I sat in on a sales call recently that was led by a veteran salesperson of a B2B publishing company. I have been selling in this industry for ten years, and this was one of the most impressive and effective calls that I have seen.

He controlled the meeting with a near lack of personality.

Like a courtroom attorney, he asked penetrating questions and shifted his line of questioning based on the responses he received. He showed no emotion. He understood, summarized, and then framed the prospect’s responses in terms of his company’s services. He closed.

No joking, no sports talk, no ebullience – only business.

We have a stereotype of salespeople who are sycophantically trying to connect with their prospects. I’d suggest that efforts like these quickly become obvious to prospects and counterproductive to publishers.

Personality in high value sales by B2B publishers is overrated. Too much personality suggests too much need. Too much objectivity is preferable to prospects and publishers alike.