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From Mark Ford, founder, Palm Beach Research Group: In my experience, there are basically three types of salesmen: the bully, the charismatic, and the invisible man.
The bully succeeds by pressing you so hard that you make a purchase just to make him go away. He sells you once, but he will never sell you again.
The charismatic salesman charms you. What he lacks in product knowledge and selling skills he makes up for in good humor. You buy from the charismatic salesman because you like him.
The best seller is the invisible salesman. He focuses your attention on the product/service and the benefits it provides you. Attending to your interests and reactions, he tailors his presentation to meet your wants, beliefs, and feelings.
When you’re in the presence of an invisible salesman, you may forget about him completely because you’re so excited about what you are about to buy.
No flesh-and-blood salesman is purely one kind or another. We are all, in parts, aggressive, charming, and self-effacing. Learning to focus the target’s attention on what’s in it for him is the primary skill of the invisible salesman. Much of what I talk about is devoted to that.
But it is also important to work on your personal skills. That means diminishing the characteristics that intimidate and developing those that charm.
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