Adapting your sales style to meet different customer needs

Have you ever felt frustrated in a sales conversation, like you’re not getting anywhere, the message isn’t landing, or the client just seems disconnected?

Often the misunderstanding starts here. We think sales conversations are won by the person who talks the most. In reality, they’re far more likely to be won by the person who makes the customer feel understood.

It comes down to a simple rule. Adapt how you communicate, rather than relying on one well-rehearsed pitch. Sometimes we chase “perfection” and do everything we can to impress. But some customers just want the headline and a clear next step. Others need detail, reassurance, or time to reflect. Recognising those differences is a practical sales skill, not a personality test.

We see this all the time. The teams that build the strongest relationships and win the most business aren’t necessarily the ones with the slickest scripts. They’re the ones who can read a room, adjust their approach, and make every customer feel that their priorities matter.

We recently explored this in our Sales Skills Bootcamp, using Insights Discovery as the foundation. Insights Discovery helps people understand their own communication preferences and recognise different styles in others, using a simple colour-based model. In the bootcamp, participants mapped their own profile first, then explored how those preferences show up in sales conversations. Better self-awareness makes it easier to build trust, gain buy-in, and have more useful commercial conversations.

Start with self-awareness

Before you adapt to someone else, it helps to understand your own default setting. Under pressure, do you move quickly towards a decision? Do you focus on facts and evidence? Are you naturally enthusiastic and relationship-led, or more careful and methodical?

In Insights Discovery terms, you might lean towards “fiery red” (direct and decisive), “sunshine yellow” (optimistic and people-focused), “earth green” (supportive and steady), or “cool blue” (analytical and precise). Many people are a blend, with one or two colours more dominant.

None of these approaches is right or wrong. The challenge comes when we assume that the style that works for us will automatically work for everyone else.

For example, an energetic seller may see a quiet customer as disengaged, when they’re actually processing the information. A highly detailed seller may believe they’re being helpful, while a time-poor decision-maker is simply waiting for the point. Noticing your preference gives you the choice to adjust it.

Look for clues, not labels

It’s tempting to put people into neat categories, but customers are more complex than that. Use communication preferences as clues rather than labels.

Pay attention to the way a person speaks, the questions they ask, and what they respond to. Do they want to talk through possibilities, or do they ask for figures and evidence? Are they focused on risks, people, outcomes, or speed?

The most useful approach is curiosity. Ask open questions, then listen carefully to the answer. “What would make this decision easier for you?” and “What information would be most useful at this stage?” are simple questions that can reveal far more than an assumption ever will.

Match the conversation to the customer

 Ellie Blakeley is the Marketing Executive at Learning Cog. Find out more about them here.

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk