Part 4: How to Sell to Amiables – Building Trust and Emotional Safety
By: Audrey Pierson, Audrey Pierson Consulting
We’ve covered the confident Driver, the enthusiastic Expressive, and the methodical Analytical. Now we turn to perhaps the most people-oriented, and most cautious, of all personality types: the Amiable.
In the security industry, Amiables are often overlooked because they don’t always reveal their concerns up front. They won’t challenge you like a Driver or grill you like an Analytical. But that doesn’t mean they’re ready to buy. In fact, they may smile and nod through your entire presentation only to then say, “Let me think about it” for weeks afterward.
Winning over an Amiable means building trust, demonstrating care, and giving them emotional safety to move forward at their own pace.
Who Are the Amiables?
Amiables align closely with the “S” (Steadiness) in the DiSC personality profile. They are warm, loyal, and focused on relationships. They care deeply about doing the right thing and want to avoid pressure or conflict at all costs.
They are:
• Supportive and soft-spoken
• Cautious with change
• Concerned with safety and harmony
• Motivated by relationships, trust, and consistency
How to Spot an Amiable
• They ask about your background or experience, not just the product.
• They speak slowly and politely, often using phrases like “I just want to be sure…” or “I don’t want to make a mistake.”
• Their space often includes personal touches like family photos, artwork, or cozy décor.
• They rarely object out loud but may seem hesitant to commit.
What NOT to Do
• Don’t rush them or push for a quick decision.
• Don’t brush off their emotional concerns. They need reassurance, not persuasion.
• Don’t focus solely on technical details. They need to feel safe, not just be informed.
How to Sell to Amiables
Take Time to Build a Relationship
Start with genuine conversation. Ask about their business, family, or reasons for exploring security. Be warm and approachable. Amiables aren’t buying from your company. They’re buying from you.
Example: “Before we get into the details, I’d love to understand what’s prompting this project. What’s most important to you when it comes to protecting your space?”
Offer Reassurance and Consistency
Amiables worry about making the wrong decision. Share relatable client stories and emphasize how you support customers from start to finish.
Example: “One of our long-time clients was in a similar situation expanding their business and unsure about the right system. We walked them through every step and still check in regularly to make sure everything’s working perfectly.”
Avoid Pressure – Guide Instead
Use language that invites rather than pushes.
Instead of: “Are you ready to move forward today?”
Try: “Would it help if we scheduled a time to review the proposal together and talk through any questions?”
Highlight Support and Stability
Amiables want to know they’ll be cared for before, during, and after the sale. Emphasize your service, accessibility, and long-term commitment.
Involve Others
Amiables often want to consult with someone else before deciding, perhaps a spouse, business partner, or team member. Offer to include them in the discussion or provide easy-to-review materials for later.
Post-Sale Tip
Check in regularly; not just to upsell, but to reassure. A simple “How’s everything going?” call goes a long way. Amiables who feel cared for become your most loyal customers and your best referral sources.
Amiables don’t want the flashiest system or the fastest quote. They want to feel safe, supported, and confident that you’re the right person to trust. When you lead with empathy and care, you’ll win not just their business but also their loyalty for years to come.
Next (and final) in the series: Blended Types and How to Adapt on the Fly.
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
Read Part 3: How to Sell to Analyticals
DiSC Personality Profile
Frequently Asked Questions (FAQs)
1. Why are Amiables important in security sales?
Because Amiables represent a large share of decision-makers who prioritize relationships and reliability over speed or flash. Understanding how to build their trust can unlock long-term success.
2. How can I identify an Amiable during a meeting?
Look for signs of warmth, politeness, and cautious communication. They may ask personal or trust-building questions rather than focusing immediately on technical details.
3. What’s the biggest mistake when selling to an Amiable?
Applying pressure or rushing their decision. Amiables need reassurance, not urgency.
4. How do Amiables respond after a sale?
They value ongoing connection and will likely become loyal customers if you maintain genuine contact and follow-through.
Source: snnonline.com
https://security.world/selling-security-how-to-win-over-every-personality-type/