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How to Handle 4 Different Personality Types of Customers

April 20, 2016 / Blog buying expectations, personality types, presentation, Rick Enrico, sales presentation, SlideGenius

How to Handle 4 Different Personality Types of Customers

Every person has a distinct personality type and buying decision behavior. Cultural traditions, race, and social status influence an individual’s decisions and actions. This is why sales professionals need to understand these key factors to determine a strategy that best fits them.

While it’s possible to cater to different audiences, it’s essential to know their needs and preferences, buying behavior, and expectations.

Here are four different customer personality types essential for your sales success:

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1. The Analytical

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People with this personality look for facts and figures in a sales presentation. In a post written by HubSpot’s Leslie Ye, she explains that people with this personality type do advanced research on business contact before the initial interaction.

Analytics prefer to have more profound knowledge about the subject before getting convinced on a particular matter. They verify each piece of information and focus more on the brand’s features to ensure its quality and efficiency.

These customers use most of their logical thinking rather than their emotional side when making decisions.

How to handle:

Focus on providing information relevant to what your business can do for them. Use qualitative and statistical data that shows exact representations of facts to attract attention and stir interest. Since these people are information-oriented and have a keen eye for detail, you need to be specific and direct when delivering your pitch.

Expect questions and clarifications during the selling process. This indicates that they’re interested in knowing your business. Be patient because analytical customers are slow decision-makers.

2. The Amiable

Amiable Personality Type of Customers

The Amiable are respectful, friendly, and trustworthy. They’re good at listening to and forming relationships with others. Unlike analytical thinkers, amiable people care more about building rapport and establishing trust with other professionals.

They’re more interested in conducting business transactions with people who meet their buying expectations. Their decision relies on how the company values their interest in relationship-building.

How to handle:

Make yourself likable by creating a good impression and recognizing their presence. Asking questions that show your interest adds a personal touch to your pitch. This makes them feel valued, which nurtures your relationship with them. Provide relevant questions that allow them to share their personal experiences about a particular product. Address their needs based on answers to increase your chances of closing more sales.

You can also introduce some of your colleagues who can help and assist in their decision-making.

3. The Expressive

Expressive Personality Type of Customers

People with expressive personalities use most of their creative side to voice their opinions on a particular topic. They’d prefer to share their perspective when presented with facts rather than ask for additional information. However, they know how to show respect to others as much as they want them to be respected. Similar to those with an amiable personality, they give importance to relationships. They value the welfare of the people affected by their choices.

Unlike analytical and amiable customers, expressive individuals are fast decision makers.

How to handle:

Tell stories that are relevant to the topic and each concerned individual. You can also share your experiences to help them understand what’s being discussed. Focus on showing what your business can do for them while concentrating on a possible outcome they may encounter after the purchase. Connect with them and establish a deeper level of relationship by tapping into their emotions.

While facts and other data can help, these customers set their minds on making and fulfilling decisions that people will love.

4. The Driver

Driver Personality Type of Customers

People with this personality are primarily self-centered and opinionated. They find pleasure in manipulating a pitch that identifies them as reasonable and authoritative.

According to speaking expert Rick Segel, drivers expect each information to be delivered in the quickest way possible because they’re goal-oriented. They’re commanding in nature and motivated to achieve their objectives. They want immediate answers and solutions. They also value competence as much as they love expertise and preparation.

Similar to expressive customers, drivers are fast decision makers.

How to handle:

Get straight to the point when expounding on your pitch. Be direct without compromising the clarity and quality of your performance. Provide facts and evidence to help them quickly understand your message and make quick decisions. Mentioning irrelevant or unnecessary information will only waste both your time and effort. So be careful to give only what’s needed in a particular discussion.

Highlight how your business will enable them to reach their goals and let them stand out from the competition.

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The Takeaway: Be Flexible

4 Different Personality Types of Customers

One of the famous sayings from Gregory Titelman’s Random House Dictionary says: “Different strokes for different folks.” Knowing these personalities enables you to strategize more effectively to meet their needs and solve their problems.

These traits will help you identify what type of customers you’re interacting with. Whether they’re analytical, amiable, expressive, driver, or a mix of these personalities, make sure to craft a compelling pitch specifically catered to their preferences. This will also allow you to improve your strategy and prepare for your presentation’s success.

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Leck, Lorna. “Different strokes for different folks.” Sales Activator. March 23, 2015.
Segel, Rick. “4 Types of Customers (and How to Sell to Each of Them).” Business Know-How. n.d.
Ye, Leslie. “How to Sell to Different Personality Types.” HubSpot. April 15, 2015.

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