The 4 Personality Types of Buyers & How to Sell to Them - Deepstash
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Four types of buyers

Four types of buyers

If you want to win deals consistently, you can't sell how you want to be sold to. Instead, you have to adapt your strategy to the personality type of the potential buyer.

There are four personality types:

  • Assertive
  • Amiable
  • Expressive
  • Analytic

Most prospects will be a mix of these personality types. But if you're familiar with the core personalities, you can change your selling strategy to fit any situation.

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Assertive personality type

This type is goal-oriented, decisive, and competitive. They care more about the results and less about personal relationships. They can be impatient and controlling.

Traits:

They speak in declarative sentences and ask a few questions. For example, they're likely to say, "I'm looking for a new sedan," rather than, "Can you show me your sedans?"

How to sell to them:

  • Ensure you're prepared for the meeting.
  • Be highly efficient. Keep your statements to the point. Don't repeat facts.
  • Emphasise how your product will solve their problems.
  • Steer clear of personal opinions and testimonials.

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Amiable personality type

These people value personal relationships and want to trust their business partners. They will dive into finding unexpected solutions but won't do much research before a meeting.

Traits:

They are great listeners and might ask personal questions to get to know you outside your professional role. They are friendly, calm and patient during meetings.

How to sell to them:

  • Pitch a vision.
  • Take the time to build rapport.
  • Use examples of similar clients who successfully used your products—flesh out the story.
  • Walk them through the decision-making process.
  • Give them personal guarantees.

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Expressive personality type

Expressives tend to make decisions taking their emotions into account. They are often concerned with others' well-being. They are creative, outgoing, and spontaneous. They value mutual respect, loyalty and friendship.

Traits:

They want to feel connected and bond on a personal level, but they are also sure of their beliefs and speak more in statements.

How to sell to them:

  • Present case studies.
  • Emphasise an ongoing relationship.
  • Facts and figures are less important than how the buying decision affects their business on a human level.

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Analytic personality type

Analytics love data, facts, and figures. They'll research you and your business before meeting and ask a lot of detailed questions. They want to understand the available options and won't make a quick decision. 

Traits:

They are concerned with facts, not emotion, and won't spend time getting to know you on a personal level.

How to sell to them:

  • Don't rush them. Be prepared for a longer selling process.
  • Assume they are prepared and have done their research.
  • When you make a claim, back it up with data.
  • Provide detailed information.

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