There are four types of personality that trade partners most often adopt when dealing with customers, according to a new whitepaper which aims to give the window and door industry an insight into the psychology of the showroom.

The Negotiator, The Free Spirit, The Perfectionist and The Diplomat have been identified in The DNA of the Showroom, published by Origin, alongside the UK’s leading sales psychologist, Bryan McCrae. The first of its kind, the whitepaper aims to help door and window showrooms boost their profits by giving them a better understanding of their own sales styles, strengths and weaknesses, as well as how to interact with different customers.

Bryan McCrae, the UK’s leading sales psychologist, said: “We’ve all come across people that we easily ‘click’ with and others that take a little more time to warm to. It’s the same when selling. By applying a specific model involving different personality types to the showroom, as other industries have with great success, we aim to give salespeople a few tips that will help them better engage with customers and ultimately increase sales.”

Ben Brocklesby, Sales and Marketing Director at Origin, said: “We have found that showroom retail staff are likely to be one of four personality types, with a set of characteristics that, when identified, improve the flow of conversations with customers and, in turn, drive sales. By being aware of their salesperson personality, our trade partners will have more control over how they engage with customers. Working with one of the country’s leading sales psychologists, our aim is to help our partners build relationships, improve sales and grow their businesses.”

Beginning with a set of questions about approaching customers, the DNA of the Showroom follows a three-step process to help identify which salesperson personality type our trade partners best fit into. Origin has published an infographic alongside the report that takes staff through this process.

The Negotiator    –     An assertive, confident salesperson who takes control from the outset and will often lead the conversation with customers. The Negotiator means business. 

The Free Spirit –        Driven by innovation and ideas, this salesperson is enthusiastic and knowledgeable, but often expects the customer to distinctively to make the ultimate decision. 

The Perfectionist –    Methodical and organised, with a love of simplicity and perfection. This salesperson works hard to ensure that his bi-fold doors and windows are finger-print and smear free. 

The Diplomat –           He or she will avoid any conflict at all cost. Diplomatic, thoughtful and amiable, this salesperson aims to please by making consensus decisions.

Customer types and how to identify them are also included in the report – The Bold BuyerThe Spontaneous ShopperThe Measured Mind Maker and The Calm Customer. Finally, the report provides insights on how to use this information when talking to customers, to build better relationships and improve sales.


Ben Brocklesby concludes: “This is just one of the many ways that Origin continues to support its trade partners. We’re looking forward to seeing how the small changes they make can have a positive effect on their success on the showroom floor.”

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