Let’s be honest, as sales professionals, if we had a choice, we would prefer to deal only with customers we liked. That is, those whose personalities most naturally mirrored ours. People similar to us. Yet this is rarely the case.
If you engage enough customers, in any market, you will invariably find four predominant communication styles: Thinker, Director, Socialiser and Relater. By understanding the differences in communication styles you can work towards minimising the differences to build stronger connections.
That being said, you may still meet people who are difficult to connect with. So this begs the question: Do you have to like your customers?