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Why is this system so effective for everyday use? First, with colors, it’s easy to remember and identify the characteristics of each of the four personality styles. It’s easy to add color to the details we remember about the many people we meet such as their face, name, and workplace, thereby remembering that person’s personality style.


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After thirty-seven bankable sales years representing major corporations, Stu’s humanitarian spirit sought a fulfilling direction to contribute to the sales community.   With  know-how gained as a college professor and developer of a university-level sales management course, he reached the confluence of all his gifts: to share his knowledge in a learning environment for those who desired a deeper understanding on how to succeed in a crowded sales marketplace.


Reflecting on how he developed new and enduring business relationships, Stu classified his understanding of people into four fundamental personality types.  “Four People You Should Know” resulted as a tool for sales professional seeking to close business by understanding what motivates people’s decision making.  Stu provides clear insight into this process through his book, Four People You Should Know, and a personal on-line assessment available on his website.  A prolific writer, Stu has produced a series of publications, including his most recent book for sales leaders, The Relationship Selling Secret.


Through his various service offerings, Stu has inspired and energized individual salespeople, company sales teams, and event audiences alike to improve their effectiveness, resonate more genuinely with customers, and increase revenues.


Associations / Accomplishments


Served as President for both the National Speakers Association of North Texas for three terms and the Leadership Richardson Alumni Association.Earned the Certified Speaking Professional (CSP) award from the National Speakers Association, the organization’s highest performance-based designation.



As the Business Division Chair for Dallas Christian College, Stu taught business courses and mentored students at DCC. Conducted sales classes at the University of Texas, Dallas.

Served as a guest speaker at Southern Methodist University and Dallas Baptist University business schools.





Stu was named Man of the Year in 2020 due to his ongoing advocacy for the Leukemia and Lymphoma Society.    



“Stu’s engagement with our sales team had a profound impact in the 2nd half of 2019. Through his coaching, our field sales team doubled in activity and pipeline, resulting in a strong 4th quarter performance. Stu is an expert sales coach and has the ability to communicate practical/tactical advice in a way that sales teams quickly embrace.”

Michael Kornegay | Chief Revenue Officer, Omnigo Software


“As the founder and CEO of Image Skincare, I value the enormous contribution Stu Schlackman had made to our organization.  He has taught our domestic and international sales team the importance of knowing and understanding the 4 colors. His enthusiasm, professionalism, and ability to translate a personality to truly closing a sale has made a significant improvement in our bottom line sales.

His unique and engaging presentations have made such a difference in our confidence in selling more, better. If you need more sales, Stu Schlackman should be on every sales organizations stage. Truly a world class educator and sales enthusiast.”

Janna Ronert
Founder/CEO, Image Skin Care

“If you are looking to motivate your sales team and add a new dimension to their sales skills, Stu Schlackman’s personality styles workshop is a must. He had our team enthused, excited and eager to go out and apply his concepts.

By applying the principles learned in the workshop and clearly laid out in Stu’s book, “Four People You Should Know”, our team became much more effective at understanding how to build stronger relationships with their prospects and clients.

Our Associates have not stopped talking about the impact this knowledge has had on their interpersonal relationships.”

Howard Elias
Chairman/CEO, Wealth Advisory Group LLC