The 4 Most Common Buyer Types In Sales And How To Sell To Them

Summary

This video script educates on identifying and catering to four distinct buyer types: Cheap Buyers, who prioritize deals and discounts; Difficult Buyers, known for their challenging nature; Sophisticated Buyers, who value research and transparency; and Affluent Buyers, seeking luxury, convenience, and status. The speaker advises tailoring sales strategies to each type, emphasizing the importance of understanding buyer motivations to build a profitable and appreciative clientele.

Takeaways

• 🛍️ Not all buyers are created equal; they buy for their own reasons, and it's crucial not to treat them all the same.
• 🛒 Cheap Buyers focus on price and deals rather than value; they are motivated by discounts and urgent offers.
• 😤 Difficult Buyers are hard to please, often indecisive, and enjoy challenging the seller, which can drain time and energy.
• 📚 Sophisticated Buyers prioritize value and do extensive research; they appreciate transparency, honesty, and space to make decisions.
• 💰 Affluent Buyers purchase based on emotions, status, and convenience, valuing luxury and ease over price considerations.
• 🤝 Different buyer types require different communication and sales approaches, tailoring messages to their specific motivations.
• 🚫 Common mistakes in sales include applying the same sales tactics to all buyer types, which can lead to lost opportunities.
• ⚖️ Selecting the right type of buyers for your business is crucial, as it influences your overall experience and client referrals.
• 🏆 Affluent and Sophisticated Buyers often have networks that match their buyer type, leading to valuable referrals.
• 📝 It's important to recognize outdated sales methods and adapt strategies to better appeal to today’s discerning buyers.

Q & A

What is the first type of buyer discussed in the script?

The first type of buyer discussed in the script is the 'Cheap Buyer', who prioritizes price over value and is motivated by discounts and good deals.

How should salespeople structure their offers to appeal to Cheap Buyers?

Salespeople should structure their offers to appear as good deals, possibly using tactics like marking up prices before offering discounts to create a sense of urgency and value.

What is the psychological aspect that drives Cheap Buyers according to the script?

Cheap Buyers are driven by the thrill of chasing a good deal and the satisfaction of getting a bargain, often leading them to purchase items they don't necessarily need.

What is the second type of buyer mentioned in the script and how are they characterized?

The second type of buyer is the 'Difficult Buyer', characterized by being challenging to please and often uninterested in the actual buying process, preferring to engage in a 'fight' with the salesperson.

How should salespeople approach Difficult Buyers according to the script?

Salespeople should be cautious with Difficult Buyers, as they can be time-consuming and energy-draining. It's important to manage expectations and not overspend resources on them.

What is the third type of buyer described in the script?

The third type of buyer is the 'Sophisticated Buyer', who is well-informed, does thorough research, and makes purchases based on value rather than just price.

How should salespeople communicate with Sophisticated Buyers?

Salespeople should provide information and allow Sophisticated Buyers to come to their own conclusions. They should avoid pushy sales tactics and instead build trust by being transparent about the product's capabilities and limitations.

What is the fourth type of buyer discussed in the script?

The fourth type of buyer is the 'Affluent Buyer', who makes purchases based on feelings, emotions, convenience, and status, rather than just functionality or price.

How should salespeople cater to the needs of Affluent Buyers?

Salespeople should focus on providing convenience, luxury, and status to Affluent Buyers. This could include personalized service, time-saving measures, and products that offer a unique status symbol.

What is the key takeaway for salespeople when dealing with different types of buyers as per the script?

The key takeaway is that salespeople should understand the motivations and preferences of each buyer type and tailor their approach accordingly. It's also important for salespeople to choose the type of buyers they want to work with, as this can impact the overall business experience and client base.

What is the advice given to salespeople regarding the type of buyers they should target?

The advice is for salespeople to target buyers who appreciate their expertise, products, and services, and are willing to pay for value, rather than just seeking the cheapest option.