Product knowledge is important in selling insurance. Understanding how to uncover your prospect’s needs and then determining which product will best address those needs is critical. But as we’ve heard before, people buy from people they like. People buy Benefits, not Features … and they’re more likely to believe in the benefits you offer when they like you, trust you, and can relate to you. A key to effective communications is understanding and applying your knowledge of the four social styles – Analytical, Commander, Expressive, & Stabilizer (A.C.E.S.). In this article we’ll touch on each of the four styles, how they think and act, how to read your prospects to spot their style(s), and what to do once you know who you’re talking to.

The Four Faces of A.C.E.S.
Let’s spend some time talking about the traits of each style. We’ll briefly go into the strengths and weakness of each one. (No one style is better than another.)

Analyticals are just that – very analytical. They seek perfection. They’re organized, detail-minded, and somewhat idealistic. Analyticals tend to be perfectionists. They are good planners and schedulers, and can be creative and somewhat musical. Analyticals are sensitive, intellectual and tend to be conservative. Their weaknesses show up in a number of ways. Analyticals can become easily depressed. They often are moody and sarcastic. Because of their idealistic, perfectionist tendencies, they often are hard to please and can be fussy. Analyticals can be suspicious, skeptical, unpopular and unsociable.

Commanders are natural leaders. They seek control. They are high achievers, can be bold and assertive, and are often very competitive. They’re driven and goal-oriented, resourceful, strong-willed, and tenacious. Commanders are independent, perceptive, outspoken, and productive. Their flip side, or weaknesses, can show up as being overly controlling and bossy. They can be egocentric, headstrong, and short-tempered. Sometimes Commanders are insensitive, intolerant, and/or tactless. Many of them are workaholics.

Expressives are people. They seek fun. They’re animated, cheerful, and enthusiastic. Expressives mix easily, are spontaneous, and often are playful. You’ll frequently see Expressives as popular and sociable. As fun as they are to be around, Expressives have their share of weaknesses, too. They can be loud and overly talkative, and when they explain things may often exaggerate and/or generalize. They can be messy, undisciplined and unfocused. Sometimes they’re alarmists and impulsive in their decisions and actions.

Stabilizers are relationship builders. They seek peace. You’ll often see then as accommodating, considerate and easy-going. Stabilizers are great listeners, patient, and soft-spoken. They have strengths as mediators, counselors and can be diplomatic. Even though they’re excellent at keeping the boat from rocking, they, too, have weaknesses. Stabilizers avoid conflict, sometimes at any cost. They can be too compromising, indifferent, and timid. Sometimes Stabilizers will be uninvolved, noncommittal, and emotionless. They aren’t goal-oriented, so they are often weak at goal setting, can be aimless, and un-ambitious.

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