Ever leave a sales call thinking, “That didn’t land, but I have no idea why”?

Chances are, the disconnect wasn’t in your product. It was in your approach.

Every customer shows up with a lens through which they make decisions. Miss it, and even your strongest value prop can fall flat. Hit it, and suddenly the conversation opens up.

This post is your shortcut to understanding those lenses – what we call Customer Orientations – and how to shift your communication to match.

What Are Customer Orientations?

Customer Orientations are part of the Carew sales training playbook. Think of them as the “default settings” your customer brings into a conversation. They influence how they interpret what you say, how they process risk, and what they value most in a partner.

There are four types:

• Security
• Affiliation
• Power
• Actualization

Each orientation needs a different approach. Let’s break them down.

Security-Oriented Customers

These customers want one thing above all else: certainty.

They crave structure, documentation, and a clear roadmap. They’re often methodical thinkers, risk-averse, and heavily focused on precision.

You’ll hear things like:

• “Can you send that over in writing?”
• “I’d like to review the details first.”
• “Let’s make sure everything is documented.”

How to communicate:

• Give them the full picture – timelines, logistics, next steps.
• Be prompt with updates, even if it means multiple follow-ups.
• Don’t be afraid of long emails or detailed decks – this is where they thrive.

Bonus Tip: Always show your math. If you reference a metric, share the source. If you make a claim, support it.

Affiliation-Oriented Customers

These are your classic “people people.” Relationships matter. They value connection, harmony, and avoiding conflict at all costs.

You’ll hear things like:

• “How was your weekend?”
• “Let’s loop in the rest of the team.”
• “I want everyone to feel good about this.”

How to communicate:

• Start with small talk. Ask about their kids, vacation, or the game last night.
• Use a warm, informal tone.
• Focus on partnership and shared wins – “we” language goes far here.

Your job: Make the relationship feel safe. Business comes after trust.

Power-Oriented Customers

These customers are assertive, confident, and results-driven. They like control, they move fast, and they don’t want fluff.

You’ll hear things like:

• “Just give me the bottom line.”
• “How soon can we get this done?”
• “I’m not interested in excuses.”

How to communicate:

• Keep it tight. Bullet points, clear outcomes, zero filler.
• Use bold subject lines and strong calls to action.
• Close with a quick nod to their leadership – yes, ego-stroking works here.

Don’t: Send long-winded emails or talk in circles. If you can say it in 5 bullets, say it in 5 bullets.

Actualization-Oriented Customers

These are the big-picture thinkers. They value purpose, excellence, and doing the right thing – for their team, their org, their mission.

Actualizers are often a blend of the other three orientations. What sets them apart? They’re always focused on what’s best for the greater good.

You’ll hear things like:

• “How does this align with our long-term goals?”
• “I want full transparency.”
• “We’re committed to doing this the right way.”

How to communicate:

• Be real. No spin, no half-truths.
• Spell out how your solution drives impact.
• Loop them in on every update that affects them, even if they’re not the direct recipient.

Key reminder: With Actualizers, trust is everything. Miss a deadline or dodge a question, and they’ll remember.

How to Use AI to Work Smarter with Customer Orientations

Here’s the good news: You don’t have to guess your customer’s orientation. AI can help you spot the signs and tailor your approach without reinventing the wheel. Use the following guidance with your chosen AI – like ChatGPT, Gemini or Claude.

Start by teaching your AI the concept

Before you ask it to analyze a customer, help it understand what Customer Orientations are.

Prompt:

Learn this framework. Carew International teaches 4 Customer Orientations:

• Security: Detail-oriented, risk-averse, needs structure and documentation.
• Affiliation: Relationship-focused, values connection and harmony.
• Power: Outcome-driven, assertive, wants control and efficiency.
• Actualization: Purpose-led, focused on excellence and long-term impact. May blend traits from the other three.

These orientations shape how a customer communicates, what they value, and how they make decisions. I’ll ask you questions to help me identify or adapt based on these.

Once your AI understands the framework, it can start getting helpful.

Prompts to Identify a Customer’s Orientation

Not sure what you’re dealing with? Try one of these:

From a call transcript or meeting notes:

Based on this conversation transcript, which Customer Orientation does this buyer most likely align with? What words or cues led you to that conclusion?

From a LinkedIn profile or “About Us” page:

Read this LinkedIn summary. Based on tone and content, which Customer Orientation does this person likely lead with?

From a deal history:

Based on how this customer has communicated, handled risk, and made past decisions, what orientation pattern do you see?

Prompts to Tailor Your Sales Assets

Now that you’ve got a working guess on their orientation, ask AI to refine what you’re using.

Working on a slide deck?

I’m presenting to a Security-oriented customer. Can you review this slide content and suggest changes that would make it feel more structured, detailed, and low-risk?

Drafting a proposal?

Help me revise this proposal so it appeals to a Power-oriented customer. Prioritize speed, ROI, and decision-making authority.

Prepping for a meeting?

I’m meeting with someone who seems Actualization-oriented. What kinds of language, visuals, or success metrics should I emphasize?

PRO TIP: Save your best prompts

Once you’ve found prompts that work, drop them into a swipe file (Notion, Google Doc, whatever you use). It’ll become your personal Customer Orientation toolkit – ready to plug into any call, proposal, or meeting prep.

Final Thought: Read the Room. Win the Room.

Customer Orientations aren’t just a nice-to-have insight – they’re the difference between a rep who connects and one who gets ghosted.

The best salespeople don’t wing it. They listen, adapt, and deliver the message in a way that feels right to the customer on the other side of the table.

Use orientations as your filter. Use AI to pressure-test your strategy. And show up ready to meet your customer where they are, not where you want them to be.