How to Sell to An Analytic

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.

Analytics are unemotional, facts-oriented people who like systematic approaches. They value things like details, numbers, and logical information. They’re not so impressed with stories or emotional pleas, but do enjoy case studies and anything that “proves” the point you are trying to make. Analytics are the engineers and CPAs, the number crunchers and analysts. The numbers, facts and information have to add up. They’re not impressed with potential, dreams or possibilities as much as they are with the spreadsheets that show the dreams can be created on time, within budget, and with low to no risk.

You create and build your credibility with Analytics by knowing the pros and cons of any product, options or suggestions you offer. Your approach with them should be clean, organized, systematic and scheduled. Be direct, straightforward and get to the point. To establish rapport you can ask them about problem solving techniques that work for them or ask them how they are able to be so well organized in this age of information overload.

Show them how your product or service will work and give them time to verify that it does.  Since Analytics like to gather and process data, don’t worry about giving them too much information. That’s hard to do. But do make sure the information you give them is relevant, targeted, factual and packed with numbers, studies and research. Flowery brochures and flyers that talk about how “wonderful and rewarding and fun” something is won’t impress them nearly as much as a brochure that talks about the reliability, research results and comparisons of performance with similar products or services.

How to Spot an Analytic

  • Their office is strictly business functional, with little or no frills or color unless someone other than themselves has designed it.
  • My favorite Analytic of all-time used a table instead of a desk which “promoted clutter” in his mind.
  • There may be a certificate, diploma or other framed qualifications testifying to their expertise.
  • Time is important so expect to see one or more clocks prominently displayed.
  • Walls are covered with charts, reference material, graphs or information resource material.
  • They pay little attention to clothing other than to be functionally dressed in neutral colors in what they consider the corporate uniform. Brooks Brothers was their favorite for years.
  • Files, books and reference material are carefully arranged, organized and functional.

Tips for Selling to Analytics

  • Remember Analytics are not risk takers. They’ll only take risks if it’s a sure thing.
  • They often say no because they tend to over analyze.
  • Just give them the bottom line.
  • Don’t be disorganized or messy.
  • Approach them in a direct, matter-of-fact, no nonsense way. If you exaggerate your claims they will write you off.
  • Use facts, not stories. If you must use stories, use case studies complete with facts and proof they can verify or research.
  • They’re thorough, so be prepared to give them examples, spread sheets, charts and material you leave with them for them to read and study.
  • Don’t guess the answer to their questions, know the answers and be prepared to back up your answers with figures, facts and research.
  • Written guarantees, money back guarantees and trial periods are very strong motivators.
  • Analytics have a very real, strong need to be right. Let them be right. Their greatest fear is making a mistake.

“All we want are the facts ma’am.”
~ Joe Friday

Photo compliments of Larry He’s So Fine

5 thoughts on “How to Sell to An Analytic”

  1. Hi Bob – Great articles! Okay, I’m dying here. Who is your favourite analytic who used a table instead of a desk? I’ve tried a google search to no avail. Please don’t keep me in suspense. 🙂

    Arlene

  2. As I suspected, Bob, on both counts. So no, I’m not at all surprised :-).

    I look forward to reading your upcoming posts. Enjoy a great day!

    1. Hi Molly – Analytic styles make up approximately 20-25 percent of the general population. However, what is more important to understand is that certain styles gravitate to particular professions/jobs. You will find much higher percentages among CFO’s, accountants, and engineers for just a few examples. Good luck with your report.

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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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