DREIESKIVA​|Roald Kvam

Through Smarter Sales: The 4 customer types and Smarter Sales: How to build trust and influence customer decisions we explored how to identify the four customer types, understand their decision-making processes, and earn their trust by aligning with their core motivations.

Now, let’s explore how to maintain these valuable relationships by avoiding behaviors that create frustration and dissatisfaction over time…

How to retain the 4 customer types

The analytical

This customer values accuracy, structure, and thoroughness. They trust data and logic over feelings, and their patience runs thin when those expectations aren’t met. You risk losing their trust if you:

• Are disorganized or unfocused
• Become too personal or emotionally intrusive
• Invade their personal space
• Withhold information they are entitled to
• Fail to follow up in writing
• Don’t deliver on promises

NB! Always come prepared with precise data and clear documentation. Respect their need for accuracy and give them time to analyze your proposals thoroughly.

The results-oriented

This customer is direct, decisive, and impatient. They value speed and efficiency and want to stay in control. You will frustrate them if you:

• Respond too slowly
• Speak too cautiously or take too much time
• Drift off-topic or engage in small talk
• Focus on personalities rather than concrete facts
• Argue instead of having a productive discussion
• Make decisions without consulting them

NB! Keep your communication brief and solution-focused. Move quickly and demonstrate confidence without challenging their authority.

The enthusiast

This customer thrives on excitement, spontaneity, and social interaction. Their decisions are driven by emotion and intuition. You will lose their enthusiasm if you:

• Get bogged down in technical details
• Try to control or dominate the conversation
• Stifle their digressions or creative ideas
• Adopt a pessimistic attitude
• Fail to offer positive reinforcement
• Operate at a slow, methodical pace

NB! Match their energy and keep the conversation lively. Allow room for spontaneity and focus on the personal benefits of your solutions.

The security-seeker

This customer prioritizes stability, trust, and long-term relationships. They are cautious and skeptical of change. You will create anxiety if you:

• Push them to make quick decisions
• Apply pressure or aggressive sales tactics
• Use manipulation or psychological tricks
• Display insensitivity to their concerns
• Ask closed-ended questions that limit discussion
• Rush them to respond without reflection

NB! Be patient and steady. Offer reassurance through testimonials, guarantees, and consistent follow-up. Let them process information at their own pace.

By recognizing what frustrates each customer type, you can avoid the missteps that damage trust and create dissatisfaction. Building a successful long-term relationship isn’t just about the initial sale—it’s about continuously aligning with their communication style and emotional needs.

Now that you understand how to avoid customer irritation, you face two clear options:

1. Continue using a one-size-fits-all approach and accept inconsistent results.
2. Adapt your communication to each customer type and cultivate stronger, more lasting relationships.

The best salespeople know that trust isn’t earned once—it’s nurtured over time. Flexibility, empathy, and attention to detail are the keys to keeping customers satisfied and loyal.

Good luck maintaining and strengthening your customer relationships! And feel free to reach out through http://www.dreieskiva.com for course and coaching.