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4 Primary Personality Temperaments
Have you ever felt like your sales pitch should work, but somehow, it just doesn’t connect?
You’re on a call with a potential client, and you’ve nailed your sales pitch.
The product is perfect, the price is right, and the presentation is spot on.
But when it comes time to close, they hesitate or say they need more time.
Frustrating isn’t it?
You’re not alone.
One-Size-Fits-All Is Killing Your Sales
You see, most entrepreneurs rely on a generic sales approach.
They pitch their product the same way to every person, hoping it will stick.
This is like trying to use the same key for every lock—it just doesn’t work.
People have different temperaments that shape how they make decisions and what they care about.
Failing to adapt your sales pitch means you’re speaking in a language your prospect doesn’t understand.
As a result, you lose sales without even knowing why.
As a matter of fact, a staggering 58% of salespeople struggle to adapt their approach to the personality of their prospect, leading to missed opportunities and lost revenue.
The Solution? Temperament-Based Selling (TBS)
The solution is simple but powerful: tailor your sales approach to match the temperament of your prospect.
There are four primary temperaments:
Dominant (D)
Relator (R)
Analytic (A)
Cheerleader (C)
Each has different desires, decision-making processes, and triggers.
When you align your pitch with their temperament, you make them feel understood, respected, and valued.
And when people feel valued, they buy.
Why TBS Works So Well
Sales conversions can increase by up to 30% when you adapt to the buyer’s temperament, according to research by Rain Group.
It’s like flipping a switch.
Suddenly, your words resonate.
Your prospects nod along.
You move from being a salesperson to being a trusted advisor.
From personal experience, I can tell you that it works.
When I first started, my sales were terrible.
But, when I applied TBS to my sales, and I went from a 30% conversion rate to a 92% conversion rate.
That’s a 207% increase!
All because I was flexible enough to adapt my sales to my buyer. Instead of the other way around.
What Each Temperament Wants
So now that you’re convinced, let’s break down what each temperament wants and how you can meet those needs.
1. Driver (D) Temperament
What They Want:
- Quick Results: Drivers crave speed and efficiency. They want solutions that deliver fast, impactful results and help them achieve their goals quickly.
- Control: They like to be in charge of their decisions and outcomes. Drivers want to feel empowered and in control of the process.
- Challenges: They thrive on competition and challenges. Dominants are motivated by opportunities to prove their skills and outperform others.
- Success and Winning: Drivers are driven by a desire to succeed and win. They want to know how your product will give them a competitive edge or make them look good.
Words They Respond To: “Results,” “win,” “control,” “lead,” “achieve.”
What Turns Them Off: Details, small talk, slow processes, indecision.
Sales Tip: Be direct, concise, and focus on how your product delivers quick wins. Highlight their control over the outcome.
Example Phrase: “This solution puts you in control and delivers results fast, keeping you ahead of the competition.”
2. Relator (R) Temperament
What They Want:
- Connection and Trust: Relators value relationships and trust deeply. They want to feel connected to you and your company. They prioritize genuine interactions and meaningful relationships.
- Understanding and Empathy: They need to feel understood and appreciated. Relators are looking for someone who listens to their needs and responds thoughtfully.
- Harmony and Cooperation: Relators prefer collaborative environments where everyone works together. They value smooth, harmonious interactions without conflict.
- Loyalty and Support: They are loyal customers who value support and consistency. Relators want to know they can count on you in the long run.
Words They Respond To: “Trust,” “relationship,” “together,” “understand,” “support.”
What Turns Them Off: Pressure, aggressive language, impersonal or transactional approaches, conflict, rushing decisions.
Sales Tip: Focus on building rapport and showing empathy. Emphasize the reliability and support your product offers, and make sure they feel understood and valued.
Example Phrase: “We’re here to support you every step of the way, and together we’ll find the best solution that fits your needs.”
3. Analytic (A) Temperament
What They Want:
- Accuracy and Precision: Analytics are detail-oriented and value precision. They need thorough, accurate information and appreciate well-researched and carefully presented solutions.
- Logic and Facts: They base decisions on data and facts, not emotions. Analytics want to understand the logic behind your offer and see clear evidence of its effectiveness.
- Quality and Excellence: They strive for the best and have high standards. Analytics are willing to take the time to ensure they are choosing the highest quality option.
- Order and Structure: They appreciate order, clear processes, and structured approaches. Analytics want to know that every detail has been thought through.
Words They Respond To: “Data,” “proven,” “analyze,” “quality,” “precision.”
What Turns Them Off: Vague claims, mistakes, emotional appeals.
Sales Tip: Provide detailed information, research, and evidence to support your claims. Avoid vague statements and ensure your pitch is well-organized and fact-based.
Example Phrase: “Our data shows that this approach is consistently effective, with a 99% success rate. Here’s the detailed analysis on how it works.”
4. Cheerleader (C) Temperament
What They Want:
- Recognition and Praise: Influencers thrive on recognition. They love being acknowledged for their achievements and enjoy the spotlight. They’re drawn to opportunities that enhance their image.
- Social Interaction: Influencers are energized by people and social settings. They value connections, networking, and collaborative environments where they can express themselves.
- Excitement and Fun: Influencers are all about having fun and keeping things lively. They are drawn to engaging, dynamic experiences that break away from the mundane.
- Freedom and Flexibility: Influencers dislike rigid structures. They want the freedom to explore, adapt, and create as they go along. They value variety and spontaneity.
Words They Respond To: “Exciting,” “amazing,” “let’s do it,” “team.”
What Turns Them Off: Boring details, rigid rules, isolation.
Sales Tip: Keep your presentation engaging and energetic. Use stories, social proof, and examples that show how your product adds excitement and recognition to their lives.
Example Phrase: “Imagine how exciting it will be when everyone sees the success you’ve achieved with this.”
Action Plan: How to Use Temperament-Based Selling to Boost Your Sales
Step 1: Learn About the Four Temperaments
First, you need to understand the four main temperaments: Dominant, Relator, Cheerleader, and Analytic.
- Dominant (D): Likes results, control, and quick actions.
- Relator (R): Values connection, trust, and working well with others.
- Cheerleader (C): Enjoys support, encouragement, and teamwork.
- Analytic (A): Prefers details, facts, and careful thinking.
Action: Read about each type and how they like to communicate. Use tools like DISC assessments to help you learn more.
Step 2: Look at Your Current Sales Process
Check how you currently sell to see if it’s too general or might not fit with certain temperaments.
Action: Review your sales scripts, emails, and presentations. Look for any language that might not work for some types (like being too pushy for Relators or too vague for Analytics).
Tip: Listen to recordings of your sales calls to see if you are using one style too much.
Step 3: Figure Out Your Prospects’ Temperaments
Learn how to spot your prospect’s temperament early in the sales conversation by observing, listening, and asking the right questions.
Action:
- Ask the Right Questions: Use questions that help you understand their style:
- Dominants: “What are your main goals?”
- Relators: “What’s important to you in choosing a partner?”
- Cheerleaders: “How does this fit with your team?”
- Analytics: “What data do you need to decide?”
- Watch How They Talk: Notice how they communicate. Are they direct and quick (Dominant)? Focused on people (Relator)? Upbeat and friendly (Cheerleader)? Detailed and serious (Analytic)?
- Use Tools: You can also use personality tests to understand your prospect’s temperament better.
Step 4: Match Your Sales Approach
Change your pitch, words, and presentation style to fit each prospect’s temperament.
Action:
- For Dominants: Be brief, focus on results, and highlight control. Use words like “quick,” “lead,” and “achieve.”
- For Relators: Build trust and show empathy. Use words like “support,” “together,” and “understand.”
- For Cheerleaders: Keep things positive and engaging. Use words like “team,” “encourage,” and “positive.”
- For Analytics: Give clear, detailed information. Use words like “data,” “proven,” and “quality.”
Tip: Create scripts or templates for each temperament that you can adjust during sales calls.
Step 5: Practice and Role-Play
Changing how you sell takes practice. Role-playing can help you get better at recognizing and adapting to different temperaments.
Action:
- Practice with Others: Role-play with your team where each person acts as a different temperament. Give feedback on what worked and what didn’t.
- Record Your Practice: Record the role-plays so you can watch and see where you can improve.
- Make Changes Based on Feedback: Keep adjusting your approach based on feedback from practice and real sales calls.
Conclusion
Mastering temperament-based selling is like having a superpower in your sales arsenal.
It’s not about changing your personality—it’s about meeting your prospects where they are.
Speak their language, and watch your sales soar.
Stop losing deals because of mismatched communication.
Instead, connect deeply, sell smartly, and watch as your conversions climb.
Ready to master this game-changing skill?