You feel that you do not understand the customer? How to identify 4 types of customers and make a sales pitch accordingly

1. 4 Types of customers

2. Customer types
What is a customer type?

3. Customer types
Why is it important to identify the
customer type in a sales conversation?

4. Customer types
Every person comes with:
• Beliefs and values
• Behavioral type
• Emotion and rational scale
• Needs and desires
• Personal and business environment

5. Customer types
4 types of customers
• The director
• The analytical personality
• The relater (story teller)
• The socializer

6. The director
Qualities
• Demanding
• Knows what he wants
• Has a lot of knowledge and he knows it
• Takes no prisoners
• Cares only about his own interest
• Wants the best product in the lowest price

7. The director
How to sell to the director?
• Avoid small talk unless he wants it
• Speak with numbers, short and to the point
• Flatter his style and knowledge
• Never tell him that he is wrong
• Make suggestions, but do not determine
facts
• Do not block his way
• Avoid confrontation at any cost

8. The analytical personality
Qualities
• Likes numbers and technical facts
• Will analyze all options
• Doesn’t like small talks
• Doesn’t like it if you try to convince him
• Probably know your product better than you
• Knows all the competitors, technical
specifications and prices
• Understands only reason

9. The analytical personality
How to sell to the analytical personality
• Show him numbers
• Let him read the manual
• Send him e-mail material
• Do not pressure him to much
• Never talk about facts that you can’t back up
in numbers
• Do your homework
• Ask a lot of questions – he will answer
sincerely

10. The relater (storyteller)
Qualities
• Wants to be a part of the group
• Has a lot of “my” (my broker, my doctor)
• Has connections that can check anything
• Always knows someone
• Will answer sincerely to most of your
questions
• Likes to be shared in the process

11. The relater (storyteller)
How to sell to the relater
• Share the process with him
• Ask him what he thinks
• Tell him that he can bring his friends and
family
• Talk about a your customers as if they are a
part of your family and ask him to join
• Ask him to use his connections/knowledge
to help you get a vacation, tickets and etc.

12. The Socializer
Qualities
• Likes to talk and make friends
• Wants to establish a relationship with you
and with your business
• If he doesn’t like you personally he won’t
buy
• If you talk to much about numbers he will
get bored
• He is not always loyal
• Likes to give and receive compliments
• Self centered

13. The Socializer
How to sell to the socializer
• Sell the relationship, not the product
• Sell yourself
• Develop a small talk
• Use complements
• Remember his name
• Remember all the details that he gave
you
• Focus on the sale experience but keep
him focused on the product

14. 4 types of customers
What is your personal type?

15. Class training
Identify and sell
• Take a note
• Identify the customer type
• Sell to the customer type
• Get a feedback from your friends

16. Summary
What have we learned today?
• 4 types of customers:
• The director
• The analytical personality
• The relater (story teller)
• The socializer
• How to sell to each type
Class training

17. Home assignment
4 types of customers
Class training
• Study and remember all 4 types
• Do a simulation with friends and
family – try to determine their type
• Record the session and bring to class

18. 4 types of customers
Thank you