You may have noticed that I recently created a new suite of leadership programmes for our company. If so, you’ll know this. “Personality Types” and Merrill & Reid call “Social Styles”In their wonderful book “Knowing About Social Styles”.
There are 4 personality styles or personalities: Drivers, Analyticals and Expressives. Every one of these four has their own approach to business and their own thought processes. The best salespeople are able to identify the personality of their clients and then adapt their style and communication accordingly.
There will be three to four of each personality type in every boardroom.
The Driver:
Let’s start with the driver. Drivers need to be action-oriented and have high levels of reaction speed. Drivers are independent, focused, efficient, and disciplined. They use facts and figures, talk and act fast, are observant, direct and able to make eye contact. The way they hold their bodies is rigid, and the facial expressions are controlled.
Other styles may perceive them as harsh, severe or dominating in their pursuit of goals. These drivers are at ease in power positions and have offices that look businesslike with commendations and certificates on the walls. Driving can be a dictatorship when stressed.
Analytical:
Analytical professionals are meticulous about being organized and having all of the facts before making any decisions. They need to be precise and to be correct. They need to be precise, organized, and methodical. These people are more patient and attentive than Drivers and have slower reaction times. They are considered to be serious, hardworking, persevering, demanding, and meticulous.
They tend to be task-oriented, use facts, data and speak slow. They lean forward and frequently use their hands. They are not able to make eye contact or control their facial expressions. They may be seen as critical, picky, indecisive or moralistic by others. Analyticals are at ease in positions where they can verify facts and figures, and they know they are correct. They maintain neat and well-organized offices. When under stress, Analyticals are more likely to avoid conflict.
Expressive:
Expressionists enjoy being involved, excited, and taking part in interpersonal actions. These people are socially connected, energetic, motivated, and good at motivating and influencing others. They also have ideas. They are open to new ideas, have no regard for routine and can react quickly. Acceptance is key for them. They are outgoing, cheerful, enthusiastic, and friendly, with a focus on people, not tasks. They prefer stories and opinions to facts and data. They communicate quickly and speak fast; they use vocal inflections, lean forward and point directly at the eyes.
They speak with their hands, have relaxed bodies and animated expressions. They are often seen as emotional and show their feelings through their faces. Their offices are often disorganized and they might have equipment for leisure such as golf clubs or tennis rackets. Expressionists resort to personal attacks when under stress.
And finally – the Amiable:
They require co-operation and personal security. They don’t like conflict and prefer to avoid it. These people value friendship, being loved and helping others. They will sometimes sacrifice what they want to get approval. These Amiables prefer working in teams, not individually. They have a quick reaction and are open to implementing change. They are generally friendly, open-minded, supportive, willing to help, reliable, and trustworthy. They also have a strong sense of empathy for others.
Their opinions are more important than data and facts, they speak slower than drivers and analysts, have softer voices, and tend to use more vocal inflection. While they talk, they lean forward and don’t make eye contact. They also display a casual and animated posture. Others perceive them as awkward, conforming and unsure. These people have their own homes, with photos of family and plants. A Miable is a person who responds to stress with cooperation.
After reading these profiles, most people believe they belong in more than one of the categories. Everyone has their own style, and they shouldn’t be able to believe they can fit in more than one. Here’s why.
Social Styles Model:
This is too complicated to show with a diagram. Instead, imagine 2 boxes on top of 2 boxes, or, if you like, 4 panes in a window. The Analytical is at the top, Driver is to the right, and Expressive is in the lower right corner. The Amiable is located in the lower left corner, just below the Analytical.
This is crucial. Your diagonal opposites are the people with whom it is most difficult for you to connect naturally. It is important to understand the Social Styles of those diagonally opposite you.
What I can tell you is that most professional salespeople are Expressives. Therefore, it will be difficult for them to communicate and relate with Analyticals. It is not a problem in itself as there will always at least one Analytical inside the DMU.
It is also interesting to note that the Top 5% of achievers, yes, it is a favorite term I know, are all Drivers. They are able to communicate well with Expressives and can therefore easily get on the same wavelength with Analyticals. They have very little to do with Amiables. This is why it’s so important. …….. it is an amiable.
What Social Styles do boardroom residents typically display?
The Managing DirectorAs you would expect, they are usually Drivers.
Director of FinanceAnalyticals are almost always used
Sales DirectorsExpressives are almost always used
Marketing directorsThese are also called Expressives
Technical DirectorsAnalyticals are nearly always available
And finally: Sales
3.Drivers are the Top 5% of Achievers
2.Sales Professionals are usually Expressives
Niveau OneEmerging Salesmen and Women are almost always Aiables
Although it is dangerous to make generalizations and there will always been exceptions, my personal experience has shown that I’ve never been misled by this idea of personality identification.
Copyright © 2008 Jonathan Farrington. All Rights Reserved