What Is Your Selling Style?

After training thousands of salespeople over the past 20 years, we have found that very few salespeople understand their own selling style. This creates an adaptation and production problem for salespeople. They do not know how to adapt their personalities to make the buying experience comfortable for others – others not like them. For example, Dynamo sales types do not know how to relax with a social person. Thinker types do not know how to present to those who are fast-paced.


We all have different personality types. This 4-part grid shows where an assessment-taker places on two axes: Ego Drive and Empathy. Both are important, especially in selling and in interactions with people.

4 - Square Grid: Knowing Your Sales Style

After profiling thousands of salespeople, research shows four general personality styles that result from an interaction between Ego Drive and Empathy. Ego Drive and Empathy each result from an interaction between all of the CTS personality factors.

The Sales Style Report shows a plot of the candidate’s empathy and ego drive on a four square grid. It explains selling style tendencies for a candidate as within one of four sales styles: Dynamo, Performer, Thinker, and Diplomat.


Understanding your primary sales style helps you to know the best way to communicate and listen, assist and persuade others.

Primary Sales Style: Adapting To Customers Or Prospects

After the plotted grid showing the strength of the Selling Style, the candidate’s unique style is described in detail. This begins with a General Description and is followed by information about how to handle the stress of adaptation to different buyer styles. Candidates and sales managers learn how to prepare for the challenges within face-to-face interactions. The report then presents strategies for overcoming the challenges presented by styles that are unlike the candidate or rep.

Evaluate, recognize, and adapt – an important formula in face-to-face interactions. The Sales Style Report helps sales managers and their recruits learn how to overcome tendencies – the tendencies to sell in a manner that’s comfortable, but not effective for all buying styles. Salespeople learn to slow down, speed up, stress steps or features, or accentuate benefits according to a prospect’s buying style. This positively impacts closing strength, customer satisfaction, and referrals.


Each style has its own strengths and weaknesses. For face-to-face sales, understanding these is a building block to your success. For team coaches, this understanding is a key to building a great sales culture.

Understanding Strengths And Improvement Opportunities

The final page of the Sales Style Report describes a candidate’s or rep’s sales strengths as a byproduct of their natural sales style. This information also highlights how a rep can improve and develop stronger trust, rapport, and closing strength.

Ready to make better hires?