Different Buying Personalities

There are many considerations to think about when you are marketing and selling.  It does not matter if you are doing this in a brick and mortar operation or an online business.  A major consideration is the buying personalities of your target market.

It is important in any sales situation to be able to figure out which category your potential client is in.  There are five categories, as well as many sub categories, but I am only going to talk about the top five.

The first one is the apathetic buyer.  This person is completely negative and it does not matter what you say or do they are not going to buy.  It is best to figure this one out early, and politely excuse yourself from their presence as soon as possible, no need to waste your time!

The analytical buyer is… all about the details.  They like to know exactly how it all works.  They want to know everything and they are not concerned with the amount of time that you have to spend telling them.  If your product is more nuanced it is going to be very difficult to sell to them.  However, if your product is based on facts and figures then you are in luck!

Another buying personality is the emotional, relationship-oriented buyer.  They are more concerned about what other people’s reaction to the product is.  They want to know how it is going to effect others, as well as themselves.  They want to make sure that this purchase will not have a negative effect on the people around them.  They are very interested in testimonials, so make sure you have those available.

Then there is the entrepreneurial, practical and task focused buyer, they just want the bottom line.  How is this product going to benefit me, just give me the facts, that is all they want.  If you can show them the main benefit directly they will probably buy on the spot.

Finally is the self-actualizing buyer who knows exactly what they want and what they want to pay.  They are usually already looking for that product and if you have it, they are gong to buy.  We all wish we could see more of these I am sure!

It is a learned skill to be able to figure out which one of the different buying personalities your potential client has.  You can not sell all people the same way and the sooner you figure that out the more sales you will be able to make.  This is done through asking questions.  The first part of your sales presentation should be focused on these questions and figuring out what type of buyer they are and what, if any, emotional hot buttons they have.

With the exception of the analytical buyer, the buying decision is an emotional one.  Spending the time to make sure they know that your product has the highest quality on the market, without making an emotional connection is a waste of time and effort.  Focus on asking them questions and creating an emotional connection, and you will be on your way to closing all the sales you want.

Happy trails…..

Happy sales…..

Kathy Sammons

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Let me know if this was helpful or just share your opinion.  Tweet it to your followers and help them understand the different buying personalities.

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