I’ve been in sales ever since I was 15 years old. My first sales job was selling Amish handcrafted furniture in my hometown of Shipshewana, IN. At just 15 years old, there was a lot I did not know about sales and the different types of buyer profiles.
Throughout my experience in sales, I’ve learned a lot about how different people are.
For example, some people are Extroverted while others are Introverted.
Definitions:
I’ve also learned that some people are more Emotional while others are more Logical.
Within those four categories (Emotional, Logical, Extroverted, Introverted) there are four distinct “Buyer Profiles.”
Learning about the differences among these four buyer profiles will help you to become a more effective sales and service professional!
Four Buyer Profiles
1. Analytical Buyer Profile
As you can see from the infographic above, Analytical buyers tend to be people who are introverted and logical.
They are sometimes described as being picky, indecisive, critical, obsessive, withdrawn, or orderly.
Analytical buyers want to review lots of information about your product or service. They want to discuss the intricate details of your offering and may ask specific questions about how your product or service works and why.
They tend to ask very technical and scientific questions.
How to deal with an Analytical buyer:
The best way to deal with an Analytical buyer is to come prepared with lots of information about your product or service. Brush up on your product knowledge regularly and always have a healthy stock of product brochures and handouts.
Analytical buyers are very logical and introverted, which means they will prefer facts and accredited (or verified) information over personal flattery or relationship.
Since Analytical buyers are not very personable, it’s best to “stick to the product at hand.” This is the type of buyer that enjoys the “tech talk” so let your geek flag fly with this one.
You should:
- Give them lots of product information. Feel free to discuss all the technical details of your product.
- Give them a few options to choose from.
- Present the benefits each option offers.
- Answer any “Why?” questions up front.
2. Controller Buyer Profile
Controller buyers tend to be people who are extroverted and logical.
They are sometimes described as being aggressive, pushy, tough, dominating, decisive, impatient, or controlling.
Controllers like to feel empowered. I.e. They like to feel like they are in control and that they have the power and are the ultimate authority.
Controllers like to delegate tasks to others. They demand respect, power, and ultimate control. Once a task is delegated, the Controller will follow up to ensure their instructions have been carried out “to the T.”
Controllers are not as detail-oriented as Analytical buyers. They only want information that is valuable to them and helps them make a “quick decision.”
Controller buyers value time and efficiency even more than money.
How to deal with a Controller buyer:
Unlike the Analytical who wants lots of information, the Controller prefers short bullet points of information.
The best way to find out what information you should present to a Controller would be to ask them:
“What information are you most interested in viewing about this product / service?”
OR
“When making a decision such as this, what factors are most important to you? Is it price, convenience, saving you time, cost control, etc, etc, etc.?”
A controller will likely pressure you to “hurry up” or “get to the point” if you talk too much so make sure you keep your communications short, direct, and stay on topic. It’s best to “stick to the business at hand” when dealing with a Controller.
You should:
- Give them a concise bullet point list of ways your product / service provides them with a specific benefit.
- I.e. “Here are 10 ways our (Product / Service) will benefit you by (saving you time.)
- Give them a few options to choose from.
- This makes them feel as if they are in control. (They like that!)
- Treat them like the decision maker. “How do you want to proceed today?”
- The Controller doesn’t need anyone else’s opinion to make a decision.
- Present benefits for each option.
- Avoid arguments or negotiations. Walk away if necessary!
- Make yourself very “low maintenance.”
- I.e. Go out of your way to make things convenient for them. Make the process “easy for them.” Ask if there are any tasks that could be delegated to you or if they would like you to correspond with a representative to help save the Controller time.
3. Amiable Buyer Profile
Amiable buyers are introverted and emotional.
They are sometimes described as being conforming, dependable, unsure, awkward, or agreeable.
Amiable buyers are the ultimate “People Pleasers.” They want to make everyone happy.
Because of this, they tend to struggle with making “big decisions” that might affect others. Unlike the Controller, Amiable buyers won’t be making any “quick decisions.”
Amiable buyers are heavily influenced by their relationships with other people and are weary of changes which may create chaos or disruption within those relationships.
How to deal with an Amiable buyer:
The best way to deal with an Amiable buyer is to focus on building a personal relationship with them.
Building a relationship with an Amiable buyer will make them more comfortable about making a decision on your product or service.
It’s also important to find out who influences the Amiable buyer. What influential relationships already exist in this person’s life? Many times the Amiable buyer will volunteer this information. If not, you can find this out by asking:
“Is there anyone you typically like to consult with when making decisions such as this?”
Note: It’s important you know this person is NOT a Controller before asking this type of question. A question like this will likely rub the Controller the wrong way and make them feel disempowered. Remember: “The Controller doesn’t need anyone else’s opinion to make a decision.”
You should:
- Focus on building your rapport with this individual. Get to know them personally and be sure to show that you remember personal details about them.
- Listen intently to personal details and practice “active listening.”
- Read: How To Boost Sales Using “Rapport” > to learn more about active listening.
- Give them a few options to choose from.
- Present the benefits each option offers to them personally as well as how it benefits the other individuals who are influential to them.
4. Enthusiast Buyer Profile
Enthusiast buyers are extroverted and emotional.
They are sometimes described as being excitable, reactive, undisciplined, enthusiastic, dramatic, or friendly.
Enthusiast buyers are full of personality and are very expressive of that. Be sure to present your personality as well!
An Enthusiast buyer likes to be at the center of other people’s attention and feel as though they are the most important.
Enthusiasts love to have fun, tell stories, and enjoy being around people who are like them.
How to deal with an Enthusiast buyer:
Much like dealing with the Amiable buyer, the best way to deal with an Enthusiast buyer is to focus on building a fun, friendly relationship with them.
Make sure you focus intently on making the Enthusiast feel important and that everything they share with you is valuable. Yes, even if it’s their life story or pictures of their 18 cats!
You should:
- Be bright, friendly, and charismatic. This is where having a personality matters!
- Use positive and personal stories or testimonials to promote your product or service.
- Give them a few options to choose from.
- Describe what they might “love” the most about each option presented.
- Describe personal experiences other people “like them” have had with your product / service and what options “most people” choose.
So what kind of buyer are you? What kind of buyer profiles have you experienced?
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About The Author:
Patrick is a Husband, a Father, a Modern Entrepreneur, the Founder of BizPAL.org, and the Creator of BizPAL’s Automated Recruiting Program.
He holds certifications in Social Media Marketing, Facebook Advertising, Inbound Marketing, Business Automation, and more!
Fun Fact:
Patrick was born and raised in a predominantly Amish community in Northern Indiana.
Got questions about the Amish? Ask Patrick!
Patrick is the son of a Career Tradesman and is extremely passionate about helping the Contracting industry grow and advance.
He has over 10+ years of experience in Customer Service, B2C Sales, Social Media Marketing, Sales Training and Coaching, Business Consulting, etc.
He has spent the past 7+ years working with Service Contractors from coast to coast to increase their Sales, boost their Profits, increase Customer Satisfaction and Brand Loyalty, and improve their Operational efficiency by Building Creative Solutions and Implementing Innovative Ideas!
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