The Sales Archetype
It’s 9:02 AM. I impatiently tap my foot underneath the fifteen-foot conference table. My pressed slacks, crisp tucked-in button down shirt, and a thoughtfully paired matching belt/shoes combo barely concealed my nerves. I had put more time preparing for this meeting in the last week than I cared to admit. Gazing out the window, I thought to myself “Where are they? Why didn’t they open the deck I sent two days ago?” This wasn’t just my first in-person sales pitch; this was a deal worth nearly nine figures. And my co-presenter was both late and possibly unprepared.
Wearing black running sneakers, baggy jeans, and a zip up sweater one size too big, they casually walk through the door at 9:05. “Apologies for being late. Traffic.” A long pause followed as they calmly sat down at the table. “I’m going to make sure this meeting will be the most valuable use of your time. Here’s how…”
We ultimately won the deal.
I tell you this short story to debunk the concept of the archetype of a salesperson: An often male figure who is a boisterous, well-dressed, smooth, confident, risk-taking, ethically ambiguous shark in the business world. Let’s flip this on its head. None of the above stereotypical attributes, in and of themselves, close deals. Reflect on how you like to present yourself with friends. Are you ethereal and philosophical? Charming and performative? Contradictory and rebellious? Thoughtful and soft spoken? Pragmatic and grounded in reality?
My sales counterpart won that huge deal because, above all else, they anchored the meeting in delivering outsized value to the client. Their approach to pitch preparation differed than mine, but it allowed them to be present, agile, and a careful listener. Any seller can do all this while remaining more authentic to their own communication style. (Note: Bringing your authentic professional self is key. I’ll talk about this in a future newsletter.)
The takeaway is this: Not only will you be more comfortable but your buyers will more readily engage with a real human, not a sales machine regurgitating rehearsed pitches.
Examine your current sales style, define your “sales archetype,” and solidify your own voice.
88% of consumers say authenticity is important when deciding which brands they like and support (source). Friendly reminder that YOU are a brand: both your personal brand and a representative of your company. Each interaction you have with your customers is an opportunity to authentically enhance your brand.