> Types of clients and how to serve them for a successful sale - Communication Etiquette

Types of clients and how to serve them for a successful sale

Each person perceives the purchase in a different way, their motivations, their desires, and their needs may not be the same as other people's. Even when buying a product or deciding on a certain service, a purchase decision process is followed, sometimes long and, almost always, difficult to understand.

This variability is what would force companies to create products and services with as many modifications as there are people, something objectively impossible. This leads us to the need to combine this differentiation with the real possibilities of customer service and for this, one of the solutions found is to group customers, according to a series of common criteria.

It is about establishing different types of clients with similar motivations and attitudes, albeit in broad strokes.

Types of clients and how to serve them for a successful sale

Below we propose a typology of clients so that it can be used as an orientation guide. It should be borne in mind that more than a rigid pattern of customer typology, these are recommendations for the sale to be successful according to the different situations in which we can find ourselves in customer service:

The UNDECIDED client :

  1. This is a customer with many questions during the purchase process.
  2. You need to have enough information about the alternatives to the product or service you want to buy, so sometimes you go out looking for more information. The purchase, therefore, takes longer than other customers.
Way to assist you:
  1. We must not impose ourselves or be impatient.
  2. We will try to help you by showing you our products or services, summarizing the important points on different occasions.
  3. We will show you a limited range of products or services to avoid customer saturation.
Errors to avoid:
  1. We must not make you believe that your indecision is something strange given the characteristics of the product or service we are trying to sell.
  2. We must leave room for him to reflect on his decision, never burden him.
  3. Neither should we presence.

The SILENT client :

  1. These are clients who speak little but are good at listening. They don't usually show their emotions or motivations, making it difficult to know what they think.
  2. They avoid commenting on the product, but in the meantime, they often reflect on it in silence.
Way to assist you:
  1. Before this type of client we must show kindness and interest in their needs in order to find an answer, asking them a question.
  2. We can use catalogs or samples to make you participate by giving your opinion.
  3. It is important that when you speak we show you a special interest.
Errors to avoid:
  1. Never raise your voice even if you don't answer us because we think you don't listen to us.
  2. Nor should we interrupt you when you start talking.
  3. Avoid prolonged silences.


  1. He is a client with a desire to discuss.
  2. He tends to show an air of superiority with sales staff, testing his patience.
Way to assist you:
  1. We must serve you firmly and safely.
  2. Employ an assertive style knowing how to say no when necessary without being aggressive.
  3. Listen patiently, keeping calm and humor.
Errors to avoid:
  1. We will try to avoid discussions with the client, or be impressed by their sarcasm.
  2. We will not consider your criticisms as personal offenses or show any signs of fear.


  1. These are people with high personal and professional self-esteem, who believe they know all the characteristics of the product and the company.
  2. They seek to control the situation and conversation.
  3. They tend to show some superiority towards sales staff and react negatively to advise.
  4. He tends to seek praise and demand respect, displaying his knowledge and/or social status.
Way to assist you:
  1. We must assist you by providing objective data and proven facts about the product or service we are offering.
  2. Actively listen to him, showing interest in his words. Show calm and tranquility.
  3. Be assertive expressing opinions with confidence.
Errors to avoid:
  1. It is useless to try to show him that he is wrong. Neither should we express impatience or weakness, nor abruptly interrupt the conversation, because he will be offended.
  2. Do not make undeserved compliments, as this client usually distinguishes perfectly when they are compliments and when they are false appreciations.

Customer FRIENDLY:

  1. They tend to be receptive and peaceful. When conversing with him, he often agrees with us.
  2. It tends to show some indecision when making the purchase.
Way to assist you:
  1. If the decision is too long, it is advisable to summarize the aspects on which there is agreement.
  2. Emphasis should be placed on a specific offer and forcing the agreement when there are signs that it is possible.
Errors to avoid:
  1. We should not be overconfident, because if it takes too long to close the purchase, they may decide not to make it at that time due to their tendency to indecision.


  1. These are people who show a need for autonomy, order, and exploration.
  2. It does not usually express its initial interest in the purchase.
  3. They seek complete and objective information, evaluating the pros and cons.
Way to assist you:
  1. We must show calm, and repeat the argument as many times as necessary.
  2. Our argumentation must be complete and objective, also giving the client time to think.
Errors to avoid:
  1. For the purchase to finish successfully, we should not show our concern, in the face of his indecision, or pressure him to opt for the service or product we offer.


  1. This type of client enjoys conversation, sometimes telling stories of a personal nature.
  2. Go from one topic to another forgetting about the purchase itself. He tends to be repetitive in his arguments and not listen to others. Despite this, he is usually interested in the opinion of the dependents.
Way to assist you:
  1. We should try to turn the conversation toward selling if we stray from it. It is convenient to be brief in the exhibition, presenting the central points of the product or service.
  2. Likewise, we should adopt a firm attitude, taking command of the situation. It is usually very helpful to resort to the opinion of other customers about the service or product.
Errors to avoid:
  1. We must not show tiredness or boredom, break their enthusiasm, or enter into personal conversations or discussions about the client's personal matters.

Types of clients and how to serve them for a successful sale Types of clients and how to serve them for a successful sale Reviewed by communication etiquette on 8:36 AM Rating: 5

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