There were 61 people (24%) who self identified as having the expressive/influencer personality on the survey. As a general statement, people in this group responded most to the principles of consensus, liking and reciprocity. This was very consistent with my gut instinct for this personality.
As the name implies, people in this group are influencers. They understand the power of the crowd because they’re usually the ones moving the masses to action. They can also see the benefit of being part of the group.
The second survey question really stood out for this group: Which would be most likely to get you to go out to dinner? The overwhelming answer for the expressive people was – There will be a group of people which might make it more fun. More than 66% chose this as the reason to go to dinner, almost triple the response rate than for this answer – You’ve told your friends you want to spend more time with them so here’s your chance. Interestingly the drivers and amiables were pretty evenly split between those two answers. The expressive folks would rather have fun in a crowd than a small group.
On two of the other questions where consensus was a possible choice people in the influencer/expressive category clearly chose the consensus answer more than the other groups and on one other question they were very close to being the top answer.
It makes complete sense to me that expressive people would be motivated by liking too. As the category name implies, they like to express themselves and often that’s talking about themselves – their accomplishments, likes, dislikes, etc. If you talk with someone of the expressive/influencer type, connect on similarities, offer up sincere compliments and ask questions that will allow them to talk. If you can do this you’ll have a better chance to move them in your direction.
Q – You’ve been considering buying a new laptop, one that’s on the more expensive side. Which most influences your buying decision?
A – A friend has the same laptop and loves it.
A third of the expressive type said the friend would be their main reason for buying the laptop. Consider this; every other group chose that answer about 20% of the time or less. That means 50% more expressive people listed this reason than did the other groups. The other groups were much more motivated by authority than were the expressive/influencers.
Here’s another motivating principle that makes total sense. People in the expressive/influencer group have lots of friends. One way to build your network of friends is by offering help and engaging reciprocity. Because they understand the value of favors they play by the rules and respond to those who’ve done favors for them.
Question 6 was interesting:
Q – You’re married and your spouse asks you to do some light home repairs that might take several hours. You do them primarily because:
A – Your spouse does lots around the house so it’s the least you can do.
The vast majority, nearly 73%, responded to the “because my spouse does lots” but the highest percentage came from the influencer/expressive people.
What conclusion can we draw about people in the influencer/expressive category when it comes to persuasion? After you’ve surveyed the situation for what’s naturally available, specifically look for ways to leverage liking, consensus and reciprocity. If authority, consistency and scarcity can be worked into your influence attempt, then by all means do so and you’ll know you’ve taken the right steps to be as persuasive as possible.Brian