Salesperson Stereotypes and How to Avoid Them

by Bryan Neale

If you’re reading this, you’re likely a salesperson or thinking of becoming one. What you may not realize is that you probably scream “SALESPERSON” when you simply enter a prospect’s office without even knowing it. I find many salespeople, including the most seasoned professionals, do things to perpetuate the stereotypical salesperson.

So what does the world think of “our noble tranche of peddlers?” In several recent sales training meetings, I asked my classes to do the old “I say a word (in this case ‘salesperson’) and you write down the first thing that comes to mind” trick. Here’s a sampling from the list they came up with:

• Used Car Salesman
• Greedy
• Pushy
• Talk too much
• Aggressive
• Money Hungry
• Egotistical
• Annoying

Ouch!  Nothing positive here. As a salesperson you ask, “What can I do to avoid being saddled with any of these descriptors?”

1-Recognize this is where it starts:  No matter what you do, people will pick up on the fact that you’re a salesperson and will form the above opinions of you UNTIL you give them a reason not to. If you even demonstrate a morsel of the behaviors above, you’re dead.

2-Think Differently:  A good deal of the training I do involves teaching people to think differently. Most of the negative characteristics above stem from flawed thinking. Salespeople either think they have to be a certain way OR their thinking drives them to behave accordingly.

3-Shut Up and Relax: The greatest sales calls are those where you as the salesperson literally don’t say anything. Calls like these typically involve the client sharing pains and problems you can help solve. You think you are breaking the rules by sitting there and listening vs. talking (and presenting) the whole time. Be OK with NEVER presenting anything. Often a very simple one-page synopsis of the client’s problem and how you intend to solve it is all you need. Don’t feel like you HAVE to present. You don’t.

4-Don’t Fake It: “Who you are screams so loud I can’t hear what you’re saying.” I love that quote. It’s so true. We all give off a VIBE that others can pick up and analyze. You do it everyday. You talk to someone who’s happy. You talk to someone who’s unhappy. Neither has to tell their state of happiness—you can just tell. Prospects are the same. They can tell when you’re after the sale. They can tell when you’re reaching for their wallets before they do. They can tell when you’re having a bad month.

Just be you. In the moment. Present. Objective. Nothing else.