Influence Approaches for Different Personality Styles
Pragmatic/Driver: Example – Jack Welch former CEO of GE. The pragmatic wants quick results, gets to the point, task-oriented, more controlling of others, acts first then thinks, assertive, risk taker. The best principles of influence when dealing with this personality type would be:
- Authority – They may not care what the crowd says but prove your point with the opinion or experience of an expert or someone they respect or admire, and they’ll listen.
- Scarcity – Drivers are successful because they win! Show them what they might lose if they don’t do what you’re asking and you’ll grab their attention.
- Consistency – Their self-confidence makes them believe they’re right so they might seem like they stubbornly hold to an opinion. If you can tie your request to what they’ve said or done in the past your odds of success will go up.
Influencer/Expressive: Example – Oprah Winfrey. The influencer is focused on social groups and events, more in tune with people than tasks, imaginative, usually sway others, and likes innovation. The best way to engage these individuals would be using the following principles of influence:
- Sarcity – Influencers don’t want to lose out on opportunities to move people to action. Talk about how they might lose an opportunity and you’ll have a good chance of hearing “Yes!”
- Reciprocity – They understand how engaging with favors helps because they frequently use that tactic when they persuade. Do something for them and they’ll try to return the favor to build their network.
- Liking – Expressive people are talkers and quite often like to talk about themselves. Pay a genuine compliment or ask about something they’re into and they appreciate you for taking interest.
Facilitator/Amiable: Example – Sandra Bullock. Facilitators like stable relationships, focus on feelings, less assertive, more people-focused, slow to change, and wants product support. The psychology of persuasion to utilize for this group would be:
- Consensus – Because they’re so likable and want everyone to get along showing them what many others are already doing will help your case.
- Liking – They naturally like others and want to be liked so use liking to come to know them and like them and you’ll increase your chance to influence.
- Reciprocity – Giving small gifts, time, effort, etc. conveys thoughtfulness to the facilitator and will likely be returned in kind.
Thinker/Analytical: Example – Albert Einstein. Thinkers are task-oriented, slower to act, exert self-control, less assertive, data-oriented, prudent, systematic, logical, look to track records/trends. When dealing with this type of person you should look to use the following principles of influence: