Matching Your Communication Style to Your Customers

Studies show that over 80% of customer dissatisfaction is rooted in emotional issues rather than intellectual ones. Features and benefits matter, but trusted relationships, built on strong emotional bonds, are what really make the difference.

That’s why sales training needs to focus on more than just product knowledge and selling techniques; it needs to help people make an emotional connection with their customers.

The Behavioral Styles® model, which assesses behavioral characteristics within four distinct styles, is a good starting point. It provides insights about what different people care about, what motivates them, and how they prefer to interact.

The Behavioral Styles® model is an easy-to-use tool for assessing the behavioral characteristics of customers within four distinct styles:Talker, Doer, Controller and Supporter.

Once sales and service professionals know their own behavioral style, they can learn to pick up clues about the customer’s communication style to quickly establish rapport, understand their issues, and meet their needs—both on an emotional and an intellectual level.

Make sure your team knows how to create strong relationships. Emotionally satisfied customers are the ones who will be willing to buy multiple products, pay a premium for your offerings, and endorse your organization to other people.

Here are some relationship-building tips for different behavioral styles:


  • Engage in conversation while always keeping them on task and moving toward a workable solution.
  • Keep promises while working to fulfill wants/needs.


  • Get to the point, but avoid telling the person what they want to hear just because they expect an immediate answer.
  • Demonstrate an ability to meet needs fairly quickly.


  • Be thorough, provide documentation and use fact-based communications.
  • Validate the potential success of a solution by providing a rationale for how/why it will work.


  • Establish credibility and earn trust.
  • Be sincere and thorough when describing all aspects of the solution.
  • Check before assuming the customer is committed to the solution.

Learn more about the different Behavior Styles and the role increasing communication style effectiveness can have on team productivity.