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If your sales only depended on how popular or presentable your product, goods, or service is, then perhaps your business would live in a bright sunny world without any competition where you can achieve success by just doing your job well.
Unfortunately, in reality doing a job well is important, but it is not the only factor for success. An equally important component is how and to whom you will sell your product or service. And this is where psychology and other uncertainties come into play anytime you work with people. You can be as professional as possible and have a detailed understanding of what you are selling, but one wrong word and one wrong expression on the client's face and that's all - you can say goodbye to a possible deal.
Fortunately, people can be read like books. So if you want your sales to almost always be profitable, then it's a good idea to take a closer look at customer personality types. This is the exact knowledge that will help you choose the right communication strategy and complete a deal in your favor. Let's talk about the different types of customers in sales and the specifics of working with each of them.
Why Must You Know Different Client Types in Sales?
We regularly communicate with a wide variety of people in our ordinary lives. We seem to be on the same wavelength with some of them, but with others we don't see eye to eye on anything. This is a normal situation anytime people who are similar, or opposite, in nature and style of thinking collide. It is good that we always have the right and the opportunity to refuse to communicate with someone in our everyday lives simply because we feel uncomfortable.
However, this method of solving a problem does not work in sales, of course. If you avoid clients who are not in the mood to buy your product then you are unlikely to be able to achieve the desired sales KPI. Moreover, even though a product has a distinct target audience, it can also be very mixed. So, if you have connected your life with sales, you will have to meet a wide variety of people regularly. And yes, be prepared for the fact that along your way you will come across a variety of types of clients. From those who just ask questions and don't decide to buy, to those who confidently approach you. Each different situation requires an individual decision and a personal approach.
People have long been divided into categories and groups in psychology, marketing, and sociology (from socionics to psychotypes). All of this is to make it more convenient to analyze and compare them. This method relies on their common characteristics and also on selecting the keys that help you understand who they are. Naturally, similar knowledge can and should be applied in sales where there are certain types of customers that salespeople come across most often.
Psychological types of clients
Since we are talking about individual characteristics, it makes sense to consider clients from the point of view of their psychology; to find out what drives people, what attracts them, and what, on the contrary, repels them. It is possible to distinguish the main types below, despite the fact that all people are, of course, unique.
The Analytical type of client
There are specific social types of clients who pay a lot of attention to how and to whom they talk to. The analytic type is more likely to approach from the opposite direction - they pay more attention to facts and less attention to emotions.
The key differences between such a buyer and others are their thoughtfulness and critical thinking. You will need to prepare well thought out arguments that clearly explain why the customer needs to purchase your product. Otherwise, everything will simply be in vain.
Client characteristics. He evaluates all risks and thoughtfully analyzes all information, focusing on benefits and practicality. Buying for him is the satisfaction of a quite clear and conscious need. He is not inclined to rash statements and harsh, unpredictable decisions. He will ask many questions, but they are all to the point.
Core values. Savings, benefits, and satisfaction.
How to work with him. In order to convince such a client of anything, we need balanced and clear arguments. Speak slowly, judiciously, and calmly. Any emotional pressure, persuasion, or hypothetical and unjustified benefit to a person with analytical thinking is more likely to repel than to attract. Be logical and get rid of any bias. It would be good if you could give some numbers or specific examples of the benefits of purchasing your product.
An aggressive selling technique could be useless here - offer specific actions only when you are sure that nothing is stopping the buyer from buying.
The Motivated type of client
The second type of client is the motivated one. He knows what he wants (or is sure that he knows) and is ready to achieve his goal at any cost. In working with such a customer, you need to be no less confident in yourself than he is in himself (although a sales specialist, in principle, should not be in this field if he is not sure of himself).
Client characteristics. He is energetic, categorical, and stubborn. If he knows what he wants, then most likely he knows how to get it, and with some benefit for himself. Therefore, he can cleverly parry your counterarguments and constantly "compete" for professionalism, showing you that he understands no worse, or even better than you, and that he cannot be fooled. He wants quick and concrete results; he does not like to waste time, so his benefits from your deal should be as transparent and understandable as possible.
Core values. Time, quick results, achievement.
How to work with him. First of all, you need to carefully prepare for your communication with such a client. Weigh all of the arguments and discard those that do not work. Speak to the point and be concise. Keep a businesslike and respectful tone - the motivated type should feel how seriously you approached the matter and how much you respect him and his opinion.
Be prepared to answer tricky questions, because such a client can be extremely distrustful and stubborn. So stay calm and be confident about what you are offering.
The Harmonic type of client
This refers to the social type of customers. For them it is rather important not what you offer, but how you do it. Therefore, when working with such a customer it is very important to tune in to their general emotional background so that the conversation will be productive.
Client characteristics. He pays great attention to maintaining good and trusting relationships with other people. He knows how to create a comfortable and informal environment, even in a business environment. He doesn't attach much importance to details, but at the same time he knows how to listen and loves to do it. He behaves politely and without conflict because he does not like quarrels and often avoids them.
Values. Comfort, recognition, relationships.
How to work with him. First of all, you need to tune in to the client's wavelength - behave friendly and interested. Such a buyer should not feel that the only reason you are communicating with them is for your benefit. Show a sincere desire to help them. Ask questions and participate in the decision-making process. But do not overdo it: the harmonic type does not like excessive assertiveness and pressure; the final decision should come to him, as it were, by itself (but, of course, with your help).
The Emotional type of client
The emotional type of client is motivated to make a purchase by satisfying a sensual need. Of course, his desires may be different and not always realized, but a good salesperson will be able to understand the emotional reactions of the client and offer him exactly what he needs.
Client characteristics. Emotional customers tend to be very proactive, energetic, and flexible, but at the same time scattered and disorganized. He loves to talk and will ask a lot of questions, quickly moving from one to another. He also expects no less of an emotional return. If such a client feels coldness or neglect, he can easily leave a negative review and will most likely refuse to buy from you (but then calm down in the same way and even come back).
At the same time, he himself can be very self-confident and aggressive; he can wallow in sympathy or laugh a lot, communicating informally and freely. The range of emotional reactions of this type of client is wide and very unpredictable.
Core values. Comfort, prestige, and flexibility.
How to work with him. When dealing with the emotional type of customers in sales, it is very important to be responsive, not to be provoked, and behave politely. You should speak to the point and allow the buyer to express his opinion openly, whatever it may be.
The process of communication with such a buyer can take a long time, so it is important to be able to moderate the conversation and constantly return to a constructive track. It probably makes sense to create a written proposal that the emotional client will pay more attention to. Better yet, take full responsibility. Any difficulties that require attention and unnecessary concentration are more likely to scare away the buyer, so the more comfortable the conditions are, the better it is for you.
Also, be prepared for the fact that conditions may change unexpectedly for you, because emotions, like the client acting under their influence, are very unpredictable. Have several offers ready so that you can easily drop one option and choose an alternative.
How to quickly identify customer types
We have already found out that the personality types of clients can be diametrically opposite, depending on their behavior, motives, and mood. You have to choose different communication tactics. This means that you need to accurately determine the type of client before you start acting. Here are three simple rules that will greatly simplify this task:
- Tune in to the emotional wave of the buyer. Evaluate the mood in which he came to you, whether he is trying to create an informal atmosphere or, conversely, remains extremely strict in communication. If a client is trying to create an emotional connection, then he most likely belongs to the emotional and harmonious types of customers in sales. And if he speaks to the point and remains restrained, then you have either an analytical or a motivated type.
- Ask questions. A proven way to find out something is to ask about it. Most customers will openly say what they want from the product and what stops them or, conversely, motivates them to buy in their specific situation. Based on this information, it is possible to understand the values and personal characteristics of each client.
- Put yourself in the shoes of the buyer. The development of empathy is a friend to any sales manager and will help them pick up on the keys to different types of clients. In the process of communicating with the client, try to imagine what he really needs - according to this you will be able to understand what and how to offer them a solution. Learning to put yourself in the other person's shoes can be very helpful in quickly identifying who you are communicating with.
And, perhaps, the most important rule: even if you have many years of experience, this does not mean that the effective techniques you have developed will work for certain in all situations. So, be flexible and never forget the importance of a personal approach to sales.
