Temperament-based selling for smarter customer wins

By Theodora SENAYA

I was recently invited to speak on temperament at a parent-focused program. Just before my session, a representative from a company pitched an excellent product designed for students.

The presentation was visually engaging, well-delivered, and generally well-received. However, during the Q&A session, three parents raised concerns.

They wanted specifics—hard facts, data, and more clarity that, unfortunately, the presenter didn’t have at hand.

Later, I shared with the company team a smarter, more strategic sales approach—one that transcends presentation skills. I introduced them to the concept of customer temperaments, a game-changer in influencing buying decisions and closing sales more effectively.

Understanding customer temperament isn’t just a soft skill—it’s a core competency that sharpens every aspect of the sales process.

Whether you’re selling a health plan, a tech service, real estate, education packages, or professional consultation, recognizing how different personalities make decisions allows you to connect better, build trust faster, and convert smarter.

Let’s dive immediately into the four temperaments and their buying behaviour.

The Four Customer Temperaments and Their Buying Behavior

1. The Choleric Customer

Goal-oriented. Decisive. Results-driven

The Choleric is a confident, take-charge personality who appreciates efficiency, speed, and control. They prefer the facts, straight to the point and want to know the bottom line—how your product or service helps them win.

When selling to the Choleric Customer:

• Be direct and skip the fluff. If you’re offering a business solution, go straight to the return on investment. Time is money to them.
• Present concrete benefits and data-driven justifications. For example, instead of saying “this software is great,” show metrics—how much time or cost it saves.
• Offer options so they feel in control. Don’t corner them with one product—present two solid choices and let them decide.
• Respect their goals and position your offer as a solution to a specific challenge or objective they have.

2. The Sanguine Customer

Friendly. Enthusiastic. Emotionally driven

The Sanguine Customer is a relationship-driven individual who thrives on social interactions. They are natural connectors, spontaneous, expressive, and often make impulse purchases.

Sanguine customers enjoy engaging conversations, storytelling, and a lively buying experience. They are more likely to buy based on how your product makes them feel rather than just logic.

When selling to the Sanguine Customer:

• Start with warm rapport—small talk is big for them. A simple conversation about their weekend can open the door to meaningful sales.
• Use stories. For example, share how a client used your service to create a memorable experience for their family or business.
• Make the experience interactive and enjoyable—try demos, trials, or visual tools.
• Keep in touch! Sanguines value connection. A friendly follow-up can secure long-term loyalty, even beyond the initial sale.

3. The Phlegmatic Customer

Calm. Steady. Security-seeking

The Phlegmatic Customer is calm, patient, and values stability above all else. They are brand loyalists who take their time when making decisions, especially regarding change. These customers prefer a stress-free, low-pressure sales experience, making trust and reassurance key factors in closing a sale.

When selling to the phlegmatic Customer:

• Don’t rush them. They’ll appreciate your patience more than a slick pitch.
• Take a consultative, caring approach. For example, if you’re a healthcare provider or real estate agent, walk them through your offerings like a partner, not a seller.
• Provide reassurances—warranties, after-sales service, testimonials, and return policies help build their confidence.
• Avoid pressure—position yourself as an advisor they can rely on, not someone chasing a target.

4. The Melancholic Customer

Analytical. Detail-oriented. Risk-averse

The Melancholic Customer is cautious, analytical, and a perfectionist. They require in-depth information before making a decision and are highly focused on risks, policies, and financial security. These customers prefer well-structured, fact-based discussions and take their time to evaluate every detail before committing.

When selling to the Melancholic Customer:

• Come prepared. Charts, research, comparison tables, FAQs—bring them all.
• Anticipate and welcome questions. They will test your knowledge, and rightly so.
• Give them time to review and reflect. Don’t pressure them to decide on the spot.
• Emphasize credibility—compliance, safety, precision, and customer security. This is especially important in sectors like finance, healthcare, education, and IT.

Why temperament-based sales work across all industries

From tech startups pitching to investors, to medical professionals explaining treatment options, to retail entrepreneurs selling fashion or skincare—everyone sells something.

Understanding customer temperament is the secret weapon that makes every pitch smarter, every interaction more meaningful, and every close more likely.

The key? Flexibility. Adjust your communication style, energy, and content based on the temperament in front of you. Next time you’re in a sales meeting, a client pitch, or a product demo, take a moment to assess the customer’s temperament. Are they fast-paced and decisive (Choleric)?

Warm and expressive (Sanguine)? Reserved and cautious (Phlegmatic)? Detail-focused and critical (Melancholic)? When you meet them where they are, you move them closer to where you want them to go.

>>>the writer is a Maxwell Certified Behavioural Analysis Trainer & Consultant and the founder of Senaya Temperament Solutions. She can be reached via [email protected]; Tel: 00233-244385317

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