The sales edge every small business can learn (and the tool that makes it easy)

Knowing how someone thinks is as close to knowing what they think. And in sales, understanding how a prospect thinks could close a deal.

With sales, a prospect doesn’t just buy what you’re selling. They’re buying into you, and you’re buying into them, too. This is why understanding people is your edge.

This doesn’t just require building rapport. It goes a whole lot deeper into human psychology – how people actually process decisions, risk, and trust.

Selling is always best one-on-one, not only because a stronger relationship can be fostered, but also so you can zone in on their individual psychology.

When you’re pitching to a group, every person in that room is filtering your presentation through their own personality lens, and reacting differently because of it.

• John, on the left, sits quietly, nodding and smiling, happy just to be included. He's a Dove – relationship-driven, conflict-averse, and slow to commit under pressure.
• Peter, in the middle (of course), has unconsciously stepped into ‘boss mode.’ He's an Eagle – decisive, big-picture, and impatient with detail.
• Jen is already thinking about how this fits into a system with KPI milestones. She’s an Owl – analytical, cautious, and unmoved by hype.
• Sarah is already telling a story about a similar product she used last year grinning, talking with her hands, and warming the room up without knowing it. She's aPeacock – expressive, sociable, and magnetic.

Miss this, and you'll pitch one version of your message to four very different decision-makers.

Don't ‘sell’, speak to their bird type instead

Tick's personality profiles map people against four bird types: Eagle, Peacock, Owl, and Dove. Run your team (and your prospects, where you can) through the questionnaire, and you'll start recognising bird types intuitively. Often within the first few minutes of a conversation.

Here's how to adjust your pitch on the fly:

• With an Eagle: Lead with the outcome and the bottom line first. Skip the backstory. Give them control. Ask what they'd change, not just what they think.
• With a Peacock: Bring energy and vision. Talk about how this makes them (or their team) look good. Keep it lively. A flat, data-heavy pitch will lose them fast.
• With an Owl: Slow down. Bring the numbers, the process, the proof. Don't rush a decision. Give them something to take away and review.
• With a Dove: Build trust before you build the case. Reassure them nothing is being forced. Check in on how they feel, not just what they think.

Your solution is only as good as your read on the room

So how do you find out your prospect’s personality (aka Tick bird type)? They’re designed to be fun, so you can integrate it into your sales experience. Do this well as a live, in-the-room exercise, and you get real-time insight you can act on immediately, before you begin.  

Whatever you're selling is ultimately the output of understanding a need and applying a fix. Don’t get bogged down by benefits, features, data, and strategies. Simplify the sales process by making it all about them (and what makes them tick).

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