Building a Sales Team Based on Personality Types
Principles of Building a Sales Team Based on Personality Types
Creating the perfect sales team is like conducting an orchestra: every personality and interaction matters. But what if, instead of harmony, you get dissonance? The answer is simple: consider personality types. Each individual brings unique strengths, approaches, and limitations to the table. Let’s explore how to assemble a team that will drive your business forward.
What is a Sales Team?
At first glance, a sales team is a group of people selling products or services. But if you dig deeper, it’s more than just individuals with shared goals. It’s a network of independent personalities collaborating to achieve common outcomes. Each team member has distinct tasks, making role allocation crucial for success.
To operate like a well-oiled machine, salespeople need three main components:
- Product knowledge: A salesperson must know the strengths and weaknesses of the product to confidently close deals.
- Audience understanding: A successful salesperson adapts to the client, leveraging their experience and knowledge.
- Metrics and plans: Clear goals and KPIs help maintain focus and achieve results.
However, the most critical factor is the personalities within the team. Let’s examine how different personality types influence effectiveness.
Personality Typology in Sales: From Theory to Practice
1. Introvert (I) / Extrovert (E)
Extrovert
Extroverts are ideal candidates for front-line sales roles. They thrive on energy from interactions, respond quickly in conversations, and naturally hold attention. Their charisma and openness foster trust.
Introvert
Introverts, on the other hand, work more slowly. They need time to warm up but excel in analytical roles. While they may struggle on the front lines, their strategic thinking is invaluable behind the scenes.
| Type | Role | Best Fit |
|---|---|---|
| Extrovert | Active Salesperson | Fieldwork |
| Introvert | Analyst, Strategist | Market Analysis, Training |
2. Logical (T) / Ethical (F)
Logical
Logical types sell through facts and arguments. They explain why a product is good by focusing on its features. However, their approach often lacks emotional depth, which may deter some clients.
Ethical
Ethical types prioritize the client’s feelings, creating emotional connections and understanding needs. Their talent lies in persuading through empathy and trust.
| Type | Role | Best Fit |
|---|---|---|
| Logical | Technical Expert | B2B Sales, Complex Deals |
| Ethical | Negotiator, Empath | B2C Sales, Mass Market |
3. Sensor (S) / Intuitive (N)
Sensor
Sensors excel in selling physical products. They present items based on tangible attributes, such as clothes, food, or cars, with a clear and organized approach.
Intuitive
Intuitives perform better with abstract products like software, conceptual services, or innovations. They find unique angles to present and can sell ideas as well as products.
| Type | Role | Best Fit |
|---|---|---|
| Sensor | Product Demonstrator | High-demand Goods |
| Intuitive | Innovative Seller | Technology, Art |
4. Judger (J) / Perceiver (P)
Judger
Judgers work methodically, achieving consistent results. They are excellent planners who rarely make mistakes but may struggle with flexibility in dynamic environments.
Perceiver
Perceivers are improvisational masters. They adapt quickly to changes and close deals even in the toughest conditions. However, their lack of stability can require careful management.
| Type | Role | Best Fit |
|---|---|---|
| Judger | Manager, Methodologist | Strategic Planning |
| Perceiver | Sales Genius | Complex Negotiations |
Comparative Table of Dichotomies for Building a Sales Team
| Dichotomy | Characteristics | Strengths in Sales | Weaknesses in Sales | Suitable Roles |
|---|---|---|---|---|
| Introvert (I) | Focused on the inner world, enjoys quiet, avoids frequent communication. | Deep analysis, strategic planning, patience. | Slow pace, difficulty establishing contact, low communicability. | Analyst, Mentor, Strategist |
| Extrovert (E) | Focused on the external world, energized by interaction, easily forms connections. | Quick adaptation, high energy, easily attracts attention, charismatic. | Can be impulsive, sometimes lacks depth in details. | Front-line Salesperson, Negotiator |
| Logical (T) | Guided by reason, relies on facts, results-oriented. | Clear arguments, ability to sell through logic and product characteristics. | Ignores emotional aspects of communication, insufficient attention to interpersonal dynamics. | Technical Expert, B2B Sales |
| Ethical (F) | Focused on emotions and relationships, values interaction and connection. | Creates emotional bonds, persuades through empathy, understands client needs. | May overlook technical or logical product aspects. | B2C Sales, Emotional Negotiator |
| Sensor (S) | Focused on tangible objects, concrete information, and facts. | Excellent at selling physical products, conveys tangible benefits clearly. | Challenges with abstract products or ideas. | Physical Goods Seller, Demonstrator |
| Intuitive (N) | Focused on abstractions, ideas, possibilities, and prospects. | Skilled at selling innovations and abstract products, works well with concepts and unique solutions. | Less attention to details and tangible aspects. | Innovative Seller, Conceptual Specialist |
| Judger (J) | Plans ahead, disciplined, follows a stable approach. | Stability, predictability, reliability, ability to achieve goals methodically. | Slow to adapt to changes, may be inflexible in non-standard situations. | Manager, Methodologist, Team Leader |
| Perceiver (P) | Flexible, improvises, quickly adapts to changing circumstances. | Quick response to changes, creative, can close complex deals through improvisation. | Instability, procrastination, challenging to manage. | Complex Sales Expert, Negotiator |
Notes:
- Introverts excel in analytics, material preparation, and sales system optimization.
- Extroverts are the "engines" of sales, establishing client connections faster than anyone.
- Logical types are masters of arguments, perfect for complex technical sales.
- Ethical types succeed due to their empathy, making them indispensable for mass-market B2C sales.
- Sensors sell what can be "touched," while Intuitives sell what can be "imagined."
- Judgers ensure stability within a team, while Perceivers deliver results in non-standard conditions.
This table helps quickly determine which employees are best suited for different roles in a sales team.
Top 5 Universal Sales Personalities
- EIE (ENFj) – The Charismatic Inspirer.
This type is ideal for sales that require emotional involvement and long-term relationship building. EIEs establish connections easily, sense clients' moods, and adapt their communication styles.
- ILE (ENTp) – The Innovator and Strategist.
Perfect for complex products and innovative fields. ILEs bring creativity and find unique solutions, making them indispensable for conceptual or novel product sales.
- LIE (ENTj) – The Strategic Manager.
LIEs excel in high-level sales, especially in the B2B sector. Their strength lies in structured thinking and the ability to present compelling arguments.
- SEE (ESFp) – The Natural Communicator.
SEEs quickly build trust from the first moments of interaction. They are ideal for mass-market sales and competitive environments. Their energy and charisma are their main tools.
- SLE (ESTp) – The Leader and Executor.
SLEs thrive in competitive environments. They are excellent at sales that require assertiveness or tough negotiation tactics.
Table of Best Personality Types for Sales in Different Industries and Company Sizes
| Industry/Company Size | Best Personality Types | Why They Fit |
|---|---|---|
| Technology and Innovation | ILE (ENTp), LIE (ENTj), EIE (ENFj) | ILE and LIE excel in complex products, while EIE thrives in emotional aspects of innovative sales. |
| Mass Market (Retail) | SEE (ESFp), ESE (ESFj), EIE (ENFj) | SEE and ESE draw attention effectively, while EIE builds long-term client relationships. |
| B2B Sales | LIE (ENTj), ILE (ENTp), SLE (ESTp) | LIE is strategic, SLE is confident and direct, and ILE is flexible and creative. |
| Financial Services | LSI (ISTj), EIE (ENFj), LIE (ENTj) | LSI is reliable and logical, EIE builds trust, and LIE promotes services through a strategic approach. |
| Small Business | SEE (ESFp), ILE (ENTp), SEI (ISFp) | SEE is versatile, ILE finds unconventional approaches, and SEI holds client attention with softness. |
| Medium Business | EIE (ENFj), LIE (ENTj), SEE (ESFp) | These types adapt to changes and excel in competitive environments. |
| Large Business | LIE (ENTj), SLE (ESTp), EIE (ENFj) | LIE is ideal for strategic B2B sales, SLE excels in competitive negotiations, and EIE fosters relationships. |
| Luxury Segment | SEE (ESFp), EIE (ENFj), LSI (ISTj) | SEE and EIE create an atmosphere of exclusivity, while LSI is reliable in showcasing product value. |
| Startups | ILE (ENTp), SEE (ESFp), EIE (ENFj) | ILE is flexible and creative, SEE attracts clients with energy, and EIE builds emotional connections. |
| Industry | LSI (ISTj), SLE (ESTp), LIE (ENTj) | LSI and SLE are strong in negotiations, while LIE provides strategic structure and arguments. |
This table demonstrates that selecting the right personality type for a salesperson depends on the industry, company size, and product characteristics. ILE (ENTp) and LIE (ENTj) are often universal choices, especially for complex or unconventional products. However, charismatic SEE (ESFp) and EIE (ENFj) excel where emotional connection is critical.
How to Build a Balanced Sales Team?
Define the Sales Department's Goals:
- If you need stable results, focus on Judgers (J) and Sensors (S).
- If creativity and flexibility are required, include more Perceivers (P) and Intuitives (N).
Use Types to Assign Roles:
- Extroverts (E) and Ethicals (F) for front-line roles.
- Introverts (I) and Logicals (T) for analytics and strategy.
- Sensors (S) and Intuitives (N) depending on the product type.
Provide Training:
- Each personality type requires a tailored approach. For example, Intuitives (N) need more freedom, while Sensors (S) benefit from practical details.
Maintain Balance:
- Mixing types creates harmony. For instance, an Extrovert (E) with strong emotions can complement the calm but methodical work of an Introvert (I).
Conclusion
A successful sales department is built not only on metrics and plans but on understanding that every team member is unique. Considering personality types helps leverage each individual's strengths, reduce conflicts, and improve efficiency. Sales is not just an art but a science, and the right combination of talents can create real magic.
Final Thoughts
Building a sales team is the art of balancing employees' qualities, strategic business goals, and corporate culture. The personality structure in upper management and among company owners plays a critical role in this process.
In practice, successful team configuration is based on two main principles:
- Bosses' Personality Types: Leaders set the tone and work style. Their personality types influence communication, decision-making, and the company's values. The team must align with this foundation.
- Specific Tasks for the Company's Development Stage: At different stages (startup, growth, maturity), companies need different sales approaches. This determines which personality types will be most effective in achieving the goals.
To effectively select specialists, use the insights from this article: analyze existing personality types in your company, especially the bosses.
With this foundation, visit Opteamyzer: create your teams, add virtual users, and test your hypotheses. Experiment, adapt, and find unique combinations that will drive your business forward. Good luck!