2020_BEC_FlipBooks

F20_Castleberry_Selling11eFlipbook_11-6-20

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CATEGORIES OF SOCIAL STYLES Each quadrant of the matrix, described by Merrill and Reed and shown in Exhibit 5.2, defines a social style type. Drivers Drivers are high on assertiveness and low on responsiveness. The slogan of drivers, who are task-oriented people, might be "Let's get it done now, and get it done my way." Drivers have learned to work with others only because they must do so to get the job done, not because they enjoy people. They have a great desire to get ahead in their companies and careers. Drivers are swift, efficient decision makers. They focus on the present and appear to have little concern with the past or future. They generally base their decisions on facts, take risks, and want to look at several alternatives before making a decision. As compared to analyticals, who also like facts and data, drivers want to know how the facts affect results—the bottom line. They are not interested in simply technical information. To influence a driver, salespeople need to use a direct, businesslike, organized presentation with quick action and follow- up. Proposals should emphasize the effects of a purchase decision on profits. Expressives Expressives are high on assertiveness and high on responsiveness. Warm, approachable, intuitive, and competitive, expressives view power and politics as important factors in their quest for personal rewards and recognition. Although expressives are interested in personal relationships, their relationships are primarily with supporters and followers recruited to assist expressives in achieving their personal goals. People with an expressive style focus on the future, directing their time and effort toward achieving their vision. They have little concern for practical details in present situations. Expressives base their decisions on their personal opinions and the opinions of others. They act quickly, take risks, but tend to be impatient and change their minds easily. When selling to expressives, salespeople need to demonstrate how their products will help the customer achieve per- sonal status and recognition. Expressives prefer sales presentations with product demonstrations and creative graphics rather than factual statements and technical details. Also, testimonials from well-known firms and people appeal to expressives' need for status and recognition. Expressives respond to sales presentations that put them in the role of innovator, the first person to use a new product. Amiables Amiables are low on assertiveness and high on responsiveness. Close relationships and cooperation are important to amiables. They achieve their objectives by working with people, developing an atmosphere of mutual respect rather Less Responsive More Responsive Impersonal, businesslike Personable, friendly Moves stiffly Moves freely Seldom gestures Gestures frequently Formal dress Informal dress Disciplined about time Undisciplined about time Controlled facial expressions Animated facial expressions Monotone voice Many vocal inflections CHAPTER 5: Adaptive Selling for Relationship Building 135

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