Knowing your Customers
The types of customers affect sales operations greatly. Every customer has different qualities and thus, different needs. Moreover, every customer requires specific attitude based on their varying personal qualities and needs. Therefore, the approach of a salesperson should differ based on the qualities of the customers. It is important to identify and know the customers based on their qualities.
Customers can be categorized into the following four categories: analytical, leading, outgoing and friendly customers. Analytical and leading customers do not show their feeling easily whereas outgoing and friendly customers show feelings easily. Moreover, outgoing and leading people decide fast and they have enterprising qualities, whereas friendly and analytic people are not so. The following scheme explains this division better. Each category has a different approach which will be provided in detail.
Some of the qualities of the customers and how to interact with them can be given as the following:
Analytical Thinking Customers
These people do not show emotions easily and they are not very enterprising. They think a lot before they act. They are perfectionist and seek precision in detail. They have high standards and expect the product they buy to be the best-fit one for them available on market. These customers can be identified through their personal qualities as well as their body languages. They don’t use hand motions and speak monotonic. They avoid eye-contact.
To deal with these types of customers, all of the details of the product should be given to them. Their curiosities should not remain unanswered. Alternatives of the product should be presented due to the fact that the analytical thinking customer would want to compare the product with others. Their questions should be answered clearly and without hesitation in order for them to trust the salesperson.
Leading Customers
These customers are enterprising and they do not act with their feelings but they act with their minds. They decide quickly but smartly. They can be identified via their oppressive tone of talking.
To deal with these types of customers, the products should be presented concisely. The presentation should not last long and the key points aiming to the customers’ needs directly should be given. Past success stories of the products should be told. There is no need to have through conversations with these types of customers.
Outgoing Customers
These customer types are the opposite of analytical customers. They act quickly and do not seek perfection. They are impulsive. They are emotional and like to communicate. They bond with others easily.
To sell to these customers, the brand value and the recognition of the brand is very important. The former customers are important. The salesperson should be active and energetic. The chemistry between these types of customers and the salesperson is very important because these customers are acting with their feelings.
Friendly Customers
These customers are not very enterprising and they act with their feelings. They are good with human relations. However, they do not want to be out in the open and they are not egocentric. They do not criticize and hurt people with their words.
To sell to these customers, humanity of the company (such as eco-friendliness, sensitiveness etc.) bears more importance than the quality of the product. Colorful catalogues and images intrigue them. However, the most important thing for them is trust between the salesperson and them.
References:
Müşteri Tipine Göre İletişim ve Satış Teknikleri by Vidobu, Brisa Akademi, https://portal.brisaakademi.com.tr/Elearning/WEBUIPlayer/21919733
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