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.

* Let them come up with the final design--NTs prefer to be involved in the decision-making process. Never say, "this is the one for you," but solicit their opinion as to what they think might be best for them. And, be ready to entertain options you might not have thought of.

Selling to Feelers

Sell SFs the service:

* Treat loyalty as important--Be careful of putting down the competition--especially if they have a previous relationship. Doing something extra for them--and following through on it--helps them feel that you're more interested in them than in financial reward.

* Treat their network as important--Listen for the names of the people they drop in conversation and remember them in order to point out, if possible, how your product has appeal to those people. These are people-oriented people, so show how your product satisfies human need.

* Stress simplicity--While "big picture" stuff is good for NTs, SFs see that as showing off. Example: Sell how easy and simple the computer is to work, not how it is the future of computing.

* Let them do it--For SFs, it's the "real thing" if they can put their hands on it, see it or taste it. Accordingly, demonstrations are critical to sales success with this type.

Sell NFs their own dreams:

* Do what counselors do--As with all counselors, take their doubts and hesitations seriously and help them find their own answers. Ask "What if" questions to get them to fantasize and idealize.

* Brainstorm with them--Point out ways the product or service can help them realize their dreams, but do it as suggestions since they want to have a hand in the original concept and enjoy bouncing around ideas.

* Don't play games with them--For NFs, games mean winners or losers and they enjoy having everyone on the same team. It's unlikely that you will fool them anyway because they are good at spotting insincerity.

* Don't try to make points in sequence--NFs tend to think by association, so it's best to let the conversation flow in a loose, unstructured pattern. Wait till the end and apply logic to the information together with them.

Condensed from The Type Reporter, a monthly publication about psychological type. (The Type Reporter, Inc., 524 N. Paxton St., Alexandria, VA 22304--703/823-3730.)