Learning to be flexible in selling to different types.

The notion that different types prefer to be sold in different ways, with a different order, logic and dynamic to sales presentations, has long been studied by psychologists. In fact, Susan Brock, past president of the Association for Psychological Type and Minneapolis-based pioneer in using this

The following is an overview of her findings:

Selling to Thinkers

Sell STs the facts:

* Let the facts speak for themselves--give them factual, specific comparisons of your product against the competition's. Most importantly, be absolutely sure your figures are accurate. If they can't trust your facts, they can't trust you.

* Be responsible--With STs, your word is your bond. Keep it. If you promise, deliver. If you can't, call them right away.

* Be brief--Answer their questions directly, succinctly. Your sentences should be short as well expect crisp answers, even to open-ended questions.

* Be sequential--Have a clear beginning, middle and end to your presentation. Don't summarize up front. Conversely, don't wait until the end to provide basic information. Tell them the steps involved and have a clear, important point in your mind when you speak.

Sell NTs the options:

* Give them an overview--NTs are "big picture" types, so give them an overview of how your product or service relates to the grand scheme of things, the marketplace and other competing products. Be sure you outline what you're going to present--they like to have a brief overview first--the basis on which they decide whether they want to stay tuned to your presentation.

* Consider the long term -- "What if?" is the question NTs ask the most--of themselves, of the products they buy and the people and organizations they buy from. Show how your product or service will adjust to changing circumstances.

* Learn how to be "critiqued" -- These people may seem "knit-picky" but don't take their critiques personally. NTs not only test products but people they want to know that you are competent as much as what you're selling. Use this trait as an opportunity to engage in dialogue and persevere when under fire.