Published: 16 Jun 2023
Updated: 06 Dec 2023
Category: Business Development

4 Customer Personality Types & How To Handle Them


Every person has a distinct personality type and buying decision behaviour. Cultural traditions, race, and social status influence an individual’s decisions and actions. This is why sales professionals need to understand these key factors to map out a strategy that best fits them. While it’s possible to cater to different sets of audiences, it’s important to know not only their needs and preferences but also their buying behavior and expectations.

Here are four different customer personality types essential for your sales success:

1. The Analytical

People who possess this personality look for facts and figures in a sales presentation. In a post written by HubSpot’s Leslie Ye, she explains that people with this personality type do advanced research on the business contact prior to the initial interaction. Analytics prefer to have deeper knowledge about the subject before getting convinced on a particular matter. They verify each bit of information and focus more on the brand’s features to make sure of its quality and efficiency. These customers use most of their logical thinking rather than their emotional side when it comes to making decisions.

How to handle:

Focus on providing information relevant to what your business can do for them. Use qualitative and statistical data that shows exact representations of facts to attract attention and stir interest. Since these people are information-oriented and have a keen eye for detail, you need to be specific and direct when delivering your pitch. Expect questions and clarifications during the selling process. This indicates that they’re interested in knowing your business more. Be patient because analytical customers are slow decision makers.

2. The Amiable

The Amiable are respectful, sociable, and trustworthy. They’re good at listening to and forming relationships with others. Unlike analytical thinkers, amiable people care more about building rapport and establishing trust with other professionals. They’re more interested in conducting business transactions with people who meet their buying expectations. Their decision relies on how the company manages to value their interest in relationship-building.

How to handle:

Address their needs based on answers to increase your chances of closing more sales. Make yourself likeable by creating a good impression and recognising their presence. Asking questions that show your interest adds a personal touch to your pitch. This makes them feel valued, which nurtures your relationship with them. Provide relevant questions that allow them to share their personal experiences about a certain product. Address their needs based on answers to increase your chances of closing more sales. You can also introduce some of your colleagues who can offer help and assistance in their decision-making.

3. The Expressive

People with the expressive personality use most of their creative side to voice out their opinions on a particular topic. When presented with facts, they’d prefer to share their own perspective rather than ask for additional information. However, they know how to show respect others as much as they want them to be respected. Similar to those with an amiable personality, they give importance to relationships. They value the welfare of the people who can be affected by their choices. Unlike analytical and amiable customers, expressive individuals are fast decision makers.

How to handle

Tell stories that are relevant to the topic and to each concerned individual. You can also share your own experiences to help them better understand what’s being discussed. Focus on showing what your business can do for them while concentrating on a possible outcome they may encounter after the purchase. Connect with them and establish a deeper level of relationship by tapping into their emotions. While facts and other data can help, these type of customers set their minds in making and fulfilling decisions that people will love.

4. The Driver

People with this personality are mostly self-centered and opinionated. They find pleasure in manipulating a pitch that identifies them as reasonable and authoritative. According to speaking expert Rick Segel, drivers expect all information to be delivered in the quickest way possible because they’re goal-oriented. They’re commanding in nature and motivated to achieve their objectives. They want immediate answers and solutions. They also value competence as much as they value expertise and preparation. Similar to expressive customers, drivers are fast decision makers.

How to handle

Get straight to the point when expounding on your pitch. Be direct without compromising clarity and quality of your performance. Provide facts and evidences to help them easily understand your message and make quick decisions. Mentioning irrelevant or unnecessary information will only waste both your time and effort. So be careful to give only what’s needed in a particular discussion. Highlight how your business will enable them to reach their goals and let them stand out from the competition.

The Takeaway: Be Flexible

One of the famous proverbs from Gregory Titelman’s Random House Dictionary says: “Different strokes for different folks.” Simply put, being aware of these personalities enables you to strategise more effectively to meet their needs and solve their problems.

These traits will help you identify what type of customers you’re interacting with. Whether they’re analytical, amiable, expressive, driver, or a mix of these personalities, make sure to craft a compelling pitch specifically catered to their preferences. This will also allow you to improve your strategy and prepare for your pitch success.


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