Each person perceives purchasing differently; their motivations, desires, and needs may not be the same as those of others. Even when buying a product or choosing a particular service, customers follow a lengthy and often difficult-to-understand purchase decision process.
This variability would force companies to create products and services with as many modifications as there are people, something objectively impossible. This leads us to the need to combine this differentiation with the real possibilities of customer service, and one of the solutions found is to group customers according to a series of common criteria.
The aim is to establish different types of clients with similar motivations and attitudes, even if only in broad terms.
Below, we propose a customer typology that can be used as a guide. It’s important to note that this is not a rigid customer typology but rather a set of recommendations to help you achieve successful sales in different customer service situations.
1. The INDECIDED Customer
Characteristics
This is a customer with many doubts during the purchase process.
They need sufficient information about alternatives to the product or service they want to buy, so they sometimes go out looking for more information. Therefore, the purchase takes them longer than it does other customers.
How to Serve You
- We must not impose ourselves or become impatient.
- We will try to help you by showing you our products or services, summarising the important points on different occasions.
- We will show you a limited range of products or services to avoid overwhelming the customer.
Mistakes to Avoid
- We must not make him believe that his indecision is strange given the characteristics of the product or service we are trying to sell.
- We must give him space to reflect on his decision, never overwhelm him.
- Nor should we present him with an excessive amount of data and information, as this will increase his indecision.
2. The SILENT Customer
Characteristics
These are clients who don’t talk much but are good listeners. They don’t usually show their emotions or motivations, so it’s difficult to know what they’re thinking.
They avoid commenting on the product, but in the meantime, they often reflect on it in silence.
How to Serve You
- With these types of customers, we must show kindness and interest in their needs in order to find an answer, asking them some questions to do so.
- We can use catalogues or samples to get them involved by giving their opinion.
- It is important that when he speaks, we show him special interest.
Mistakes to Avoid
- Never raise your voice even if they don’t answer, because you think they can’t hear you.
- Nor should we interrupt him when he starts to speak.
- Avoid prolonged silences.
3. The client ADVISOR / DISCUSSOR
Characteristics
- He is a client who wants to argue.
- He tends to display an air of superiority towards the sales staff, testing their patience.
How to Serve You
- We must address it firmly and confidently.
- Use an assertive style, knowing when to say no without being aggressive.
- Listen patiently, remaining calm and humorous.
Mistakes to Avoid
- We will try to avoid arguments with the client, or being impressed by their sarcasm.
- We will not consider their criticisms as personal offenses nor will we show any signs of fear.
4. The customer UNDERSTANDS / PROUD
Characteristics
These are people with high personal and professional self-esteem, who believe they know all the characteristics of the product and the company.
- They seek to control the situation and the conversation.
- They tend to show a certain superiority towards the sales staff and react negatively to advice.
- He tends to seek praise and demand respect, showing off his knowledge and/or social status.
How to Serve You
- We must serve you by providing objective data and proven facts about the product or service we are offering.
- Listen actively, showing interest in what he says. Remain calm and composed.
- We must be assertive by expressing opinions with confidence.
Mistakes to Avoid
- It’s pointless to try to prove him wrong. Nor should we show impatience or weakness, or abruptly interrupt the conversation, as he will feel offended.
- Avoid giving undeserved praise, as this client can usually distinguish perfectly between genuine praise and false opinions.
5. The FRIENDLY Customer
Characteristics
- They tend to be receptive and peaceful. When we talk to him, he often agrees with us.
- He tends to show some indecisiveness when making a purchase.
How to Serve You
- If the decision takes a long time, it is advisable to make a summary of the aspects on which there is agreement.
- Emphasis should be placed on a specific offer, and the agreement should be sought when signs are perceived that it is possible.
Mistakes to Avoid
We shouldn’t get too confident, because if it takes too long to close the purchase, they may decide not to make it at that moment due to their tendency towards indecisiveness.
Also Read: What A Newbie Should Know About Sales Automation
6. The REFLECTIVE or METHODICAL Customer
Characteristics
- These are people who show a need for autonomy, order, and exploration.
- He does not usually express his initial interest in the purchase.
- They seek complete and objective information, weighing the pros and cons.
How to Serve You
- We must remain calm and repeat the argument as many times as necessary.
- Our argument must be complete and objective, also giving the client time to think.
Mistakes to Avoid
To ensure a successful purchase, we must not show concern about their indecision nor pressure them to choose the service or product we offer.
7. The CONSERVATIVE / ENTHUSIASTIC Customer
Characteristics
This type of customer enjoys conversation and sometimes tells personal stories.
He jumps from one topic to another, forgetting about the purchase itself. He tends to be repetitive in his arguments and doesn’t listen to others. Despite these tendencies, he’s usually interested in the opinions of the sales staff.
How to Serve You
We should try to steer the conversation back toward the sale if we stray from it. It’s best to be brief in our presentation, highlighting the key points of the product or service.
Likewise, it’s advisable to take a firm stance and maintain control of the situation. Seeking feedback from other customers about the service or product is often very helpful.
Mistakes to Avoid
We must not show tiredness or boredom, nor break their enthusiasm, or enter into personal conversations or discussions about the client’s personal matters.
8. The SHY Customer
Characteristics
- These are customers who will avoid eye contact and try to maintain a certain distance from the salespeople.
- They don’t feel comfortable showing their opinions, complaints, or doubts to other customers.
How to Serve You
We should try to create a climate of trust, offering catalogues or other visual aids that make the conversation more relaxed, without the need for continuous eye contact.
We should offer advice and suggestions, but not in the presence of other customers, so that they can also express their doubts in a comfortable way.
Mistakes to Avoid
- We shouldn’t force him to maintain eye contact, or get too close, limiting his personal space.
- It is also unwise to ask them for their opinions or doubts, especially in front of other customers.
9. The SCEPTICAL Customer
Characteristics
- It shows a marked tendency to overvalue the negative aspects of products and undervalue the positive data.
- He believes he may be being manipulated by sales techniques or marketing strategies.
- They display a continuous state of defensiveness.
How to Serve You
- We must highlight objective data and facts about the product or service, first its disadvantages and then all the advantages it offers.
- We must also be patient with their doubts or objections, speaking with confidence.
Mistakes to Avoid
- We should not hide the disadvantages of the product or service, nor argue about the negative aspects that the customer points out.
- Nor should you show signs of impatience or consider doubts as something exceptional.
- It is advisable to stay with them until the purchase is complete.
10. The customer is BUSY
Characteristics
These types of customers don’t have time for anything. While making a purchase, they may be performing other transactions simultaneously.
Such a busy state may be related to high activity, but also to poor organization and disorder.
How to Serve You
- We need to try to get them to relax and focus their attention on the conversation.
- Questions like “How can you handle so many things at once?” are a good way to grab attention.
Mistakes to Avoid
- We shouldn’t force them to focus; if the customer can’t give us their attention, it’s better to postpone the sale.
- Nor should we appear not to understand such agitation, even if we do, as it may provoke a negative reaction from the customer.
Also Read: Experience Marketing: How To Apply It In Your Sales Strategy?
