Using Personality types to increase sales effectiveness. Do this and get 20% more closes, end of story. Just two things you need to know.

1. MORE EFFECTIVE
with MORE PEOPLE
Understanding & Using
Personality Styles
HOW TO BE

2. “If things are OK today,
then they'll be pretty much
the same, and OK tomorrow."
• Thin ice
• Healthy paranoia

3. 20%
Improvement
Gone in 60
Seconds

4. Some key questions about Personality Styles:
1. How WELL are you USING it? Do you use it REGULARLY?
2. Why is it important?
o Four primary personalities impact how they make buying decisions.
o People are different, sell accordingly. Be more effective with more people.
o Adjust to different styles: Speak your buyer’s language.
o Be more Versatile. Increase your Effectiveness.
3. How to quickly and reliably identify someone’s style
– then know how to use it?
4. What style are you? What styles do you struggle with?
5. How can you be more versatile to be more effective
with everyone you deal with?
6. Get it right = EFFECTIVE VS. Get it wrong = MISTAKES

5. Identifying Personality Styles
Two Questions:
1. Are they MORE or
LESS assertive?
Amiable
“WHY”
Expressive
“WHO”
Analytical
“HOW”
Driver
“WHAT”
A S S E R T I V E N E S S
Less Assertive (Ask):
• Seldom raises voice to
emphasize ideas
• Expressions and posture are
“quiet” and submissive
• Deliberate, studied, slower
speech. Indifferent handshake.
• Asks questions more often
than makes statements.
• Vague, unclear about what is
wanted.
• Tends to lean backwards.
More Assertive (Tell):
• Emphasizes ideas by tone change.
• Expressions are assertive or
dominant.
• Quick, clear or fast paced.
• Firm handshake.
• Makes statements more often than
asks questions.
• Lets you know what is wanted.
• Tends to lean forward to make a
point.
More Assertive (Tell):Less Assertive (Ask):
More or Less
ASSERTIVE?

6. Identifying
Personality Styles
Two Questions:
1. Are they MORE or
LESS assertive?
2. How do they tend
to make decisions…
using LOGIC or
EMOTION?
• Make decisions
with Facts or
Feelings?
Amiable
“WHY”
Expressive
“WHO”
Analytical
“HOW”
Driver
“WHAT”
R
E
S
P
O
N
S
I
V
E
N
E
S
S
More Responsive (Feelings):
• Animated, using facial expressions.
• Smiles, nods, frowns – shows emotions.
• Actions are open & eager.
• Shares opinions easily – little effort needed.
• Eye contact frequent while listening.
• Friendly gaze.
• Hands free, palms open & up.
• Friendly gestures.
• Shares personal feelings.
• Attentive, responsive, enjoys the relationship.
Less Responsive (Facts):
• Reserved & unresponsive.
• Poker-faced.
• Actions are cautious & careful.
• Wants facts & details.
• Eye contact infrequent while listening.
• Eyes serious, harsh, or even severe.
• Limited use of hands, clenched tightly, folded, or pointed.
• Limited personal feelings, story telling, or small talk.
• Vigilant or preoccupied.
Less Responsive (Facts):
More Responsive (Feelings):
More or Less
RESPONSIVE?
Facts or Feelings?

7. Less Responsive (Facts):Less Responsive (Facts):
Identifying Personality Styles
Less Assertive (Ask):
• Seldom raises voice to
emphasize ideas
• Expressions and posture are
“quiet” and submissive
• Deliberate, studied, slower
speech. Indifferent handshake.
• Asks questions more often
than makes statements.
• Vague, unclear about what is
wanted.
• Tends to lean backwards.
• Animated, using facial expressions.
• Smiles, nods, frowns – shows
emotions.
• Actions are open & eager.
• Shares opinions easily – little effort
needed.
• Eye contact frequent while listening.
• Friendly gaze.
• Hands free, palms open & up.
• Friendly gestures.
• Shares personal feelings.
• Attentive, responsive, enjoys the
relationship
More Responsive (Feelings):
• Reserved & unresponsive.
• Poker-faced.
• Actions are cautious & careful.
• Wants facts & details.
• Eye contact infrequent while listening.
• Eyes serious, harsh, or even severe.
• Limited use of hands, clenched tightly,
folded, or pointed.
• Limited personal feelings, story telling, or
small talk.
• Vigilant or preoccupied.
More Assertive (Tell):
• Emphasizes ideas by tone
change.
• Expressions are assertive or
dominant.
• Quick, clear or fast paced.
• Firm handshake.
• Makes statements more often
than asks questions.
• Lets you know what is wanted.
• Tends to lean forward to make a
point.
Two Questions:
1. Are they MORE or
LESS assertive?
2. How do they tend
to make decisions…
using LOGIC or
EMOTION?
Make decisions with
Facts or Feelings?
More Assertive (Tell):Less Assertive (Ask):
More Responsive (Feelings):
Less
Assertive /
More
Responsive:
Relationship
More
Assertive /
More
Responsive:
Attention
Less
Assertive /
Less
Responsive:
Accuracy
More
Assertive /
Less
Responsive:
Results
A S S E R T I V E N E S S
R
E
S
P
O
N
S
I
V
E
N
E
S
S

8. WHO am I about to deal with?
AMIABLE
Lamb
Relater
Initially Skeptical
Warm / Caring
People Pleaser
Dislikes Confrontation
EXPRESSIVE
Tiger
Extremely Social
Good Talker
Not always good at
listening
Egocentric
Highly Assertive
ANALYTICAL
Owl
Thinker
Detail-oriented
Likes order and systems
Risk Averse
Business First
DRIVER
Bull
Director
Just the Facts
Fast Decisions
Somewhat Abrasive
“Hurry up”
A S S E R T I V E N E S S
R
E
S
P
O
N
S
I
V
E
N
E
S
S
More
Assertive
FASTER
DECISIONS
Less
Assertive
SLOWER
DECISIONS
More Responsive
RELATIONSHIP
Less Responsive
FACTS / LOGIC

9. What are the most common Styles of your buyers?
1. Analytical
o Less assertive
o Logic/facts
2. Driver
o More assertive
o Logic/facts
3. Expressive
o More assertive
o Emotions
4. Amiable
o Less assertive
o Emotions

11. Amiable
Amiable
Analytical
Analytical
Driver
Driver
Expressive
Expressive
Increase Versatility

12. 1. Know what
“language”
they prefer.
2. Give them
what they
want and
need to feel
comfortable
buying.
Identifying
Personality Style
SUMMARY ACTIONS Driver Expressive Amiable Analytical
Primary
Asset:
Controlling Energizing Supportive Systematic
Backup
Behavior:
Autocratic Attacking Acquiescing Avoiding
For Growth
Needs to:
Listen Check Initiate Decide

13. ACTIONS Driver Expressive Amiable Analytical
Primary
Asset:
Controlling Energizing Supportive Systematic
Backup
Behavior:
Autocratic Attacking Acquiescing Avoiding
For Growth
Needs to:
Listen Check Initiate Decide
Measure of
Personal Value:
Power Recognition Approval Respect
Needs Climate
That:
Responds Collaborates Describes Processes
Let Them
Save:
Time Effort Relationships Face
Make Effort
To Be:
Efficient Interesting Cooperative Accurate
Support
Their:
Conclusions
& Actions
Visions &
Intuition
Relationships
& Feelings
Principles
& Thinking
Stress Benefits
That Answer:
WHAT solution
will do
WHO else
has used
WHY solution
is best
HOW problem
is solved
Sales Proposal
Emphasis:
Options &
Probabilities
Testimony &
Incentives
Assurances &
Guarantees
Evidence &
Service
Follow-up
With:
Results Attention Support Service
1. Know what
“language”
they prefer.
2. Give them
what they
want and
need to feel
comfortable
buying.
Decision Making:
How to be
more effective
based on
Personality Style
SUMMARY

14. 1. Know what
“language”
they prefer.
2. Give them
what they
want and
need to feel
comfortable
buying.
Decision Making:
How to be
more effective
based on
Personality Style
SUMMARY ACTIONS Driver Expressive Amiable Analytical
Measure of
Personal Value:
Power Recognition Approval Respect
Let Them
Save:
Time Effort Relationships Face
Sales Proposal
Emphasis:
Options &
Probabilities
Testimony &
Incentives
Assurances &
Guarantees
Evidence &
Service
Follow-up
With:
Results Attention Support Service

15. 1. What are their
highest needs to
perform at their
best?
2. What leadership
& environment
do they need to
excel?
Based on the
highest factors
in their
Personality
Profile…

16. Action Items – Using Personality Styles
— Taking Action —
Your greater effectiveness driven by “taking action”
on your highest payoff activities.
What will you put into action for the next 30 days?
1.
2.
3.