There are typically two modes of thinking, or sales archetypes, when it comes to service or tech-based sales. The first (and arguably the most common) is the ‘Technician’ and the second, the ‘Influencer’. Both have their pros and cons (perks and pitfalls), yet both can master the art of sales. There are no limitations – other than the limitations you place on yourself – when it comes to sales.
The Technician tends to be analytical and naturally detail-oriented, finding meaning and purpose in gaining an in-depth understanding of how things work. Not only do they love the detail in their work, it is their comfort zone, which can result in a natural aversion to sales and selling.
Perks: Technicians can quickly identify problems (potential and actual) and confidently find solutions; they know which service or solution will optimise performance and ultimately, achieve success. They are diligent in the information they provide, and accuracy is always top of mind.
Pitfalls: Their desire to have “all of the information” at hand before making a call can result in avoidance strategies and procrastination, cultivating a ‘stay safe’ mentality, instead of reading the client and adapting their communication and strategies accordingly. They can have negative and limiting beliefs about being a ‘salesperson’.
Technicians are natural analysts and focused on solutions however, they can have limiting beliefs around being a ‘salesperson’.
The Influencer loves connecting and driving relationships with people, focusing on delivering the human element in a sales relationship. They are more ‘big picture’ people, who have a knack for reading the client and developing rapport quickly.
Perks: Influencers are less prone to procrastination and don’t need to have all their ‘ducks in a row’ before getting out and talking to clients. They’re confident in talking ‘outcomes and benefits’ with the client and are able to build rapport quickly and easily.
Pitfalls: Because they’re focused on the big picture outcome, their attention to detail can suffer and they may at times, avoid the detail at all costs. This might for example, result in a lack of focus and follow up on the client in the post-sale relationship, which is just as important as the close.
Influencers are born relationship-builders, but their avoidance of detail can affect those relationships.
You may find that you relate to aspects of both sales archetypes and to use a combination of both is to truly win in service and tech based sales – it’s important to remember there are perks and pitfalls to both. The key is to reflect on where you feel you (and your team) sit within these archetypes, in order to develop and extend your abilities and ultimately, best serve your client. Acknowledge what you’re doing and achieving, then identify what you could be doing and what you could be delivering more effectively.
Nicky Miklos-Woodley is an Evergreen Sales & Business Coach, Facilitator and Speaker.
There is a common stigma attached to ‘sales’ and yet, sales are so critical to the success of all businesses. The hard truth is without sales, your business is a hobby.