For those of us in sales the debate between the effectiveness of introverted versus extroverted salespeople has been a long-standing one. The assumption is one needs to be a glad-handing, shiny-toothed, slick salesperson to succeed – what has been overlooked is the Ambivert. Often, we’re led to believe that the quintessential salesperson is one who is extroverted, outgoing, and able to strike up a conversation with anyone at any time. However, an in-depth study conducted by the Wharton School of Business challenges this conventional wisdom and offers a nuanced view on who really succeeds in sales.
The study, led by Adam Grant at , explored the sales performance of individuals across the introversion-extroversion spectrum. The findings reveal that neither extreme introverts nor extreme extroverts come out on top in sales performance. Instead, those identified as ambiverts, who embody characteristics of both introversion and extroversion, or who have the ability to ‘style shift’ between the two, are the highest performers.
Keynote Sales Speaker Shane Gibson talks about Introverts Versus Extroverts in Sales
This revelation is crucial for understanding what traits contribute to sales success. Ambiverts, with their balanced approach, are not only goal-oriented and driven—a trait often associated with extroverts—but they also exhibit a high level of empathy, typically seen in introverts. This combination allows them to adapt their sales approach to the needs and reactions of the customer more effectively than their purely introverted or extroverted counterparts.
Ambiverts outperform in sales
The study’s statistics are compelling. Ambiverts achieve greater sales productivity than either extreme introverts or extroverts, with an average revenue per hour that is significantly higher (almost a 30% increase in sales). Specifically, those in the middle of the introversion-extroversion scale (ambiverts) outperform their counterparts, showing a clear correlation between balanced personality traits and sales success.
This finding is a game-changer in the sales industry. It challenges the stereotype of the ideal salesperson and opens the door for a more diverse range of personalities to succeed in sales roles. The key takeaway is not that one must be born an ambivert to excel in sales, but rather that developing a balance of extroverted and introverted behaviors can enhance sales performance. This ability to ‘style shift’ is not inherent but can be developed with awareness and practice.
Sales leaders need to take a balanced leadership approach
For sales managers and professionals, this study underscores the importance of fostering a balanced set of skills within their teams. Encouraging empathy and active listening (traits more commonly associated with introversion) in more extroverted salespeople can be just as important as nurturing confidence and assertiveness (traits often linked to extroversion) in their more introverted team members.
Top sellers have the ability to navigate between introversion and extroversion, embodying traits from both ends of the spectrum. The key is it’s really about style flexibility from a personality profile perspective. In essence, the path to sales excellence lies not in altering one’s innate personality but in cultivating the flexibility to engage with customers in a manner that resonates with them, which ultimately drives sales success.
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