What Is Your Selling Style?

After training thousands of salespeople over the 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 a salesperson 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

From statistical studies of large populations of salespeople, research shows four general personality styles that emerge.  These styles originate from an interaction between Ego Drive and Empathy. Ego Drive and Empathy are each measured by a combination score from specific CTS personality traits.

The Sales Style Report shows a plot of the candidate’s empathy and ego drive on a four-square grid. It places selling-style tendencies for a candidate within one of four sales style categories: 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

Face-to-face interactions are challenging and can be stressful. This report presents strategies for overcoming these challenges, especially when a sales rep is selling to someone with a different personality style. The candidate’s scores of ego drive and empathy are plotted on a simple grid. Below that, the candidate’s unique style is described in detail.  The general description is followed by information on how to adapt to different buyer styles.

The Sales Style Report helps sales managers and recruits overcome tendencies to sell in a manner that feels comfortable but is ineffective with people who are different than they are. Salespeople learn to slow down, speed up, stress steps or features, or accentuate benefits according to a prospect’s buying style.


Each style has its own strengths and weaknesses. Understanding these is a key to success. For team coaches, this understanding is critical to developing your people.

Style Strengths And Ways To Improve Face-to-Face Selling

The final page of the Sales Style Report focuses on a candidate’s or rep’s sales strengths as a byproduct of their natural sales style. In addition, it highlights ways to improve listening and develop stronger trust and rapport. These tips can help point the way on how best to close the sale with a customer.

Ready to make better hires?