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UNDERSTANDING CUSTOMERS TO SELL BETTER AND MORE

Here are specific strategies for engaging with customers based on
their primary driver:

• Theoretical (knowledge): This customer values knowledge
and understanding. Engage their intellect with well-sup-

ported arguments and evidence.
• Economic (utility): This customer is focused on measur-

able outcomes and profitability. Emphasize financial ben-
efits and cost-effectiveness in your pitch.
• Aesthetic (surroundings): This customer prioritizes form

and beauty. Highlight the design and visual appeal of your
product or service, and maintain a pleasant aesthetic in all
interactions.

• Social (others): This customer cares deeply about their
community and social impact. Emphasize the positive soci-
etal effects of choosing your product or service.

• Individualistic (power): This customer is driven by person-
al success and influence. Show how your product or service
can enhance their status and control.

• Traditional (methodologies): This customer is guided by
their beliefs and traditions. Demonstrate how your offerings
can contribute to the stability and security of their worldview.

TIPS FOR DEALING WITH CHALLENGING
SALES SITUATIONS

When you become adept at evaluating others, it can be a significant
advantage, especially in challenging customer and sales scenarios:

• When faced with an irate customer whose judgment is
clouded by frustration, your expertise in understanding

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