On several occasions recently I have found myself discussing the work of psychologists David Merrill and Roger Reid, and although it is some 30 years old, it is still fascinating stuff.
According to Merrill and Reid, there are four social styles: Analyticals, Drivers, Expressives and Amiables. Each has its own unique language, thought processes and approach to business. The best sales professionals recognize which personality they are dealing with and adapt their approaches and communication styles accordingly.
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