Main types of clients in sales and features of work

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

When managers meet different types of customers in sales, they often fail to tailor their behavior and conversation to the individual. They do not understand what these types are and how to interact with them. There are four main classifications of customer types. In order for buyers of various types to purchase goods from you, you need to contact them in a special way. Each person makes a different buying decision and pays attention to different criteria when evaluating a product.

Dealing with details

There are 4 types of customer in sales. Most classifications are based on the typology of each of them. There are many classifications. Now the so-called “Disk” is fashionable, as well as the special art of selling in a pharmacy and types of pharmacy customers. But we will consider an earlier, classic version, which is based on 4 types of customers in sales.

The first one was named “Helmsman”. He is predictable, demanding and very determined in his actions. Such people are independent andself-managed. The steering type is very easy to determine: they always have status items, for example, large tables and chairs, impressive cars. Status and luxury are felt in their demeanor and expensive accessories. These clients even choose status resorts, “all inclusive”, good hotels and quality service for their holidays. They seek connections among those who are equal and superior in status, know what they want, and make decisions very quickly.

How to work with steering type

If you show the advantages of your offer, its benefits and clearly describe what they will get in the end in sales, then the purchase decision will be made immediately and quickly. In time, one or two contacts are usually enough. They are focused on actions and results, but not on the person who sells the goods to them. The style of behavior of this type of customers in sales is usually such that there are practically no questions. They talk and assert rather than ask, can be stubborn, impatient.

Features of steering type behavior

This psychological type of sales customer primarily asks about the order of work, project deadlines, guarantees and results. Such clients seek power and control. There are "helmsmen" without power who want to dominate in other areas. But more often than not, they dominate the work. Their motto will be the result, not the process. They prefer a state of pressure. Therefore, rush jobs often happen at their workplaces and in teams. Such clients are authoritarian. This is how a typical "helmsman" behaves.

There area variety of recommendations regarding the types of customers in sales and the specifics of working with each of them. As a rule, you can sell goods to the "helmsman" from the first and from the second call or meeting. It is believed that such people are about 15% of the total number of buyers.

Express Buyer

The next type is “expressive”. This type of customer in sales includes people who have a creative mess in their heads. They are constantly in a state of chaos, creativity. Such people are fast, dynamic. They wear bright clothes and provocative hairstyles that attract the attention of others. This is a very emotional type of customer in sales. If this is a motorist, then in a fast, most often sports car. It will also be a bright color that catches the eye and stands out from the crowd. This type of client likes to chat, but quickly gets to the point and makes decisions very quickly. He feels less risk and is ready to take them.

Features of expressive type behavior

An expressive person is creative, interesting and full of enthusiasm. These types of sales customers are very cheerful and bright people, and many of their actions are spontaneous. They often tend to be impulsive. Such clients often choose to vacation as savages, suddenly take off and leave somewhere, acting on a hunch. People of this type can sell a business and travel around the world to find new creative ideas for future investments and investments.

Representatives of the classicalexpressive type strive to be visible, recognized by other people and to be the first, biggest players, the best in everything. They take all the risks and make decisions after 2-3 contacts, spend a lot of time talking about themselves and what they do in life. Often this type of client is found among politicians and in the entertainment industry. As a rule, their total number does not exceed 15% of all buyers.

Analytical Buyer

Another type is analytics. This type of customer in sales and the peculiarities of his behavior are very interesting. Analysts are people who like to analyze. They have a lot of papers, reports, analytical documents. These are most often the owners of a quiet voice, they are slow, make many pauses and constantly think about something. They usually have inexpensive clothes, an inexpensive car. If this is a car, then it will definitely have optimal performance and maximum value for money. They don't always like to shake hands. For recreation, such clients also choose the best resorts, where many factors that are significant for them converge at the same time.

Features of the behavior of an analytic type

Analysts don't wear accessories. Their phone is for making calls, not for luxury. They will always look for something cheap and good, the best value for money. Clients of this type make decisions very slowly. Their fear of loss may be much greater than the pleasure of gain.acquisitions. They are good administrators. In order to sell them, it is very important to show all the benefits of the product. Such customers are constantly monitoring new solutions, looking for some other, the most optimal for themselves, even if they have already made a purchase. Thanks to these qualities, they are much easier to poach from existing suppliers, as they are looking for some other solution. If you build quality relationships with them, it will be possible.

Features of interaction with an analytical type

Analysts are usually skeptical, they always want proof. They are very good at planning, organizing solutions to problems. But since they need detailed information, they are focused on the process of asking questions and getting answers. There will be a lot of questions. They are impartial and aloof. The number of analysts is approximately 35%. There are many analysts among managers, researchers, engineers, architects. You need to contact them regularly, clearly show them the benefits of the product. In order for them to make a decision, they need to be able to analyze immediately. In any case, you will not immediately sell them. As a rule, analysts need 5-7 contacts to sell. For the most part, they make decisions more slowly than all other types of clients.

Shopper Friendly

The last type is friendly. There are about 35% of such clients. These clients are pleasant to talk to, and their workplace is equipped like at home. It's very comfortable and cozy. They have a pleasant voice, they canoffer tea and coffee, ask how you are and express concern. If you go up to the office with him, he will definitely offer a conversation about life, ask how you got there. Clients of this type do not really want to stand out from the crowd. The car and clothes are usually average, without features, comfortable and convenient. This guy loves to give advice. He spends most of his time with family, friends and socializing. They love to communicate and expand ties. They take a very long time to make decisions. Their main value is relationships with people. They enjoy existing relationships. Therefore, it is difficult to poach them from another service provider. The most important thing is to build good relationships with such people. There is very little that can take them away in principle. Unless you create a critical mass of product and service dissatisfaction.

Features of friendly type behavior

Friendly customers tend to be very dependent, friendly and warm. For this type of customer in sales and working methods should be special. They often devote themselves to others. Focused on the team, the person, the relationship. They listen well to others and understand feelings. They are great for customer service jobs. If they are hired, they create a pleasant environment and comfortable relationships in the team. This type avoids conflict and likes to involve someone in decision making. They like group agreements, when several people jointly make some decisions. They are very interested in risks and guarantees. Without guarantees, they do not agree to cooperate, since their absence for themuncomfortable. As a rule, it takes 4-5 contacts to sell to them.

Trait Scheme

How do all these types interact with each other? You can transfer this classification to the diagram by drawing a square and dividing it into four equal parts. We place the steering type in the upper left cell, the expressive type in the right cell, the analytical type in the lower left cell, and the friendly type in the remaining right cell. This pattern will make it easier to navigate. First, you need to clearly understand that a person can have several types, and not just one and only. Secondly, several of them can prevail at once. Moreover, they may change over time. Different people may have different dominant types. Sometimes the status and career ladder, as well as the person himself, change dramatically. Such changes are absolutely normal.

Interaction of traits within a person

The only thing to keep in mind is that if any type prevails, then the opposite one, which is located diagonally in the square, will be at a minimum. That is, if the analyst prevails, then there will be very little expressive in him. At the same time, the helmsman and friendly can be combined with each other, but they may not be too pronounced. The same with the expressive client. The analyst in it will be at a minimum, and the helmsman and friendly will be combined, but not be too obvious. However, these types feel they are lacking.

The helmsman feelsthat he lacks the friendliness to create a comfortable environment in the team. Therefore, they strive to emphasize in the process of conversations and communication that they have these missing qualities. They can talk about their friends who are not. The analyst may talk about how emotional he is. That is, in words they try to compensate for the missing qualities. When analyzing the client, this will be noticeable. When determining the type, it is imperative to look at words and non-verbal communication. The way they talk and what they hold in their hands all influence the definition of what type they are.