Addressing Needs of Individual Personalities Typecasting Addressing Needs of Individual Personalities Selling LAP 112

Objectives Identify types of customer personalities. Address different types of customer personalities.

Identify types of customer personalities. Objective Identify types of customer personalities.

Everyone has a unique personality. How is yours different from your best friend’s? Personality differences surround us every day. At home At school At work We adjust to personality differences and treat people accordingly. Successful salespeople: Identify customer personality types Use appropriate sales techniques

Importance of Customers Customers are important to salespeople’s success because of: Current purchases Future purchases “Word-of-mouth” communication They expect quality and service at a fair price.

Customer Personalities Personality—specific combination of distinctive traits and qualities Influences buying decisions Contains both good and bad traits Contains motivations from needs and wants Includes influences from customer’s lifestyle May change over time

Six Customer Personality Types Decisive customers Know exactly what they want Make purchase decisions quickly Don’t take a lot of time to browse Are direct and businesslike Will often straightforwardly ask for what they want “I’ll take the prime rib, medium rare, a baked potato with sour cream, and bleu cheese dressing on my salad.”

Six Customer Personality Types Impulsive customers Make decisions quickly Shop leisurely Like to browse Ask few questions Like purchases to be noticed

Six Customer Personality Types Fact finders Look for information Like to see variety Often comparison shop

“Are you sure this muffler is guaranteed for the life of my car?” Six Customer Personality Types Practical or frugal customers Are very cautious with their money Want the best possible value for every dollar they spend Like the simple, uncluttered life Dislike experimenting with new products “Are you sure this muffler is guaranteed for the life of my car?”

Six Customer Personality Types Informed customers Do their research on products beforehand Are confident about their choices before even coming in contact with salespeople Spend for quality because they want the best Are often trendsetters

Six Customer Personality Types Difficult customers Can appear in many shapes and forms: Disagreeable Dishonest Domineering/Superior Slow/Methodical Suspicious

Identifying Customer Personality Types Find clues in: Actions Body language Conversation Appearance Remember that appearances can sometimes be deceiving!

Address different types of customer personalities. Objective Address different types of customer personalities.

Successful Selling Every customer deserves special attention and care. Empathize with their problems. Give a personalized touch. The better you serve your customers, the better you serve your business.

General Guidelines for Handling All Customers Show a sincere interest in meeting customers’ needs. See the buying situation from their points of view. Give them as much time as they need.

General Guidelines for Handling All Customers Develop a sales vocabulary. Use clear, meaningful phrases. Tailor language to individual customer. Use positive-sounding words, such as: The customer’s name You Value Save Love New Safe Truth Avoid technical terms. Avoid negative terms, such as: Cheap Failure Risk Deal Difficult Liable Flimsy

General Guidelines for Handling All Customers Build two-way communication with the customer. Listen. Observe actions. Ask questions. Maintain positive attitude. Personalize product to satisfy customer needs.

Guidelines for Handling Specific Customer Personality Types For decisive customers: Listen patiently. Suggest substitutes with caution. Serve quickly. Be tactful. “Your order will be ready soon, Mr. Young. May I bring you coffee or tea while you are waiting?”

Guidelines for Handling Specific Customer Personality Types For impulsive customers: Serve quickly. Give brief answers. Close sale rapidly. Treat courteously.

Guidelines for Handling Specific Customer Personality Types For fact finders: Provide information. Show a variety of products. Emphasize manufacturer’s claims. Exhibit confidence with tact. Suggest care techniques. Be specific.

Guidelines for Handling Specific Customer Personality Types For practical or frugal customers: Stress the value of the product. Demonstrate the product if possible. Support your statements with hard proof. Don’t exaggerate.

Guidelines for Handling Specific Customer Personality Types For informed customers: Serve quickly and efficiently. Reassure of value. Know what facts they still need to learn. These are by far the best value we have in speaker systems.

Guidelines for Handling Specific Customer Personality Types For difficult customers: Remain calm and courteous. Do not become defensive. Consider it a challenge to help them. Accept minor points of disagreement. Try to find a way to compliment them. Get your manager for further assistance if necessary.

Impulsive customers may make bad purchase decisions. Are salespeople obligated to stop them?

MarkED Acknowledgments Original Developers Christopher C. Burke, Sarah Bartlett Borich, MarkED Version 1.0 Copyright © 2008 MarkED Resource Center

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