4 Types of customers

Customer types

What is a customer type?

Customer types

Why is it important to identify the customer type in a sales conversation?

Customer types

Every person comes with:

• Beliefs and values• Behavioral type• Emotion and rational scale• Needs and desires• Personal and business environment

Customer types

4 types of customers

• The director• The analytical personality• The relater (story teller)• The socializer

The director

Qualities

• Demanding• Knows what he wants• Has a lot of knowledge and he knows it• Takes no prisoners• Cares only about his own interest• Wants the best product in the lowest price

The director

How to sell to the director?

• Avoid small talk unless he wants it• Speak with numbers, short and to the point• Flatter his style and knowledge• Never tell him that he is wrong• Make suggestions, but do not determine

facts• Do not block his way• Avoid confrontation at any cost

The analytical personality

Qualities

• Likes numbers and technical facts• Will analyze all options• Doesn’t like small talks• Doesn’t like it if you try to convince him• Probably know your product better than you• Knows all the competitors, technical

specifications and prices• Understands only reason

The analytical personality

How to sell to the analytical personality

• Show him numbers• Let him read the manual• Send him e-mail material• Do not pressure him to much• Never talk about facts that you can’t back up

in numbers• Do your homework• Ask a lot of questions – he will answer

sincerely

The relater (storyteller)

Qualities

• Wants to be a part of the group• Has a lot of “my” (my broker, my doctor)• Has connections that can check anything• Always knows someone• Will answer sincerely to most of your

questions• Likes to be shared in the process

The relater (storyteller)

How to sell to the relater

• Share the process with him• Ask him what he thinks• Tell him that he can bring his friends and

family• Talk about a your customers as if they are a

part of your family and ask him to join• Ask him to use his connections/knowledge

to help you get a vacation, tickets and etc.

The Socializer

Qualities

• Likes to talk and make friends• Wants to establish a relationship with you

and with your business• If he doesn’t like you personally he won’t

buy• If you talk to much about numbers he will

get bored• He is not always loyal• Likes to give and receive compliments• Self centered

The Socializer

How to sell to the socializer

• Sell the relationship, not the product• Sell yourself• Develop a small talk• Use complements• Remember his name• Remember all the details that he gave

you• Focus on the sale experience but keep

him focused on the product

4 types of customers

What is your personal type?

Class training

Identify and sell

• Take a note• Identify the customer type• Sell to the customer type• Get a feedback from your friends

Summary

What have we learned today?

• 4 types of customers:• The director• The analytical personality• The relater (story teller)• The socializer

• How to sell to each type

Class training

Home assignment

4 types of customers

Class training

• Study and remember all 4 types• Do a simulation with friends and

family – try to determine their type• Record the session and bring to class

4 types of customers

Thank you