Making Your Mind Up?

It’s Okay, I am not about to burst into that Eurovision classic, I am simply reminded that sometimes it is really hard to distinguish individual customer personalities.

Should this be an integral part of the sales process?

Do we think about it unconsciously or do we simply walk out of a meeting or put down the phone and think two thoughts.. lovely or moody?

Which one of those two are best?  or are we selling our selves short by not taking the time and effort to understand how our customers buy from us?

When we have been faced with a difficult customer, have we walked away or thought logically about how to handle the situation and the personality concerned.

I have seen so many different comments over the years where colleagues have left notes on the CRM system, suggesting  certain customers personality traits – most of which have been  unfavourable.

Why do we do that? why do we make assumptions about people ? They may have been having a bad day, or been stuck in traffic. Maybe they are genuinely cantankerous – but believe me there is always a way of dealing with clients with any personality type.

Firstly we need to identify personality type. Take you, your personality can best be defined by the effect you have on others and is the manifestation of your attitudes. Therefore, it is vital that your attitude to others is always acceptable to others especially is relationships either in business or social are going to be positive.

Two key factors that reveal a persons attitude towards others:

  • Responsiveness : The desire to make a friend
  • Assertiveness: The desire to control other people.

Everyone has different degrees of both responsiveness and assertiveness, it is difficult, without asking each of your customers to take a test to define which, however, it is possible to through observation and listening to estimate the degree of each.

There are four distinct personalities:  

  • Amiable
  • Expressive
  • Analytical
  • Driver

If we look at the mixtures of each we start to build a picture of the different personalities:

Amiable,Expressive = High responsiveness ( warm, relaxed, informal)

Expressive, Driver = High assertiveness ( no time, uses people, goal driven)

Analytical, Driver = Low responsiveness ( formal, guarded, proper)

Amiable, Analytical = Low assertiveness (excess time, serves others, hides behind work)

The first evaluation you will ever make, either face-to-face or on the telephone is the clients responsiveness. The warmth of their personality, this will be key to working with them.Try to measure this warmth on a scale of 1-10 and mentally plot it……..

On our The Psychology of Decision Making course we take this a stage further and look in depth at the buying patterns of the individual personality groups together with a coping strategy for each.

For further information on this and our other range of courses please visit the store or email us.


Written by Anita-Clare Field

About the author

Anita-Clare Field

Leave a Reply

You must be logged in to post a comment.