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How to Sell Insurance to the Driver & Amiable Personalities

At Agency Performance Partners, we have been focused on breaking down the 4 different sales personality types, and assisting our followers on how to service and sell to them. As agents, we have to remember that we can’t always sell to people the way we enjoy buying. The golden rule says, “Treat others the way you want to be treated.” However, for insurance sales, we need to throw this idea out the window. Instead, we need to replace it with the idea that we need to treat people the way THEY want to be treated. In order to do this, we need to be able to identify and then modify our approach to connect with the buyer’s personality. In this blog, we will be further reviewing 2 of the 4 personality types. 

Driver Personality Type 

When you encounter a driver/assertive personality type, you will generally know it right away. They exhibit the following traits:

  • The person wants to be in charge and takes every opportunity to take control. 
  • Will make decisions quickly and get things done. 
  • Likes direct communication and shies away from unclarity or ambiguity. 
  • Doesn’t have patience for activities or steps that don’t help with getting to the end goal. 
  • If they don’t feel in control, they will generally find another vendor. 
  • Appears to be arrogant, standoffish, and direct. 
  • Can seem overly aggressive, especially in the heat of a decision. 
  • They will see you either as “obstacles” or “allies.”
  • Can often be thought of as an “alpha” personality.

Once you identify that you are engaging with an assertive personality type, you will want to modify your approach to get to a “yes!” Here is how you can modify your approach:

  • You must come off as an insurance professional. Your tone and language are incredibly important. 
  • Plan and be prepared. Assertives don’t like unnecessary steps or unclarity. If you need to research something, say that, rather than giving a partial answer. 
  • Be efficient; limit unnecessary steps.
  • Focus on solving problems. You must demonstrate value. 
  • Assertives are competitive. Show them how your policy will keep them ahead of the Joneses or better compete within their industry. 
  • Testimonials don’t work with an assertive. Focus on data points and why they need the policy. 
  • Since assertives aren’t great listeners, keep your statements short and to the point.

While agents often struggle with this personality, you really need to understand them. When you change your approach, you may be surprised by how you get to a “yes!”

Amiable Personality

The amiable personality can be more challenging to identify. Take a look at their personality traits, so you can identify one when you encounter one:

  • They are looking for an “everyone wins” situation. 
  • They tend to be warm and friendly. This may also mean that they delay decision-making, because they see they may hurt someone. 
  • Feelings are their drivers and they have a lot of feelings. 
  • They are good listeners and will make you feel good during the entire sales process. 
  • Amiables can be soft spoken and they go with the flow. 
  • Decisions challenge them. They won’t directly tell you they aren’t interested and may string you along. 
  • They don’t like confrontation. They would rather compromise than get into a battle. 

Selling to an amiable means you have to eliminate risk and help guide them to a decision. Here are some ways to influence an amiable:

  • You need to set a vision of why the policy will protect them for the long term. This means you need to help them visualize how these policies can help them. 
  • It’s critical you take time to build rapport. Amiables are looking for safety and comfort. 
  • Tell stories. Sharing how other clients have been protected will make them feel at ease. 
  • You, as the expert, need to tell them what to do. Share with them a clear plan to help them feel at ease so they aren’t overwhelmed. 
  • Share with them the process and personal guarantees. Amiables are wary of risk, so explaining how they can limit risk is important. 

With amiables, you must befriend them and help give them a plan to success. 

If you are interested in learning more, consider our AppX Sales training for your team!





Kelly Donahue Piro

Kelly Donahue-Piro is a game changer in the insurance industry. As the Founder and President of Agency Performance Partners and Co-Founder of the sister marketing company, Agency Appeal, she’s an in-demand speaker at regional and national insurance conferences and a social media and digital marketing trailblazer. READ MORE

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