These people value personal relationships and want to trust their business partners. They will dive into finding unexpected solutions but won't do much research before a meeting.

Traits:

They are great listeners and might ask personal questions to get to know you outside your professional role. They are friendly, calm and patient during meetings.

How to sell to them:

• Pitch a vision.
• Take the time to build rapport.
• Use examples of similar clients who successfully used your products—flesh out the story.
• Walk them through the decision-making process.
• Give them personal guarantees.

This type is goal-oriented, decisive, and competitive. They care more about the results and less about personal relationships. They can be impatient and controlling.

Traits:

They speak in declarative sentences and ask a few questions. For example, they're likely to sa...