Are Extroverts Good Salespeople?

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Are Extroverts Good Salespeople?

If I tell you to imagine a salesman in your head, you’re probably picturing a fast-talking guy with slicked back hair…

The type of person that could talk politics with the refrigerator.

Also known as an extrovert.

Extroverts are outgoing, assertive, and enthusiastic. All of the traits that are classically associated with salespeople.

However, a 2012 study from a Wharton professor challenged the idea that extroverts make the best salespeople and found out who the real winners are.

The study followed 340 outbound sales reps for 3 months and measured how extroverted they were and the revenue they generated.

The actual report is filled with big words, long equations, and confusing graphs, so that’s why we (your sales besties) are here.

Let’s take a look at what you should know 👇️ 

Extroverts in Sales

The study found that extroverts are more likely to pursue a career in sales because of the conventional status quo that extroverts make good salespeople.

They’re also more likely to land a job in sales because their enthusiasm and assertiveness help them interview well.

But when it comes to selling, these extroverted traits can backfire on them:

1. They like to be the center of attention.

When someone wants to be the center of attention, it’s typically because they’re more concerned with their own interests than the interests of others.

But sales is all about listening to a customer’s issues and selling presenting them with a solution.

So, if they can’t put someone else’s interests above their own, it can be a recipe for disaster.

2. They come across as sales-y

We’ve all experienced this (and have probably done it).

The type of person who immediately gives off the “I’m trying to sell you something” vibe, which forces you into defense.

Coming across as overly excited or pushy will make prospects feel like you’re trying to persuade or hard-sell them, which forces them to put up a wall to maintain control.

No one likes the feeling of being sold to.

The Results

After 3 months of recording revenues, the study found that “ambiverts” make the best salespeople.

What is an ambivert, you ask? We had no idea either, but it turns out an ambivert is someone who has both introverted and extroverted features.

The study found that max revenue was reached at a 4.5 on the 7-point extraversion scale.

On average:

Highly introverted sales reps generated $126.80 per hour.

Highly ambiverted sales reps generated $151.38 per hour.

Highly extroverted sales reps generated $114.96 per hour.

Like most things in life, the best results come from a healthy balance of both. Ambiverts are able to borrow the enthusiastic and assertive traits from the extroverts, while also using the self-aware and reserved traits from the introverts.

Takeaways

The key is a balance between talking and listening.

• Talking opens doors, uncovers pain points, and helps influence a decision.

• Active listening allows you to understand issues and how you can help.

Be careful of overly-extraverted sales reps.

• Just like choosing a puppy from a litter, it’s a bad idea to choose the loudest and most outgoing of the bunch.

Good news: most people fall somewhere in the middle.

• This means most people are ambiverted by nature.

• Be aware of which side (intro. vs extro.) you lean towards to actively work on the other.

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