How to Apply Personality Science to Sales with William Ballance

If you think about the four quadrants, the action vision, people and data, and you're right, there are going to be patterns. Not everyone's going to align perfectly, but there are a lot of trends. And you can be pretty certain that you're going to hit on a lot of these things with a certain Persona, at least what we've seen. So when you're going after someone who's action oriented, which in a lot of cases could be that salesperson or that VP of sales or other types of executives, you want to drive them to the decision and remove any sort of friction from that buying decision. Like, for example, myself, I went through a procurement of a tool that we use, and I knew I wanted to buy the product. I already done my own research, I was ready to buy, but they made me go through a discovery call, then go through a demo as a secondary call. Like, this whole process, it was so frustrating. And if I wasn't certain that I wanted that product, I would have dropped off way earlier. And that for someone like me, that is a bad experience as a buyer.