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The Four Types of Buyers: Get to Know Them
12/29/2008
You can improve your sales by understanding buyers as fitting into four distinct personality types, says Bayham Consulting LLC President Alan Bayham.
Once you identify their type, you can customize your presentations to meet their stylistic preferences.
1. Direct Type Buyers have Type A personalities, are direct and in a hurry, and have no qualms about interrupting a presentation. Practitioners would be wise to allow this buyer to do the talking and avoid giving too many details because he or she will make a decision quickly.
2. Interpersonal Buyers are pleasant, excitable, and more focused on relationship building, making it important for practitioners to socialize and create a positive atmosphere without imposing hard restrictions.
3. The Safety or Status Quo Type Buyer is calm, listens to what the practitioner has to say, and asks questions; and practitioners should keep in mind that it is crucial for them to present the information slowly, inquire about the buyer's needs, offer support, and take a gradual approach to obtaining commitment.
4. The Contemplative Buyer does not like small talk, wanting as many details as possible and conducting his or her own research beforehand. Practitioners should be careful not to encroach on this buyer's personal space, be thorough in providing information and documentation, and be willing to wait for the buyer to make a decision.
Source: RIS Media (July 28, 2008)
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