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Bro vs. Pro Sale

BroWhen you’re setting out to hire sales people it’s important to know what type of sale you’re making. While there are many distinctions in the types of sales that companies make, one noteworthy paradigm is what I call the Pro vs. Bro sale.

A “Pro” sale means selling to a professional audience in a professional way. Whether a small or large corporation, the rapport developed with the client centers around the quality of the product or service, the company’s reputation and the pricing. Generally, these are more professional settings and feel a little stiffer in style.

The other type of sale is what I call a “Bro” sale. Bro sales are done through more casual and social interactions. In order to do this, the sales person needs to meet the client somewhere casual, let their guard down and be much more of a genuine person (and less of a suit) to the customer. This allows them to develop a personal relationship with the customer. The bro sale comes from the heart.

Ultimately, the distinction between these two approaches is a function of the degree of interpersonal relationship developed with the customer.

While I naturally gravitate toward the latter (as it always feels better to me to get to know the people on the other side of the table) both approaches can work. What’s important is understanding what type of sale is going to be appropriate with your customers. If your customers are rigid and not open to developing a personal relationship with vendors, you should hire people who can navigate a pro sale. If your customers are people first and customers second, hiring a team of bro-sellers can pay big dividends.


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