Know yourself to know your Clients: how personality tests can help you...
Including with your Sales
In sales (and often in life), we have a tendency to point the finger when things don’t go as planned. If a client doesn't react, behave, or respond the way we expect, we might catch ourselves thinking, “What’s wrong with them? Can’t they see?” It’s easy to get frustrated, but here’s the truth: we’re all wired differently. We expect people to behave like we do, but have you ever stopped to ask yourself: What does it mean to be like you? And more importantly, how would others describe you, so they can better deal or relate to you? (Hint: it might not always be what you think!).
Take a moment to think about it - are you an “I’m right, listen to me” type? Or more of a “Let’s all collaborate” person? Maybe, like me (yes, I’m an INTP), you're the “Let's solve this logically and debate the details” type, which can be as confusing as it sounds to some. But hey, it’s all about understanding where you fit into the puzzle and how to connect with others who may think, act, and respond in completely different ways than you do.
Here’s a roundup of some of the most popular personality assessments that can help you understand yourself - and your clients - better. When you understand who you are, you can better connect with others, adjust your approach, and close more deals.
1. MBTI (Myers-Briggs Type Indicator)
What it is: the MBTI is one of the most well-known personality assessments. It classifies individuals into 16 different personality types based on preferences in four key areas: where you focus your attention (Extraversion vs. Introversion), how you gather information (Sensing vs. Intuition), how you make decisions (Thinking vs. Feeling), and how you approach life (Judging vs. Perceiving).
Why it's useful for B2B sales: by understanding your MBTI type, you can identify how you communicate, make decisions, and approach problems. This can help you adjust your sales approach depending on the type of client you’re working with. For example, an "INTP" (guilty as charged) might focus on offering logical, analytical solutions and engaging in detailed problem-solving. Meanwhile, an "ESTJ" might prefer a more structured, facts-based approach - and possibly a checklist to make sure everything is in order!
2. DISC Personality Assessment
What it is: the DISC model categorizes behavior into four types: Dominance, Influence, Steadiness, and Conscientiousness. It focuses on how people respond to challenges, influence others, respond to the pace of the environment, and how they approach change.
Why it's useful for B2B sales: understanding your DISC type can help you tailor your interactions with clients based on their behavior. If your client is a "Dominant" personality, for example, they may prefer a direct, assertive approach, whereas a "Steady" client may respond better to a more patient, relationship-focused style.
3. The Enneagram
What it is: the Enneagram divides personalities into 9 types, each with its own motivations, fears, and coping strategies. The types include the Perfectionist, the Helper, the Achiever, and others.
Why it's useful for B2B sales: it offers deep insights into what drives your behaviors. By understanding your own type, you can become more aware of your emotional triggers, which can be useful for handling stressful sales situations. You can also use it to better understand your clients' core motivations and tailor your pitch accordingly.
4. Color Personality Test
What it is: the Color Personality Test assigns individuals a color based on their personality traits. Each color represents a distinct way of thinking, feeling, and acting. For instance, “Red” may symbolize leaders who are goal-oriented, while “Blue” represents analytical and logical thinkers.
Why it's useful for B2B sales: this quick and easy test can give you a fun and straightforward way to understand your personality and how you might be perceived by others. It’s especially helpful in determining how to communicate with different types of clients. For instance, if you're working with a "Blue" personality, you may want to focus on providing detailed information and data-driven solutions.
5. StrengthsFinder
What it is: StrengthsFinder identifies your natural talents across 34 areas, helping you recognize your top strengths. The assessment results in a list of your dominant strengths, such as Strategic Thinking, Relationship Building, or Executing.
Why it's useful for B2B sales: recognizing your strengths can help you identify what you do best in the sales process. Are you great at building relationships? Do you excel at problem-solving or thinking strategically? Understanding these strengths allows you to lean into what you’re naturally good at and ensure your sales approach is more authentic and impactful.
Conclusion: using personality insights in B2B Sales
Personality tests are more than just a fun exercise - they are powerful tools for self-awareness that can drastically improve how you approach B2B sales. By understanding your own personality, you can communicate more effectively, build stronger relationships, and adapt your approach to resonate with different types of clients.
Here’s what you can do next:
Take one of these tests and reflect on your results. What did you learn about yourself that you didn’t know before?
Consider the personalities of your key clients. How might their traits align with yours? How can you adjust your approach to better connect with them?
Continuously revisit these tests as your career progresses. Self-awareness is an ongoing process, and the more you know about yourself, the better you’ll be able to serve your clients and drive sales.
In the world of B2B sales, understanding the nuances of human behavior is key. When you know yourself, you can better understand your clients—and that’s when the real magic of sales happens.