Know & Match These 4 Buyer Types to Increase Sales by Jae-ann Rock

So…you found the decision maker at a target prospect company that would be a perfect match for your services. Does your sales team have the knowledge and training to make the most of their first contact with this individual? 

We know building trust with prospects is paramount to sales success. This week, we will share insights regarding FOUR buyer profiles to help your team learn the critical skills needed to identify and MATCH their approach to the buyer’s personality “type.” By doing so, they will quickly put the buyer at ease, resulting in the establishment of openness and trust, the first step toward making a sale. After all, people buy from people they like and trust, right?

To do this effectively, you must learn:

  • Who is your buyer?
  • What makes them tick?
  • What annoys them?
  • How can you make them more comfortable in the conversation?
  • What do they ultimately need from you to make a buying decision?

Below are Four Common Buyer Types you must learn to identify and “match” during the first conversation to quickly reduce tension and build trust. Learning to match these buyer types will set you apart from other sales people and increase your ability to best serve your prospects!

Do you know how to pick up on cues to recognize any of these buyer types? If so, do you know how to best communicate with each to increase cooperation and trust? Read on to learn more…

1.)  The Bottom-Line Driver

Ms. Bottom-Line is a hard driving, fast-talking, busy individual. She says things like, “So what are you calling about?” and “What’s the bottom line?” If you meet with her in person, you will know her by her surroundings as well. Her office will have formal seating and is decorated with awards and degrees.  Everything is neat and organized.

How should you communicate with her?

  • Let her feel that she is right. After understanding her situation and needs, give her the facts, features, and benefits. Stress the logical reasons for buying.
  • Give quick, precise answers.
  • Be professional and on your “A game.” Exude confidence in your company and your offerings.
  • Adhere to any time constraints.

What does she need to make a decision?

  • Ms. Bottom-Line needs a short, concise sales pitch, clearly stating the key features of your offering and how your solution will directly benefit her organization.
  • She will often summarize the benefits to her organization and decide quickly.
  • Use direct closing techniques.
  • Ms. Bottom-Line will ultimately make a buying decision quickly based on the facts.

2.)  The Amiable Chatterbox

Mr. Chatterbox is a very different kind of personality type. Open, warm and friendly, he loves to talk about himself, his family, and his life. In his office you will find family pictures, personal items, informal seating, and stacks of papers here and there.

How should you communicate with him?

  • Be friendly and build rapport through storytelling and sharing life experiences.
  • Don’t rush into the presentation. Allow plenty of time for conversation.
  • Gradually steer the discussion to develop an understanding of his situation and needs.
  • Allow him to include others in the discussion if desired.
  • Emphasize the emotional benefits of implementing your solution; reassure him that it’s the right thing to do.

What does he need to make a decision?

  • He is an emotional buyer; he buys from people he likes, so take the time to personally connect with him.
  • Once you get into the business discussion, he will need coaching to make a decision.
  • Give him one positive choice to help him make a decision.
  • Help him feel good about his choice to buy from you.
  • Nudge him along at the appropriate time in the decision-making process by saying things like, “Come on, let’s work together to make this happen.”

3.)  The Analytical Thinker

Mr. Thinker is a structured, organized, quiet person. He needs sufficient proof to make a decision. The décor in his office is formal and functional, relatively neat and tidy.

How should you communicate with him?

  • Get right to the key points in your discussion; don’t waste his time.
  • Let him feel he is in control.
  • Stress the results that will be achieved with your solution.

What does he need to make a decision?

  • Mr. Thinker often says, “I need to think it over” and he means it. He likes to analyze all of the information and may have additional questions for you.
  • When dealing with Mr. Thinker, his need for more information is real. This is not a stalling tactic, but rather, a REAL need for more facts, which he will use to make a decision.
  • Put everything in writing and summarize the key benefits before closing.

4.)  The Expressive People-Person

Mr. People-Person is an open, airy, friendly person who deals on emotion. He constantly tells stories and jokes. His office is disorganized and cluttered with awards, slogans, papers, and posters. Seating is oriented for ease of discussion.

How should you communicate with him?

  • Reinforce the key features of your solution in the context of his emotional benefits.
  • Put details in writing and explain them carefully.
  • Verbally recognize the importance of his position and input into this decision process.

What does he need to make a decision?

  • Mr. People-Person makes decisions quickly based on emotion…He needs to know the emotional benefits of implementing your solution.
  • He will need to understand the big picture, as well as proof of the effectiveness of your offering (in the form of testimonials, case studies, etc.).
  • Use a direct closing technique and reassure him of his decision.

Here is the bottom line:

Top performing salespeople know how to “read” people well, listen actively, and match their selling style to the buyer’s personality type. This helps to reduce tension and quickly build the buyer’s trust and cooperation.

By emotionally “reading” and “matching” the buyer type, you will gain entry to:

1.) Engage in an open dialogue to better understand the buyer’s needs.

2.) Consult with your prospect; Discuss your solution as a potential means of meeting the buyer’s needs.

3.) Increase the likelihood of closing a sale.

Practice to recognize and match the four buyer types outlined here. The use of role-play is highly recommended to build these skills into a natural response. Eventually, your prospects will benefit from your ability to quickly establish trust and rapport, helping them open up about their real needs earlier in the conversation. And…the sooner they trust you, the more quickly you will be able to ascertain their situation and provide a recommended course of action.

Until next time…happy selling!

P.S. If you need help building your sales team’s skills, please call SunStream Consulting today: 888-887-0556. For more than 18 years, we have helped professional service companies improve sales and marketing processes and outcomes.  How can we help you?

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