3 Tips for Going Toe-to-Toe with the Fighter Personality | Southwestern Coaching

During a recent Mastermind Webinar, Kitty Barrow—Senior Partner and Executive-Level Sales & Leadership Coach for Southwestern Consulting—talked about how to sell to the fighter personality. Many people sell the way they would like to be sold, regardless of the prospect’s personality type. Unfortunately, this approach can lead to missed opportunities for new business.

What Is the “Fighter” personality type?

Like every personality type, the “Fighter” has both strengths and weaknesses. Fighters are typically results-oriented and resilient. They can also be impatient and controlling. Most Fighters are motivated by a desire to overcome odds, and their biggest fears are losing control or not getting results. When they’re under stress, a Fighter may run people over to get his or her way. However, many Fighters are naturally inspiring and idealistic—often utilizing their aggressive nature to push for change and make things better for themselves and their team.

If you’ve ever interacted with a Fighter, you know that every step of the process can be a challenge. In fact, you might not get past the introduction if you aren’t prepared! The good news? If you understand their value signals and are ready with a few tricks, even the strongest Fighter can wind up in your corner.

1. Appeal to Their Value Signals

From the first handshake to the close, you need to be deliberate with how you speak to fighters. This personality type is results-oriented and wants to be in control, so tailor your pitch with these pain points in mind. Do some homework and find out which specific results (e.g., time, money, or some other measure of success) are most important to the prospect.

2. Get Right to the Point

With some personality types, it’s a good idea to ease into your pitch and start slow with your introduction. But this isn’t the case with fighters. Keep rapport to a minimum, and get right to the point: what it is you’re offering and why the prospect needs it. When you dive into your presentation, get to the value statement quickly.

3. Close with Confidence

Throughout your entire pitch, you want to challenge your prospect in a positive way. Fighter types react positively to confidence, and this is especially important to remember when you transition to the close. It’s a good practice to give the prospect control at this stage, which you can do by:

  • Letting them vent if they have any disagreements. Arguing with a fighter won’t help, so let them finish without interrupting. They’ll be much more receptive to your response.
  • Give them choices. If you give a fighter a couple of options, they’ll feel more in control of the situation.
  • Challenge them in a positive way. Come prepared with solutions that target their value signals. Also, be ready to answer any questions they have succinctly and confidently.

Navigate Your Way to Sales Success

For more information about the fighter personality type, how to modify your approach, and selling the way people like to buy, check out the Navigate 2.0 bundle.

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