Know Who You Are Selling To

4 buyer behavior types you must recognize

March 17, 2009 | Edited by Ken Beaulieu
Permalink: http://www.fuelnet.com/?p=1675

When it comes to sales lead generation, Alan Bayham, president of Bayham Consulting (opportunityrx.com), believes sales representatives must tailor their approaches and messages based on a buyer’s behavioral type. Of course, the ability to recognize the various behavioral types and appropriately adapt the sales call takes training and practice. According to Bayham, buyers fall into one of four categories:

1. The Donald Trump/Direct type. These buyers are impatient, demanding, and blunt. They also state their opinions as fact. Action: Be direct and specific. Provide alternatives so that this buyer can make the decision to buy. Ensure he or she “wins.”

1. The Richard Simmons/Interpersonal type. These buyers are friendly, excitable, and often animated. They don’t focus on details — they are more interested in forming a relationship than they are in buying. Action: Schedule time for chatting and let this buyer speak. You want to show how your product will help to achieve popularity and recognition.

1. The Aunt Bee/Safety or Status Quo type. These buyers usually appear calm and do not get easily excited. They listen carefully and ask specific questions. New ideas make these buyers uncomfortable. Action: Ask specific questions to find out this buyer’s true needs, and then provide support.

1. The Albert Einstein/Contemplative type. These buyers are usually very quiet. They focus on details, ask questions, and study specifications and other information carefully. Action: Provide facts and plenty of detailed information. Avoid small talk or discussion of personal issues. Answer questions calmly and carefully.