If you are able to quickly identify the personality style of the customer, you will know the “how’s” and “whys” of what to say, to meet their needs. Once they feel that you truly understand them and feel engaged with you, they will often come up with logical reasons to buy from you.
Below is a useful framework to use and become familiar with. As a result, this explains the common characteristics of each personality type and how best to approach them. Furthermore, you may even be able to think of your current customers who are aligned to one of these traits. Most importantly, be aware that this is not to fit our customers into a ‘box’ of what category we think they are. Rather help you understand their dominant personality style and then how best to engage with them.
The four personality styles can be defined as:
- Expressive
- Analytical
- Driver
- Amiable
Remember your role in business is to build relationships with your customers…
How do we sell?
We HELP OUR CUSTOMERS BUY
PERSONALITY TYPE 1: Expressive
Traits:
Outgoing, the center of attention, motivating, results-oriented, enthusiastic, good talker, high energy, fun to be around, optimistic, cheerful and like excitement.
Behaviour:
Rapid speech, a wide range of gestures and inflections, likes to tell jokes and stories, talks and shares feelings readily, prefers talking to listening, spontaneous, may wander from topic to topic, poor time management, and often love to spend money. They are attracted by colour and shiny objects and love what’s new and the latest gadgets, fashion, etc. For instance, they look for the things that have the ‘Wow’ factor. In contrast, they get bored easily, are easily distracted, and concerned about their image.
Approach:
Be personable… because people like to deal with people they like. Therefore listen well and help to keep them on track with questions. For instance, emphasise the results of buying your product/service and use words like – amazing, beautiful, awesome, useful, fun. If you give too much information then they will get bored. Ensure that you don’t pressure them into making a decision but instead, use dynamic language that builds the picture of why they need your product.
E.g. This is the latest model, just came in this week. It’s so much better than previous models with these amazing new features which will save you time. What do you think of the new colours and style?
PERSONALITY TYPE 2: Analytical
Traits:
Orderly, procedural, precise, undemonstrative, quiet, conservative.
Behaviour:
Speaks quietly, careful in their choice of words for precision, may be slow to make decisions, needs data and research. Appears serious, reserved. As a result, they need lots of information, pay attention to detail, will analyse the “Pro’s and Con’s” of a product or service. More often than not will have researched comparison products. For the reason that these customers will need time to make a decision. Therefore will base it on facts, data and logical decision making.
Approach:
Little small talk, use facts and information, take time to discuss their needs, ask for their thoughts and opinion, present your product in a logical, orderly manner with supporting data. They may not be talkative but will be thinking and weighing up their options – do not be concerned about this lack of chat and interaction. Do not push them for a quick decision. Be professional, and give them time to make their choice.
PERSONALITY TYPE 3: Driver
Traits:
Results-oriented, impatient, high energy, time conscious, in control, direct, can be seen as demanding, have high expectations.
Behaviour:
Strong body language, may speak loudly and rapidly, serious, driven, want service now, will make decisions quickly, want knowledgeable staff, may get frustrated easily, want information quickly. These customers are usually decisive and want straight forward practical solutions with fast and efficient service.
Approach:
Be assertive, don’t waste time, make little small talk, be less expressive and more results-oriented – tell them of the results they will get if they use your product/service. Let them know ‘what it will do, how and when’. Be precise when answering questions – if you don’t know the answer don’t make something up – but find out and respond to them quickly. Give them the right information, emphasise the benefits and results, and close the sale.
PERSONALITY TYPE 4: Amiable:
Traits:
Warm, open, emotional, team player, caring, supportive, concerned, good listener, low key, quiet, easy-going, sensitive.
Behaviour:
Soft voice, slower speech, friendly manner, may seem shy, sincere, avoids intense eye contact, relaxed posture, makes slower decisions, less concerned about time, difficult to get a firm commitment. These customers may seem to lack some enthusiasm and will not jump up and down over your product or service. They often do not like change and may be interested in the wider impact of their purchase – e.g. community and environmental benefits.
Approach:
Use plenty of small talk, encourage conversation, get them talking. For instance, ask questions otherwise they will not offer to tell you. Furthermore, be genuine in your approach and offer assurances about the effectiveness of the product. Ensure you mention how it will benefit them, the community and the wider environment. Promote additional services your company has in place e.g. Use eco-friendly status, free-trade agreements or sponsorship of local/international charities. Above all, ask targeted questions to find out information, narrow down the options then propose the solution.
