Types of customers in sales and features of working with them. Main types of customers in sales Typology of customers in sales

For a person working in sales, service or consulting, when you encounter different people on a daily basis, it is fundamentally important to understand how to find an approach to each specific client. It's no secret that most managers oblige subordinates (managers, salespeople, promoters, consultants) to offer (read - impose) a product or service, regardless of whether the client asked for help or not. In most cases, such interaction with the client ends before it starts after the pattern exchange of stamped phrases “I can tell you something” - “No, thanks, I’m just watching for now.” Why is this happening?

It's simple - different people behave differently and want different things, so each client needs an individual approach. This article lists five main psychotypes of clients, I’ll say right away that there are many classifications of psychotypes of individuals and clients, in particular, but it is this classification that allows you to quickly, even without knowledge of psychology, determine which psychotype a particular client belongs to and gives an accessible algorithm of actions, how to work with this client and what to tell him.

5 main psychotypes of clients

1 psychotype. hypertim client

• External characteristics: solid posture, raised chin, fashionable clothes and accessories. Loud, loves to show off himself and his retinue. It is immediately clear that this is a big boss with money.
• Manners: immediately makes it clear that he is the boss here! Self-assured. In a good mood he jokes, in a bad mood he is capable of rudeness.
• How to work: offer the highest quality product. Emphasize that such purchases are not affordable for everyone, and only very reputable clients, such as him, can afford them. Give compliments, ignore irritation and rudeness.

2 psychotype. Epileptoid Client

• restrained, accurate, very captious and distrustful. Asks a lot of questions.
• Psychotype Manners: chooses for a long time and very carefully, looks for hidden shortcomings and defects, communicates with the seller with pleasure and asks many questions.
• How to work with this client psychotype A: Be patient and answer all questions. Show the product in full, give professional advice, show the advantages of the selected model. Be sure to convince him that such a quality product can only be purchased from you!

3 psychotype. Hysteroid client

• External characteristics of the psychotype: fashionable super extravagant clothes, pretentiousness of behavior, increased emotionality.
• Psychotype Manners: she enjoys going to shops to talk with sellers or to demonstrate her taste or financial capabilities to her friends. He talks a lot, rushes from one model to another. He tries to please everyone at once, including sellers.
• It is this type of buyer who acquires insanely expensive and original models. Such people easily and willingly spend money. The more they see, the more they buy. Create comfort in communication, offer bright and expensive models. The phrase "Only such a connoisseur can buy this model" - for him.

4 psychotype. Schizoid client

• External characteristics of the psychotype: discreet clothes, but original in color and style. Cold, aloof. He tries not to draw attention to himself.
• Psychotype Manners: does not like to communicate with the seller. Only in case of difficulty seeks advice. He believes that he can impose a product. Ideally feels only in self-service salons.
• How to work with this client psychotype: don't interfere! Unobtrusively bring to the desired showcase, use the comparison technique. Convincing him to buy is easier than the previous ones, but keep your distance from him. He should want to buy the goods from you. He needs to relax and go to normal human contact. A warm emotional wave guarantees a purchase!

5 psychotype. Asthenic client

• External characteristics of the psychotype: modest clothing. He speaks as if apologizing. He is picky, does not know how and will not mind, even if he acquires an obvious marriage.
• Psychotype Manners: shy to communicate with the seller and ask questions. Wants to buy as soon as possible, delivering as little hassle as possible. Not very sure of myself. Often dislikes himself.
• How to work with this client psychotype: don't scare! Offer the product very carefully and unobtrusively. Show all the advantages of choice. He is afraid to take responsibility. Convince him that success is guaranteed. His purchase will not only bring joy to him, but also like his friends. If the buyer did not come alone, seek support from the accompanying person.

If your client is a company, it is very important to know who makes decisions in it. This could be a manager, a procurement agent, or a department head. The easiest way is to ask the secretary who is responsible for a particular area of ​​activity. Secretaries must know absolutely everything about their company.

After finding out the name and position of the right person, try to find out about his character, habits, hobbies, etc. The faster you determine the personality type of the person responsible for making decisions, the more fruitful your work with him will be. Your working methods should be flexible enough so that you can easily adapt to any type of personality. Never follow a pattern: by doing so, you will severely limit the number of customers you can serve. Even if you don't like the person responsible for making decisions, this is not a reason to miss the opportunities that cooperation opens up for you.

The classification is taken from the book Difficult Clients - Dealing with Objections, by Svetlana Efimova and Arkady Plotnikov. By clicking on the link you can read the book online, or download it for free.

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If you carefully observe customers, you can see a variety of behaviors and manifestations of personality traits. At the same time, each of them has their own needs and their own motives that brought them to your office. The effectiveness of interaction with the client depends on the manager's ability to establish contact with each of them and the chosen behavior model.

I propose to consider the most common types of customer behavior.

1. type - a purposeful client who knows exactly what he needs.

As a rule, such a client demonstrates a confident form of behavior, he can enter into an argument with the manager, knows how to argue his position, can be stubborn, distrustful of the manager. He talks about business tough, tries to impress the manager with his own importance, refers to competition and knowledge of the market situation.

Manager's actions:

• argue your position, giving strong arguments (facts);

2. type - an omniscient client who thinks he knows about the product or service better than the manager.

Such a client tries to argue with the manager, demonstrates his exceptional knowledge, tries to teach you your own work, boasts of his knowledge, raises inappropriate objections, tries to convict the manager of incompetence.

Manager's actions:

• maintain control of the emotional state;
• talk only about facts;
• you can involve the client as an expert;
• you can give a compliment to such a client.

3. type - a lover to talk.

Such a client is very talkative, has a developed sense of humor, is friendly, is disposed to contact with the manager, easily makes contact, is quite trusting, and is easy to convince by giving strong arguments.

Manager's actions:

• to interrupt the verbal flow, it is recommended to ask questions (often closed form);
• when distracted by extraneous topics, return the client to the topic of conversation, to business;
• stick to the topic of conversation.

4. type - an indecisive client who cannot decide on his choice.

His characteristics are shy, constantly doubting; shows anxiety and suspicion. It can be difficult for him to make a decision, he is inclined to look for flaws in the product, even having made a decision, he doubts its correctness.

Manager's actions:

• it is important to show the benefits and benefits that the client will receive if he makes a decision now or chooses the offered goods and services;
• draw attention to the inconvenience that may arise if the decision is delayed;
• it is important to remain patient and firm in one's position;
• deal constructively with all customer objections.

5. type - uncommunicative (taciturn) client.

Such a client usually answers questions in monosyllables, or is generally silent. It seems that he thinks about something all the time, shows concern for the choice, is unsociable, critical, often answers a question with a question.

Manager's actions:

• it is useful to ask questions of different types (open and closed);
• use a pause to encourage the client to respond;
• show kindness;
• make a detailed presentation listing the benefits, benefits and features;
• take into account the pace of thinking of the client (give the opportunity to think, weigh the proposal).

6. type - the client is a debater who always disagrees with the manager.

For each of your proposals, such a client is ready to give many arguments why this product or service does not suit him. He is distrustful, suspicious, believes that they want to deceive him, does not like risk, considers any change as a threat; most often negative.

Manager's actions:

• it is useful to return such a client to a positive interaction experience in the past;
• to patiently discuss emerging disagreements and objections;
• maintain a positive attitude and goodwill;
• prepare strong arguments to justify your position;
• in the argument it is useful to use links to expert opinion, statistics.

7. type - an impulsive client who is prone to the manifestation of negative emotions.

Such a client often enters into disputes with the manager, quickly becomes irritated, shows aggressiveness, easily falls into anger, it is easy to offend him. Inclined to win at any cost, he considers only his opinion.

Manager's actions:

• listen to the client;
• focus on common interests and areas where agreement can be reached;
• maintain control of the internal emotional state, goodwill and positive attitude;
• adhere to service standards;
• in the argument to give strong arguments - facts;
• Do not take customer comments personally.

8. type - a positive customer who is interested in purchasing a product or service.

This type of client is characterized by a positive attitude towards the manager, company, product or service. He sees in the manager, first of all, a person who can benefit him. The client is constructive, interested, decisive, self-confident, focused on the purchase of a product or service. In the process of interaction with the manager, he asks questions about the company, product, service, and shows the ability to listen.

Manager's actions:

• show kindness and interest in the client;
• argue your position, even if the client agrees with the manager and trusts him;
• It is important to prepare in advance for questions that the client may have.

In conclusion, I would like to note that the sincere interest of the manager in the client, his desire to understand the needs of the client and offer him a product or service that will satisfy them, have the best effect on the final result of the interaction.

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From this article you will learn:

• Why you need to know the types of customers in sales
• What is important to know in order to find an approach to the client
• What types of clients are depending on various characteristics
• How to act as a seller with different types of customers
• How to identify customer types in sales in practice

Every seller dreams of exemplary customers who want to buy his goods, can afford it, are open and willing to dialogue. However, such an ideal picture is extremely rare. In fact, we are all different, and everyone needs to find their own approach. Some buyers are interested in your offer, but "for later", others are simply not ready to spend money. In this article, we will analyze the types of clients with which the manager works, and also consider the strategy of the seller's behavior in each specific case.

Why you need to know the types of customers in sales

The ability to identify the type of customer in sales and correctly respond to his request will allow you to:

• choose the most advantageous position in the relationship;
• correctly show your advantages over competitors;
• learn how to deal with customer objections;
• build strong and long-term relationships with customers.

There are only 3 factors that affect the sale: need, value and motivation. They are related to the personality of the client, and the success of the transaction depends on understanding this personality. When interacting with different types of buyers, you will need flexibility in choosing the style of communication.

What is important to remember when working with a client:

• in life, representatives of the “pure” type of client in sales are very rare;
• there is no “bad” or “good” buyer;
• the process and success of a sale always depends on the circumstances, and they are never the same.

Starting to communicate with a client, it is necessary to understand well the characteristics of his personality and, focusing on them, build communication. It is important to recognize the psychotype of a person, to understand how to respond to one or another of his features that will manifest itself during communication, and to be ready for interaction.

Those who know well the power of their influence on others are more persuasive. And who is more convincing, he sells more. Knowing the types of customers in sales will allow you to quickly build relationships, understand what a person needs, and tune in to his wave - these are the most important tasks for a good manager.

The sale consists of the following steps:

• start a dialogue;
• now you need to define the type of customer in sales;
• then tune in to his wave;
• make contact;
• turn a person into a buyer: make a deal.

How to tune in to the same wave with any type of client in the sale:

• communicate in the same manner as he does;
• take the same postures;
• use similar gestures;
• when talking, try to imitate the intonation and timbre of the client's voice;
• your clothes should be in harmony with the person’s clothes, or at least not differ much from it.

When your client is a company, you need to know exactly who is the decision maker in it - the decision maker. It can be a manager, a logistics agent, a department head. It is best to ask the secretary who usually knows everything about his company about who exactly is responsible for the area you are interested in.

Having clarified this point, try to find out more about the person you need: character, habits, hobbies, etc. The sooner you can determine the personality type of the person who is responsible for making decisions, the more fruitful the work will be. You need to be flexible enough to be able to easily adapt to any type of client in the sale. Never work in a pattern: thus, you will significantly narrow the circle of your customers. Even if you don't really like the decision maker, that doesn't mean you should miss out on the opportunities that come with working with them.

Types of customers in sales and their dependence on the motives of purchasing behavior

French J.F. Krolar proposed a model called Sabone, which includes 6 basic motives that influence buying behavior:

1. Anxiety. A person who is anxious wants, above all, safety. The sales motivation of this type of customer is nothing more than a need for security. He needs guarantees, the reputation of your company, documentation confirming the quality, as well as good reviews about the product. If a potential buyer is worried, it is important to focus on the reliability and safety of a product or service when selling. The product that you offer him must necessarily contribute to the creation of psychological comfort, bring a person a sense of security and tranquility - the consumer needs to be 100% sure that he made the right choice.
2. Greed. Is the buyer looking for savings? Offer various discounts and bonuses, a customer of this type in sales will respond with great enthusiasm to them.
3. Novelty. There is a separate category of consumers for whom the main motive for buying is the fact that the product has just appeared on the market. Even without a clear need for it, they choose a product only because they want to try something new. This means that a person has a high need for change, he craves fresh impressions, and you can safely focus your proposal on this. But remember that the product presented to the client must really be a novelty with original functionality or some other features that distinguish it from the product of your competitors.
4. Comfort. This refers to those forms of convenience that the buyer receives along with the purchase of the product. Comfort motivation usually works for rational people. This type of customer needs to sell a product or service in such a way that the product is simple, easy to use and has a number of purely practical advantages, for example, long service life, suitable size, delivery, additional service, etc.
5. Pride. Buyers who are driven by this motive are greedy for a prestige brand, unique products, a way to attract attention - this type of customer in sales wants to be admired by others. Therefore, products act as a kind of pass to the VIP zone, and they are evaluated, first of all, from the point of view of their influence on the rise of the consumer's social status. Accordingly, if you want to motivate the client to purchase through a sense of pride, focus his attention on these characteristics of the product.
6. Attachment. A buyer whose behavior is based on attachment will only accept your arguments that are related to his habits. Such conservatism is expressed in the commitment of this type of client in sales to a very specific style, a certain company, manufacturer. The product that you offer him should evoke pleasant associative emotions.

Business types of clients in sales: correlation of desires with opportunities

Business client type in sale is a concept characterized by different levels of our desires and opportunities that we have to make a purchase or sale.

Any manager dreams of a “good” client in terms of the most important criteria: the desire and ability to purchase a product. The ideal buyer is the one who has the intention of getting the product and the means to pay for it.

But there are no equal desires and opportunities everyone with whom we want to make a deal. One has the intention, but lacks the financial resources to purchase the product. Maybe the person gave preference to the product of your competitors, and the funds have already been spent. It happens that now the client does not want to buy anything, but is looking at something for the future. Someone has the opportunity to purchase a product, but he does not need it. Based on the desires and capabilities of specific buyers, it is necessary to correctly determine the direction of your actions and investment of resources. The main criterion should be the answer to the question: how much profit comes from this client? About 80% of your actions and resources should be spent on the buyer who brings 80% of the profit.

Allocate 4 business types of client in sales and, accordingly, the behavior of the seller with each of them:

1. There is a desire and opportunity to buy. The task of the manager here is to maintain a positive attitude of the client, and also try to find new customers thanks to him.
2. There is a desire to buy goods, but there is no such possibility. Here the seller must find out what is the cause of financial difficulties, and then offer suitable options to solve this problem (issue an installment plan, a loan, a discount).
3. Has the ability to buy, but no desire. Here, the selling side should try to convince the client, give good recommendations to the product, skillfully emphasize all the benefits of this acquisition. Positive results are brought by this way of motivating a potential buyer: offer him to use the product for a while, so that later he decides on his choice. You can also give gifts for making a deal.
4. There is neither desire nor opportunity. In this case, the main task of the seller is to change the client's perceptions of his intentions and resources, and it is also important to provide special privileges when making a purchase.

Working types of clients in sales: manager behavior

1. Purposeful client who knows exactly what he needs.

Most often, such buyers demonstrate confidence in behavior, often argue with the seller, defend their opinion with reason, usually show stubbornness and distrust. This type of customer in sales conducts conversations in a tough way, tries to impress his important person, knows the competitor's product and the product market as a whole.

How to act as a manager:

• argue your own position, which should be based on undeniable facts;
• it is important to fully control your emotional state;
• listen to such a client most carefully.

1. The omniscient client who thinks he knows the product better than the seller.

This type of buyer will go out of their way to outsmart the manager. He tries to demonstrate exceptional knowledge, teaches you your own work, uses inappropriate objections, tries in every possible way to catch the seller on a mistake in order to accuse you of lack of competence.

How to act as a manager:

• strive to maintain control of the emotional state;
• use only facts as arguments;
• a good option for working with such a client is to involve him as an expert;
• It would be appropriate to compliment this buyer.

1. Loving to talk.

This type of customer in sales is very fond of talking and joking, he has a well-developed sense of humor. Such a person is quite friendly, he is disposed to contact the seller, quickly and willingly makes contact. He is trusting, and strong arguments can easily convince him.

How to act as a manager:

• to interrupt the verbal flow, it is recommended to ask such a client more questions (preferably closed ones);
• if the buyer is distracted by other topics, you should return him to the discussion of the main transaction;
• strictly adhere to the topic of conversation.

1. Indecisive client who can't make a choice.

This shy type of buyer is full of doubt and anxiety. He is suspicious, and it is very difficult for him to make decisions. Such a consumer is often looking for pitfalls and flaws in the product, and even when the offer to complete the transaction has already been accepted, he continues to be tormented by doubts.

How to act as a manager:

• show the benefit and the benefits that the client will have when he makes a positive decision to purchase;
• it is necessary to be patient and firm, not to deviate from one's position;
• draw the attention of the consumer to those of his losses that will arise if he delays making a decision;
• It is important to work out all the objections of the buyer.

1. Uncommunicative (taciturn) customer.

This type of client will be reluctant to answer your questions, either in monosyllables or in silence. You may get the impression that he constantly has to think about something, that he is overly preoccupied with the choice, uncommunicative, critical. In addition, this buyer constantly asks counter questions instead of answering yours.

How to act as a manager:

• show kindness;
• ask different types of questions, open and closed;
• use a pause for the client to start responding;
• conduct a detailed presentation of the product, demonstrate all the benefits, emphasize the positive characteristics of other consumers;
• consider the speed of thinking of the buyer (allow time to think everything over).

1. Disputing Client always disagreeing with the seller.

In response to all your suggestions, this type of buyer will give endless arguments why this product will not suit him. Distrustful and suspicious, a person is sure that he is being deceived or is going to do so. He does not like to take risks, and any changes for him are a potential threat. Basically, this type of consumer has a negative attitude.

How to act as a manager:

• remind him of positive experiences in the past;
• calmly discuss any objections that arise during the conversation;
• keep a positive mood, be friendly;
• prepare weighty arguments to justify your position;
• refer to expert opinions and statistics.

1. impulsive client prone to negative expression.

This buyer argues often and a lot, is easily irritated, can show aggression and anger, and is also very easy to hurt and offend. Victory at any cost is important to him by all means, and he will reckon only with the only correct opinion - his own.

How to act as a manager:

• listen carefully to such a client;
• pay attention to common interests, to those moments where you can come to a single agreement;
• control your inner emotional state, be friendly and positive;
• adhere to service standards;
• argue strongly, give only facts;
• do not take the negative words of such a person personally.

1. Positive customer, he is interested in purchasing your product or service.

This buyer is characterized by a positive attitude towards sellers, the company, and the product. A manager for him is, first of all, a person who, with a high degree of probability, will help him. The mood of such a buyer is constructive, he is interested, decisive, self-confident and focused on the purchase. Interacting with the sales person, he asks about the company, about the product, listens carefully.

How to act as a manager:

• show a friendly attitude and be interested;
• argue your words, even if the client seems to agree with you in advance and demonstrates his trust;
• it is best if you prepare in advance for the questions that the buyer may have.

Types of customers in sales in relation to the seller

"Positive"- the most loyal customer. This person is friendly, open to communication and is the most pleasant of all types of sales customers that you can meet. He really needs what you present, or at least he is interested in the subject of your dialogue. But, alas, such a buyer is very rare.

"Negative"- he is overly sociable, constantly dissatisfied and in claims, including complaining even about personal problems. This person is not at all happy with the purchase, incessantly grumbling at everyone. This type of customer in sales is most common.

A potential buyer called " negative-positive” is similar to the “negative” type. This person will be naughty and dissatisfied, but a skillful approach on the part of the seller can turn him into a “positive” client with whom to work.

Buyer type, referred to as " hassle”, at first glance it is easy to confuse with “positive”. At first, he willingly enters into a dialogue and contacts with interest, but later it turns out that the person is not going to acquire anything. Such a buyer simply robs the manager of his working time, which means money. This type of customer in sales needs to be able to recognize and respond accordingly. Don't let him waste your nerves and precious time.

What are the types of clients in sales in terms of psychology and how to work with them

In the context of psychology, types of customers in sales are considered in terms of their personal qualities, individual emotional baggage, with their feelings and desires. The individuality of a person, of course, affects the purchasing behavior. You need to be able to determine the psychological aspects and subtleties of personality that are characteristic of different types of clients, and use them in your practice. So, the emotional types of buyers are as follows:

1. Analyst.

Characteristic. This psychological type of sales client will question you a lot about the case. He evaluates the sellers, checks the facts, clarifies, sometimes criticizes. It can be identified by the following features: a quiet voice, a firm handshake, a remote location, restrained gestures. The seller must demonstrate his own competence, not be distracted from the essence of the matter in the conversation, and confidently present weighty arguments.

How to act as a manager:

• State your thoughts logically and systematically.
• Speech should be slow.
• You need to present the facts and be able to prove them.
• Draw the whole picture of what is happening.
• Be consistent.
• Do not rush the client so that he makes a decision faster.
• In clothes, choose conservative things in dark shades.
• It is not worth taking the upper hand over the client, your dominance here will be inappropriate.

1. Emotional client.

Characteristic. This person speaks quickly and convincingly, he has a loud voice. He is straightforward, positive-minded, his clothes are usually bright colors. The emotional type of customer in sales often breaks promises, shows up at meetings and makes instant decisions without discussing them.

How to act as a manager:

• Give such a person new ideas.
• Inspire this psychological type of client in sales to action.
• Motivate your offer.
• Refer to generally accepted opinions.
• Give the interlocutor the opportunity to speak.
• Stay confident.
• Get straight to the point.
• Show everything clearly, state the details in writing.
• Speak loudly and clearly.

1. harmonic client.

Characteristic. The psychological type of the client in sales, which is called "harmonious", will listen to you carefully, avoid conflicts, he is not official. At the same time, he is not particularly interested in the characteristics of the product that he is offered, such a buyer is extremely subjective. The seller should try to be as open and friendly as possible.

How to act as a manager:

• Speak slowly.
• Ask personal questions.
• Extend your hand to the person to say hello.
• Be cordial when talking.
• Behave in a professional manner.
• You must inspire confidence in the buyer.
• Offer your help.
• Be consistent.
• If you want to help, please point it out.
• Show your interest.
• Don't push or be too pushy.
• Do not push, do not rush the buyer.

1. Purposeful client.

Characteristic. Such a person cannot stand advice, as well as mistakes. He is a very attentive listener. You can identify the purposeful type of customer in sales by the following features: a loud voice, an interested look, and sometimes unrestrained behavior.

How to act as a manager:

• It is worth preparing as carefully as possible for the conversation.
• Be concise.
• It is important to stay energetic and get straight to the point.
• Keep being a real professional.
• Offer the client a choice.
• Be persistent.
• Emphasize how relevant your offer is right now.

Types of customers in sales depending on temperament

1. sanguine.

A sanguine sales client will be active and outgoing. He likes to take on multiple projects at once, but often fails to complete them. Having agreed with a sanguine person about some business, know that something else can easily attract him, then interest in you will disappear, and he will most likely not keep his promise.

Sanguine people are distinguished by the following features:

• They are open to communication, like to talk often and a lot.
• Punctuality is not their trump card They also rarely finish what they started.
• emotional, gesticulate a lot.
• Such people often boast and exaggerate, when talking, focus on their person.
• They find it very difficult to say "no" It's easier to promise and not deliver.
• "Shirt Guy"- it's about the sanguine. After a few minutes of communication, they talk as if you know each other very well.

How to act as a manager:

• Set time limits. When your conversation begins to drag on due to the talkativeness of the sanguine, announce that you still have just a couple of minutes to discuss the issue, and then you need to go to an important meeting.
• Praise sanguine, admire some of his dignity (real, not fictional, no need to flatter). A compliment for this psychological type of sales customer is a favorite drug.
• Listen such a buyer, although it may not be easy. Otherwise, your competitor will.
• In a situation where a person still cannot decide on the purchase of your product or service, just ask his, looking straight in the eyes: “What exactly is preventing you from making a decision now?” or “Why are you not satisfied with our proposal?”.
• Do not start conversations on abstract topics, otherwise you will get lengthy arguments on an unnecessary question.
• Be enthusiastic. Representatives of this psychological type of sales customers adore cheerful and energetic people.
• Tell the sanguine what's important to you cooperate with him. It is pleasant for a person to feel significant - so give him such an opportunity.
• With this psychological type of customer in sales, it is important not to procrastinate. While his enthusiasm has not yet dried up, conclude an agreement, discuss everything that is needed. You need to remember that he very rarely finishes what he started. And if half of the project, according to the sanguine, is already completed, then for the manager, half is the absence of a sale.

1. Choleric.

The choleric type of temperament makes its owner excitable, explosive, energetic, touchy, groovy, but at the same time quickly outgoing. When he is happy, he is insane, when angry, he is terrible. When speaking, he often acts harshly and even harshly.

Cholerics are distinguished by the following features:

• They are very complacent. Sometimes their behavior can be described as arrogant, even boorish.
• Excessive demands on others- their feature, they are really very difficult to please.
• They think they're the only ones right. There are two opinions - theirs and the wrong one. They will listen to you, but don't expect attention. They think that they already know everything they need.
• Hatred for details: choleric perceives everything in general terms. And the little details make him nervous.
• Impatience - they need everything and immediately.
• They usually don't care much about price.. Fighting for a penny is not in the style of choleric people. Better they send their deputy to get everything they can out of you.
• Want to be better than others. If competitors have purchased an advertising space of 10 by 10, the choleric person will definitely order an analogue - only 20 by 20.
• They crave novelty fall for them. The latest version of the phone or car is not yet on the local market, but these people have it in the first place. They are designed for sentences with the words “new” and “improved”.
• Often the motivation for the purchase is exclusivity and prestige, as among their main priorities are the recognition and respect of others.

How to act as a manager:

• Be confident! You will become embarrassed - the choleric type of client will not respect you. This is the only case when you need to respond to a verbal slap in the same manner. For example, a buyer may tell you: “My minutes are expensive,” to which you need to answer: “With all due respect to your time, mine is not cheaper.”
• Long and detailed explanations are inappropriate with a choleric, because he is primarily interested in the result, the benefit.
• speak directly, be distracted by other topics and you should not pull. Your potential buyer is at risk of losing customers, he is bypassed by competitors, he may miss a unique opportunity - tell him that!
• Do not argue with the choleric. If you tell this type of client that he is wrong, then he will never agree with it. In the event that your points of view differ, ask in the form of a clarifying question for details, for example: “Where did you get this information from?”. Defend your position with reason, refer to the company's positive statistics and satisfied customers. You can use the phrase: "95 percent of regular customers of our firm confirm ...".
• It is worth demanding that choleric people make a decision as soon as possible They tend to be accustomed to acting in high-speed situations.
• It is advisable to suggest, how your product will give the client the opportunity to get ahead of the competition: "You will be one of the first to have ...".

When you're working with a choleric type of sales customer, you need to give them time to calm down - contact the customer in two days and talk more discreetly this time.

1. Phlegmatic person.

Balanced, calm, slow phlegmatic people are often called "brakes". A trifle will not stir them. All actions are measured and measured. With this type of client in sales, work is carried out systematically and accurately, gradually. As a stone is sharpened by water, so the seller should communicate with a phlegmatic person. Be for him this very water.

Phlegmatic people are distinguished by the following features:

• To make a decision, he facts and calculations are required.
• This type of sales customer sincerely believes that he can figure it all out(find the tricks).
• To make a decision, they there must be complete clarity in the head. That's why they ask so much of you. Arriving at the store, these buyers may ask for instructions and will carefully read it.
• Indifferent to innovation, phlegmatic people are looking for what is reliable and time-tested.
• Often safety is the motive for buying and reliability.
• Before making a decision, they need to think it over carefully.
• Outwardly, phlegmatic people are not emotional, hide feelings, the expression of their faces most often remains unchanged. These are logics. They are not interested in the emotions of others, coquetry and ingratiating smiles with them will not bring any sense.
• They are comfortable with documents, equipment and calculations.

How to act as a manager:

• Can't hurry, it is better to help a representative of this type of client evaluate all the advantages and disadvantages of the product.
• Provide accurate data, statistics and calculation. Let the facts speak for themselves.
• It is useless to cling to this person with emotions.. A wide smile and enthusiastic stories about the merits of the product simply will not work on him.
• Build on your satisfied customers who have already tested the product or service. Provide a list of these people with written feedback about working with you.
• You must be ready to back up your every word with evidence.

Melancholic.

This type of customer in sales is clearly not the most communicative person. He may have doubts, indecision. They say about such people: "Gloomy, depressive and slow." At the same time, they are endowed with a high degree of sensitivity and are very susceptible.

Melancholics are distinguished by the following features:

• This type of customer in sales is very sensitive to failure.. If someone let them down, deceived them, they remember this for a very long time.
• Sensitivity and attentiveness. When they need to make decisions, melancholics rely on feelings. They are sweet and pleasant during a conversation.
• The most important need melancholic - to be understood.
• Try to avoid risk, very careful and careful. They don't rush themselves, and they won't rush you either. They are not characterized by hasty decisions.

How to act as a manager:

• Locate such a person to yourself, inspiring confidence. Until the melancholy type of client begins to trust you, he is closed and intractable. Show genuine interest in his business, ask questions, and listen carefully to what he tells you. Don't interrupt, be patient.
• Offering a melancholic to take risks is not worth it. Phrases such as: "Let's check", "Do not take risks - do not drink champagne", you will only scare him away. These people need to feel the security of the conditions that are offered to him: "You are not at risk here, and here's why ...". It is necessary to show that the buyer has nothing to worry about, that working with you will be easy and safe for him.
• Never need to rush this type of client is in sales, otherwise you will only make him nervous and arouse unnecessary suspicion. When the melancholic says something, listen to him. Talkativeness is not his characteristic feature, but he needs to discuss some abstract issues before moving on to business.
• When it's necessary, reinforce your beliefs with the phrase "I personally". For example: "I will personally check this moment." It is important for the melancholic type of client to trust you as a person.
• Share with him his emotions. For example, a potential buyer is not completely sure, is not calm and admits it. It is important to say that you understand him: “I would think the same if I were you. However, these fears are in vain, because ... ".

And do not even try to hide anything from this type of client in sales, otherwise minor shortcomings will become much more significant for a person than they really are.

In fact, there are many different classifications to which buyers belong. Today we will look at the psychological types of customers, consisting of 7 common categories in live communication or on incoming calls. Understanding the typology of the person in front of you will help you quickly, achieve mutual understanding and successfully complete the sale.

Types of customers in sales

1. Chatterbox

These buyers visit various outlets with only one purpose - to communicate. Talkers or, as retailers also call them, “brainheads” kill your time with questions and conversations, but they never buy anything.

It is difficult to get rid of such a client, because as soon as he finds "free ears", the stream of words flows without stopping.

How to work with this type of buyer? Seize the initiative of the conversation and ask closed questions that require a one-word answer "yes" or "no", then summarize the results of the conversation regarding the prospect of a deal, for example:

• Will you watch this model?
• Are you interested in.. (type of service)?
• Is this option right for you?
• We make out?

When it comes to making a purchase, talkative customers tend to backtrack immediately.

1. Lazy person

Such people come or call the office for various minor issues that can be resolved on their own.

They simply do not want to solve the problem themselves if they can contact your company, where all issues will be resolved by managers.

Such buyers do not like to use self-service services, online banking, preferring to call the hotline.

How to work? It is important to teach this client how to use various services on their own, talking about the benefits and benefits, even if he does not want to:

• “Why did you spend time (money) on a call if it can be done in 2 minutes…”
• “Now we will help you get a password from your personal account, because it is much faster to do it through the site ...”, etc.

1. Child

Such clients cannot make a decision for a long time, constantly change their minds, and get nervous. They either want everything at once, or they don’t know what they want at all.

How to work? Summarize the vague chatter of an immature client in clear, objective, short sentences:

• “Did I understand correctly from your story that you need .... (list)? Then this model will suit you, as it is the best (the best, comfortable, beautiful, fashionable, etc.) and meets your wishes.
• “All of these options will suit you. I'll take the keys now, make your choice."

1. Beggar

This type of buyer is focused on benefits - an additional discount or gift. He not only wants to achieve a solution to the problem, but to do it “for free”. But at the same time, it is very difficult for him to part with money.

It is better for such a client to offer a product that comes with an additional gift or for which you can make an additional discount. At the same time, it is important for him to provide a clear, confident presentation in a positive way. It is recommended to make a discount last and in the case when you no longer have options to “squeeze” the client. It is better to ask open questions, emphasizing the benefits:

• “I have given you the best deals. Where shall we stop?"
• “The first model is cheaper, the second is from a well-known manufacturer. What is more important to you?"

1. Manipulator

This type of buyer likes to always be right. If you say or prove that this is not the case, he may use psychological pressure or insult you.

However, this emotional type of customer has one significant advantage - such people, as a rule, know what they want and quickly make a purchase decision.

How to work with such a client? For these visitors, the professional training of the manager, the confident look and tone of conversation are extremely important.

Phrases are of the following type:

• "Now let's solve your problem."
• "The best way out is..."
• “I will offer you several options, and you already choose the right one. Fine?".

1. Scammer

Worst type of client. Such a person is ready to lie and deceive in order to get a benefit - for example, free repairs or compensation. Some representatives of this category of customers try to distract the seller and commit theft. They often work in pairs, making sure that the specialist remains alone on the trading floor.

How to work? Be very attentive while showing a friendly attitude, and clarify further intentions:

• "Do you just want to see or buy?"
• “We can do (such and such), but it will take several days. Will you wait? etc.

1. Negative

This comrade is always dissatisfied with everything. He complains about the quality of your product, dissatisfied with the services provided, officials, wages. He is looking for a person who will listen to all this "vinaigrette" in order to get psychological relief. A manager who encounters a negative type of client will have a hard time.

How to communicate? Try to abstract from the negative, but observing, and let the client speak out, remain calm, pretend that you understand him perfectly. The following phrases can be used:

• "Let's solve this problem together..."
• “I will definitely pass this information on to the manager, and we will find a solution”
• “Your question can be solved in three ways. This…"

Now you know what different emotional types of customers come into your store. All of them require a special approach, patience and attention in order for the transaction to take place. Read the possible links.

You will learn other types of clients in sales from Maxim Kurban's training:

Many of us have probably noticed more than once that the same words, arguments, evidence given to different people cause completely different reactions. It is no secret that this is caused by various psychological types, into which all people are divided. The same manner of speaking can both inspire trust and rejection among different clients.

For a realtor, as for any “salesperson” (and it doesn’t matter what you are selling - a product or a service), you need to know how to determine the psychological type of a client and be able to focus, adjust your speech, your behavior so as to be as convincing as possible for your interlocutor.

Let's see what psychological types of people exist, how they are characterized and how they differ from each other. In general, human behavior can be divided into 4 main psychological types. In psychology, these are: sanguine, choleric, melancholic, phlegmatic. The famous Swiss scientist K.G. Jung divided a person into: the thinking type, the decisive type, the feeling type and the perceiving type. In the practice of business coaches in sales, clients are divided into: pragmatic, friendly, sincere and competent. There is also such a classification of people: analytical, purposeful, harmonious, emotional.

In general, whatever one may say, whatever you call it, but basically human behavior is divided into 4 main types.

Let's see what characterizes each type. Since the realtor is closer to the world of business, and not science and psychology in particular, I will use the names of psychological types that are typical for business, are more understandable and better characterize clients.

1. Choleric, Decisive type, Purposeful, Independent, Pragmatic, Aggressive. For this classification, I would designate this category of clients as independent, aggressive. Such clients have a strong character. They are characterized by the words: strong, confident, rude, categorical, proud, ambitious. Stubborn and quick-tempered. They speak loudly. They have a firm handshake. These people are result oriented. They almost always know what they want. The interlocutor also appreciates focus on results, composure, punctuality. When communicating with their “mirror” reflection, they can get annoyed, because. the interlocutor can just as rigidly defend his views. They love helpfulness, but they do not like advice. They carry themselves very confidently. They often turn out to be competent people with high social status. The intonations of the conversation are patronizing, they immediately try to “put pressure” on the interlocutor, to dominate the conversation. Often they try to “knock out” for themselves any benefits, discounts on the price or percentage of the commission, although, as a rule, they are not limited in money.

How to work with such a client? Offer the very best. They need prestige, recognition, respect. Stay confident. They need to be required to make a decision as soon as possible. Such clients can "throw", because. respect only themselves. Remain calm when dealing with such a client and take into account only the facts. In a conversation, operate only with specific figures and verified facts. Clothes in neutral tones. Such clients require CONTROL, POWER, PRESTIGE. Weaknesses include - the ability to run into failure, not careful enough, "push" others.

2. Melancholic, Sincere, Feeling type. You can call these clients Sincere. Such clients are characterized by the words: systematic, helpful, polite. These people are very friendly, they can offer their help, they are very attentive, sympathetic. Seeking understanding. All failures are accounted for. But very vindictive. Avoid risks, never be in a hurry.

How to work with such clients? With such clients, you need to win their trust, but not go too far, be patient. Ensure personal participation in solving their problems. Gentleness in communication is required, to support them in feelings and emotions. There should be some emotional, bright details in clothes. Such clients need UNDERSTANDING, SAFETY, TIME. Weaknesses include the fact that such people avoid risk, avoid conflicts, and are owners.

3. Sanguine, Communicator, Friendly, Receptive type. Friendly. Such a person is characterized by the following words: contact, attractive, enthusiast, energetic, active, bouncer. These people want to be in the spotlight, can exaggerate, avoid conflicts. They agree with everything. They don't take responsibility. Afraid to say no. They are not punctual, they do not complete the decision. Such clients easily part with money, pay a commission.

These clients are to be commended. But do not flatter!!! Set time limits. You can joke with them, tell jokes. These clients need to feel important. With such people, you need to be careful and patient. Such clients need RECOGNITION, APPROVAL, THEY LOVE TO TALK. Their weaknesses include lack of punctuality, bias, failure to complete things.

4. Phlegmatic, Competent, Analyst, Thinking type. You can call such a client - Analyst, Competent. Such a person is characterized by the following words: neat, modest, smart, suspicious, reserved, conservative, boring. Such people need complete clarity on the issue. They are reluctant to change their minds. Not emotional, do not like pressure. Ignore other people's feelings, pedants, love order in everything. Operate with exact numbers. Make informed decisions.

How to work with such clients? Such customers require full specifics on the proposed product or service. They need to show all the pros and cons. Moreover, all the shortcomings must be indicated at the beginning of the presentation. It requires careful preparation before the meeting, the availability of evidence and recommendations. Dress conservatively, in dark colors. Express your thoughts clearly, speak slowly, without rushing. Don't push. Give the client a complete picture, be consistent and logical. Such clients require CLEAR WORK, TIME, FACTS. Weaknesses include rigidity, excessive criticality, slowness.

After you have entered into a dialogue with the client, try to determine what type your client is. Tune in to the "wave" of the client. Set up a contact. And make a deal

How to tune in to the "wave" of the client?

• You need to start talking in the same manner as your client;
• If possible, take the same position as the client;
• Use the same gestures;
• Try to change the timbre and intonation of the voice to something like the client’s;
• At the next meeting, the clothes should be in harmony with the clothes of the client.

This technique is called "Reflection". And this technique is not suitable for the first type of clients "Aggressive" in our classification.

We can stop here, although we can continue this topic for a very long time. I hope the information in this article has helped you in your workJ