You often here that you should be selling to your target audience, however, in order to do that you need to really understand the psychology behind their buying behaviors.
You need to understand the individual.
What makes them purchase products or services?
What compels them to exchange money for the promise or the transformation that your product offering brings them?
I love studying the 4 types of buyers because when you learn about each of these types of buyers, you can actually start identifying them as you interact with people.
And when you’re in a position to sell your products and you can identify these different types of buyers, then you can start to better serve your clients and you can provide them with the necessary resources that they need to make an educated and informed decision of whether your product or your services are the right fit for their need.
How to sell to an analytical buyer?
- They love detailed information.
- They need to see the social proof before they’re going to make any kind of buying decision.
- They love diving deep into all of those success rates, that return on investment, and the statistics.
- They generally are going to be the ones that are going to take the longest time to make the decision.
- They need to process all the information before they make a purchasing decision.
- What’s important to remember when you are working with an analytical buyer is to make sure that you don’t gloss over those details that they’re looking for.
The analytical buyer needs to do their research, and they need clear factual information, and the more that you can provide that for them up front, the better.
You’ll often find them taking notes and analyzing all of that information before they make that decision.
Here’s some of the things that you can do for those analytical buyers when you’re selling online
You can create detailed blog post for them that provide more in-depth analytical information and data about your product offering.
From an SEO perspective, you can even utilize words like comprehensive guide or an in-depth analysis.
Remember, analytical buyers are detail driven and thorough.
How to sell to an amiable buyer?
The amiable buyer thinks about how their decisions are going to impact others.
They often need reassurance throughout the buying process before committing to making a purchase and they typically need a little bit more hand holding throughout the sales journey, so you’ll need to make sure that you show them how their purchase is going to make a positive impact on them and on others.
They’re relationship focused, cooperative, empathetic and they avoid conflict.
They’re definitely going to seek recommendations from others.
Here’s some of the things that you can do for those amiable buyers when you’re selling online
Share customer testimonials, success stories and behind the scenes content to help build trust and relatability.
You can personalize emails with a friendly tone and include stories to foster a sense of connection and empathy with amiable buyers.
Remember, amiable buyers are considerate and they are relationship oriented.
How to sell to an expressive buyer?
The expressive buyer is enthusiastic, creative and spontaneous.
They crave exclusivity and community.
They’re looking for that sense of belonging, and they prioritize that experience and relationship they develop with a brand.
The expressive buyer is typically a little bit more emotional and they value that overall client experience more so than they value how much a product cost.
Since they’re driven by emotions, they often make quick decisions.
They’re influenced by trends and a desire for unique and personalized products.
Here’s some of the things that you can do for those expressive buyers when you’re selling online
Engage them by highlighting the unique and innovative aspects of your product offering.
Share success stories and offer personalized solutions.
Show enthusiasm and excitement about your product.
When selling to expressive buyers online, use visually appealing content, videos, and dynamic social media post. This always will capture their attention.
You can leverage different social platforms and craft exciting visually engaging emails with creative attention-grabbing headlines and visuals.
Another great idea for selling to expressive buyers online is to partner with influencers who can authentically promote your brand.
The expressive buyer loves to buy on trend and they’re more emotionally driven than they are price conscious.
How to sell to the driver buyer?
The driver buyer is decisive, assertive and results oriented.
They want to get things done and they love to mark things off of their to-do list.
If they believe a product will help them achieve their task, they’re ready to buy now.
If you show them how your product gets them to their goal a little bit quicker, then you’ve got their attention.
So, the driver buyer is a little bit ego driven and they appreciate direct communication.
Don’t beat around the bush when you are working with a driver buyer.
Have you ever talked to someone that is a driver personality and you’re telling them a story, and they will almost interrupt your story and say, okay. Get to the point. This is the driver buyer.
You want to make sure that you directly communicate how your product or your service is going to help them or enhance their life.
They’re going to make quick decisions.
They’re going to ask about the bottom line and they’re going to get straight to the point.
Here’s some of the things that you can do for those driver buyers when you’re selling online
Make sure that your copy is concise and to the point.
You want your copy to highlight the key benefits and their return on investment.
Your landing pages and your sales pages should be straightforward with clear value propositions and quick access to product information and purchasing options.
Remember, the driver buyer is goal oriented and decisive.
So, there you have it, the 4 types of buyers and the psychology behind the purchasing and decisions they make.
What are the 4 types of buyers summed up?
- The analytical buyer that is detail driven and thorough.
- The amiable buyer that is considerate and relationship oriented.
- The expressive buyer that is community focused and emotional
- The driver buyer that is goal oriented and decisive.
I would love to hear from you! DM me on Instagram @andeehart and tell me what kind of buyer you are!
I hope you found these helpful as you implement this information into your overall sales strategy and you can listen to the full episode on the She Seals Differently podcast!
