All of us have our share of ‘difficult’ customers.
Instead of treating all of them to be uncooperative, sometimes “idiots” & writing them off, understand their personality type & change your sales style matching theirs!.
In the past two decades, I am fortunate (!) to have come across number of such challenging (i would say, instead of difficult) customers.
I have tried to classify them into seven types. I am also sharing with you what I did, to enjoy doing business with them.
1: Excitable types.
Typical behavior : Energetic, talkative, gregarious.
My frustration: Bounces from issues to issues, difficult to focus.
What I did: Answer many questions, focus on big-picture issues, and find creative solutions together.
2. Deliberative types.
Typical behavior: Thoroughly methodical, practical, hardworking
My frustration: Takes virtually forever to take decisions.
What I did: Provide more documentation than usual, emphasize practicality and don’t rush.
3. Judgmental types .
Typical behavior : Informed & confident
My frustration: Critical, arrogant, condescending
What I did: Know my proposal in more detail than usual, asked lot of questions, listened to the opinions he or she shared freely, and focus on results.
4. Sensitive types.
Typical behavior: Thoughtful, caring, empathetic.
My frustration: Enjoys chatting/talking, ignores cold facts.
What I did: Make the personal connection, focus on the process, and emphasize how solutions will help all the people involved.
5. Hostile types.
Typical behavior: generally angry, extremely critical
My frustration: Humiliating, insulting, won’t listen to reasoning.
What I did: Remain calm, speak in an even tone, let the customer blow off steam, restated the issues & then proposed a solution.
6. Pessimistic types.
Typical behavior: Negative, gloomy, self-effacing
My frustration: Views nothing is possible, searches for negatives in everything.
What I did: Listened actively, addressed negatives first, then offered the customer with facts; focused on all the positive aspects of a solution.
7. Unresponsive types.
Typical behavior : Quiet, uncommunicative, extremely reserved.
My frustration : Won’t reveal true opinion, avoids questions.
What I did: Ask many open-ended questions, endure & ‘use’ silence, built on small developments to take sale forward.
By Sanjay Limaye