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How to Sell Insurance to the Expressive & Analytical 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 the remaining 2 of the 4 personality types.

Expressive Personality Type

Expressive personality types tend to be larger than life and very warm and attractive. This is the person you like spending time on the phone with. However, if you don’t work within their personality, you may lose them altogether, as they are fiercely loyal as long as you meet their expectations and do not let them down. 

  • They need a relationship. You must build rapport with them in order to earn their business. 
  • They like to be the go-to person. You need to establish ways they will boost their relationships with others. 
  • Be enthusiastic, open, and responsive.
  • Expressives love stories, so make sure you are prepared.
  • They can talk, so make sure you are engaged with their conversations.
  • Work to find agreements with them in the sales process. Small yeses will go a long way.
  • They need someone warm and approachable. 

Once you have identified this personality type, you need to work to woo them and present them quotes in a fashion that they will understand and embrace. For example, sending an expressive a pile of data points will tune them out, but telling a story will get them instantly engaged. 

  • Since expressives like stories, case studies work well with them. They love hearing about other people’s stories and paths to success. Be prepared to use storytelling as part of the sale. 
  • Expressives are looking for a partner; you need to talk about your long-term plan. What does service look like? What can they expect? They don’t shop unless there has been a disruption. Use this to your advantage. 
  • Use data to explain the story, but don’t make the data points the story.
  • You want to get their buy-in along the way. Small yeses lead to the big “yes.” You need to get their agreement on coverages, deductibles, etc. They want to know they are part of the process.

If you are an analytical type, you can often struggle with this personality, since they value a relationship over data points. Understand they need to feel the connection as much as you need to see data to make a decision. 

Analytical Personality Types

The analytical personality type can seem a bit aloof and very much like an interrogator. They are looking to find the data in your presentation. When you start hearing a lot of questions, that should alert you that you may be dealing with an analytical personality. 

  • You want to limit emotion. They think using emotion to sell and overselling are flaws. 
  • In order to move forward, they need facts, details, and numbers. They will continue to seek out information until they get what they need to make a decision. 
  • They pride themselves on being perfectionists and they don’t like making errors. If you make an error, be prepared to be called out on it. 
  • They are problem solvers at heart. If they have a problem you don’t find the solution for, they will keep looking. 
  • Analyticals honor timelines and appreciate structure. You need to tell them what the next steps are. 

Selling to analyticals can often take a sales personality out of their comfort zone. To get the sale, you may be forced to modify your process to accommodate what the analytical personality needs.

  • You shouldn’t rush an analytical. Their process may be longer, but they will honor the commitments they give you. 
  • Don’t underestimate them; this prospect will be prepared and have done their research. They will come prepared with a list of questions. 
  • You need to be prepared to go into the weeds. They want as much detail as you can provide. 
  • Don’t oversell your product or provide cliché euphemisms. You want to lean on your clear and defendable facts. 
  • Don’t be turned off by the lack of a relationship. When they say “yes” to you, you have earned their respect. 

The major takeaway is that we all have our own style, and in sales, we need to match the prospect’s style — not our own! We are hopeful that this miniseries on catering to the 4 major personalities during your insurance sales process was helpful. If you’re looking for a more in-depth training on this topic, please consider our AppX Sales Training!





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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