Personally, I hate the idea of “selling someone.” In my mind, it connotes manipulation or cohesion, which never leads to a happy customer. My view is that selling is more about solving a customer’s problem than about pushing a product or service. It’s about understanding what your customers’ needs and wants are through the sales process. It’s about understanding how to present your service or product in a way that they are receptive to. And to highlight the features and benefits in a way that resonates with them.
The most important part of selling is knowing who your buyer is. Each buyer is unique, but there are four basic personality types into which they can be grouped. By identifying the buyer type and what motivates them, you can better tailor your sales presentation to meet their needs. Identifying the customer type requires a little communication, observation, and research. This insight will allow you to build better, longer-lasting customer relationships and increase your close rate.
The Four Buyer Types
The Analytic Buyer
Most common in the B2B landscape, this buyer type is driven by data and logic. Analytical buyers like to assess each purchasing situation carefully, collecting as much information as they can about the product, service, or business before they make a purchase.
Analytical buyers are not influenced by personal stories and emotional conversations. They respond best to facts and figures, as well as clear evidence of your company’s values.
How to Communicate Effectively with an Analytic Buyer
Since this type of buyer is driven primarily by logic, the best thing you can do as a seller is provide them with as much information as possible. Try to predict what kind of questions and objections your buyer will have before making a purchase and provide them with all the data they need to guide their decision. Sharing case studies, testimonials, and authentic data can be extremely useful here.
What copy should you include on your website for The Analytic?
- Be clear about your product and service offerings—no poetic slogans or grandiose promises.
- Dedicate an entire space to detailed information, research, or a bulleted list of features.
- Organize your copy logically; each section should help connect the dots from The What to The Why to The So What? to The Proof of Results.
- Qualitative customer testimonials prove to your customer that your offer, product, or service is trustworthy.
Expressive Buyers
Driven heavily by their emotions and their desire for approval, they are excellent at building relationships, as they are often committed to forming strong bonds with the people they meet.
Emotional buyers don’t always make purchases on impulse or without logic, but they will rely heavily on gut instinct when making decisions.
How to Communicate Effectively with an Expressive Buyer
To sell to an expressive buyer, you’ll need to communicate, build relationships, and connect with the buyer on a deeper level. Closing deals with expressive buyers can take time because they require you to commit to developing a personal relationship with them.
However, if you can cement that relationship, an emotional buyer is more likely to become a loyal customer than an entirely logical one.
What copy should you include on your website for The Expressive Buyer?
- Tell them your business story and incorporate personal anecdotes.
- Copy should speak to them directly with a focus on connecting.
- Use testimonials that speak to other experiences and customer service.
Assertive Buyers
The assertive buyer is characterized by a strong, confident demeanor and a decisive approach to purchasing decisions. These individuals are typically self-assured, assertive, and direct in their interactions with sales professionals. They know what they want, and they are not afraid to express their needs, preferences, and expectations clearly.
How to Communicate Effectively with an Assertive Buyer
Assertive buyers are often results-oriented and focused on achieving their objectives efficiently. They value efficiency, effectiveness, and tangible outcomes when evaluating products or services. They are not easily swayed by sales tactics or flattery; instead, they prioritize facts, data, and evidence to inform their decisions.
What copy should you include on your website for The Assertive Buyer?
- Keep the copy short and to the point. Time is money.
- Use infographics and tables to convey lots of information quickly.
- Present data, facts, or quantitative testimonials (“I saw 200% growth…”)
- Break up copy sections and formatting with bullet points.
Amiable Buyers
Amiable buyers are often complicated because they attempt to please everyone. Although friendly and informative, they’ll struggle to make decisions without first getting approval from as many different people as possible. This can make the sales process last a lot longer than you might expect.
This buyer type purchases with a group mindset, often thinking carefully about how their decisions will affect others. This means you’ll need to demonstrate your value not just to them specifically, but to the people around them too.
How to Communicate Effectively with an Amiable Buyer
If you’re dealing with an amiable buyer, the best thing you can do is listen to their concerns and take them seriously. Address how your solution will benefit both them and the other people they are worried about. At the same time, it might be worth considering a collaborative approach to sales.
What copy should you include on your website for The Amiable Buyer?
- Offers flexible options: payment plans, add-ons, or customizable features.
- Use case studies to highlight the before-and-after picture and provide social proof.
- Use statements rather than questions in your headers.
- Use testimonials that speak to exceptional customer service or experience.
- Speak about how your product or service will affect The Amiable’s outer circle (their employees, partners, and family).
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