Type-A Personalities Versus Type-B Personalities

Most people who work in automobile sales have Type-A Personalities.  They are generally very competitive and career driven and often come across as aggressive and forceful.  They can often be impatient and are not normally casual in their demeanor or disposition.  Type-A personalities often rely heavily on their ability to dazzle the Customer with words and they like to maintain control of the process when they are trying to make a sale.  Since car sales training often encourages this type of mentality, it fits well with the forceful personality of a Type-A Salesperson.

In contrast to this, Customers on average tend more often to be Type B’s.  They are usually more balanced in their approach to life and they don’t like being rushed or pressured when they are shopping for something, especially high ticket items like a new car.  They like to think things through without being forced to make decisions before they are ready. 

As you can see, this can often be a perfect environment for a head on collision where selling and buying a car is more like a battle between the Salesperson and the Customer to see who comes out on top.  This kind of conflict has played a big part in creating the public image of Car Salespeople as unscrupulous and sleazy.  Customers must buy a vehicle when they need one so they find ways to resist the aggressive Salesperson by keeping their distance, often forcing them to lower their prices by not cooperating with their sales process.  Too often, Dealership training teaches Salespeople that their only goal is to sell a car today.  Anything less brings criticism and often minimizes the value of the Customer as someone to be outwitted and pressured into making a decision.  

Please, make no mistake.  I still want to sell the Customer a car today.  The best way to do this is to make a Type B presentation to that Type B Customer.  How do you do that?  Easy, eliminate all the pressure and trial closes.  Create an environment of caring, one that puts the Customer first.

I do realize that most of you are saying to yourself, I already do that.  But do you?  Even the most subtle of comments can turn your presentation from a Type B process to a Type A process.

What is your experience with this type of problem?