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A good salesperson recognizes the different types of customers from afar. He perceives the characteristics of each consumer, and from there, adapts his sales approach to serve them according to their personality.

That’s right! Good sellers are true chameleons, as they need to adapt to situations. And that might seem like a big challenge.

However, with the right tips, it is possible to improve the look and make the identification of profiles part of the prospecting and negotiation process.

Throughout this article, we’ll talk about the 4 main types of customers and give tips to identify and serve each one of them.

Good reading!

What types of customers are there?

Within the science of sales , it is possible to use the customer profiles quadrant to know how to best serve them.

Each customer is positioned in one way on the personality diagram. Combining two or more trends builds different buyer profiles.

See, in the illustration below, the main types of combination found. Then, understand the outstanding characteristics of the 4 main types of existing customers:

1. Pragmatic

We say that the customer who brings together characteristics of the “rational” and “fast” axes is pragmatic . This means that he analyzes everyday and professional issues objectively and seeks agile solutions to solve his demands.

In general, entrepreneurs have a pragmatic profile.

How to identify a pragmatic customer?  

The client with this profile is affirmative, gestural and emphatic. You don’t have time to waste. Because it’s so objective, it can often sound like “short and thick” and unpolished.

2. Analytical

A client that combines characteristics of the “rational” and “slow” axes is analytical.

As the name says, those who have this personality like to analyze details and minutiae to make their decisions. For this reason, they tend to take longer to make a decision as they need to look at every possibility.

Good examples of professionals with this profile are financial analysts

How to identify an analytical customer?  

The analytic profile customer is a great observer. Therefore, they tend to move slowly and walk with their hands in their pockets, for example. In customer service, he is the one who asks about the technical and practical details of the product or service.

3. Expressive

Expressive people are emotional and fast people. This type of customer gets along well, expresses easily, likes attention.

This is the most popular archetype among sellers.

How to identify an expressive customer?  

The expressive customer prides itself on relating. He’s often playful and doesn’t miss the opportunity to make a joke.

4. Affable

Finally, those that mix the characteristics of the “emotional” and “slow” axes are called affable. This profile is the typical friendly one. Affable people always seem to be willing to listen and exchange experiences.

A good professional example associated with this profile is the psychologist. But in the daily routine, it is that affectionate grandfather or grandmother, who likes to take care of and pay attention to others.

How to identify an affable customer?

He is friendly and usually has a friendly smile on his face. He likes to talk about everyday matters and receives new information with interest and warmth.

How to deal with each type of customer?

As you saw in the previous topic, knowing the types of customers and their characteristics helps to see particularities in the behavior of each one.

Knowing how to identify profiles helps guide the salesperson’s strategic positioning and choose the sales techniques with the greatest potential for conversion.

Below, we have prepared an objective guide to help you understand how to deal with each personality. Read on and see how types of external customers behave and how to serve them.

How to serve a pragmatic customer? 

  • Be true! The pragmatic customer doesn’t like to be roundabout. If he feels that he is in a discussion based on lying arguments, he tends to end the negotiation abruptly;
  • Be succinct. Winding through the sales presentation consumes the pragmatist’s most valuable asset: time. Therefore, use only the essential arguments and make the meetings as short as possible;

How to serve an analytical customer? 

  • Be formal. The analytic customer is rational, and its focus is on solving its demands. He values ​​professional relationships;
  • Don’t press. Traditional sales triggers, such as urgency, need to be strategically worked with the analytic customer. In this case, the recommendation is to open the dialog and allow it to evaluate the proposed solution. The tight deadline can be the “little push” that is needed for him to make up his mind after analyzing;
  • Please provide details about the purchase process. Like a good analyst, this client likes to evaluate details and information. Therefore, provide a description of the purchase stages, the estimated deadlines for completing the negotiation, etc.

How to serve an affable customer? 

  • Talk to him . Customers with this profile like to feel esteemed and want to strengthen ties. Active listening is an effective sales technique for all types of customers. However, with the affable profile, this is an essential resource! Show interest in what the customer has to say. Listen actively, without interrupting.
  • Talk about personal issues. Creating bonds with the affable profile is a potential way to generate a good relationship with the customer and make them loyal to the company ;

How to serve an expressive customer?

  • Praise! The expressive customer appreciates the attention. He likes to know that other people admire him and recognize his qualities;
  • Show testimonials from satisfied customers. The social proof sales trigger should be used without moderation in this case. That’s because the expressive wants to make sure that the purchased product is well evaluated and recommended by other people;
  • Be informal. Expressive customers like to hear jokes, funny stories, and experiences that can reflect their perception of the product they are offered. If there is openness (taking into account the profile of the company and the customer), the salesperson can be a little more informal when talking to an Expressivo, but without losing professionalism!

Difficult Customer Types: How do you calm an angry customer and captivate an angry customer?

Finding angry and angry customers throughout the negotiation process can happen. It is important, first of all, to understand the reasons for this irritation. In many cases, a customer’s frustration, impatience, or anger comes from reasons generated outside the business process. In this case, it is necessary to resolve the situation with empathy and calm, reinforcing your professionalism and determination to help you.

However, if the customer is angry or irritated by some noise in the sales process, you need to stop and analyze. It may be a case of reviewing the commercial processes or even understanding the particularities of this customer and remodeling the service.

Regardless of the situation, it is important that the salesperson strive to convey calm and understand how to improve customer service in these cases. Some tips are:

  • accept the customer’s complaint without arguing excessively;
  • acknowledge the failure or problem and commit to an attempt to resolve it;
  • show empathy and understand the disorder generated;
  • tell the truth about the reason for the dissatisfaction, without trying to “fool” the customer.

Become a sales expert and delight all types of customers! 

By knowing the different types of customers, salespeople become more prepared for coherent and assertive business approaches. Each personality demands the choice of specific arguments, as well as the use of triggers and targeted postures.

In addition to reading this article, we have one more tip to help you boost the quality of your sales approach: invest in constant training!

We at the Sales Specialization Institute (IEV) know the demands of the commercial world in detail. We offer courses taught by great experts, aimed at developing fundamental skills to delight customers and sell more and better. Discover our Advanced Negotiation , Consultative Sales and Relational Intelligence courses and become a high-performance salesperson !

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