What are the 4 customer personality types?

Customer personalities can be classified into 4 types i.e. Driver, Analytical, Expressive and Amiable. Let us understand each of these personalities and some tips on how to sell to them.

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The sales process can be broadly divided into two sections – ( 1) Psychological Study of minds and behaviors (2) Articulation of solutions. In this article, lets focus on the first section i.e. different types of personalities, how to identify them and some tips on behavior while working with them. As you would agree, the one size fits all approach does not work to succeed in sales. However, we do see organizations trying to standardize or robotize the sales teams to adopt to one particular method to deal with different type of customers. A successful sales organization has a clear understanding of its customers’ psychology and instead of robotizing the sales team, it invests on the sales teams to help them read customer’s mind and then choose an appropriate selling technique. Customer personalities can be classified into 4 types i.e. Driver, Analytical, Expressive and Amiable. Let us understand each of these personalities and some tips on how to sell to them.

1. Drivers

Goal-oriented, decisive, and competitive

Relatively impatient and controlling

They want information fast, so that they can make a decision and move on

How to identify them?

Usually Drivers speak in declarative sentences and ask few questions

Their volume is also a little louder than average, and they are animated while communicating

How to sell to them:

Professionalism is always important. Always make sure you’re prepared for a meeting with an assertive personality type. If you don’t know the answer to a question, let them know you’ll follow up instead of trying to give a halfway correct answer. Drivers appreciate efficiency. Don’t waste their time repeating facts or building up to your point Emphasize how your product will solve their business’ problems. Cutting-edge features won’t impress Drivers unless you can demonstrate why they will be useful to their organization. Take advantage of their competitive streak and show them how your product will help their company compete with others in their industry. Steer clear of personal opinions and testimonials. If you're citing a successful customer, talk about the ROI they saw rather than how much they loved the product. Since Drivers aren't great listeners, keep your statements short and to the point

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2. Analytical

They love data, facts, and figures

No-nonsense people, they’ll look past a flowery pitch and get straight to the facts

They will research you and your business before meeting

Analytics stick to their deadlines, but they do not make decisions quickly

They are more logical and cautious than any other personality type

How to identify them?

Analytics are less expressive than other personality types

They are concerned with facts rather than emotion

won’t spend time getting to know you on a personal level

In conversation, Analytics are serious, direct, and formal

How to sell to them :

Never rush an Analytic. Be prepared for a longer selling process

Assume they are prepared and have done their research.

Avoid making high-level claims. Always provide data when you make an assertion, or risk losing credibility. Overhyping your product might make Analytics suspicious that you’re using flowery language to mask flaws.

Provide as much detailed information as possible.

Don’t try to force a relationship that’s not there. Analytics might become annoyed by those they feel are overly flattering.

3. Expressive

Personal relationships are very important to this personality type

Expressive are concerned with others’ well-being

Will want to know how decisions they make affect the people around them

people-pleasers, but don’t be fooled -- expressives often have powerful personalities

Expressives are creative, outgoing, spontaneous, and rely on their intuition

They value mutual respect, loyalty, and friendship

How to identify them?

Expressives tend to be very enthusiastic and colorful

They’ll want to bond with you and feel connected on a personal level

Speak more in statements rather than questions

How to sell to them :

Present case studies. Expressives want to be reassured that you’re looking out for them, and what better way to prove your track record than to show stories of how your business made an impact on other people’s lives?

Emphasize an ongoing relationship. If your company offers exceptional customer service or maintains long-term partnerships with its clients, now is the time to shout it out Don’t focus too much on facts and figures. Data is important, but an expressive will ultimately want to know how their buying decision affects their business on a human level

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Summarize along the way. You want to continually get their buy-in, so ask questions like, "So, we agree that installing solar panel in your premises will help your company to save operating cost?"

4. Amiable

Amiables value personal relationships and want to trust their business partners

like the excitement of new challenges

Amiables will enthusiastically dive into finding creative or unexpected solutions

Amiables don't make decisions quickly, expect a longer sales process than usual

They want to establish rapport with the people they do business

Will likely seek out the help or approval of multiple team members

How to identify them?

Amiables are great listeners

might ask more personal questions in an attempt to get to know you outside of your professional role

They will be friendly, calm, and patient during meetings

Conversations with Amiables are generally laid-back and informal

How to sell to them:

Pitch a vision. Help them visualize the outcomes their business could achieve with the help of your product or service Take time to build rapport. Amiables will need to feel safe in their relationship with your company before they’ll be comfortable doing business with you Bring up examples of similar clients who have successfully used your product. Flesh out the story why did client X come to you? Which features were most important? Details like these are convincing for Amiables Take the role of an expert and walk them through the decision making process. Instead of overwhelming an amiable with information, help them through the process and act as an advisor. Give them personal guarantees. Since Amiables are risk-averse, promising them your company will refund their purchase if they're not satisfied or they can cancel at any time will calm their anxieties and make them likelier to buy.

Also, read about adding value to customer buying process - https://www.salestips.guru/post/value-selling-adding-value-as-a-sales-person

For more sales tips visit https://www.salestips.guru/

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