Customer typology: how to sell even more easily?

What is customer typology and why is it important in sales?

Customer typology is a segmentation method that allows a better understanding of different shopping styles, preferences, and needs of various customer groups. In the context of sales, typology is extremely important because it enables more effective adaptation of offers and communication strategies to customer expectations. This allows salespeople to not only increase sales but also build stronger and long-lasting relationships with customers.

Typology applies not only to individual customers but also to entire organizations and market segments. Understanding these groups is crucial for effective sales activities, especially when considering popular typology models such as DISC.

The concept and typology of market segments – the key to sales success

Market segmentation is a process in which customers are grouped based on specific common characteristics, such as age, lifestyle, shopping preferences, or product expectations. The concept and typology of market segments in sales aim to tailor offers to customer needs, increasing the efficiency and effectiveness of marketing activities. Segments can be created based on different criteria:

• Demographic segmentation – based on age, gender, income.
• Psychographic segmentation – considering personality traits and lifestyle, allowing a deeper understanding of shopping preferences.
• Behavioral segmentation – based on shopping behaviors, such as purchase frequency and loyalty.

By knowing the specific needs and expectations of different market segments, brands can adjust their messages and sales strategies to better reach their target audience.

Customer typology according to DISC: matching the shopping style

One of the most useful tools for customer typology is the DISC model, originally developed as a personality analysis model. DISC categorizes people into four types: dominant, influential, steady, and conscientious. In sales, these types help understand customer shopping preferences and needs:

• Dominant type (D) – customers who value specificity and speed. They prefer products and services that bring immediate results and make quick purchasing decisions.
• Influential type (I) – sociable individuals, open to new experiences, and eager to share opinions. They prefer brands that evoke positive emotions and actively engage in brand interactions, for example, through social media.
• Steady type (S) – customers who appreciate calm and stability. They are usually loyal to selected brands and expect long-term relationships, preferring offers that meet their needs permanently.
• Conscientious type (C) – individuals who require detailed information. Before making a purchase decision, they carefully analyze options, making them most attracted to offers with comprehensive descriptions and precise data.

Knowing the DISC typology allows better adaptation of communication styles and offers to the specific needs of each customer type. Adjusting to customers’ shopping styles can significantly impact sales effectiveness.

Organization typology – how different structures affect the purchasing process?

Customer typology also includes the analysis of organization typology. In the case of business clients, understanding the structure, organizational culture, and decision-making processes is crucial for effective cooperation. Different types of enterprises may have varying purchasing needs, and their preferences often depend on industry specifics, company size, and decision-making methods.

• Small and medium enterprises (SMEs) – often look for flexible solutions and prioritize quick implementation.
• Corporations – have complex structures, and their purchasing processes are longer and multi-stage.
• Start-ups – prefer innovative products and services that help them stand out in the market.

By understanding how different types of organizations approach purchasing, salespeople can adjust their strategies and better respond to the needs of business clients.

Conflict typology in customer relationships – how to prevent them?

Conflicts often occur in sales. Conflict typology is useful for analyzing problematic situations and resolving misunderstandings. Conflicts can have different sources, arising from a lack of understanding of customer expectations, differences in information interpretation, or communication issues. The most common types of conflicts include:

• Communication conflicts – resulting from misunderstandings or errors in information transmission.
• Expectation conflicts – when a product or service does not meet customer expectations.
• Relational conflicts – stemming from inappropriate approaches or a lack of understanding of individual customer needs.

Understanding the type of conflict helps respond more effectively and build long-term relationships based on trust and respect.

How do customer typology and market segmentation influence loyalty?

Applying customer typology and market segmentation enables better customization of sales efforts to different customer groups. For example:

• Steady type in DISC – typically more loyal, preferring long-term relationships with a brand.
• Dominant type – their loyalty depends on the competitiveness of the offer.
• Influential type – appreciates personalization and direct interaction with the brand.
• Conscientious type – remains loyal if the offer meets their high-quality standards.

Tailoring loyalty strategies to each customer type’s preferences helps increase their engagement and attachment to the brand, leading to long-term benefits.

How to use customer typology to optimize the sales process?

Knowing customer typology helps salespeople adjust their sales approach to specific preferences and expectations. For example, dominant customers expect quick decisions and direct benefits, so they respond better to simple and concrete offers. On the other hand, steady customers seek a relational approach and value long-term cooperation, making direct and open communication crucial for them.

By using customer typology, salespeople can fine-tune their offers, increasing the chances of successfully closing transactions.

Frequently asked questions

What does customer typology mean?

Customer typology is a classification that allows grouping customers based on common characteristics, such as personality, shopping preferences, or values, to better meet their needs.

How does the DISC typology work in the context of customers?

The DISC typology categorizes customers into four types: dominant, influential, steady, and conscientious, helping to better tailor the sales style and communication to their preferences.

What are the differences between customer typology and market segmentation?

Customer typology focuses on personality traits and shopping styles, while market segmentation includes demographic, psychographic, and behavioral variables.

Customer typology is an effective tool that helps respond more efficiently to diverse needs and build relationships based on understanding.