Selling To Different Personality Types (With Steps)

Sell to Different Personality Types
  • Assertive. These types tend to be decisive and objectives-oriented rather than concerned about developing a deep relationship with their salesperson. …
  • Amiable. Also known as “Collaborative,” this personality is more relationship-oriented than the Assertive. …
  • Expressive. …
  • Analytic.

How to Sell to Different Personality Types

Types of buyers

Here are some examples of the various buyer types you might run into during sales activities:

1. Assertive buyers

Buyers who are assertive are very focused on their goals and definite about what they want. They frequently care more about getting results and finishing deals than they do about getting to know the salesperson. For this kind of customer, complimentary gifts or holiday cards might not be as well received. Instead, concentrating on keeping your word can assist you in maintaining a strong and long-lasting business relationship. You can help clients stay productive and pleased with the sales process by being prepared with useful data and deliverables.

2. Amiable buyers

Friendly customers are often very good listeners and may probe you on personal matters to learn more about you as a person outside of your professional persona. During a sales pitch or meeting, these people can be affable, soft-spoken, composed, and patient. Generally speaking, they avoid interrupting, or if they must, they do so politely. But this kind of buyer might need more guidance when making decisions. Your sales processes may be facilitated by providing friendly guidance, supportive resources, and personal assistance.

3. Expressive buyers

Positive personality traits and a high level of emotional expression are common in expressive buyers. These people can communicate very honestly, making it very clear to the salesperson how they are feeling at the time. These characteristics make expressive buyers more likely to use their emotions to inform their decisions and to consider how those decisions may affect those around them. They frequently have strong personalities and may sway the salesperson to see an idea or concept from their perspective using their strong convictions.

4. Analytical buyers

People who are analytical buyers like to use data, statistics, and numbers to guide them when making crucial financial decisions They frequently favor arguments supported by facts and data rather than subjective beliefs or case studies. These analytical buyers frequently ask numerous in-depth questions in order to obtain sufficient information to make an informed decision. Analytical buyers may occasionally be wary and dubious of sellers and conduct their own research prior to meetings. To earn the trust of analytical buyers, try to be well-prepared for meetings with them.

5. Collaborative buyers

Collaboration and teamwork are typically valued by cooperative buyers when it comes to a sales initiative. They want to comprehend the salesperson’s viewpoints even though they have their own, in order to find the best middle ground. When changes are fair and practical, collaborative buyers are frequently able to adjust quickly. A collaborative person may attempt to establish a professional relationship with the seller first and then seek the opinions and thoughts of others to assist them in making their final decision rather than acting independently.

6. Social buyers

Social buyers are outgoing individuals who enjoy interacting with others. They often try to make sales meetings fun and social. They frequently exhibit vivacious personalities and are typically very open to others. When a salesperson uses them as an example to highlight the advantages of the product and why it is worthwhile buying, this type of customer is frequently appreciative. Before making a decision, a social buyer might enjoy engaging in seemingly unrelated social interactions to assess your personality for qualities they find admirable or appealing.

7. Directorial buyers

Directorial buyers may have a controlling personality and want to control the meeting’s flow right away. Typically, directorial buyers are most curious to learn the fundamentals of what you’re selling and the benefits it can offer them. You can approach this type of personality as an equal and conduct a successful sale by being prepared and self-assured. Allowing these buyers to lead meetings can occasionally help you make sure you satisfy their needs and comprehend their requirements.

8. Competitive buyers

Competitive buyers frequently enjoy searching for chances to surpass rivals. They might be most interested in goods and services they view as exclusive, priceless, or uncommon. Recognize the objectives and motives of this type of buyer when interacting with them. You can create a tailored pitch that appeals to their competitive nature by learning what they hope to achieve.

9. Spontaneous buyers

Spontaneous buyers are people who rarely care about competition. Because they frequently exhibit vibrant personalities and a desire to enjoy the interaction, they can be compared to expressive and social buyers. However, impulsive purchasers might not conduct as much preliminary research as some of the other types of buyers. Instead, they may prefer to make decisions using intuition alone.

10. Humanistic buyers

Buyers with humanistic personalities frequently prioritize the needs of others over their own. They are concerned about the welfare of those around them and frequently pay close attention to how their choices can affect other people and the environment. When they participate in a sales pitch or a meeting, they check to see if their actions have any unfavorable effects. If so, they try to lessen those effects or decide not to make the purchase at all. These people put a lot of effort into creating a positive environment by concentrating primarily on the feelings of others.

11. Combination buyers

People with combination personalities are known as combination buyers. It is frequently necessary to possess in-depth knowledge of the various personality types in order to evaluate traits that appear to fit multiple types when determining whether a person falls into this category. A person can combine two or more personality types, which makes them a more complex buyer in general. A person who possesses both the amiable and directorial personality traits, for instance, might still attempt to steer the conversation, but they might do so with delicate language and subdued gestures rather than a stern voice or assertive body language.

Why is selling to different personality types important?

Here are some justifications for why it’s crucial to market to various personality types:

How to sell to different personality types

The following steps will assist you in selling to various personality types:

1. Determine your target audience

It’s critical that you can identify the target market for your product or service before you launch your sales initiative. This helps you create buyer personas, or target audience descriptions. Conduct research to determine who your primary demographic is. You could also conduct customer engagement studies and send out surveys to determine which demographics are most interested in your offerings.

2. Identify your prospects personality type

Once you have determined your primary demographic and have begun your sales meetings, determine the personality type of your potential customers. Asking specific questions about their identity and main objectives could help you achieve this. The answers you receive can show their primary persona. Additionally, keep an eye out for specific actions and traits that are frequently linked to a particular personality type.

3. Sell to your buyer

Keep in mind that you might have to try a few different approaches before you find one that works when trying to sell to your buyer. Here are some general pointers for selling to various personality types:


What are the four sales personality types?

In sales, there are four main personality types that you will encounter:
  • The Driver:
  • The Amiable:
  • The Analytical:
  • The Expressive:

Which personality type is best for sales?

Because they are goal-oriented and are regarded as born leaders, people with the ENTJ personality type make good salespeople. An ENTJ salesperson is willing to play the long game and develop a lead until it closes.

Why personality is important in selling?

The four primary customer types are:
  • Price buyers. These customers only want to purchase goods and services at the most affordable prices.
  • Relationship buyers. …
  • Value buyers. …
  • Poker player buyers.

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