Helping Salespeople Sell the Way Customers Buy

STU
SCHLACKMAN

President,

Stu Schlackman

Sales isn’t just about what you’re selling—it’s about who you’re selling to. The best salespeople don’t just pitch products; they understand people. In fact, research shows that top-performing sales professionals spend 40% more time building relationships than their average counterparts. Why? Because deals aren’t won by features and discounts—they’re won by trust. Few people understand this better than Stu Schlackman, a seasoned sales strategist who has spent decades helping professionals master the art of selling through connection. As the creator of the “Four Personality Styles You Should Know” framework, he has shown sales teams how to tailor their approach based on client personalities—leading to shorter sales cycles, higher close rates, and up to 90% revenue growth. But his expertise isn’t just built on theory—it comes from decades of hands-on experience in the field. He started his career as an engineer, working on complex systems before transitioning into sales, where he quickly realized that success wasn’t just about knowing the product—it was about knowing people. Over the years, he climbed the ranks, leading high-performing teams in companies like Digital Equipment Corporation, DecisionOne Corporation, and Antrim Corporation. From managing multi-million-dollar sales pipelines to coaching organizations through major transformations, Stu has seen firsthand what works—and what doesn’t—when it comes to closing deals. His philosophy is simple: sales isn’t a transaction; it’s a relationship. Thus, he firmly believes that; TradeFlock interviewed Stu Schlackman to dive deeper into his strategies and better understand how he unlocks the power of Relationship Selling.

"You can have the best pitch in the world, but if you don’t understand the person across from you, you’re just talking—not selling."

What made you realize that sales—and later, coaching—was your true calling?

Sales? No way. That’s for people who don’t need a brain. That’s exactly what I told a friend when he suggested I consider a career in sales. He just laughed and told me I had no idea how challenging it really was. That stuck with me. So, I took the leap—and after nine months of intense sales training, I realized he was right. Sales wasn’t just about pushing a product; it was about understanding people, solving problems, and building trust. I loved it. Over the next five years, I climbed the ranks, but what excited me even more was teaching others the skills I had learned. That’s when I knew—coaching was my true calling. I moved into sales training, became one of two trainers for a five-state region, and eventually built my own business. Now, for 20 years, I’ve been doing what I love—helping others master the art of sales.

Do you think the human element is at risk with AI streamlining sales?

At the end of the day, people buy from people. Relationships, referrals, and real conversations still drive sales. AI might help with efficiency, but it will never replace the human connection that makes deals happen. People don’t buy from robots—they buy from those they trust. That’s why the human element in sales isn’t disappearing—it’s more important than ever.

"Let’s get one thing straight that AI can analyze data, streamline processes, and even assist in sales—but it can’t build trust."

How has "Relationship Selling" evolved for you, and where is it headed?

I used to think sales was all about relationships—but then I realized it’s about understanding them. Every customer is different. What motivates one person might not matter to another. That’s when it hit me: “It’s not about how you sell—it’s about how your customer buys.” I started studying personality styles and saw a gap— everyone took personality tests, but no one was using them to sell smarter. So, I developed my Four Personality Styles framework—Orange, Blue, Gold, and Green—to help salespeople adapt, connect, and close deals more effectively. The future of sales? Less scripts, more connection. And that’s exactly where I’m focused.

Is there a sales myth you completely disagree with?

“Cold calling doesn’t work.” I hear that all the time—and it couldn’t be further from the truth. With all the information at our fingertips today, no call is truly cold. Social media, websites, and industry insights let you personalize your approach and make an immediate connection. It’s not about dialing randomly— it’s about reaching out with purpose. When you do that, you can contact anyone.

How do you coach introverted salespeople, and what’s your next big goal?

Introverts actually have a natural edge in sales—they’re great listeners. Sales isn’t about talking more; it’s about asking the right questions. When they lean into that strength, they build deeper, more meaningful connections. As for what’s next, I’m excited to take my training further—developing more online courses and maybe even writing another book. There’s always more to learn, and I love helping others grow in their sales journey.