Understand & Serve Your Customers Better With the ‘Platinum Rule’

When it comes to sales in your taproom, applying the Platinum Rule — treating customers the way they want to be treated — is far more effective than the old adage of The Golden Rule. According to Julie Paisley of Paisley Marketing Group, recognizing and adapting to different personality types can transform customer engagement and drive sales.

“Selling is not about deals; it’s about relationships,” Paisley said. “If we can establish a mutually beneficial relationship right away, we win.”

Paisley — who spoke this year at the 2025 Ohio Craft Brewers Conference — outlined four main personality types and the best sales strategies for each:

1. Dominant (D) – The Decisive Leader

Dominant personalities are direct, goal-oriented, and quick decision-makers. They value efficiency and results over relationships.

• How to sell to them: Offer a few clear choices and keep the interaction brief.
• Paisley’s advice: “Present two options, let them choose, and move on. They appreciate speed and directness.”

2. Influencer (I) – The Social Connector

Influencers are outgoing, energetic, and highly image-conscious. They thrive on social interactions and excitement.

• How to sell to them: Highlight unique features, engage in friendly conversation, and make the experience fun.
• Paisley’s advice: “They love being the center of attention. Connect with them, make them feel special, and they’ll become your best word-of-mouth marketers.”

3. Sensitive (S) – The Thoughtful Supporter

Sensitive personalities prioritize harmony and relationships. They are patient, caring, and slow to make decisions.

• How to sell to them: Give them time to decide, provide reassurance, and emphasize customer service.
• Paisley’s advice: “They’ll likely ask if everyone else is happy before choosing. Be patient and supportive, and they’ll become loyal customers.”

READ MORE: 3 Essential Resources Your Sales Team Needs to Succeed

4. Conscientious (C) – The Detail-Oriented Analyst

Conscientious customers value precision, rules, and thorough information. They are meticulous decision-makers who need all the facts.

• How to sell to them: Provide detailed information, answer their questions thoroughly, and allow them time to analyze.
• Paisley’s advice: “They want to know every ingredient, brewing method, and sourcing detail. Give them the facts, and they’ll appreciate your expertise.”

Why It Matters

Understanding these four personality types allows your brewery staff to tailor a sales approach to each customer, enhancing their experience and increasing sales success.

“You make a great product, now you have to sell it,” Paisley said. “Meet customers where they are, and they’ll come back again and again.”

By mastering the Platinum Rule and adjusting sales techniques accordingly, your brewery can create a lasting relationship and a more personalized customer experience.