Improving Personal Sales Performance by Considering Customer Personality Traits

The advantages of adaptive selling have been widelystudied before but not from the viewpoint of customerpersonality traits. Therefore, the aim of this article is to find outhow to improve personal sales performance by consideringcustomer personality traits. This was examined from theperspective of both salespeople (n=5) and customers (n=955). Theresults showed that salespeople use adaptive techniquesrandomly and often subconsciously. Nevertheless, they can readthe level of customer extraversion and conscientiousness quitewell and adapt their sales approach accordingly. However,coping with customer agreeableness, neuroticism and openness toexperiences is much more complicated, and some customerbehaviors are misread by salespeople. Therefore, some ideas onhow to incorporate verbal and non-verbal communicationtechniques are proposed to improve sales performance