Be the first to receive our updates. Follow us here:

The core concept of sales is centred on your customers.

When you’ve been in the sales industry for a long time, you realise how much the process and sales is far from selling at all. In fact, the core concept of sales is all about building relationships with your customers and nurturing these relationships. This is why the biggest companies in all industries are directing their business to be customer-focused and creating Customer Relationship Manager roles and departments. Because of this, it’s crucial to learn to distinguish the type of customers you have and prepare your business in handling them. In this case, we’ll dissect the key points between passive and aggressive customers.

What are passive customers?

When we define passive customers, we are referring to the kind of customers who are non-reactive, go with whatever you offer them given a good price, and don’t bother complaining at all. They are the type who upon purchasing a product or service, do not see the value of recommending our product to others. They’re just plainly indifferent and have no problem switching to another competitor given a better price. To put this simply, these are the customers who just don’t care enough of your brand and too many of these customers can be scary because one moment they are here, the next they may be gone and you’re back to prospecting. There is no loyalty from these clients at all. You won’t know if they love you, or loathe you.

What are aggressive customers?

On the other hand, aggressive customers can be defined simply by taking out those customers who take no time to blatantly complain about your product/service and immediately share their negative experience across social media and their colleagues or worst approach you in your workplace and cause a commotion that attracts unwanted attention from other customers. Often times, aggressive customers are hard to calm down and may cause a big impact to your business when not acted upon urgently. Despite their aggressiveness, however, they’re still manageable and there’s a strategic method to learn and understand their behavior.

Passive or Aggressive Customers?

If we are to decide which of the two is scarier, then there’s really no battle between the two because if you think about it carefully, both type customers needed to handled accordingly and the last thing we want at the end of the day is losing both.

Keep this in mind, sales is all about building relationships and it’s normal for any kind of relationship to have some challenges along the way. There’s always the right kind of sales technique to manage each type of customer. If you’d love to hear how you can handle objections from different types of customers, feel free to talk with us and we’ll be happy to know what type of customers you’ve been struggling to retain.


Rebecca Wiles

Lead Trainer, Mentor and Coach of The Training Establishment

Rebecca WilesRebecca is the Director, Coach, Mentor and Lead Trainer of The Training Establishment Pty Ltd. She has over 25 years experience in the Hospitality, Travel & Tourism industry, Rebecca is an expert in creating dynamic leaders, specialising (but not limited to) Sales & Marketing. Her passion for imparting knowledge, cultivating great teams by educating and nurturing great talent with her own unique style of panache, fun and finesse. Rebecca believes, everyone in your company is a salesperson, no matter what your job title is.