The 4 Customer Personality Types & How To Sell To Them

When you get into the business of selling, one of the best ways to become successful (aside from a great marketing strategy) is to learn how to read people. Learning different personality types will help you understand which types are easiest to sell to, and how to bend your selling strategy to appeal to the more complex customer. In general there are 4 different personality types that you will come across when selling insurance, and if you adapt your strategy to their personality type, you will better understand each one of their thought processes and be able to sell to them easier.

caucasian woman with a straight face
The assertive type know what they want, it is best to be direct with them.

1. The Assertive Type

Assertive buyers know what they want and will let you know it. They come off strong and want to be in control, and will take risks for a great reward.

The best way to work with assertive people is to let them speak and not interrupt when they are telling you what they are looking for. They want efficiency, so don’t waste your time repeating facts or building up to your point with them; instead, cut right to the chase. Be direct and speak in 2-3 sentences at a time.

2. The Analytical Type

People who are analytical like to do their research, and are more concerned with facts and data than others. They like to take their time making a decision, and will only do so after reviewing their options and weighing the pros and cons of each. Don’t be surprised if they already know a lot about different plans when you speak to them.

All of this means that this type of buyer won’t care about personal recommendations, they will want facts and prices. When working with an analytical type, provide them with detailed information, and stay away from emotions. Don’t rush them, and allow them to take their time to process the information you give them. Set up a follow-up appointment in order to give them time to make their decision.

3. The Amiable Type

african american woman smiling
The amiable type are friendly and value a connection, so build a rapport with them.

People with amiable personality types are friendly and value personal connections and relationships. They are not big risk takers, but are open to suggestions and are easy to please. Because they are so friendly, they are more likely to open up and share information. They will listen and will ask more personal questions in order to get to know you better as a professional and a person.

When working with an amiable customer, you will need to build a rapport and relationship with them. Reassure them that you will help take care of them and supply testimonials from similar clients who found great plans they are happy with.

4. The Expressive Type

Expressive people are emotionally driven buyers who make decisions based on their feelings. They are outgoing and tend to be people-pleasers, but also like to look at the bigger picture and understand long-term benefits. If an expressive type trusts you, you will have a client for life, but if you do not keep the personal relationship going and continue to check on them, they will take their business elsewhere.

The best way to work with expressive customers is to reassure them that you are looking out for them; you can do this with testimonials and reviews. You don’t have to focus too much on facts and figures, instead focus on your personal connection and remember to keep the relationship going.

In the sales world, and especially in the insurance industry, you will serve all different types of people and personality types. You will come across some of the personality types mentioned, and will also come across some people who are a mixture of these personality types. The key to being a good insurance salesperson is to adapt your sales approach. Once you are familiar with these core personality types, you can tailor your selling strategy to fit any situation.

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