How do I better understand my customers behaviour?

…from the “sales psychologist” Ron Willingham, bestselling author of The Inner Game of Selling. He categorizes customers into four basic styles of behavior, based upon their tolerance to risk (recognition vs. security) and attitude towards work (goal-oriented vs. process-oriented). These four basic styles are:

1. DOER (results oriented, needs recognition). Tends to make decisions quickly, prefers brief presentations, and resents time-wasters.
2. TALKER (process oriented, needs recognition). Desires social approval and thus will avoid making a decision until everyone is happy.
3. CONTROLLER (results oriented, needs security). Highly logical and analytical, and will generally look for what’s wrong with any situation.
4. SUPPORTER (process oriented, needs security). Seldom looks at the bottom line but instead is more concerned with getting a job done.

According to Willingham, customers have a primary and secondary style of behavior. For example, a CEO might be a Doer when dealing with underlings but a Talker when dealing with fellow CEOs. Similarly, a bank manager might be a Controller when it comes to writing loans, but a Supporter when it comes to working with top management.