How to Improve Sales Effectiveness with Our 4-Part Checklist
By Crystal Resource
You’ve heard it before: sales effectiveness.
How to pitch, connect, and even upsell prospects and clients so your sale never really feels like a sale to begin with.
But today, we're not just talking about your basic sales training... but rather how to differentiate every client you speak with.
Ultimately, it’s about having the ability to understand their personality, so you can perfectly curate your communication not the way you’d want to be treated, but the way they’d want to be treated.
Here’s where many reps get it wrong— you’ve got all the gadgets to build the fancy sales systems, track your pipeline, and share communication across your entire team.
But to genuinely enhance your sales effectiveness, it's essential to not only attract clients, but also guide them through the entire sales pipeline with a personality-based approach until they become loyal customers.
That’s where the power of personality data comes into play.
Successful sales effectiveness is about…
Understanding what your prospect wants out of a conversation, be it a visual powerpoint or detailed whitepapers.
Having the confidence to know whether you should initiate smalltalk with them or cut straight to the chase.
Knowing what their biggest drivers are so you can hone in on that and ignore the rest of the noise.
How to Use Personality Data in Sales Effectiveness
But first, let’s talk about what personality data is.
Personality data tells you a person’s character traits, communication style, and preferences.
In our latestKnow Your Buyer Report, we delved into the impact of personality data on different sales interactions, and found that sales reps who utilize personality data not only closed deals faster, but also built stronger, more genuine relationships with their clients. 🤝
But even so, personality data goes way beyond the basic demographics (35 year old, female, college educated) or firmographics (mid-sized tech company, urban areas, ARR $10-$50 million) you might be used to analyzing.
The DISC Personality Types and Characteristics
A popular personality framework used in many business settings is the DISC personality framework, which categorizes behavior into four primary types: Dominance (D), Influence (I), Steadiness (S), and Conscientiousness (C). It’s also the framework we at Crystal use to provide personality data through our platform and tools.
If you’re not familiar with the DISC model, it’s a basic framework made up of 4 overarching personality types:
Dominant (D) types are your go-getters. They’re decisive, results-oriented, and love a challenge.
Influence (I) types are the life of the party. They’re persuasive, enthusiastic, and thrive on interactions.
Steadiness (S) types are the team players. They’re dependable, supportive, and value stability.
Conscientious (C) types are your detail-oriented planners. They’re precise, analytical, and prioritize accuracy.
By pairing this personality data with proper sales effectiveness guidelines, you can start winning deals and building long-lasting relationships because you’ll be focusing only on the content and communication style that matters most to your prospect. Let’s dive in.
A one-size-fits all doesn’t cut it anymore– especially when it comes to outreach.
After all, this is our first impression on someone, so when it comes to sales effectiveness, we’re wanting to make sure we’re putting our best foot forward so we’re not that LinkedIn DM or email that prospects glaze over and immediately click away from.
As the first part of your sales effectiveness checklist, you’re figuring out how to personalize your outreach to maximize your efforts.
Based on the personality data you have, here’s what you can learn from each personality type:
Dominance (D): These folks are all about results and efficiency, so for your outreach to grab their attention, be clear, concise, and get straight to the point by highlighting how your product or service will solve their problems fast. Think bullet points, bolded benefits, and a clear call to action.
Influence (I): Influence types love building relationships, and will likely respond well to enthusiastic and positive communication. Make your outreach friendly and engaging, perhaps including a success story, testimonial, or even a GIF or meme 😉. Show them how your product or service will help them shine.
Steadiness (S): These prospects will value stability and support, so your outreach should be full of reliability and trustworthiness, like case studies or examples of long-term success. Emphasize how you’ll be there to support them every step of the way.
Conscientiousness (C): Detail-oriented and analytical, conscientious types want all the facts before making a decision, so provide thorough information, data, and specifications in your outreach. Be prepared to answer their questions in a detailed and precise manner.
✅ Metric to track: Response rates and meetings booked rate to measure the success of your personalized outreach efforts.
Checklist Item #2: Elevate Your Sales Presentations.
Now that we have your prospect on a formal call, our next goal to boost sales effectiveness is to be able to shift that short-form communication into the longer-form sales call. Let’s hit the next item on your checklist: making that sales presentation perfectly catered to your prospect.
Based on their personality type, here’s what to do to boost sales effectiveness:
Dominance (D): Be direct, brief, and focused on results by addressing potential objections through showing quick wins through case studies and/or ROI. Highlight the competitive advantages of your product or service.
Influence (I): Create an engaging and interactive presentation through stories and testimonials to connect on a personal level. Focus on the positive impact your product or service will have on their image and influence.
Steadiness (S): Provide a calm and steady flow of information, emphasizing stability, reliability, and long-term benefits. Address any objections by reassuring them of ongoing support and providing examples of consistent results.
Conscientiousness (C): Pay attention to details and provide comprehensive information by being prepared with data and case studies to back up your claims. Show a thorough understanding of their concerns and provide well-thought-out solutions.
✅ Metric to track: opportunity creation rate to see how effectively your tailored sales presentations are converting prospects into potential customers.
Checklist Item #3: Personalized Negotiations.
So you’ve nailed the sales presentation and now, it’s time to bring it home with some top-tier negotiation skills— personalized.
For some personality types, hardcore negotiating might feel uncomfortable and icky, and for others, it’s exactly what they came for. Here’s how to boost sales effectiveness– specifically through tailoring your negotiating– to ensure everyone walks away feeling like a winner:
Dominance (D): For your high-energy, result-oriented D-type clients, get straight to the point. Focus on the benefits and results of the deal, showcasing how it will give them a competitive edge. Prep for tough questions and have your facts ready.
Influence (I): Bring your A-game in enthusiasm and charisma when negotiating with I-types, and since they love the social aspect of negotiations, keep the conversation light and engaging. Highlight how the deal will boost their image and influence within their network or industry.
Steadiness (S): S-types value stability and trust, so during negotiations, maintain a calm and composed demeanour, providing consistent information and reassurance. Emphasize the long-term benefits and reliability of the deal, and ensure them that they’ll have ongoing support throughout.
Conscientiousness (C): Detail-oriented C-types require thoroughness and precision in negotiations, so come prepped with data, facts, and a well-structured argument. Be ready to delve into specifics and provide comprehensive answers to their queries, showing that you’ve thought of everything and that the deal is a safe, sound, and logical choice.
✅ Metric to track: win rate to gauge the success of your personalized negotiation strategies.
Checklist Item #4: Building Stronger Customer Relationships.
Hooray, you’ve won the sale! But hold up– the relationship isn’t over.
In fact, it’s just begun, and proper sales effectiveness will be your key differentiator to make your customer feel like a friend.
Creating lasting connections in the business world revolves around trust and understanding, two elements that personality data can significantly enhance. Here’s how to maintain a trusted relationship so your customers become evangelists:
Dominance (D): These individuals respect assertiveness and efficiency; show that you value their time by being straightforward and focusing on solutions rather than problems. Take charge by providing clear, concise options to resolve the issue promptly.
Influence (I): Relationships are key for these outgoing personalities, and cultivating their trust means maintaining a positive, enthusiastic interaction style. Approach them collaboratively, ensuring you're both on the same page and working towards a common goal.
Steadiness (S): Consistency is vital when dealing with Steadiness types, so show your trust through regular check-ins and reliable support. Remain calm and provide reassurance in every interaction, showcasing your commitment to the long-term success of the relationship.
Conscientiousness (C): These customers appreciate attention to detail and thorough understanding, so earn their trust by being meticulous in your interactions and backing up your statements with data. When navigating conflicts, rely on facts and a systematic approach to find a resolution.
✅ Metric to track: churn rate and Lifetime Value (LTV) of each customer to track the profitability of your customer relationships.
Transforming your approach to sales is a journey, and integrating personality data into your strategy is a powerful step in the right direction.