How to Sell to Amiables

Great salespeople know there are four basic personality types: the driver, the expressive, the amiable and the analytic. Each type has their own style and way of communicating with the world, but more importantly, with salespeople.

Amiables make up 36% of the world’s population. They are the teachers, social workers, firemen, nurses and best friends that keep the wheels of compassion running smoothly. As team players they’re totally devoted to the group. They’re consistent, dependable, loyal and focused on others. They don’t like confrontation, they do enjoy stability and peace, and they are awesome listeners. If personalities were dogs, the amiable would be the Golden Lab of personality types. As easy going as they are, they’re among the hardest people to sell because they’re risk averse and they want to feel safe, to have your approval and to be engaged with you.

If you’re doing something that disturbs or bothers them, they’re not likely to say anything to you, so it’s even more important to ask and to listen well.

When selling to an amiable you’d better have a relationship with them, or be prepared to begin one, because they thrive on relationships. Don’t push them. Don’t rush them, and take time to get to know them. They love being part of a tribe so before they buy from you they want to know you, feel good about you and trust you.

How to Spot an Amiable

  • Their office is filled with pictures of family and friends.
  • They have at least one inspirational photo or poster on the wall or desk.
  • You feel more like you’re in someone’s home than their office.
  • Their motto is better safe than sorry.
  • They have several plants on their desk or in their space.
  • They dress casually and comfortably.

Tips for Selling to Amiables

  • Take time to build a relationship. They will want to think things over. They will get irritated if you are impatient or insensitive.
  • Be patient. Amiables are slow to trust. They must feel safe before they buy. They will buy from you after you’ve written them off.
  • Take all the risk out of your sale—use 100% guarantees, refunds, trial periods.
  • Sell to the team, not to the individual. They want to fit in with everybody else.
  • Even if you’re the better option, Amiables go with what their friends and team are doing.
  • They dislike change so it is hard to get them to change from a competitor they’ve been dealing with for a long time.
  • They ask many questions often just to cover all the bases in their minds.
  • Ask them what they like most about their job. Or, what are the most important functions of their job.

Tomorrow, “The Expressive customer.”

Photo by David Shankbone

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People do business with people that they know, like, and trust. Since we can’t pick or choose the “type” of person we are most likely to trust and like right away, we need to learn how to effectively with everyone’s personality style.” Learn how in this report and start increasing your sales right away!

Selling To The Four Personality Types

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