Identifying & Selling to Different Customer Types

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Techniques for Assisting Customers in the Selling Process

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
Your next lesson will play in 10 seconds
  • 0:00 The Different Customer Types
  • 0:30 The Driver Personality Type
  • 1:41 The Amiable Personality Type
  • 2:52 The Analytical…
  • 4:13 The Expressive…
  • 5:33 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Speed Speed
Lesson Transcript
Instructor: Danielle Reed

Danielle works in digital marketing and advertising. She holds a bachelor's degree in English and an MBA.

In marketing, there are four commonly accepted customer personality types. In this lesson, we cover how to identify and sell to different customer types, and how to drive sales by understanding customers better.

The Different Customer Types

One size does not fit all in the world of customer acquisition. In the world of sales, there are four commonly accepted personality types. Knowing these personality types and identifying them in potential customers helps drive sales. The four accepted customer types include: driver, amiable, analytical, and expressive. Let's take a look at all of them.

The Driver Personality Type

Driver personality types are goal-oriented and focused. Never take advantage of the driver personality because this type will not forgive feeling betrayed. Drivers are mainly motivated by power and respect.

Let's first look at how you could identify the driver customer. You can find the driver because of the way they speak. A person with this assertive personality type speaks in statements, not questions. This type often comes across as confident from the way they speak, the way they gesture, and their tone of voice. The driver appreciates quick and decisive sales professionals.

Now let's take a look at selling to the driver customer. Honesty, information, and preparedness are all appreciated by the driver personality type. When preparing a sales pitch or presentation for a person with this personality type, be sure to show proof for your product or service. Drivers respond well to the following in sales presentations:

  • Don't rely on emotions
  • Focus on benefits
  • Know what you are selling
  • Compare your product to the competition
  • Remain professional and efficient

The Amiable Personality Type

Amiable is defined as having a friendly or pleasant manner. This type of person finds personal connections and relationships to be valuable. If a connection is made between an amiable customer and a company, loyalty can last for years. These customers are motivated by stability and cooperation.

Like before, let's first take a look at how to identify the amiable customer. The amiable customer tends to want others to be happy, so he or she may agonize about a purchasing decision. Amiable customers may be slow to make a purchase. This personality type is likely to ask personal questions, appear calm, and be great listeners.

And, also like before, let's now take a look at selling to the amiable customer. A sales presentation to the amiable customer is unique. It involves more than just presenting the facts, but also establishing a relationship. To convince amiable customers, try to:

  • Establish a relationship
  • Show that you are an expert
  • Show you have a vision, more than a product
  • Act as an advisor
  • Listen and agree often
  • Don't overwhelm them with too much information

The Analytical Personality Type

Just as expected, the analytic personality loves numbers, facts, and measurable data. An analytical customer shows less emotion than the other types. They aren't being rude or ignoring the relationship of the transaction; they just see more value in analytics. Analytical types are motivated by logic and information.

So how do you identify the analytical personality type? This just might be the easiest customer type to identify because they immediately get down to the facts. It isn't strange for an analytical customer to have conducted research prior to reaching out to a sales professional. For the analytical customer, information is key.

To unlock this lesson you must be a Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use

Become a member and start learning now.
Become a Member  Back
What teachers are saying about
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account