In Carew sales training programs, we teach Customer Orientations as a method for understanding our customers. These buyer personalities help us shape the direction and flow of our sales calls based on the “type” of customer we are working with.

These Customer Orientations can be used as a guide for composing winning emails.

Let’s review Carew’s four Customer Orientations and some email tips for each:

‍Security

• Security-oriented customers typically try to avoid risk
• They are precise and detailed
• They like to keep track of everything via organized files and documentation

Emailing a Security Customer

• Include as many details as possible. These customers aren’t afraid of long or wordy emails – the more details and data you can include, the better!
• Keep them informed at all times. As soon as you find out information they were looking for, let them know! These customers generally don’t mind if you send them multiple emails back-to-back. They will appreciate that you are keeping them informed, and this will increase their confidence in you and strengthen your relationship.‍

Affiliation

• Affiliation-oriented customers are “people people”
• They value the relationships they have with others and enjoy entertainment
• They will do everything they can to avoid conflict

Emailing an Affiliation Customer

• Don’t jump right to business! Take a few sentences at the beginning of your email to “shoot the breeze.” Ask them about their family or a hobby you know they enjoy. These customers like to know you care about them as a person and they want to form a close relationship with you, so keep your emails friendly and light-hearted before talking business!‍

Power

• Power-oriented customers are authoritative people
• They often focus on themselves and their own accomplishments
• They like to have control over situations and always work in the name of getting things done

Emailing a Power Customer

• Keep everything straight and to the point. Bulleted format emails work very well with power customers.
• Stroke their ego! Try closing with a line recognizing the work your customer is doing, as these types of customers love external recognition!‍

Actualization

• Actualizers are a blend of the other three customer orientations.
• Depending on the situation they are in, they can display power, affiliation or security traits.
• The main thing to remember about an actualization-oriented customer is that they are always in it for the betterment of their organization. They share credit and demand excellence from themselves and everyone around them to get the job done right and done well.
• They are open and honest, and they’ll expect the same openness and honesty from you.

Emailing an Actualization Customer

• Be upfront. Tell them what you can and can’t do to help their organization, and make sure they are copied on any email that has to do with them or their job, even if it isn’t directly intended for them. They expect to be kept in the loop and neglecting to do so is a violation of their trust.
• Trust is extremely important when working with an actualizer, so you must do what you say you are going to do. Be sure to follow through with all your promises, including those made over email.

How to Use AI to Personalize Emails by Customer Orientation

Even when you know your customer’s orientation, finding the right words can be tricky. That’s where AI comes in.

AI can’t replace your judgment or relationship skills, but it can help you write a strong first draft or polish what you’ve already written to better match your customer’s style.

Here’s how to use AI in your process:

Step 1: Write the Email Like You Normally Would

Don’t overthink it. Just get your message down, then use AI to tailor the tone, content, and structure based on your customer’s orientation.

Step 2: Ask AI to Refine It

Here are a few prompts you can copy, paste, and tweak inside ChatGPT:

For a Security-Oriented Customer

Prompt:

Make this email more suitable for a customer who is detail-oriented and risk-averse. Add relevant data, clarify logistics, and emphasize precision. They appreciate structure and thoroughness.

For an Affiliation-Oriented Customer

Prompt:

Revise this email for a customer who values relationships and connection. Start with a warm, personal tone. Ask about their family or interests, and keep the message friendly before getting to business.

For a Power-Oriented Customer

Prompt:

Make this email more concise and results-driven. Use a bullet-point format, focus on outcomes, and close with a sentence that acknowledges their leadership or success.

For an Actualization-Oriented Customer

Prompt:

Adjust this email for a customer who values excellence and purpose. Be direct and transparent. Reinforce how this aligns with their organization’s mission or long-term goals, and include them in all relevant updates.

Step 3: Sanity Check It

Once the AI gives you a draft, read it aloud. Does it sound like you? Does it match how you normally speak with that customer? If it feels off, tweak it until it feels right. AI is a tool, not a script.

Final Thought: The Email Isn’t About You

At the end of the day, great email communication isn’t about what you want to say, it’s about what they need to hear. Using Customer Orientations helps you speak their language. Layer in a little AI, and you’ve got a killer combo: personalization at scale.

Want to go even deeper on writing sales emails that actually get read? Check out Why Your Sales Emails Are Getting Ignored and How to Fix It for practical tips that’ll boost your open and reply rates.

Because if the message doesn’t connect, the sale doesn’t either.