IF YOU are a sales professional, you will meet many types of customers with varying needs every day.

So what are the different approaches you can adopt to communicate effectively with them?

Customers have different needs, different communication styles and a different motivation for buying.

To convince them to buy, you need to understand their personality styles and know what they are thinking.

Generally, customers can be classified into four different groups of buyers - decisive, impulsive, supportive and cautious.


These customers know exactly what they want.

They talk with great confidence and precision. They look for products and services that can help them achieve their goals.

They can evaluate a product quickly and decide immediately whether it meets their needs.

When interacting with this group of customers, focus on how your products and services can deliver the result they want.

For example, if you are selling a vitamin supplement, you might say: "This is powerful. Research has shown that these elements help to improve brain function and give you energy to achieve more in life."

Be quick and precise when answering questions from this group of buyers. Do not beat around the bush as they are always in a hurry to get things done.

Focus on the big picture and explain what the features of your product or service are, and how they will benefit your customers.


This group of customers is a salesman's dream. When they like something, they want it there and then - and they don't need too much convincing to buy.

Impulsive buyers tend to talk more expressively and are often excitable and animated. The key is to engage them.

When interacting with them, let them feel important and respected.

Introduce products that are new, trendy and flashy because these customers buy based on how they feel at that point in time.

They are emotional and buy when you make them they feel happy and flattered. So be jovial and enthusiastic when you talk to them and, if appropriate, compliment them on their style.

Emphasise how your products or services will make them look and feel. These buyers like to be in the spotlight and will be happy to buy if they think your product will impress others.


These buyers are motivated by emotional ties. They are usually more subdued and take things at a slower pace. They are nice, caring and family-oriented.

Their motivation to buy something is based on how it will benefit their loved ones.

When servicing a supportive buyer, focus on building a relationship with him.

Show that you care for him instead of trying to sell him your products. Spend a bit more time to build the relationship and trust.

Emphasise how your products or services are useful and will be appreciated by his family or friends.

For example, you can say: "This massage chair will be a great present for your wife's birthday. You say she often feels tired after a long day - this will help her to relax. She'll love you for it!"


This last group of customers is very analytical and cautious. They want details and are critical thinkers.

They want to see that the products or services you are selling have proven track records.

They are slow buyers and spend a lot of time evaluating all their options.

To convince a cautious customer, show him lots of facts and figures, scientific studies, newspaper reports or customer testimonies.

Spend time explaining the features and benefits of your product or service and answer all his questions patiently.

Then, give him time to think it through. Explain the after-sales support he can expect because he will worry about that too.

Do not rush him, as he will be put off by any hard-sell tactics.

In summary, remember that customers have different reasons for buying.

It is very important to identify their motivation and apply the appropriate techniques to convince them that your product or service is exactly what they want.