The Personality Matrix

Why Understanding Your Personality Type and the Personality Types of Your Potential Clients Can Lead You to Success in Your Coaching Business

Apart from being good fun to get some insight on yourself, the personality matrix is a simple but powerful method frequently used to help leaders become more successful by discovering their own personality type, but more importantly by understanding and knowing how to effectively communicate with other personality types.

Possessing these skills means that a person can empathise with and positively influence more people, which in turn can lead to greater success.

As a coach, by default, you're a leader. And to be successful in your coaching business you need to be able to lead your potential clients during your enrolment calls so that you can help them create an incredible vision for themselves and help them to see the benefit in working with you to make that vision a reality.

As you can see from the graphic here, there are 4 major personality types that vary between dominant or easy-going on one axis and formal or informal on the other.

The more you fall towards the outside of the matrix, the more you tend towards the trait represented on that side of the axis.

The personality types are Controller, Analyser, Promoter and Supporter. Note that you might feel that you fit into more than one type and that's actually quite common.

For example, if you're a B1 or B2 you may feel like you identify with many of the analyser traits as well as the controller traits. (I'm a B2 but I know that I also tend towards many of the traits of an analyser...) Or, if you're a C2 or a D2 you might also identify with some of the traits of a supporter.

Remember, like any personality test or evaluation, nothing is 100% set in stone (that's for all you analysers out there! 😂) And, it's possible for anyone to slip into any of the 4 types temporarily or even shift their personality type completely over time.

The categories are just a guide as to what your preferences and tendencies are. They aren't pigeon holes that you stay trapped in for the rest of your life!

Now let's take a look at each personality type in a little more detail.


Controllers generally have dominant personalities. They like to be right and love to take charge of situations. They have strong convictions and can make great leaders if they stay aware of their blind spots. They tend to be quite formal and don't suffer fools gladly.

Some of the positive traits of a controller are:

  • Direct and don't stand for BS
  • Assertive and not afraid of confrontation
  • Confident and tend to be natural leaders
  • Goal-oriented and they make stuff happen
  • Fast thinkers and decision-makers

Some of the less positive traits of a controller are:

  • Can be perceived as impatient and insensitive
  • Can come across as bossy
  • Competitive, sometimes to a fault
  • They can be know-it-alls
  • Have a tendency to 'bypass' others' feelings


Analysers are generally well-organised people that like structure - lots of structure! They tend to have system for everything and are normally good with numbers, technology and anything that requires deep concentration.

Some of the positive traits of an analyser are:

  • Very detail-oriented and hold themselves and others to high standards
  • Trustworthy and dependable
  • Consistent and tend to be goal-oriented
  • Curious about how things work and how they can be improved
  • Good at finishing projects (not necessarily on time though!)

Some of the less positive traits of an analyser are:

  • They can be perceived as indecisive due to taking a long time in decision-making
  • Can appear to lack passion and spontaneity
  • Their work output can sometimes be low if unchecked as they value detail and quality over volume and speed
  • They don't like compromise
  • Can seem insensitive as they focus more on tasks than people.


Promoters tend to be lots of fun, always the life and soul of the party! They love being around other people and are natural risk-takers. They bring excitement and energy to everything they do and others tend to love being around them.

Some of the positive traits of a promoter are:

  • Lots of fun and tend to be outrageous
  • Spontaneous and passionate
  • They love people and thrive being around others
  • Great communicators, especially verbally and find it easy to express themselves
  • Not too bothered or easily offended by others' behaviour

Some of the less positive traits of a promoter are:

  • They tend to start many projects but finish very few
  • They can be perceived as 'full of it'!
  • Often get emotional
  • Easily distracted
  • Frequently suffer with SOS (shiny object syndrome)!


Supporters are all about making sure everyone feels loved, acknowledged and respected. They are empaths and can be very sensitive at times. They are almost the polar opposite of controllers and tend to value people's feelings over results.

Some of the positive traits of a supporter are:

  • They are kind, gentle and empathic people
  • Very high EQ and are in touch with their own emotions
  • Great listeners and always a good shoulder to cry on
  • Easy-going and generally willing to go with the flow
  • Adapt easily to whoever they are talking to

Some of the less positive traits of a supporter are:

  • Don't always ask for what they want
  • They can be perceived as 'doormats'
  • Can sometimes be very introverted to the point of not speaking up when they probably should
  • They can be perceived as weak because of their focus on feelings rather than results, especially by controllers and analysers
  • Tend to sacrifice results for others' feelings

Understanding Other Personality Types to Master Your Discovery Calls

Knowing your strengths is great, but knowing your weaknesses can transform the game. Learning to identify traits in others is a superpower - especially on discovery calls. It’s not mind trickery, it’s speaking to their needs and desires. It gives them the experience of being understood - THAT BUILDS CONNECTION

Are you ready to hone your skills at identifying personality types without someone having to take a test?

It's actually quite easy once you start looking for the signs. Start by trying to guess with people you already know well. Think of their behavioural patterns in certain circumstances, particularly in social settings and under any type of pressure. We all know someone that likes to be the centre of attention (promoter) or someone that just wants to give and look after everybody else all the time (supporter).

Like I said, this isn't an exact science. You won't often find the 'perfect' example of any of the personality types. It will usually be somewhat of a mix but you'll be able to tell which type they tend towards just through looking at their general behaviour.

Once you get the hang of this you'll be able to start doing it with people you don't know so well, just through having a conversation with them. The answers they give you to certain questions, how long they take to answer and the kind of questions they ask you will all give you signs as to their tendencies and preferences. You won't get it right 100% of the time as some people are hard to read and will often fit into more than one exact personality type.

With practice though you will get good at it over time and once you know the type of person you're talking to on an enrolment call you can then cater to their preferences and have a much deeper and meaningful conversation with them.


So now that you understand all the other personality types, you can actually shift into them either temporarily, or even permanently over time. (Tina was a Supporter when I met her but since she has trained herself to become such a badass on enrolment calls she's now a controller!)

Here are a few tips to help you with this...


Communicating with an Analyser

They key here is patience! As a controller you'll want things to happen quickly. Analysers don't.

When you're speaking with an analyser, remember they love structure and detail.

Stick to facts, not feelings. Use logic wherever you can and make sure you have ALL the details ready to share.

Analysers love to ask questions and know the details so answer any questions they throw at you patiently but don't offer more detail than they ask for as this could keep them in analysis mode!

Communicating with a Promoter

Keep in mind that promoters are way less formal than you.

Bring passion and excitement to the conversation. Your natural tendency will be to cut to the chase but promoters will want to have some fun along the way.

Be light-hearted and even make jokes to connect with them. Get them excited and things will get MUCH easier with a promoter!

Communicating with a Supporter

A supporter is the polar opposite of a controller so this one will be the biggest challenge for you.

You'll often tend to not consider how other people feel and simply bypass their feelings to get to a result. Perfectly fine, right?

Not for a supporter! If you don't consider how they feel they will pull away from you. If you try to dominate them they'll withdraw, you'll dull their light and don't want that.

The best way to communicate with a supporter is to make yourself vulnerable. Share something from deep inside that makes you uncomfortable and watch how a supporter will open up.


Communicating with a Controller

Remember, controllers focus on results, not details!

Keep the conversation simple and high level. Have conviction in what you say and be confident.

If you start wallowing in details and logic with a controller you'll lose them, and they won't be shy about telling you this!

Good news: you share the trait of being goal-oriented with controllers but their goals will most likely have much shorter time-lines! Keep this in mind and make it all about that when dealing with them.

Communicating with a Promoter

Promoters are almost the polar opposite of Analysers! They don't do data and they certainly don't do details!

As an analyser you can appear to a promoter to be completely void of passion! Of course, you know this isn't true but to dispel this belief in a promoter you'll need to tap into your most passionate and enthusiastic self when dealing with them.

Get on the same page as them and be fun and light-hearted.

Taking the time build a relationship with a promoter on their terms goes a long way in their world.

Communicating with a Supporter

You're not the kind of person to lead with your emotions. To a supporter this can seem like you are suppressing your emotions and they'll probably find it difficult to open up to you.

Remember, a supporter wants to make sure everyone is heard and nobody gets left behind. So make sure you really listen to them when you deal with them.

Don't bombard them with all the details, but listen for the details they ask for and take the time to make sure they get their questions answered.

Show that you care and you'll go a long way with a supporter!


Communicating with a Controller

Promoters and controllers have many similarities. They both like things high-level and they both like to get things done quickly so use this to your advantage.

Be aware of your differences though! Controllers are not going to be as easy-going and informal as you are. They value strength of character and confidence over fun and approachability.

Keep it on point with a controller and show up with conviction.

Whatever you promise, make sure you deliver as controllers are BIG on personal integrity.

Communicating with an Analyser

Communicating with analysers can be challenging for a promoter. They are almost polar opposites and can sometimes appear to speak different languages!

Slow things down and always stick to the facts with an analyser. Be prepared to get into the details and make sure you have the answers to the multitude of questions they are likely to ask you.

They will always try to rationalise things so help them to do that by giving them the exact details they ask you for. They try to rely more on logic than emotion when making decisions so have all your ducks in a row before you present them with anything!

Communicating with a Supporter

Promoters and supporters tend to lead with emotion so this gives you an advantage when dealing with them.

Be aware that they value people's welfare over whether or not people are having fun though.

And remember that supporters are often prepared to sacrifice results to make sure everyone's happy.

If you want action and results from a supporter, take the time to check in with them to see how they're feeling. This might take some patience on your part but it will pay dividends to earn the trust of a supporter!


Communicating with a Controller

It may feel like a controller is your nemesis! That's fine though, after all, they are your opposite personality type.

When you understand this you can create a strategy to deal with them.

Show up strong and have faith in yourself and your beliefs. Controllers value conviction.

Don't worry too much about how they're feeling, after all, they don't! Just focus on getting to the point and if you need to make a decision with them make it quickly.

And finally, stand up for yourself. When you do that with a controller you'll go up in their view of you.

Communicating with an Analyser

Neither analysers nor supporters like to rush things, which is great because you'll give each other the time needed when having a conversation.

Be careful though, you might find that you both carry each other off on tangents and run out of time to come to an agreement!

You don't necessarily need to show your caring side to an analyser, at least not in abundance anyway.

Try to think your ideas through thoroughly before taking them to an analyser and try to base what you share with them on facts and data rather than feelings and intuition.

Communicating with a Promoter

Promoters and supporters both have a strong emotional side so don't be afraid to express your emotions with a supporter, especially when they are positive emotions!

Try not to get bogged down in feelings though. Remember, promoters like to move quickly. Sure, they care about people but they care more about having fun and that next shiny object!

As a supporter, use your strong people skills to enrol a promoter into the fun side of anything and you'll grab their attention.

Let them talk and express themselves and feel like they're the centre of attention and you'll win their heart!

Did you get value from taking our Personality Matrix Test?

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