Client and Customer Personality Types

What the Buyer Personality Means to the Economic Success of Your Business

No matter what our role or type of business, we must acknowledge the human factor. From an organizational development side, Human Capital (we’ll call it the human factor) represents the single greatest potential asset and liability an organization has. We risk waste and losses, unless we also recognize the human factor from the outside in; the buyer perspective. We probably know our own personality pretty well. If not, there are a myriad of tools to help us figure that out. Myers Briggs, may define you as an ENTJ or ISFP. Another test may have designated you a color personality or perhaps you are a “D” in a DISC Profile.

However, ultimately, business is not about us, or you. It’s about successful engagements with customers. Customers that purchase our goods or services have personalities too. Some customers or client engagements are pleasant and profitable… some are not. How do you know if you are talking to an Opportunist or a Sincerely Growth Oriented buyer? Read on. The research, conducted by The QMP Group provides some interesting insights. Knowing your customers can provide valuable insights about what to expect from a customer engagement and how to focus your own valuable time, energy and assets.

The next few paragraphs categorize customers into 8 types. While originally formulated for a business services and consulting firm, see how many you recognize from your own business experience.

The 8 Personality Types:

STUMPs: STUck in the Mud People will never change, they will never buy. They have a limited point of view and don’t move very far from it. Even if you are convinced, beyond doubt, that they need your help and could reap enormous benefit from doing business with you, it is irrelevant. They are simply disinclined to buy professional services. Don’t try to convince or educate them. Instead, politely walk away. Don’t persist. Unsolicited proposals and offers will simply frustrate you.

Takers: Takers know how to take... take great notes, fliers, brochures, your time, your materials, your ideas, your concepts, and turn them into their own. They use your materials surreptitiously, under the radar. Credit or compensation for your ideas and help? What help? What ideas?

Have you ever had a third meeting with a customer you think is interested, who appears to really need your services, has taken a lot of notes but little or no action? Imagine the time and frustration you could have saved had you known from the outset that this potential client was a T.

Opportunists: Opportunists want to purchase the minimum, bare bones package of services. They hope that purchasing the minimum will generate great results. They expect first class results for the “economy” investment. Their follow-through to a successful outcome is rare, since they don’t have the expertise required to execute. Quite often the Opportunist will start many small projects. They will lose interest quickly if results are not immediate or if it seems like too much effort.

Boss-Made-Me-Do-Its: BMMDI’s (pronounced “Bim-Me-Dees”) are the political hangers-on of the corporate world. They may provide lip service for an improvement initiative but usually have little sincere enthusiasm - particularly if there is a likelihood of revealing or correcting weaknesses of theirs. They will engage, but only long enough to satisfy the boss. If the attention of the boss goes elsewhere, there is little chance for success. A particularly hopeless combination is a BMMDI with an Opportunist boss.

Terribly Troubled: TT’s really need help and are willing to invest in serious solutions. Their level of pain is high, as is their motivation to fix their problem. Negotiation will be minimal. They may research alternatives, but will make a decision quickly. They want to “get started” and consequently may miss some alternatives - but they will move forward. Spend quality time with these prospects to ensure they understand what will be done (deliverables), what is required for success (commitment) and how you will meet their needs or fix the problem (approach).

Frustrated Drivers: FD’s can be very intense. They are quick in studying alternatives. Many times these are executives that inherited a family business or took over after a long oppressive or “old-fashioned” leader - perhaps a StuMP. They have been waiting a long time for the opportunity to personally straighten things out and their drive and motivation is high. They understand the weaknesses of the business and what is needed (resources and commitment) for quick, visible results. Progress, goals and a sense of urgency define the FD’s. They need regular and succinct communication and quick results.

Sincerely Growth-Oriented (SGO): SGOs are in it for the long term. These are clients that readily recognize they have issues and challenges, and demonstrate a sincere and strong desire to improve. An ideal type of client, they understand performance excellence and are motivated by it. They thrive on achieving goals and are constantly improving basic business processes. They are the best-of-the-best clients, intellectually, emotionally and financially. If you consistently provide high value to them in your engagements, SGOs will remain loyal for a long time and continue to award you new business and referrals.

Dreamers: Dreamers are lofty in their vision and motivation, perhaps even charismatic, yet impulsive and occasionally misdirected. They are typically challenged with organizational buy-in and support, based on a history of failed past initiatives. Their grandiose visions of the company future are rarely realized. They talk enthusiastically, but show little talent or interest in getting involved in the details of execution.

According to QMP’s research, Terribly Troubled (TT’s), Frustrated Drivers (FD’s) and Sincerely Growth Oriented (SGO’s) will generate the most meaningful successes for both customers and your business by an order of magnitude, in terms of the highest long-term value for all concerned.

Be patient with all customers – but focus your valuable time, energy and assets on only the best.