True sales success lies in understanding psychology and challenging the status quo.
Today’s buyers crave insights and real solutions, not just yes-men.
Let’s dive into the three types of salespeople and see where you fit.
1) Order Takers
(e.g Cashier at McDonald's)
How it works:
Client arrives at the counter and makes an order.
They know what they want (a burger and a coke), they know what problem they are solving (getting food fast and cheap).
There are no particular sales skills needed to take this order aside from following procedures (playbooks) and smiling to the client.
This is where 100% of sales professionals start.
And unfortunately this is where 95% remain.
What is wrong with this type?
Simply put, psychologically these sales people come as a commodity to a buyer. They have no authority, they have no power.
And merely it results in one of the following scenarios:
1) Client decides to move forward (lucky you!) because of you product/service fits their needs and price is cheap.
2) Client needs to think it over and ghosts all your follow-ups.
The problem here is that Type 1 salesperson is not able to deal with the prospect if the process becomes any more complex. Think of handling rejection, need to prove value or dealing with competition.
Not even saying about scenarios where client is not a decision maker and sales person needs to involve more people at client's side to move forward, so forget about signing mid-market or enterprise deals.
When it could work: SMB sales and simple sales cycles.
2) Consultants
(e.g waiter at a restaurant)
How it works:
Client arrives at the table and wants to have dinner.
They might or might not know what they want (problem needs to be discovered), and the waiter's role is to ask them questions about their preferences and suggest meals (solutions).
Process is associated with sales rep’s ability to discover and reinstate pains and connect these pains with features and impact.
Empathy and personal connection play a vital role.
If there’s no rapport on a personal level, then this interaction = taking an order
(or in most cases losing a deal).
What is wrong with this type?
While this approach is a step up from the order taker, it still has its pitfalls.
Consultants can get too comfortable playing the role of an advisor without driving the conversation toward closing. The danger lies in being too empathetic and not assertive enough.
The balance between understanding client needs and pushing for a decision can be tricky. This type often struggles when it comes to sealing the deal in more complex or competitive environments where a stronger push is needed.
If unattended - results in “quoting and hoping”
When it could work: Ideal for closing Champions and closing mid-managers & User buyers.
3) Status Sellers
(e.g : 3* Michelin restaurant)
How it works:
Client books a table 3 months ahead.
Restaurant runs background checks and interviews to make sure they actually need qualify to dine in such a place, and if they could afford the dinner.
Once in - clients get served one and only one course of meals that addresses specific problems they might not even thought they had.
Client writes a 4-figure check and refers to his influential and wealthy friends. Administrators also negotiate and booked a client's wedding for 80 guests in 6 months.
Top sales reps are able to grasp local star power, and turn the table in favor of the sales person (Sales lead the process, not a client).
How to do that:
Create Exclusivity: Make your product or service feel exclusive. Like the Michelin restaurant, ensure that potential clients know not everyone can access what you offer.
Your product/service is not for everyone, and your prospect needs to prove they can have business with you.Disqualify Prospects Thoroughly: ask hard questions, dig deep into what worked for them in the past and what did not. Most importantly ask questions to help understand emotional impact of unsolved problems.
Deliver Unmatched Value: provide a unique experience or solution that they can't find elsewhere. Address problems they didn't even know they had. This creates a memorable and impactful experience that reinforces their decision to choose you.
Leverage Referrals and Influential Networks: Encourage satisfied clients to refer you to their network. Wealthy and influential clients often move in circles with others who can also afford and appreciate your high-end offerings.
Negotiate and Close Big Deals: Be ready to handle big negotiations and close significant deals. This requires confidence, a deep understanding of the client's needs, and the ability to present your offering as the ultimate solution.
What is wrong with this type?
The danger with this approach lies in its exclusivity. By focusing too much on creating an elite, high-status image, there's a risk of alienating potential clients who may not fit the mold but still require your services.
This approach can also lead to complacency, as it relies heavily on the perceived value of the brand rather than ongoing innovation and client engagement.
When it works: closing high-status executives of large enterprise accounts.