The document discusses adapting your selling style to different social styles. It identifies four main social styles - analytical, expressive, amiable, and driver - and provides tips on how to best communicate and sell to each style. The key is to observe the individual's behaviors and adapt your level of responsiveness and assertiveness based on their dominant social style. Doing so helps decrease tension, increase trust, and make a positive impression.

1. ADAPTING YOUR SELLING STYLE TO
THE FOUR SOCIAL STYLES
S4
Or:
How to be a Chameleon.
1
www.maat.net

2. Why S4?
Every individual is totally unique and the best sales
people are able to adapt their approach to enhance
their communication and consequently their leverage
based on the prospect or the customer they are
interacting with. Sometimes, it can take several visits
to really appreciate and recognize what makes a
person ‘tick’ yet there is a Behavioral Styles Model
that can circumnavigate this lengthy process making
it easy to identify the ideal behaviors to adopt in the
face of a variety of different people.
2

3. PLATINUM RULE IN SELLING
To establish rapport, do not use the golden rule:
“Do unto others as you would have them do unto you.”
Platinum rule:
“Do unto others as they would have you do unto them.”
“People like people like themselves.”
3

4. THE FOUR SOCIAL STYLES:
Analytical
Expressive
Amiable
Driver
4

5. OBSERVABLE RESPONSIVE BEHAVIORS
Animated facial expressions
High Responsiveness
Much hand and body movement
Flexible time perspective
Tell stories and anecdotes
Little emphasis on facts and details
Shares personal feelings
Contact oriented
Immediate nonverbal feedback
Somewhat expressionless
Controlled and limited hand and body movement
Time disciplined
Conversation focuses on issues and tasks at hand
Pushes for facts and details
Little sharing and personal feelings
Low Responsiveness Non-contact oriented
Slow in giving nonverbal feedback, if given at all
5

6. OBSERVABLE ASSERTIVE BEHAVIORS
Low Assertiveness High Assertiveness
Firm handshake
Soft handshake
Steady eye contact
Intermittent eye contact
High quantity of verbal communication
Low quantity of verbal communication
Questions tended to be rhetorical, to
Questions tended to be for clarification,
emphasize points, challenge information
support, information
Makes emphatic statements
Makes tentative statements
Gestures to emphasize points
Limited gestures to support conversation
High voice volume
Low voice volume
Fast voice speed
Slow voice speed
Emphasizes points through challenging
Little variation in vocal intonation
voice intonation
Communicates hesitantly
Communicates readily
Slow moving
Fast moving
6

7. Pros and Cons
High Responsiveness
Amiable Style Expressive Style
Positive Negative Positive Negative
Supportive Complying Invigorating Excitable
Reliable Retiring Optimistic Impatient
Pleasant Soft-hearted Animated Manipulative
Low Assertiveness High Assertiveness
Analytical Style Driving Style
Positive Negative Positive Negative
Diligent Picky Firm Uncompromising
Persevering Righteous Comprehensive Overbearing
Systematic Stiff Productive Pressuring
Low Responsiveness
7

8. MIXED SOCIAL STYLES
High Responsiveness
Amiable- Expressive- Amiable- Expressive-
AMIABLE AMIABLE EXPRESSIVE EXPRESSIVE
Analytic- Driver- Analytic- Driver-
AMIABLE AMIABLE EXPRESSIVE EXPRESSIVE
Low Assertiveness High Assertiveness
Amiable- Expressive- Amiable- Expressive-
ANALYTIC ANALYTIC DRIVER DRIVER
Analytic- Driver- Analytic- Driver-
ANALYTIC ANALYTIC DRIVER DRIVER
Low Responsiveness
The ability to meet the style needs of others is the key for decreasing tension, increasing
trust, and being seen positively by others. This ability is called “behavioral flexibility.”
8

9. Characteristics of Social Styles
High Responsiveness
Amiable Style Expressive Style
Spontaneous actions and decisions
Slow at taking action and making decisions Likes involvement
Likes close, personal relationships Dislikes being alone
Dislikes interpersonal conflict Exaggerates and generalizes
Supports and “actively listens to others Tends to dream and get others caught up
Weak at goal-setting and self-direction in his/her dreams
Has excellent ability to gain support from others Jumps from one activity to another
Works slowly and cohesively with others Works quickly and excitingly with others
Seeks security and belonging Seeks esteem and belongingness
Good counseling skills Good persuasive skills
Low Assertiveness Analytical Style Driving Style High Assertiveness
Cautious actions and decisions Decisive actions and decisions
Likes organization and structure Likes control
Dislikes involvement Dislikes inaction
Asks many questions about specific details Prefers maximum freedom to manage himself
Prefers objective, task-oriented, intellectual and others
work environment Cool, independent and competitive with others
Wants to be right and therefore, over-relies Low tolerance for feelings, attitudes and
on data collection advice of others
Works slowly and precisely alone Works quickly and impressively alone
Seeks security and self-actualization Seeks esteem and self-actualization
Good problem-solving skills Good administrative skills
Low Responsiveness
9

10. Offices of the 4 Styles
High Responsiveness
Amiable Style Expressive Style
Desk may contain family pictures and personal items Desk may look disorganized and cluttered
Walls may contain personal slogans, family or Walls may contain awards, motivational,
group pictures or serene pictures personal slogans or stimulating posters
Decorated in open, airy, friendly, bright manner Decorated in open, airy, friendly manner
Seating arrangement is open, informal and Seating arrangement indicates warmth,
conducive to building personal relationships openness and contact
High Assertiveness
Low Assertiveness
Analytical Style Driving Style
Desk may appear structured and organized Desk may appear busy--lots of work, projects
Walls may contain charts, graphs, exhibits and materials
or pictures relating to job Walls may contain achievement awards or
Decorated functionally (for working) large planning sheet or calendar
Seating arrangement suggests formality Decorate to suggest power and control
and non-contact Seating arrangement closed, formal,
non-contact and positioned for power
Low Responsiveness
10

11. Analytical, Expressive, Amiable or Driver?
11

12. ADAPTING TO DRIVERS:
Want fast, to the point information
So be prepared and be brief
Like summaries (usually on back page of visual aid)
Or, prepare a 1 page summary with supporting material
Are not interested in detailed graphs that need lengthy
interpretations.
Stay focused on the specifics of the business call
Hates Power Point
12

13. ADAPTING TO DRIVERS
Your presentation should be forceful and
dynamic
Always talk in terms of results, high efficacy, it
will make them look good.
Communicate urgency and you can ask for a
decision
Emphasize only what is truly important
Be businesslike and professional at all times
13

14. ADAPTING TO DRIVERS
Likes to be in control. So offer options instead of
simple yes or no. You control the appointment by
making them think they do.
Highlight benefits for the users and his prestige
You can ask for a decision in the first visits.
But if he says no, he is not likely to change his mind
Explain features you know that will match their
business; compatibility with other products
Likes advantages like high efficacy and easy to use
ef·fi·ca·cy: noun, plural ef·fi·ca·cies. capacity for producing a desired result or effect;
effectiveness: a remedy of great efficacy. 14

15. Analytical, Expressive, Amiable or Driver?
15

16. ADAPTING TO AMIABLES:
Receptive to presentations with visual aids
Start with establishing rapport and personalized
amenities
Inquire sincerely about personal well being and ¨how´s
the family¨
Likes to hear of product advantages in terms of User
Benefits
Likes to hear about references.
Needs many people to agree with them
Decision by committee
16

17. ADAPTING TO AMIABLES
Needs assurance!!! They are afraid to make a
decision.
Is a late adopter: Does not like to be pressured
into making a rapid decision or sudden changes
Likes to talk about personal details
Be a good listener and offer personalized
attention
Have empathy and understanding.
Never say “Beta”.
17

18. ADAPTING TO AMIABLES
Be consistent in your visits
Like to be presented points from visual aid in
very personal terms such as “your employees...”
Like to hear others rave about the product.
Are more easily guided into the business
discussion with the use of a visual aid.
Are better focused on product facts via a visual
aid.
18

19. Analytical, Expressive, Amiable or Driver?
19

20. ADAPTING TO EXPRESSIVES:
Like lively, stimulating and enthusiastic
presentations.
Present new ideas, concepts, developments or
events.
They love, ¨what´s new¨. Heat Seekers.
Are reassured about the product via visual aids.
Likes to participate or get involved
Use personalized non routine questions
20

21. ADAPTING TO EXPRESSIVES:
Likes ¨user benefits¨. “You will love this!”
Likes personalized presentations
Give examples and references
Likes to be known as an innovator( early
adopter) and opinion leader
Can make a decision in the first visit
Loves Beta
21

22. ADAPTING TO EXPRESSIVES:
Be sure to confirm commitments in writing
Emphasize new technology as a way of
differentiating your product
Invite to participate in ¨focus groups¨.
Or to attend symposiums
Or to speak to other users
Always follow up on their past commitments
22

23. ADAPTING TO EXPRESSIVES:
Constantly recognize and reinforce other users
good experience if applicable
Keep on track with the use of a visual aid.
Very short attention spans
Like details in writing.
Enjoy the “story” or anecdotal approach.
Totally wants to be entertained, get them out of
the office.
They love to play.
23

24. Analytical, Expressive, Amiable or Driver?
24

25. ADAPTING TO ANALYTICALS:
Want detailed sequence of product claims.
Like to see graphs and charts (but usually
want them backed up with real life examples
or stats).
Like to rely on the written work.
Likes a logical, organized presentation
Be specific, detailed exact and precise
25

26. ADAPTING TO ANALYTICALS:
Speak slowly
Be accurate and be ready to support your
presentation with proof
Be ready to respond to questions on specific
details
Likes to be logical, reasonable and factual
Cautious: Does not like to be pressured into
making a decision
26

27. ADAPTING TO ANALYTICALS:
Do not be domineering
Does not like to participate. Do not press with
open questions
Likes to know both sides of the issue. The Good
and the Bad.
Needs complete and balanced information
Needs to be assured in writing.
Tends to trust written versus oral claims
27

28. ADAPTING TO ANALYTICALS:
May discourage the use of advertising-type
“showpieces” but still need the impact of visual
stimulation.
If visual aids are used, highlight stats not commercial
points
(Make sure to choose pieces carefully before the call
to address the above points).
Be formal. Dress conservatively. Don´t be too friendly
28

29. PLATINUM RULE IN SELLING
To establish rapport, do not use the golden rule:
“Do unto others as you would have them do unto
you.”
Platinum rule:
“Do unto others as they would have you do unto
them.”
“People like people like themselves.”
29