Although each potential customer is a unique individual, buyers generally fall into one of four social styles. The Driver is controlled, assertive, busy, risk-taking; they respond best to facts. The Analytical type is a stickler for precision, risk averse, and critical of persuasion; they want facts and they want you to give them time with it. The Amiable type likes to build relationships, dislikes risk, and is looking for support; it is best to work with them and help provide direction. The Expressive type is social, reactive, spontaneous; testimonials and emotional benefit are important for them. Marketing and sales will be most successful if it is adapted based on the customer’s negotiating and decision-making social styles.
