While there might be a dominant pattern of behavior that emerges, it is rare for someone to wholly be only one personality type.īeing able to read people and identify their personality type is an important skill for sales people. However, it should be noted that Reid and Merrill were aware that human behavior can vary from time to time. The model establishes four personality categories, The Director, The Analytical, The Socializer and The Amiable, based on the conclusions of two traits: introverted vs. Merrill, and psychologist, Roger Reid, created a personality model that helps to better understand and sell to various personality types. In 1964, industrial psychology and university professor, David W.
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