The Customer Profile: Who Are You Selling To?

A customer profile can be incredibly useful as a guide to ensure your business is looking for (and finding) the people most interested in what you have to offer.


January 19, 2024


Insights, Global

In every relationship, it’s essential to be seen, heard, and valued. And in your customer business relationships, it is just as crucial for the health and longevity of the connection that both parties feel seen, heard, and valued. Reciprocity is critical in all relationships – it’s a two-way street. While some customers may research before making a purchase and others will not, it is vital to the customer service experience and your coveted brand loyalty goals to know the customers to whom you are selling your product or service.

First and foremost, customers are people. They are parents, executives, beloved family members, students, siblings, athletes, musicians, and so much more. Aside from who they are and what they do for a living, businesses need to know how their customers prepare to make a purchase. To be a good sales representative who gets the sale every time, converts the prospect, and strengthens connections with current customers, they need to know who they are selling to from a psychological perspective because every buyer is different and spends their money differently.

Consider this – just as no two people are precisely the same, this is also true for your customers. Therefore, it’s important to treat each customer uniquely. So, how can a sales representative identify their customers? Most sales representatives will come across four types of customers. Below, we have listed each profile type and how to identify them.


The Analytical Customer

This particular customer is highly logical and has a keen attention to detail. They may sometimes seem indecisive, but this is because they prefer to gather and review relevant data before making any critical purchasing decisions. This customer is not one to make impulsive purchases; instead, they make informed decisions. Therefore, be prepared to answer many questions and be patient as they take their time to weigh their options. Don’t expect them to make a purchase on the same day as their initial inquiry. Be willing to assist them throughout the entire process.


The Assertive Customer

An assertive, or driver, customer knows exactly what they want and is confident about it. They are usually straightforward in their communication and will let you know what’s on their mind. You can quickly identify such customers because they are focused and are usually on a tight deadline. You must provide them with clear and specific information about the product they are interested in. Respecting their time is also essential to make their experience a good one.


The Amiable Customer

The customers you are dealing with are friendly, kind, collaborative, and inclusive. Therefore, their decision-making process will not solely depend on their preferences but also on how it will affect others. They believe in making others happy with their purchase. They also value trust and want to build a good rapport with their salesperson before discussing purchase decisions. It might take some time to get to know them. Thus, your sales process should be as strategic and considerate as they are, as they could have a hard time deciding on their own.


The Emotional Customer

When connecting with the emotional customer, it’s important to understand that being emotional doesn’t always mean being dramatic. Some customers base their purchasing decisions purely on their feelings. They require an emotional connection with the brand or product they’re interested in and the salesperson. For these customers, it’s crucial to have an emotionally satisfying experience with your brand each time, as they tend to be loyal to both the brand and the sales representative. They may be talkative or reserved, but they often use phrases such as “I feel,” “I trust,” “I sense,” or “I am/was angry” to express their emotions.

There are several customer purchasing behaviors to consider when making a sale, but these four are common and most likely to be encountered by sales representatives. It’s crucial to identify these behaviors without making customers uncomfortable and to ensure they feel appreciated, respected, and heard, whether they make a purchase or not. After all, that’s what every customer deserves.

Psychology of Brand Loyalty 

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