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UNDERSTANDING CUSTOMERS TO SELL BETTER AND MORE

• A small amount of flattery is acceptable, but it should not
be excessive.

• Expect them to negotiate on price as a means of victory.
Plan where you can afford to make concessions in advance.

Inspire the Yellow, Outgoing Customer

For customers who value individuality, innovation, inspiration, and
enjoyment, like those with a sunny yellow style, it’s crucial to engage
with them in a warm and friendly manner. Establishing a rapport in
an upbeat and trusting environment is key. Being abrupt, distant, or
cold can be off-putting.

Key Point: Focus on the Conversation and the
Relationship With Yellow Customers

Maintain a focus on relationship building, as such customers
appreciate inspiring and creative dialogue. Think of engaging
conversation openers and emphasize the novelty, specialty,

or uniqueness in what you’re offering.

Further guidance for yellow styles includes these (refer to Scheelen,

2018, pp. 105-106):

• Pay close attention to the sunny yellow customer and al-
locate ample time for them.

• They may share various stories and anecdotes; gently steer
them back to the main topic, which can also reveal their
motivations.

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