Customers can be typed. There is the silent type ; he will listen unmoved to the assistant’s explanations, will volunteer no information except to answer direct questions and will give no indication that he is responding. There is the talkative customer ; the assistant can channel the flow of chatter in a constructive direction only by interrupting from time to time. The decistive customer knows what he assistant’s advantage to let the customer go on thinking this is true. With the indecisive customer, it is often the assistant’s job to make suggestions and recommendations. The impulsive customer will buy quickly, but he will return goods as quickly. The aggressive customer challenges the assistant to persuade him to buy, but he will usually respond to a logical and honest selling policy. The shy customer must be put at his ease.