DREIESKIVA​|Roald Kvam

In Smarter Sales: The 4 customer types, we explored the four main customer types and how to identify them. Now, we dive deeper into how to influence their decisions by building trust—a crucial factor for successful outcomes.

Let’s explore how each customer type makes decisions and how you can earn their trust…

1. The analytical customer

The analytical customer relies on data, logic, and thorough analysis. Their decision-making process tends to be slow because they need to review all available information before committing. If you lack facts or provide vague explanations, expect detailed questions and skepticism.

How to build trust and influence decisions:

• Be well-prepared with accurate, detailed information.
• Avoid talking about yourself—stick to the facts.
• Provide in-depth explanations and outline expected outcomes.
• Answer questions clearly and concisely.
• Never guess. If you’re unsure, promise to follow up.
• Give them time to think and process before responding.

The analytical customer love questions that begin with «Why?»

2. The result-oriented customer

The result-oriented customer values speed, efficiency, and control. They prefer a quick decision-making process and want options so they can choose the best outcome. Once they make a decision, it’s usually final.

How to build trust and influence decisions:

• Keep the conversation fast-paced and to the point.
• Show confidence without being overbearing.
• Demonstrate that you value their time.
• Focus on tangible results and efficiency.
• Be direct about pricing and delivery timelines.
• Highlight new, innovative products or services.

The result-oriented customer love questions that begin with «What?»

3. The enthusiastic customer

The enthusiastic customer is spontaneous and makes decisions based on intuition and feelings. They thrive on personal connections and love to share their ideas. While they may seem eager to buy, their enthusiasm can shift quickly if they lose interest.

How to build trust and influence decisions:

• Create a warm, friendly, and upbeat atmosphere.
• Be open, honest, and engage with their ideas.
• Let them talk freely and actively listen.
• Show enthusiasm and highlight personal benefits.
• Affirm their ideas and share exciting possibilities.

The enthusiastic customer love questions that begin with «Who?»

4. The security-seeking customer

The security-seeking customer prioritizes trust, stability, and proven solutions. They value long-term relationships and are cautious about change. Their decision-making is slow and deliberate, as they need to feel safe and reassured.

How to build trust and influence decisions:

• Project honesty, reliability, and stability.
• Be patient and allow time for thoughtful decisions.
• Use a calm, warm tone and listen carefully.
• Share testimonials, certifications, and trusted references.
• Avoid pushing them—focus on building a lasting relationship.

The security-seeking customer love questions that begin with «How?»

Why trust matters in sales

A study by Salesforce revealed that 66% of customers find sales communication off-putting when it doesn’t align with their preferences. This highlights the importance of adapting your approach to build trust with different customer types.

When customers trust you, they are not only more likely to buy—they also become long-term advocates for your business.

Understanding how customers make decisions gives you two options:

1. Keep selling the same way to everyone, risking inconsistent results.
2. Adapt your approach to match each customer type and guide them toward decisions that benefit both you and them.

With this knowledge, you can turn every customer interaction into a trust-building opportunity—and unlock better sales outcomes.