From tarot card pulls and astrological charts to the Myers Briggs test and Five Love Languages, we’re all pretty obsessed with ourselves. We look to the cards, stars, and online quizzes to reiterate and validate our feelings, searching for supporting information that justifies why we act the way we do. It was only a matter of time before personality playbooks turned to the business world.
Crystal Knows revolutionized personality playbooks for sales, marketing, hiring, and team building. As a Millennial who knows both her star chart and her enneagram type, I decided to check out my Crystal profile. I assessed both its accuracy and investigated new ways sales teams can use personality tech outside of email customization.
Keep reading to uncover seven hidden benefits of personality playbooks:
1) Know how much to reveal on first outreach.
Honestly, most of us can smell a sales email. We know the typical structure, content, and calls to action. So, it’s not about hiding a pitch, it’s about learning how to personalize it to the recipient. Some people prefer you get down to business with your introduction and offer. While others, like me clearly, want to connect on a more personal level first, bond-building early to make a sale.
2) Give leads an opportunity to shine.
Your leads and clients want to feel accomplished. Even if you’re an agency who will take on full responsibilities, the companies you work with should be proud of bringing you on and trusting you to manage their advertising, events, or PR. Sometimes that means you have to set them up with an opportunity to shine. According to my profile, I want others to feel included, so I should be given the opportunity to bring team members into the decision making process. A sales rep who sets up a collaborative play for me to run has a better chance of success than one who wants to silo the process.
3) Delegate email follow ups.
Delegation is one of the best characteristics of a trustworthy manager. Sometimes you’re not able to send every email outreach yourself, whether that’s due to bandwidth or training and development opportunities for other team members. By sharing a lead’s personality profile, sales managers can ensure that interns, assistants, entry-level reps, or even peers will tailor their messaging to each contact appropriately.
4) Discover how you could lose the deal (before you lose the deal).
Know what triggers negative responses for your leads and avoid them like the plague. I can attest that this is the most accurate section for me. For example, I detest being rushed to fit someone else’s timeline — I can regress into a sullen teenager who actually works slower out of spite. If a sales rep tells me I have to have an answer for them by the end of the week, they’ve already lost me as a future client. Instead, send check-in emails or schedule follow up calls, they achieve the same decision-making goal without the pressure to make a final decision NOW.
5) Mix up your sales strategy.
By personalizing your interactions with leads, you won’t have to worry about implementing a blanket, or worse, stale, sales outreach strategy. Through individualized selling, there’s no opportunity to have the same email outreach, demos, or conversations with leads. Traditional selling is all about the sales rep’s personality, but these insights flip the script on that model and instead make it all about the lead — corporate sales is a buyer’s market.
6) Know when bringing in support is helpful or hurtful.
This is always a difficult balance. Some people feel insulted by the suggestion to bring other stakeholders into the conversation. Others, like me, want department-wide decisions to be communal. Having this information up front will allow you to build a long term strategy around each individual lead.
7) Gain knowledge for retention.
Engaged leads should be set up to evangelize your product and renew annually. While I’d like to think I’m a little bit more emotionally stable than Crystal perceives me, they’re right that I need to feel a sense of community and address issues face-to-face. For example, to build a longterm working relationship with me might mean scheduling a Zoom call follow up after a frustrating conversation or introducing me to a new account manager in-person. While this is extra work, maintaining clients is more cost-effective than signing new ones.