How Understanding The 4 Buyer Types Will Help You Close Sales

When I am interested in something I make a quick decision whether I’m going to buy it or not. I need someone to engage and reply to me asap! If they don’t then they have lost a sale. I will go elsewhere.

However, not everyone is like me. Did you know there are actually 4 common buyer types and each one has different decision-making needs which determines how they buy?

Below is a summary of the 4 most commonly identified types of buyers based on personality types identified via the Myers & Briggs Type Indicator. It is important you have an understanding of who you are trying to sell to so you can address their needs to help close the sale.

1. The Analytical Buyer

This buyer is motivated by logic and information. They are perfectionists and seek attention to detail and accuracy. They can appear indecisive but are really just reserved in making decisions until they have all the information available. They do not like taking risks and want to make sure they are 100% sure it is the right thing to do.

How to convert the sale

  • Provide all the information upfront.
  • Provide case studies, testimonials, and statistics proving the validity of your claims.
  • Repeat yourself several times for clarification.
  • Discuss the processes behind your product or service.
  • Remain professional and don’t get too personal.
  • Don’t make them feel pressured to rush into a decision.

2. The Amiable Buyer

This buyer is motivated by stability and cooperation. They want to make everyone else happy and struggle to make big decisions as they worry about the impact their choice will have on their loved ones. They don’t like chaos and change, are slow when making decisions and need to feel comfortable about how the service will integrate easily into their life.

How to convert the sale

  • Build a friendly rapport/connection first.
  • Provide the information in an orderly way. Step by step and avoid throwing new information in at the last minute.
  • Discuss how the service will benefit the entire family/life rather than individually.
  • Listen and be reassuring.

3. The Driver Buyer

This buyer is motivated by power and respect. They need to feel empowered and make a decision based on how it will be viewed by others. They don’t like to feel disrespected or manipulated and often want to control the conditions of the sale. They respect strong personalities and buy based on trust.

How to convert the sale

  • Focus on big-picture benefits, not details.
  • Prepare a list of options he or she can control.
  • Avoid emotional arguments and focus on proof of your service.
  • Be brief and concise.
  • Share facts that correspond to tangible results.

4. The Expressive Buyer

This buyer is motivated by recognition and Approval. They expect great customer service and buy based on customer relations rather than hearing stats and figures. They like attention, want to be needed and feel like they are important to you.

How to convert the sale

  • Be patient and build a personal relationship with them.
  • Relate the sale to improving their image and relationships.
  • Use personal stories and client testimonials to explain the service rather than just providing information.
  • Be personable, relatable and engaging.


So which buyer type are you most like?

Which type of selling method do you best respond to?

How can you use this information to improve your sales conversion rate?

Have a look at what you are currently doing in your business that affects your sales.

Do you know what kind of a person you want as a client and understand their needs?

Do you build good connections with your followers?

Do you get back to inquiries as quickly as possible (respond to all emails, PM’s and comments on social media)?

If not it’s time to start paying more attention to your potential/current clients.

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