As a consultant and entrepreneur, I read a ton of literature, especially about sales. But one article in Harvard Business Review really grabbed my attention. You see, I’ve always been interested in how different people sell—founders, sales managers who work on commission, and those on a salary. It’s always fascinated me why some people just nail sales while others struggle. But I never really sat down to analyze all my thoughts until I stumbled upon this article. And honestly, it did all the hard work for me by breaking things down perfectly.
The article lays out several different types of salespeople, and once I read it, I instantly started thinking of the dozens of sellers I’ve met throughout my career. Like, “Ah, this guy is an Expert, no wonder he was so resistant to change. He’s built his whole identity on being the go-to knowledge guy, and he wanted to stay irreplaceable.” Or, “Oh, this person is clearly an Activator, that’s why he was always sharing contacts and setting up meetings, never holding back on time or effort.” It was like a light bulb went off in my head—everything started to make sense.
What’s funny is that a lot of what I see in North America’s sales landscape today backs up the article. It came out a little earlier, so maybe it was fresh at the time, but it’s just as relevant now. And honestly, it’s never too late to pay attention to simple yet crucial insights that can totally change how we think about success and failure in sales. It’s those little things that make all the difference.
Now, about the article itself. It breaks salespeople into five types:
1. Expert – These guys rely on their deep knowledge and don’t generate new demand. They only react to existing requests, which makes them less focused on growing the business.
2. Confidant – They focus on building long-term relationships and offering great service, expecting clients to come back. But they’re not super proactive in chasing new opportunities.
3. Debater – They love questioning clients’ decisions and pushing new ideas. This can be a bit much, and in some cases, it just burns people out.
4. Realist – They’re upfront about all the risks and challenges, which builds trust, but they shy away from risky deals that could be big wins.
5. Activator – This is the gold standard. Activators are always out there, connecting with clients, expanding their network, and consistently creating value. They don’t just show up when there’s a sale to be made; they’re in the game all the time.
This article really hit home for me because it helped me understand why some sales strategies work and others don’t. Being an Activator, the article suggests, is the best approach—constantly connecting, delivering value, and staying in the client’s orbit. It’s a game-changer and something that makes all the difference in the long run.
