and responses. Discuss who will work on her matter with the inclusive “we”-- affirming that she is part of the team -- rather than “I”.

Driver Sellers and Prospects

A Driver seller must slow down with slow prospects (that is, anyone who is not a Driver), listening to what they have to say before telling them what they need from her. Avoid seizing total control of the situation. Be respectful of and responsive to your prospect's questions and concerns. Relax and be more patient. Don’t drum your fingernails, vibrate your foot, or stare at your watch during the sales call!

Selling to a Driver prospect requires a focus on facts and results presented in a “bottom line” style. Be organized and prepared to efficiently answer questions regarding services, anticipated results and costs. Let him assert control by providing alternatives from which he can choose. Expect the sales call to go quickly, and then leave.

Expressive Sellers and Prospects

The Expressive seller needs to slow down and listen up. Pay attention to your prospect’s comments, take notes and then define clear goals and timelines. Focus more on details while remaining relaxed and calm, avoiding dramatic outbursts.

When selling to an Expressive prospect, be enthusiastic and communicative. Show appreciation for her status, flair and achievements, showing her how working with you will enhance her image. Share stories, but don’t overwhelm the Expressive with details. Protect this “bigger than life” personality from colleagues who won’t be a good audience!

SELLING YOURSELF

The truth is, there is no such thing as a “born” seller. If you offer a quality service at a competitive price, adapt your personal style to suit that of your prospect and make the sale!

*Many thanks to marketing consultant George Torok, co-author of Peter Urs Bender’s book, Secrets of Power Marketing, for maintaining Bender's website to honor his esteemed friend and mentor.

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Terry Graham, M.A., is a legal marketing and public relations consultant based in Marin County, California. She can be reached at 415/686-8442 or tg@terry-graham.com. Check out her website at www.terry-graham.com

© 2010 Terry Graham. This article may be copied and distributed as is with no changes, and with proper attribution to the author, including copyright and contact information.

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