Three Types of Salespeople: Who Wins in Modern Sales?
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In today’s sales world, information is everywhere. Buyers are doing their homework, researching products, comparing options, and arriving at the conversation already loaded with details. Yet, despite all this, they still crave guidance. They need someone to help them sort through the noise, focus on what truly matters, and make a confident choice. This is where different types of salespeople come into play. But here’s the thing—not every sales approach actually helps the buyer.
We have found that sales professionals often fall into three main types: The Giver, The Teller, and The Sense Maker. Each style offers a unique approach to connecting with potential clients, yet only one stands out as the most effective in today’s high-stakes market.
Can you guess which one is the most successful?
- The Giver: “But wait – there’s more!”
Givers try to win prospects over by sharing as much information as possible, assuming that the more data they provide, the easier it will be for the buyer to decide. This approach may have worked when salespeople were the primary source of information, but with the internet, most prospects already have a wealth of knowledge before the conversation begins.
Bombarding buyers with extra data often leaves them feeling overwhelmed or confused. Prospects need clarity, not an avalanche of information. By providing endless facts without knowing what the prospect truly values, Givers miss the mark, failing to address the buyer's unique needs.
In short, the Giver approach tends to backfire because it doesn’t focus on what the prospect actually wants to know. Today’s successful salespeople don’t just add more information—they bring focus and relevance.
- The Teller: “Trust me – I’m an expert!”
Tellers approach sales by telling the prospect what to do, assuming their expertise will earn trust. While confidence in your sales skills can be effective, telling people what they need without listening to and understanding their goals often triggers resistance. Buyers don’t appreciate being directed or controlled—they want to feel empowered and heard.
This approach fails because it doesn’t consider that prospects buy for their own reasons, not because the salesperson “knows best.” The Teller can easily create a defensive reaction, leaving the prospect feeling pressured rather than valued. Modern buyers prefer collaboration, and when Tellers lead with commands, they fail to build trust and lose the chance to engage buyers effectively.
The Teller’s mistake is in not respecting the buyer’s perspective. Success in sales today doesn’t come from dictating solutions but from empowering the prospect with information that fits their unique context.
- The Sense Maker: “Help me help you”
The Sense Maker is the salesperson who shines in today’s complex sales environment. Rather than adding information or giving directives, Sense Makers focus on guiding prospects to make sense of the options available. They recognize that many buyers are overwhelmed with information and need clarity more than additional information.
Sense Makers help buyers make informed decisions by asking questions that reveal what the prospect already knows and where they might still be unsure. This approach respects the buyer’s research and intelligence and establishes the salesperson as a helpful resource. By saying something like, “My main goal today is to help you make sense of all the information out there so that you can make the best decision,” Sense Makers signal that their role is to clarify, not control.
Whether the decision involves a complex B2B process or a straightforward B2C purchase, Sense Makers work to connect what the buyer knows with what they need to know to make a confident choice. They act as trusted guides, bridging the gap between information overload and actionable insights.
Why Sense Making Works in Modern Sales
Today’s prospects value someone who can cut through the noise and provide clarity. Instead of pushing their own agenda, Sense Makers meet buyers where they are, creating a relationship based on respect and understanding. Prospects typically appreciate this approach because it aligns with their need for a clear, collaborative, and guided decision-making process rather than a hard sell.
Cultivating a Sales Team of Sense Makers
For sales leaders and business owners, developing Sense Makers can lead to stronger client relationships and more successful sales. Training programs should focus on empathy, active listening, and strategic questioning, guiding salespeople to shift from simply “giving” or “telling” to genuinely supporting buyers. By prioritizing understanding and relevance over sheer information-sharing, Sense Makers foster an environment of trust and connection.
This approach helps salespeople listen first, ask insightful questions, and guide prospects to decisions they feel confident in. Sales teams that embrace the Sense Maker mindset don’t just drive more sales; they build lasting reputations for trustworthiness and reliability by delivering genuine value to clients. In today’s complex sales landscape, it’s the Sense Makers who stand out—helping prospects make sense of it all rather than simply pushing more information or directives.
Previously seen on I95 Business Magazine.
