“I went into a car lot because I was pretty well set on buying a
model they had on their showroom floor. A salesman comes over
to me—he’s all smiles and handshakes—and starts telling me how
great this model is. I’m annoyed immediately, because I already
know this is a good model. Right away he says, ‘Why don’t you take
it for a drive?’ I decline and say, ‘Well, I have a few questions first.’
So I sit in the car, and he sits with me. I see a couple of buttons on
the dashboard that I’m unfamiliar with and ask what they are for.
He says he doesn’t know and why don’t I just look at the owner’s
manual after I take it for a drive. This guy is trying to sell me a
$35,000 product and doesn’t know a damn thing about it! No mat-
ter what I asked him, he didn’t have the answer. Finally, about the
fourth time he suggested I take a test-drive, I gathered my infor-
mation pieces and left.”Andrew’s response is very characteristic of the Analyzer personality in
a selling situation. He wanted information, not emotion. He wanted his
many questions answered before he got behind the wheel. He did not like
dealing with someone who was unprepared, uneducated—and who kept
pushing to a close.
Here is an overview of what the Analyzer personality wants in dealing
with others.
I want: • Accuracy, assurances, and proof
I don’t want: •To be criticized
•To be hurried
You must convince me: • On the logic of investing in your product- On your track record
Words in the Analyzer’s comfort zone:- Caution • Logical
- Research • Analysis
- Projections • Thorough
- Proof • High standards
Here are some of the magic words to soothe the Analyzer’s highly
charged nervous system: the facts show... and research.Particularly if you’re
a Motivator, and if Analyzers are your villain role, start using words such as
analysis, thorough, and high standards. Remember that Analyzers have very
high standards for themselves, and it is difficult for them to deal with peo-
ple who don’t have high standards for themselves. Use the word consistent.
172 SELLING WITH EMOTIONAL INTELLIGENCE