The four kinds of seller

In one paragraph

Four ways to behave in a sales conversation. Three of them are recognisable and damaging, and most people can name which one they default to.

The order taker — reactive. Sits back and waits for the sale to come. Not dishonest, simply passive. Common in businesses that have always had enough work and have never had to sell.

The product pusher — unprincipled. Sells many products regardless of customer needs. Whatever is being promoted this month, everyone gets offered it.

The over seller — untrustworthy. Will say anything to get the sale, even if it is not true. Wins the deal and creates a delivery problem, a complaint and a refund.

The problem solver — proactive. Identifies real problems and offers solutions. The right kind of seller.

The three failures each feel virtuous from the inside. The order taker thinks they are not being pushy. The pusher thinks they are being helpful. The over seller thinks they are being positive.

How to actually use it

• Ask which one you default to under pressure — end of month, quiet pipeline. That is the honest answer, not how you behave on a good day.
• Order taker is the most common in professional services and the easiest to fix: ask existing clients what else they need. That is problem solving, and it requires no new leads.

Where it breaks down

• It is a typology, so it flattens people into boxes. Most sellers are all four at different moments.
• Problem solving still requires the ability to close. Diagnosis without a recommendation is a consultation you gave away.

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