NFIB

Boost Sales by Honing in on Personality Traits
04/ 15/ 2002

Any experienced salesperson knows that customer personalities vary widely, and that sales success often depends on tailoring a presentation to take advantage of certain personality traits. In today's Workshop, contributor Jeffrey Moses gives an overview of the five major customer personality types, and discusses ways to focus in on the particular likes, dislikes and needs of each.

In general, there are five major customer personality types. The more closely your sales presentation (or advertising) can address the traits of each, the easier it will be to close a sale. The customer types are:

1. Results-oriented, pragmatic buyers

This category includes people who enjoy working within closely drawn parameters, who don't seek or need adventure and who always need to justify their purchases, either to themselves or a manager.

These individuals want and need predicable results from their purchases. This is more important to them than low cost, because they think of value as something that doesn't cause problems, doesn't have downtime or doesn't give their superiors any reason to think that the purchase was a mistake.

When selling or marketing to these individuals, always speak in terms of "proven quality," "zero risk" or "predictable and systematic outcomes." These individuals want facts to back up a sales presentation, and they want the facts to show why something works predictably and reliably.

2. Value-oriented buyers

These individuals buy primarily on cost, sometimes even at the sacrifice of quality. They know that an inexpensive item isn't likely to last as long as a high-price item, but they don't care.

These customers think of themselves as smart shoppers, so use terms such as "This is where smart people find the best values," or "When you're smart enough to see a value, this is your place."

3. People who buy to impress others

These individuals want to be seen in the right places, wear the right clothes, drive the right car and give the right type of gift. When making a sales presentation or writing an ad for this type of person, use phrases such as "if you want something special, this is for you," "people will know where you shop," "the right people will appreciate what you've bought" or "when you want a gift that's just right."

4. Adventurous shoppers

They want magic, pizzazz and mystery surrounding the sale. For this type of customer, use terms such as "when you want something truly unique," "when you want magic," "why settle for humdrum when you can have something as special as you are?"

5. Quality buyers

A small but select few will demand only the best. These are the Rolls Royce or Jaguar drivers, first-class ticket holders and Rolex owners. They can't be sold on value or cost, only on the fact that what they're buying is the best available.

Terminology for these individuals should include "when you need the best," "can you depend on anything less than the best?" "nothing less than the best" or "when you don't want to settle."

Many buyers fall into a number of these categories, so don't jump to conclusions based solely on occupation or first impressions. But keeping these five categories in mind while talking with a customer will help a sales pro quickly determine the best approach to tailoring their sales presentation.

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