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The 4 Types of Buyers

Jonathan Farrington

The Expressive:

Expressives enjoy involvement, excitement, and interpersonal action. They are sociable, stimulating, enthusiastic and are good at involving and motivating others. They are also ideas oriented. have little concern for routine, are future oriented and usually they have a quick reaction time. They need to be accepted by others, tend to be spontaneous, outgoing, energetic, friendly and focused on people rather than on tasks. Typically, they use opinions and stories rather than facts and data. They speak and act quickly; vary vocal inflection, lean forward, point and make direct eye contact.

They use their hands when talking; have a relaxed body posture and an animated expression. Their feelings often show in their faces and they are perceived by others as excitable, impulsive, undisciplined, dramatic, manipulative, ambitious, overly reactive and egotistical. They usually have disorganised offices and may have leisure equipment like golf clubs or tennis racquets. Under stressful conditions, Expressives tend to resort to personal attack.

The Amiable:

Amiables need co-operation, personal security and acceptance. They are uncomfortable with and will avoid conflict at all costs. They value personal relationships, helping others and being liked. Some Amiables will sacrifice their own desires to win approval from others. They prefer to work with other people in a team effort, rather than individually and they have an unhurried reaction time and little concern with effecting change. Typically, they are friendly, supportive, respectful, willing, dependable and agreeable. They are also people-oriented.

They use opinions rather than facts and data, speak slowly and softly, use more vocal inflection than Drivers or Analyticals. They lean back while talking and do not make direct eye contact; they also have a casual posture and an animated expression. They are perceived by other styles as conforming, unsure, pliable, dependent and awkward. They have homely offices – family photographs, plants etc. An Amiable’s reaction to stress is to comply with others.

What type are you?