Taking the time to understand your buyers is key if your sales campaign is going to be a success. As HubSpot says, “Customers are the ones with the ability to determine your business’ longevity and progress.”
Although every decision maker is different, there are certain buyer behaviours that apply to the majority of situations. Familiarising yourself with the most common types of buyer should help you to quickly identify the best approach every time you enter the situation.
1. The apathetic buyer
If you come across an apathetic buyer, it’s often better to save your energy and move onto someone more likely to buy. It can take a huge amount of energy to convince an apathetic buyer to make a decision. Even if you do get them to commit to an appointment, there are no guarantees they’ll actually put their money where their mouth is.
2. The self-actualizing buyer
Self-actualising buyers know exactly what it is they want. As such, you’re more likely to close with this type of buyer. When speaking to a self-actualising buyer, it’s important that you don’t try to talk them into anything they haven’t already got their hearts set on. If you do, you may well introduce confusion into the encounter and put your potential customer off.
3. The analytical buyer
Analytical buyers tend to be self-contained and task-orientated. These types of buyers will often want a lot of detail about your products or services. Take them through all relevant information slowly and methodically. It’s important that you can back up any claims you make with cold, hard facts, so make sure you’ve done your homework and have all relevant data at your fingertips.
4. The relater buyer
Relater buyers often base their buying decisions largely on their professional relationships. If you can build a rapport with this type of buyer, and show that you have a long list of other happy customers, they’ll be a lot more likely to take action. Avoid rushing these types of encounters. Building a relationship takes time, patience and commitment. However, the effort you put in will be well worth it. Once your relationship is established, this type of buyer will be likely to come back to your business again and again.
5. The driver buyer
Whether they’re pushed for time or not, driver buyers often come across as direct, impatient and concise. Although this can be daunting at first, it’s a great opportunity to get straight to the point. Present the key features and benefits of your product or service and answer questions quickly and succinctly. Don’t try to draw the conversation out for too long, these busy buyers won’t appreciate it.
6. The socialized buyer
Socialised buyers are generally fairly achievement orientated. If you’re able to reach an agreement with this type of buyer, make sure you get it down in writing straight away. Send the buyer a copy of your agreement as soon as possible in order to seal the deal.
Although a lot of buyers fall into these six categories, there are never any guarantees that a particular buyer will respond or react in a certain way. Sales professionals should always be prepared to alter their approach to suit each individual situation and avoid stereotyping customers before their encounter has even begun.
Learn more about building a lasting relationship with your buyers, and improving your sales technique, by getting in touch with one of the expert members of our team today.