For example, if your prospect is a Driver (refer to the Sales Skills in Chapter 11) personality type and your product or service can save time or increase their profits, that is what you would focus on. You wouldn’t focus on how easy it is to use, that would only appeal to the Amiable prospect. You wouldn’t tell an Expressive Personality information that is logical, they need to hear how doing business with you will make their life better or more fun. The Analytical personality immediately feels more comfortable when they understand the logic in making the decision. The fact is, that everyone has to sell nearly every day. If you want to go out to dinner and your spouse wants to go to a movie, one of you has to sell the idea to the other. It’s the purist form of sales, merely presenting a better reason to do one thing over another. Other areas to consider are your personal habits. Do you like to sleep in, stay up late, be around a lot of people, or do you prefer to work by yourself?
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