The Importance of Knowing your Customer: Selling to an Introvert

Association of Strategic Marketing
October 14, 2013 — 3,253 views  
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Everyone knows that selling is an art. However, selling is increasingly emerging as a skill where the seller needs to know that different types of customers have different buying preferences. For instance, introverted customers, who form a smaller percentage in the market, need special attention. So, sellers must understand the unique preferences of the buyers. 

Four Main Types of Buyers

Sales strategies must take into account the four main personalities that all buyers can be divided into. Each of them has unique characteristics that may help determine the appropriate strategy suited to each of them.

Extroverts are sociable who are proactive. They talk and will often let you know about them readily. They are open and express their opinion. They are easy to get along with and access information from. They are expressive with good voice inflection and volume, and make good eye contact. The introverts on the other hand are quiet and may not initiate conversation. Their voice is soft, eye contact is low, and they often pause while conversing and often go inside to check information.

Yet another category of buyers are thinkers and feelers. A thinker is logical and his buying decisions are made on facts, statistics, price, and comparisons. The feeler goes more by instincts, comfort, style, and how others will feel about their buying decisions. 

Tips for Selling to Extroverts and Introverts

While selling to an extrovert may not be as difficult, as most sales people get along well with extroverts, selling to an introvert might require considerable skills. It is easy to sell when your wavelength matches with the buyer. Extrovert buyers are often like sales persons--who are usually extroverts. When dealing with an extrovert buyer, it is best to let them speak without interrupting them. Match your voice with theirs and be enthusiastic. Your body language should be relaxed and eye contact should be constant. Be friendly with them.     

When dealing with an introvert buyer it is best to slow down in speech, voice pitch, volume, and variety. Don’t act phony. Move along with them and be careful not to encroach upon their private space. They often introspect to process information, give them space and time to think. Avoid too much eye contact and don’t interrupt them. In other words, make them feel comfortable.

Tips for Selling to Thinkers and Feelers

No unique set of sales tips will apply to everyone alike. You have to think of different strategies when dealing with different personality types. What applies to an extrovert will not work in the case of an introvert. Similarly, what applies to thinkers will not work in the case of feelers.

When you are dealing with a thinker, you have to think like a thinker and get into their shoes. You must remember to be to the point. They don’t like fluff. You must be concise and brief. Your answers must sound logical and you must appear to be business-like in your approach. You must be clear with facts and statistics and be ready to answer exactly as the information requested. 

Logic and facts don't go well with feelers. Feelers are strong with their feelings. They are like impulse buyers. They must be in the right mood to make the purchase. So you need to be friendly and personable with them. You must be able to explore their feelings.

Association of Strategic Marketing