When managers meet different types of customers in sales, often they cannot adapt their style of behavior and conversation to a specific person. They do not understand what kind of traits they 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 purchasing decision and pays attention to various criteria when evaluating a product.
We understand in more detail
There are 4 types of customer in sales. Most of the classifications are based on the typology of each of them. There are many classifications themselves. Now the fashion is the so-called “Disk”, as well as the special art of sales in the pharmacy and the types of pharmacy customers. But we will consider an earlier, classic version, which is based on 4 types of customers in sales.
The first was called “Helmsman”. He is predictable, demanding and very decisive in action. Such people are independent and self-governing. The steering type is very simple to determine: they always have status items, for example, large tables and chairs, impressive cars. In their demeanor and expensive accessories status and luxury are felt. These clients, even for leisure, choose status resorts, all-inclusive, good hotels and quality service. 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 this type of customer in sales the advantages of your offer, its benefits and clearly describe what they will receive in the end, then the purchase decision will be made immediately and quickly. In time, usually one or two contacts are enough. They are focused on actions and results, but not on the person who sells them the goods. The style of behavior of this type of customer in sales is usually such that there are practically no questions. They speak and affirm, and not ask, they can be stubborn, impatient.
Steering Type Features
This psychological type of customers in sales primarily asks about the order of work, deadlines for the project, guarantees and results. Such clients seek power and control. There are “helmsmen” without power who want to dominate in other areas. But most often they dominate the work. Their motto will be result, not process. They prefer a state of pressure. Therefore, often at their workplaces and in teams there are rummages. Such clients are authoritarian. This is how a typical “helmsman” behaves.
There are various recommendations regarding the types of customers in sales and the features of working with each of them. As a rule, you can sell goods to the “helmsman” from the first and second calls or meetings. 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 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 your eye and stands out from the crowd. A client of this type likes to chat, but at the same time quickly moves to the core of the issue and makes decisions very quickly. He feels less risk and is ready to take it.
Features of expressive type behavior
An expressive person is creative, interesting and enthusiastic. Such types of customers in sales are very cheerful and vibrant people, and many of their actions are spontaneous. They often tend to be impulsive. Such clients often choose a holiday savages, suddenly break away and leave somewhere, acting on a hunch. People of this type can sell their business and take a trip around the world to find new creative ideas for future investments and investments.
Representatives of the classic expressive type strive to be visible, recognized by other people and be the first, largest 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 features 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 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 characteristics and the maximum ratio of price and quality. They do not always like to shake hands. For recreation, such clients also choose the optimal resorts, where at the same time a lot of factors significant for them converge.
Features of the behavior of the analytical type
Analysts do not wear accessories. They have a telephone in order to make calls, and not for luxury. They will always look for something cheap and good, optimal value for money. Customers of this type make decisions very slowly. Their fear of loss can be much more than the pleasure of gaining. They are good administrators. In order to sell them, it is very important to show all the benefits of the goods. Such clients are constantly monitoring new solutions, looking for some others that are most optimal for themselves, even if they have already made a purchase. Thanks to such qualities, it is much easier to lure them 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 the analytical type
Analysts are usually skeptical, they definitely want evidence. 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 receiving answers. There will be a lot of questions. They are impartial and detached. 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 goods. In order for them to make a decision, they need to be able to analyze right away. In any case, you will not immediately sell them. As a rule, analysts need 5-7 contacts to sell. Most of them make decisions more slowly than all other types of clients.
Friendly shopper
The last type is friendly. Similar customers about 35%. These clients are pleasant in communication, and their workplace is equipped at home. It is very comfortable there. They have a pleasant voice, they can offer tea and coffee, ask how are you and express concern. If you go up to his office with him, he will certainly offer a conversation about life, ask how they got there. Customers 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 type likes to give advice. He spends most of his time with family, friends and socializing. They are very fond of communicating and expanding communications. They make decisions for a very long time. Their main value is relationships with people. They enjoy existing relationships. Therefore, it is difficult to lure them from another service provider. The most important thing is to build good relations with such people. Little can take them away in principle. Unless you create a critical mass of dissatisfaction with goods and services.
Friendly Behavior Features
Friendly customers are usually very dependent, friendly and warm. For this type of customer, sales and working methods must be special. They often devote themselves to others. Focused on the team, person, relationship. They listen well to others and understand feelings. They are great for working in customer service. If they are hired, they create a pleasant atmosphere 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 make decisions together. They are very interested in risks and guarantees. Without guarantees, they do not agree to cooperate, since their absence is uncomfortable for them. As a rule, in order to sell them, it takes 4-5 contacts.
Type Scheme
How do all these types interact with each other? You can transfer this classification to a diagram by drawing a square and dividing it into four equal parts. We place the steering type in the upper left cell, expressive in the right, analytic in the lower left, and friendly in the remaining right. 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. Secondly, several of them can prevail at once. Moreover, they may change over time. Different people may have different prevailing types. Sometimes the status and career ladder, as well as the person himself, change dramatically. Such changes are absolutely normal.
Interaction of types within a person
The only thing to keep in mind is that if some type prevails, then the opposite type, which is squared along the diagonal, will be at a minimum. That is, if the analyst prevails, then there will be very little expressive in it. In this case, the helmsman and friendly are able to combine with each other, but they may not be too pronounced. Same thing with expressive client. The analyst in it will be at a minimum, and the steering and friendly will combine, but not be too obvious. However, these characters feel what they are missing.
The helmsman feels that he lacks the friendly to create a comfortable atmosphere in the team. Therefore, they strive to emphasize in the process of conversation and communication that they have these missing qualities. They can talk about their friends who are not. An analyst can talk about how emotional he is. That is, in words they try to compensate for the missing qualities. When analyzing a client, this will be noticeable. When determining the type must necessarily look at the words and non-verbal communication. The way they say and what they hold in their hands - all this affects the definition of what kind of character.