Selling to Expressives – Vision, Energy, and Enthusiasm
By Audrey Pierson, Audrey Pierson Consulting
We’ve already looked at how to sell to Drivers, those fast-moving, results-driven decision-makers who want the bottom line in seconds. Now it’s time to shift gears and focus on their opposite: The Expressive.
Expressives are energetic, social, and full of ideas. They’re often the most fun people you’ll meet, but that doesn’t mean they’re simple to close. They make decisions with their hearts first and their heads second. If your pitch doesn’t inspire them or align with their vision, you’ll lose them. Match their energy, tell a compelling story, and show how your solution makes them shine, and you can win a loyal customer who loves to tell others about you.
Meet the Expressive
Expressives thrive on interaction and imagination. In the Dominance, Influence, Steadiness, Conscientiousness (DISC) model, they align with the “I” style (Influence).
This personality type can best be described as charismatic, persuasive, but more talk than task. They are often motivated by recognition and excitement, quick to dream big and move boldly
In a sales setting, this means they care less about how the technology works and more about how it feels. Will it impress their clients? Make their team’s lives easier? Support their vision for growth? If the answer is yes, you’ve got their attention.
How to Recognize Them
- They talk a lot and jump easily between ideas.
- They share stories, ask personal questions, and want to connect.
- Their office often features photos, awards, or bold décor.
- They say things like: “I want this to wow people” or “We’ve got a big vision here.”
If you walk away from the first meeting energized and smiling, you’ve probably just met an Expressive.
THE DON’T’s
- Don’t open with specs and spreadsheets.
- Don’t be stiff, cold, or overly formal.
- Don’t steamroll the conversation. They like to do most of the talking.
Simply put, Expressives buy relationships, not products. If they don’t feel a connection, the deal is over before it begins.
THE DO’s
Lead with Vision
Show them the big picture. Instead of saying, “This camera offers 1080p resolution,” say: “You’ll have a system that makes your facility look cutting-edge, reassures visitors, and gives you peace of mind from anywhere in the world.”
Match Their Energy
Smile. Be personable. Engage in conversation. They want to enjoy talking to you before they even consider doing business with you.
Tell Stories, Not Stats
Expressives love real-world examples. Try: “A client of ours just launched a new co-working space using this system. The setup is sleek, modern, and every visitor comments on how professional it feels.”
Keep It High-Level
Don’t drag them through endless details. Hit the highlights, keep it moving, and let them know you’ll provide backup data later if they want it.
Make Saying Yes Easy
They’re spontaneous buyers. If they like you and the idea excites them, they’ll move quickly. Have a simple next step ready: “Want me to handle the paperwork and schedule your install for next week? We’ll make it seamless.”
After the sale, celebrate their decision with enthusiasm. Expressives thrive on recognition. Sending or hand-delivering a follow-up note that says, “We’re thrilled to have you on board. This is going to look amazing in your facility,” will go a long way to retaining future business opportunities.
Expressives also make your best advocates – love to tell others when they’ve had a great experience. Give them a reason to brag about you, and the referrals will follow.
Selling to Expressives isn’t about technical mastery, it’s about emotional connection. In the security industry, where many sales conversations can get bogged down in codes, compliance, and specifications, Expressives remind us of the power of vision. When you focus on the why instead of the what, you win not only the sale but also a lasting champion for your company.
Next in the Series: We’ll cover how to win over Analyticals, the detail-oriented buyers who want to review every fact before making a move.
Audrey Pierson is a seasoned expert with 35 years in the electronic security industry. She helps security sales teams and alarm dealers/integrators achieve top-tier results through her Security Sales Academy, offering online training and live coaching. Audrey also provides expert supervision via her Virtual Security Sales Manager program, equips new hires through the Security Industry QuickStart program as well as many other training opportunities.
Contact: www.audreypierson.com, 831-277-7447, audrey@audreypierson.com.