How to Know which Approach in Sales is Best? Aggressive or Passive?

by | Dec 5, 2023 | Sales, Sales Strategy

The end of the year is near. Will you make your goals for this year? If you have doubts, do you feel the pressure mounting? Most salespeople do. The problem is we might get too aggressive with our customers and prospects. Will we offer a last minute “Hail Mary” discount? Will that work for the client? Possibly, but not necessarily.

Are you naturally aggressive with customers and prospects? If so, how has that worked out for you? Believe it or not, some customers admire that in a salesperson, and yet, others automatically reject that approach.

Poor sales results are not just about your sales skills.

There are other factors that need to be considered.

It can be your attitude, your empathy towards customers, your enthusiasm and confidence. These are all valid factors. The problem is that it’s human nature for salespeople to approach each customer in a manner that is natural and comfortable for them as the seller.

When you take most sales skills courses, the methodology used is to follow a consistent process that should lead to the best results. If that’s the case, why isn’t everyone hitting their goals? The problem lies with the fact that not all customers are alike. Well yes, intellectually, we know that. But what attributes of the customer can help us connect better?

One factor to consider when approaching customers in an aggressive manner is to consider the customer’s personality style. The problem though is you can’t give the customer a personality assessment in a sales meeting. But considering the personality of the customer is critical because two personality styles do not mind the aggressive approach, while the other two styles oppose it. What should you do?

The most important thing a salesperson should do is put the needs and concerns of the customer first. Listen to the customer for signs of whether they are aggressive in the mannerisms or more passive. You as the salesperson need to adjust your approach based on the signals that come from them.

Even if you are attentive to all the signs, how can you tell the customer’s personality style? With most personality tools it’s hard to predict the customer’s style. Especially with Myers-Briggs which has sixteen different styles.

Yet you can learn a lot, perhaps making an educated guess when you consider how they dress, what’s in their office décor, their rate and volume of their speech, their body language, and whether they prefer to dominate the conversation or ask questions. These are all critical in finding out whether you should be aggressive in your approach or more passive.

And to move from an educated guess to a proven process for understanding how your clients buy, check out my online course “Personality Centric Selling.”

I’m very proud of this course because it shows how and why personality styles matter and how you can better connect with the styles that your clients have. Each style is different in how they make decisions, how they communicate, motivate, and what they value. The goal of the course is to help you adjust your style to better connect with your prospects, clients, and as a leader to your team.

Remember, it’s not how you sell, it’s how your client buys.

Here’s to great selling.

Merry Christmas and Happy New Year,