In this excerpt from "Bag the Elephant: How to Win & Keep Big Customers" (Bard Press), author Steve Kaplan explains the importance of matching the personality of a sales person with the right customer. It's the difference, he writes, between success and failure. To land the big client or customer (the elephant) requires you to work smart in the sales process.

I believe that all BNI members will benefit from reading Bag the Elephant. So much so that I've obtained 12,000 copies of the book to give to BNI members. Each US chapter will soon receive a copy to keep in every chapter library. I encourage all of our membership to read Steve's book and put the ideas into action. To purchase your own copy of "Bag the Elephant" visit: www.Differencemaker.com.
Dr. Ivan Misner, Founder & CEO, BNI

Art of Networking
The 3 Types of Sales People
And how to help them bag your biggest customer yet.
By Steve Kaplan

In my experience, salespeople fall into three basic types based on their personalities, styles, and approaches:

• The Sage
• The Pal
• The Pit Bull

Each type can be effective in particular situations. Although some salespeople may seem to fit more than one category, usually one type is dominant. With experience, a salesperson can change from one type to another, especially if she finds a style that better suits her.

THE SAGE
Who is the Sage? The Sage cites his own experience to make the buyer comfortable with him and his product. He often uses reasoning and a pencil to provide the buyer with irrefutable evidence, then compares his product to the competition's to clinch the deal.

Though he may be gregarious at heart, he is most often reserved at work. He succeeds by capitalizing on his experience and knowledge, not from being warm and fuzzy.

Descriptors: Knowledge, experience, comfort, trust.

When the Sage thrives: He's trying to sell to a conscientious or skeptical customer who is concerned about buying the wrong product doubtful of whether he should be buying it at all, or worried about how he'll look if he makes a poor purchasing decision.

Generally, the Sage likes to be of an age that puts him at the height of his game in his industry. For a sale to a business, for example, the target age might be forties or older. For retail clothing sales in a shopping mall, on the other hand, late teens or twenties might be preferable. Ideally, the Sage is old enough to inspire confidence but young enough not to appear out of touch.

What the Sage needs from you to succeed:

• Useful information, such as examples of what he's done for other clients, case studies, spec sheets, and reference lists.
• Proof of your product's best features, whether through market research, industry or consumer test reports, or sales figures.
• Timely, accurate responses to the customer's questions. If you have a retail business such as a jewelry store, consider creating a chart for your Sage that he can use to educate customers on the wonderful world of diamonds, putting their minds at ease along the way.

What motivates the Sage: To play to the Sage's strengths in experience and knowledge, ask him to mentor less experienced salespeople, encourage him to pursue education in the field, and find conventions where he can expand his knowledge base.

THE PAL
Who is the Pal? The Pal is a great relationship builder. A successful Pal is very outgoing and makes friends easily. She may be light on substance and knowledge about the product, but she has no peer when it comes to linking business with relationships. Customers will buy from the Pal simply because they like her.

Pals are adept at adapting their opinions and small talk to suit their audience. A Pal is the type to rave about a sports team in one conversation, then scorn the same team in the next conversation. Consistency aside, I've had a lot of luck putting Pals on tough accounts where the merits of the business alone couldn't make the sale.

It's important to remember that the main attribute of the Pal is her uncanny ability to build relationships, an invaluable tool in your sales arsenal.

Descriptor: Relationships.

When the Pal thrives: Whenever her customer wants more from a salesperson than business, and especially when the person she's trying to sell to isn't actually making the decision but is simply recommending a supplier. The Pal likes to be in the same peer group as the customer. Pals also thrive when they are able to use entertainment as a sales tool. Clients who are willing and able to take advantage of a free lunch or sporting event should be receptive to the Pal.

What the Pal needs from you to succeed:

• Clear, simple, and detailed materials that explain your product or service. These might include a printed or computer presentation she can memorize or flip charts she can share with potential customers.
• Being paired with a Sage. They can have a positive effect on each other—and more important, on the customer.
• Your consent to spend money on entertainment. Remember to account for this cost in your sales price and financial forecasts.

What motivates the Pal: The Pal lives to interact with other people. Social activities always put a smile on her face; she likes to feel needed and wanted. The Pal genuinely enjoys the customer relationships she has built, and she enjoys receiving praise and credit for the value her people skills bring to the business. These interactions provide much of the Pal's motivation. Acknowledge her ability to forge relationships—for that is the cornerstone to customer loyalty.

THE PIT BULL
Who is the Pit Bull? The Pit Bull is all business. He doesn't come to work to make friends, either with co-workers or with sales contacts. Instead, he churns through prospects until he maximizes his sales. It's all a numbers game to the Pit Bull. If he loses an account, so be it—there are more out there. By the same token, the Pit Bull is typically poor at customer service and often loses repeat business as a result. His tenacity breeds success, but it also creates enemies, both inside and outside the company.

That said, I've seen tremendously successful Pit Bulls in nearly every industry. The trick for you is to sic the Pit Bull onto the right customers. Although the Pit Bull might not mind alienating prospects, you probably will.

Descriptors: Business, the bottom line.

When the Pit Bull thrives: Pit Bulls prosper when they're let off the leash. They appreciate having the latitude they need to clinch deals on the spot. Some good industries for a Pit Bull include real estate, car sales, telemarketing, and stock brokering by phone.

What the Pit Bull needs from you to succeed:

• Independence.
• Enough pricing latitude to close the deal as soon as possible.
• Customer service support, to mitigate the weak points.
• If appropriate, adjust compensation to account for the added costs.
• A simplified closing process, so he can move on to the next sale.

What motivates the Pit Bull: One word—money. Set targets at a level where he'll have to stretch, but if he reaches the target, make sure he cashes in. A Pit Bull prefers to deal with customers who won't be turned off by his somewhat abrasive style. He wants to be appreciated for his drive, so try not to chastise him every time you get a minor complaint about his personality.

Steve Kaplan has bagged Elephants. He's managed, owned, and prodded his own companies to success repeatedly. And he's designed the strategies that have led over a hundred other companies to the top. If you've been looking for someone who goes beyond the talk and is willing to share with you in detail what to do about increasing your bottom line, you've found that person in Steve Kaplan, the man they call The Difference Maker.

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