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Last updateWed, 20 Sep 2017 7am

Brian Barfield

Lifting the veil: selling a Guarded Customer

Last month I shared with you the four basic customer types - Simple Minded, Demanding, Analytical and Guarded. Every customer that you meet will fall into one of these four categories. Understanding who these customer types are will allow you to meet their needs and give them the ultimate experience they desire. Once you are able to do this, a bond of trust is built that allows these customers to become the foundation of your most loyal customer base. This will eventually lead you to a lasting success.


The four basic customer types

Over the years we have been trained to understand the four basic personality types. Some use animals such as lions, monkeys, giraffes and turtles; others use Dominant, Expressive, Amiable and Analytical. These training methods have been very effective in understanding your customers and teaching you how to meet their needs. However, times have changed and with it so has the world around us. What we find is that the pressures of the modern day world can often alter many of our customers’ personality types. No one ever seems to be the same at all times. Without a clear understanding of this we find ourselves failing to meet our customers’ needs by using basic personality training. It only takes one bad experience to lose a customer for life.

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