Not so long ago, Cognism launched a B2B sales quiz aimed at SDRs.
We wanted to know what were the most popular sales personality traits.
We received hundreds of responses from SDRs working in B2B and SaaS - and after reviewing the completed questionnaires, we discovered something interesting.
There are five main personalities in every sales team - and here they are! 👇
1. The Messenger
This sales rep is a real dark horse. They rarely pick up a phone and seldom call, but they’re still the highest booker in the team.
How do they achieve this almost-impossible feat? For the Messenger, it’s all in the words. There’s nothing that can be said in person that can’t be written better. They may be quiet, but they’re always effective.
No prospect can refuse an email from the Messenger - their messages are relevant, on-time and horribly persuasive!
Strengths
Methodical. Literate. Detailed.
These are the words that best describe the Messenger!
They may be more quiet and introverted than other SDRs, but they make up for this by being highly focused and resourceful. They dig deep into persona and account research, meticulously uncovering their prospects’ pain points and personalising their messages to suit.
Messengers are also highly creative. Words are their bread and butter - but they like to sprinkle some more appealing ingredients on top! They frequently use videos, graphics and memes in their emails to engage and delight prospects. This rep is an entertainer as well as being a thoughtful writer.
The Messenger is a hard worker, but as befits a rep that prefers writing to speaking, they like to work alone. However, they can be a real asset to a team, particularly in coaching other SDRs on email writing and cadence building.
Weaknesses
Mass outreach doesn’t come easily to the Messenger. They like to take a very personalised approach to outbound sales, which isn’t always compatible with the demands their team leaders place on them.
Being better writers than talkers, they also struggle with cold calling - although in most instances, this is purely a confidence issue. They’re perfectly capable of booking meetings on the phone; it’s just that sometimes they don’t think they are!
How are they best trained?
Messengers are generally coachable, although they like to do things their own way. They’re good at listening to advice, but they won’t always take it on board. This can sometimes cause friction between them and their managers.
The Messenger is a creative and imaginative rep, and so they best learn on their own rather than from a mentor or trainer. If you’re managing a Messenger, give them materials that inspire and spark their creativity.
Messengers respond well to training in areas such as:
- Email/cadence writing.
- LinkedIn messaging.
- Persona/product research.
- Content marketing.
While Messengers will never be the team’s top cold callers, that doesn’t mean they shouldn’t be trained on it. Cold calling may make them uncomfortable, but they’ll achieve real growth and development when they’re forced out of their comfort zone.
Make sure a Messenger’s ongoing training always includes some cold calling elements.
Who can they learn from?
Messengers can learn a lot from Power Diallers. Pair them up and you’ll see the Power Dialler’s natural cold calling confidence rub off on the Messenger.
How do they like to be managed?
Messengers definitely prefer a hands-off management style. They’re not the quickest to ask for help and will usually only do so if they’re in real trouble. In general, this SDR likes to experiment and work things out for themself.
Although they’re very independent and self-sufficient, Messengers do like working in competitive workplaces. They thrive on comparing their techniques to others and seeing who comes out on top.
Messengers appreciate their unique skills being recognised by management, but are often very shy when they receive it! There are ways to praise them without making them the centre of attention - shoutouts on a sales Slack channel often do the trick.
Who do they like to work with?
Messengers work well alongside Scientists - they both share an analytical and systematic approach to SaaS sales.
Their data-driven, persona-based process means they work well with AEs and RevOps, while their creative edge means they follow marketing closely. This SDR loves to send their prospects the latest content and company case studies!
What’s their career path?
With their writing flair and ability to quickly identify customer pain points, Messengers often make natural marketers.
Which is not to say that they’re incapable of progressing in sales! Many Messengers become AEs and they’re usually very successful in the role; freed from the daily grind of SDR life, it’s where their individuality and independence in sales can finally flourish.
Resources for Messengers
5 sales emails that get responses | Email Prospecting: 4 Templates That Drive Sales | How to Build Cadences That Convert | Ultimate B2B Prospecting Cadence
2. The Scientist
This sales personality type lives and breathes DATA.
For them, prospects and businesses are subjects to be placed under a microscope, studied and understood.
Whenever the Scientist engages with a new lead, they follow a carefully thought-out process:
- First of all, they identify the prospect’s pain.
- Then they map out the entire organisation, down to the last receptionist.
- Then they approach the buying committee one by one with a data-driven business case.
Armed with stats and facts, the Scientist will work tirelessly until they’ve cracked a company wide open and booked meetings with every member of the C-suite.
Strengths
The Scientist’s data-driven mindset brings with it persistence, consistency and strong self-motivation. They’re highly analytical and constantly benchmark their performance against their KPIs.
As long as they’re hitting their targets, the Scientist will be happy!
Neither wholly introverted nor extroverted, Scientists are adept at mastering granular detail (mapping out entire company org charts, for example) and the human element of sales (getting past gatekeepers and selling to the C-suite).
Similar to the Messenger, the Scientist is generally a lone wolf - although they’ll often thrive inside a pod targeting a specific industry or territory. This style of sales suits them down to the ground, as it’s where their thoroughness and keen eye for detail can really shine.
Weaknesses
Scientists are often guilty of seeing sales in a very one-dimensional way. They believe that their tactics are the best and most effective, and so they have a tendency not to switch up their strategy if it isn’t working. This inflexibility can sometimes be their downfall.
They may also lack that creative spark that helps other reps to get meetings booked. Spontaneity and agility are qualities that the Scientist definitely needs to work on!
How are they best trained?
Scientists are coachable, but in a very specific way. They like everything to be tied back to data.
It’s no good telling them to make 50 calls a day; they’ll want to see the data that backs that decision up. Scientists are satisfied so long as you present them with clear KPIs and incentives based on meeting and beating targets.
As a rule, Scientists like to learn in a group - because the more people there are, the more data there is to work with!
Scientists respond best to the following training materials:
- Salesforce reports.
- Gong analytics.
- Customer case studies.
- Industry/product information.
Even when it comes to training, the Scientist will want to see the data behind it.
Who can they learn from?
Scientists can benefit greatly from Social Media Influencers. They have a more creative, less direct approach to sales; taking some of that style on board can help Scientists become more rounded SDRs.
As Scientists tend to communicate using very technical vocabulary (which most prospects don’t respond well to), it’s also a good idea to give them some copywriting lessons courtesy of the Messenger.
How do they like to be managed?
Like Messengers, Scientists enjoy a hands-off management style. They never respond well to being micro-managed.
A little healthy competition never goes amiss with a Scientist; they particularly like it if they’re given outcome-based incentives (e.g.: have the most amount of phone conversations in a day).
Why? Because this type of incentive gives them a cold hard number they can work towards.
If they start struggling, the Scientist will ask for help, but only if the evidence is clear from the data. Anyone who manages a Scientist needs to be on top of their sales KPIs and constantly reviewing their progress.
Who do they like to work with?
As mentioned earlier, Scientists usually prosper inside pods. Teaming them up with a Power Dialler can be a very formidable combination. The Scientist creates a process for cracking a company or industry, while the Power Dialler executes the process by making tons of calls a day!
Scientists also work well with AEs and especially RevOps - again, they love anything technical and data-focused.
What’s their career path?
The Scientist is blessed with a powerful mix of sales skills: strategic thinking, a head for figures and a problem-solving mindset.
They’re also good communicators, able to engage with people at all levels in a company, from receptionists to CEOs. This makes them very strong candidates to be AEs.
Outside of sales, Scientists are known for moving into product roles - they have all the technical know-how to make this career change a success.
Resources for Scientists
Enterprise Sales: 12 Actionable Prospecting Tips | Enterprise Sales Cold Calling Script | How Contact Data Speeds Up Sales | Do You Know How Out-of-date Your CRM is? | The Pod: the B2B Sales Team of the Future
3. The Social Media Influencer
This rep spends most of their day-to-day on LinkedIn. For them, sales isn’t about cold calling or sending emails - it’s about sharing content, introducing people to new opportunities and solving problems!
The Social Media Influencer likes to be seen as a thought leader. They draw up monthly posting calendars and stick to them religiously. They see themselves as an extension of the marketing team and are always using content to attract and convert leads.
Don’t be fooled though - the Social Media Influencer always makes this strategy a success! Every day, they have CEOs and CROs commenting on their posts - and at some point in the very near future, the Influencer will get them in for a meeting.
Strengths
Social Media Influencers are known for two things: out-of-the-box thinking and power networking.
They’re creative, confident and tech-savvy; they know that LinkedIn success doesn’t just come from posting but from planning. They’re also very good at building a loyal audience over time; they have the patience to grow and nurture a following that will reap rewards months or even years down the line.
Similar to Scientists, they have an analytical brain - they’re skilled at digging into LinkedIn engagement metrics and devising month-long content calendars that delight their followers.
But, same as Messengers, they’re also eminent wordsmiths - they love to write compelling posts and engage with their audience.
Social Media Influencers are independent workers. They like to do things their way; this is why they spend so much time on LinkedIn. There, they have the freedom to be themselves, build their personal brand and learn from others.
For the Social Media Influencer, being an SDR is about sharing learnings and educating an audience - and by consistently doing this, they create a feeling of trust and authenticity among their prospects.
Weaknesses
For all their strengths, Social Media Influencers do exhibit some notable flaws. They’re not the best at following processes or completing menial tasks such as sales admin.
Sometimes, they express negative attitudes towards cold email and cold calling, often viewing them as outdated, disruptive or annoying. For a manager of a Social Media Influencer, squaring this can be a challenge.
A clear and present danger for Influencers is that they can easily get distracted by social media. Likes, shares, engagement - these are all good, but they’re not necessarily going to help you hit quota at the end of the month!
If you manage a Social Media Influencer, it’s important to implement a strong process around their work early on. This gives them a foundation that they can build on while giving them enough space to innovate.
How are they best trained?
Social Media Influencers are coachable, but in a very different way. They love to learn from online communities and other successful influencers.
They respond best to inspirational/motivational training materials. Consider using the following:
- LinkedIn Learning courses for social media posting.
- Giving them lists of the top B2B sales influencers, e.g.: Josh Braun. Help them learn from the best!
- Podcast/video interviews with sales thought leaders.
Who can they learn from?
There are two sales personalities that the Social Media Influencer can learn from.
If they need creative inspiration, set them up with a Messenger. These two inventive reps can bounce ideas off each other.
If they need help with cold calling and improving their confidence on the phone, send them over to a Power Dialler.
How do they like to be managed?
Social Media Influencers aren’t ones to be micro-managed. The kind of management style they like is definitely hands-off.
The one problem that often arises with Influencers is that they’re not quick to ask for help. As a manager, you need to be on your toes and on the lookout for warning signs. Use your weekly 121s to delve into your Influencer’s performance and highlight areas for improvement.
It’s also important to note that although Influencers are solitary salespeople, they are constantly looking for external validation. In particular, they like to share their successes on social media.
Be aware of that when managing them and their workload. Not receiving any recognition at all from their seniors can be devastating to an Influencer’s morale.
To really motivate an Influencer, set them incentives based on the number of conversations they can start in a week.
The prize?
Being a guest speaker on your next webinar or at your next event! Influencers naturally love the opportunity to influence even more people.
Who do they like to work with?
Social Media Influencers are unique in that they don’t generally work well with any other sales personality type. They’re far too individual to be good team players!
However, they do have a role to play in training a team. As their interests lie more towards content and marketing than sales, they often act as informal liaisons with the marketing team.
By sharing the best content from their own company and from around the web, Influencers help to raise the standard of the whole SDR team.
What’s their career path?
The Social Media Influencer’s writing ability and devotion to content means that there’s only one career path open to them.
When a new role opens up in marketing, they’ll be the first to apply!
Resources for Social Media Influencers
Social Selling on LinkedIn: How to Get It Right | How Social Selling Can Fuel Your Pipeline | LinkedIn Prospecting Guide | How to Get Actionable B2B Contact Data in LinkedIn | SDR Personal Branding: Tips to Build Your Brand
4. The Power Dialler
There is only one sales tool this SDR needs, and it’s a phone! For them, sales is a numbers game best won by making as many calls as humanly possible.
The Power Dialler has the loudest voice in the office and it’ll be heard every minute of the day. Anything less than 200 calls in the same 24-hour period will be an extreme disappointment to them.
Stood up, sat down, eating lunch or at a company offsite - wherever the Power Dialler is, they’ll be taking a call. Some of them are polished, others imperfect, but if it doesn’t go well, they know what to do - pick up the phone and call, call, call again!
Strengths
Power Diallers are highly regarded by their managers for their work ethic, which is best described as fearsome! They’re among the hardest workers in a sales team. They’re tough, confident and resilient. Rejection rolls off them like water off a duck’s back!
As people, Power Diallers are loud and gregarious, extroverted and competitive; they love the buzz, banter and camaraderie of a busy B2B sales floor.
But they’re also shrewd sales professionals - they know that dials generate conversations and that conversations will help them to meet or beat quota.
While they may not be as analytical and creative as other reps, Power Diallers more than make up for this with their tenacity and relish for good old-fashioned hard work. For them, there really is no shine without grind!
Weaknesses
The worst quality of a Power Dialler is their impatience.
They don’t like to sit or stand still - they like to be constantly moving, constantly taking the next call. That of course can lead to problems when their manager asks them to step back and review their work.
The apple of every Power Dialler’s eye is the phone - so they also often struggle with things like writing emails and managing follow-ups and admin. If you manage a Power Dialler, provide them with extra support in those areas particularly.
Consider placing them in pods where they can link up with reps with contrasting skill sets - like Messengers or Scientists, for example.
How are they best trained?
Power Diallers aren’t especially coachable SDRs. They much prefer to be cold calling rather than learning!
That said, they do respond well to the following:
- Cold call roleplays.
- Objection handling training.
- The psychology of sales and how to engage with prospects.
Power Diallers generally like to learn from external trainers - they tend to look up to and respect other successful salespeople.
Who can they learn from?
Power Diallers usually learn the most from Messengers or Scientists. They often need help with copywriting and admin, which are two things that those SDRs excel at!
How do they like to be managed?
In contrast to some other sales personalities, Power Diallers really like to be micro-managed. Not being detail-oriented, Diallers often look to their managers to help them fill in those gaps.
They’re also slow to ask for help, especially with anything that isn’t to do with cold calling. When you manage a Power Dialler, be aware that they have a tunnel vision on calling, and so it’s likely you’ll have to support them in other areas.
Power Diallers are hugely competitive and will always fight to win any game or incentive. They particularly like competitions based around activity - number of calls, number of meetings booked etc.
Set them an activity-based target and you’ll be amazed at how quickly they smash it!
Who do they like to work with?
In the case of the Power Dialler, opposites attract!
Pair them up with a Scientist. The Dialler has the grit and the determination to make call after call, while the Scientist has the smarts to think strategically and plan out the best ways to break into an organisation.
Power Diallers are also an AE’s best friend - because they keep that pipeline flowing with fresh leads!
What’s their career path?
Power Diallers are dyed-in-the-wool salespeople and so their career trajectory only goes one way.
Not for them the delights of a sideways move into product or marketing - when Power Diallers make a step up, it’s always into AE or AM roles.
Resources for Power Diallers
Ultimate B2B Sales Cold Calling Script | How to Handle Cold Call Rejection | 10 Pro Tips to Get Past the Gatekeeper | 17 of the Best Cold Calling Opening Lines
5. The Natural
This sales personality type is a good all-rounder. Cold calls, emails, social selling, admin, it all comes naturally to them!
There’s no great secret to the Natural - they simply love sales and are good at it! They’re fired up by engaging with prospects, whether that be over the phone or online. Charm and hard work are innate and they’ll use their considerable skills to book meetings day in, day out.
While they’re not always the team’s top performer, they are the most consistent. No matter what business or industry they’re in, the Natural creates a solid, repeatable sales process that works.
Strengths
One word sums up Naturals and that word is adaptable!
Displaying strong emotional intelligence, Naturals are good at adjusting the way they work, depending on the people and environment around them. They can be either loud or quiet; introverted or extroverted; competitive salespeople or good team players.
Naturals embody all the best qualities of every other sales personality type.
They can be creative like Messengers; persistent like Power Diallers; methodical like Scientists; it all depends on the situation they find themselves in!
They’re adept at all the core skills of B2B sales, from researching prospects all the way to scheduling follow-ups. Sales team leaders prize Naturals as the easiest team members to manage.
Naturals are among the most well-liked people in a sales team. They get on with all reps and managers; they love the job and the industry and they always work hard to hone and perfect their skills.
Weaknesses
Naturals demonstrate few obvious weaknesses - managers and colleagues respect their experience and commitment to the job.
One thing to note if you manage a Natural is that they do occasionally get stuck in a rut. Counteract this by refreshing their training materials every quarter.
Or, if there’s a new market you want to target or a persona you want to engage, give the opportunity to a Natural. Let them rise to a new challenge!
How are they best trained?
Speaking of training, Naturals love to learn! They’re all about improving their skills and performance. They particularly like to receive regular training, as this prevents them from stagnating or burning out.
They respond well to all types of learning. Blogs, podcasts, webinars, live roleplays and training sessions, they vibe with all of them!
As mentioned above, just be sure to regularly mix up their training, so they’re not constantly going over old ground.
Who can they learn from?
Naturals can learn a lot from every other sales personality type.
However, it’s best not to pair them with just one other personality type for too long. Pair them with the best in your team and rotate them regularly.
This way, the Natural will pick up a diverse range of skills that will help them in their role.
How do they like to be managed?
Naturals generally like to work under hands-off managers. Experienced and quietly confident, they don’t need to ask for much guidance!
Putting them on a mentoring scheme, where they learn from more experienced colleagues, can bring out the best in them.
They also like a bit of healthy competition in sales. They love all types of incentives and, although they may not always win, they like to play along. For them, it really is the taking part that counts!
There is a tendency for some managers to overlook Naturals and their contribution. Avoid this by continually giving them the appreciation they deserve. Naturals respond very well to being recognised by their seniors.
Who do they like to work with?
Naturals are a good compliment to any other sales personality. They’re the stalwarts of the B2B sales community!
They also work well with other departments. AEs/AMs, sales enablement, marketing, RevOps - the Natural is a friend to them all.
What’s their career path?
Several career paths are open to Naturals. They can make very good AEs, AMs, team leaders or entrepreneurs. Or they may choose to stay put and refine their SDR skills.
If you manage a Natural, it’s likely you’ll have to provide them with guidance on their next career move. Chances are, you’ll have a better understanding of their strengths and weaknesses than they do.
Resources for Naturals
How to Be a Successful Sales Rep | 10 Top SDR Tips for Winning Sales | 10 Must-Have SDR Tools
There are you have Cognism’s top five sales personality traits! What do you think of our list? Let us know by contacting us on LinkedIn 👇
