Buyer types describe your personality when you are going to purchase something. Each person reacts differently when shopping - that reaction is called a Buyer Type. There are four main buyer types to review: Analytical, Amiable, Driver, and Expressive.

Knowing these buyer types allows you to identify your audience so you can effectively sell to them in the specific way they prefer. Each of these buyer types processes information and makes decisions differently. When we are aware of these buyer types and cater to them specifically through our content and engagement, sales become easier because the buyers will feel more in control of their decision if you can learn to speak their language.

The Four Buyer Types

Today we're reviewing the four main buyer types, inbound engagement (engagement that people give to you), and outbound engagement (engagement that you give to people) that will allow you to sell with ease.

Analytical Buyers

Analytical buyers need detailed data to consider all the facts without feeling pressured to rush into a decision. They will be asking lots of questions around the numbers and evidence. You may need to repeat yourself for clarification as they want all of the details. They also don’t want any information around what your service DOESN'T do as that doesn’t coincide with the information they need to process.

Content that Analytical Buyers will engage with:

• Testimonials and case studies where they can witness your past clients’ transformations
• Statistics in your content
• Promotional posts that include the features in detail and describe how they will be impacted

Your call to action for engagement on these content pieces would be to ask them questions regarding the facts and information.

Outbound Engagement to communicate with Analytical Buyers:

• Be straight to the point as they don’t want to have small talk
• When speaking to them one-on-one you should declare the facts to them
• Follow up with no pressure with the information they have requested

Amiable Buyers

Amiable Buyers are typically introverted and empathetic, therefore they are motivated by stability and cooperation. The key is to tune into the social aspects that will make them feel most comfortable with their transition. Their decision-making process is very slow as these people dislike change and chaos, so it’s important to highlight the ease of transition your service will provide.

Inbound Engagement to create a loyal Amiable Buyer:

• Consistent messaging will help them to trust you as they do not want drastic change
• They want to know how your service can create stability for them
• Personal assurances create trust with these buyers

Outbound Engagement to communicate with an Amiable Buyer:

• When speaking to Amiable Buyers one-on-one, they want small talk to relate to them personally
• They will prefer to speak one-on-one compared to a group setting
• You cannot rush a decision from them so it is best to focus on how this service/product is going to affect them

Content that will attract Amiable Buyers:

• Intangible transformations
• Inspirational stories about gaining confidence
• Your story, how you relate to them, and how you got to where you are

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Driver Buyers

Driver Buyers are motivated by power and respect. They don't often want to be your friend as they are aware of what they want and desire. You need to show them proof of your service with respect for their position without allowing yourself to be knocked over.

Inbound Engagement for Driver Buyers:

• When speaking to a Driver Buyer, make your statements concise, brief, and active
• Prepare a list of options that they can control within the service/product
• Share facts and results so they can make an informed decision

Outbound Engagement for Driver Buyers:

• When asking questions get straight to the point
• They do not like a lot of small talk
• Do not focus on the details but on big-picture benefits of your service/product

Content that will attract Driver Buyers:

• You want to empower them with clarity in the transformation and detail
• Don't talk down to them as they know what they want in order to get closer to their vision - you just need to show them how it can happen

Expressive Buyers

Expressive Buyers need recognition and approval when you are communicating with them. They want to know that your service/product will elevate their image and relationships. Therefore you need to spend time developing a personal relationship with them.

Inbound Engagement for Expressive Buyers to connect with:

• Use personal information and testimonials as they want a deep connection with you
• Tell anecdotes to explain your service so they can see how it will impact their own life

Outbound Engagement to communicate with Expressive Buyers:

• Try to be engaging and funny at times to build a personal relationship
• Try to avoid entangling them in details that might lead to interpersonal conflict

Content that will attract Expressive Buyers:

• Storytelling content is very powerful as it allows them to relate on a different level with you
• Tell them how they can connect with you to bring them into the partnership

When you are aware of how each of the types can be used, creating content and engaging with your audience has a greater intention. You may find that much of your audience, including yourself, will fall into more than one category. This is why publishing different types of content and getting to know your audience will help deepen the connection, allowing for an ease in selling.

How to Analyze and Track This Data:

• Look at analytics to see who's in your audience. This is done by analyzing the types of content and who has engaged with that type of content.
• To determine someone's buyer type, analyze the conversations you’re having and the types of questions they are asking.
• You can then keep notes on your lead tracker of the buyer types to help you with sales conversations.

Informing yourself of these Buyer Types allows you to look at your audience through a different lens - one of connectivity, logic, and emotion. These are the elements that can make up a sales conversation. Remember: A sales conversation is an act of service for that person. And we are here to impact others' lives with our talents and gifts.

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