Turn More Prospects Into Customers



Let’s face it, when you first meet and talk with a prospect, you are squeezed with a short amount of time to understand their personality and the best way to effectively communicate.

Not sure what I’m talking about?

First, it’s important to understand and recognize that every person is different that you will meet on your sales call appointment. Whether it’s over the phone (which can make it even more difficult) or in person, you have very little time to understand and assess how that other person makes decisions to buy or not.

Secondly, people do business with people they like and feel they can trust. So be genuine and yourself, no matter what! There is an art to being genuine and yourself while tailoring your information to your prospect. For some, this comes easier than it does to others.

There are four personality types (see diagram below) you will likely encounter when selling. They are Analytical, Driver, Amiable and Expressive. You have very little time to understand which one you are dealing with and engage accordingly.


The difference in personality types are seen as those who are assertive (Drivers & Expressives) and those who are non-assertive (Analytics & Amiables).

Drivers tend to be more assertive and base their buying decisions on logic. While those who make decisions on emotions are Expresives.

Less assertive ones who make decisions logically are Analytics where Amiables base theirs on emotions.

A few tips to know who you are dealing with and the best approach:

  • Selling to a Driver – Be blunt and direct. Avoid any BS! They will respect you for it.
  • Selling to an Amiable – They are kind, warm and will go out of their way to help. However they avoid what they feel is confrontation and will rarely ever tell you straight up what they are thinking. They are the toughest to sell to! You won’t hear any objections and feel as though the call went great, though chances are slim you will hear from them or get them to reply again.
  • Selling to an Expressive – They are social, creative and outgoing individuals who want to be liked by everyone. Expressives base their decisions on emotions – how good it makes them feel.
  • Selling to an Analytic – These are usually “techie” type people. They dot their I’s and cross their T’s – everything by the book. Analytics are extremely cautious and detail oriented. Because they tend to be slow to make a decision and may need more information, you will need to practice your patience. Do not try to rush them.


When on a physical sales call, listen and observe what your prospect is saying to you. For example:

  • I hear what you’re saying – Means they are audio learners and absorb more information from what you are saying.
  • I see what you’re saying – Means they are visual learners and need to look at things for themselves.
  • I like the way that feels – Means they are kinesthetic learners – no surprise there. They want to touch and feel the product. Making it difficult if you are selling a service.


If you are meeting your prospect at their office, take note of their surroundings. When the office and their desk is spotless and so tidy you could eat off of it, they are generally an Analytical person. Do them and yourself a favor by keeping the meeting straight to the point and don’t waste time with niceties about the weather and such.

However, if the office is full of pictures their children made and characters on their desk, you are generally meeting with either an Expressive or Driver. They will most definitely welcome you asking them about their family and the weather. Amiables will engage too, but will be less expressive with their responses.

As you may have gathered, you will rarely ever be selling to someone who is identical to you and your personality. This is why you will need to be able to adapt quickly to the other person’s style of learning and mirror your prospects to be able to tap into their buying decision process.

Buyers only care about how they will benefit from your service or product. Start by putting yourself in your prospects shoes and coming from a point of how they will benefit from the sale and not you.

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