When approaching customers, it is essential to understand their buying styles – how they make decisions and how they interpret data to inform those decisions. While every person is unique, there are four basic buying styles from which one can establish sales communication and protocols: Decisive/Dominant; Influencing/Informational; Stable/Steady and Conscientious/Cautious. Understanding your own style (from a selling perspective), in conjunction with others (from a buying perspective), helps to act as a catalyst in the conversation and builds trust.
Dominant and Decisive Buyers
Decisive buyers are driven by the impact of new challenges and the authority to make decisions. They are often dominant in group situations and challenge the status quo. Innovation plays a keep role in developing ideas, but they are also distracted by the ‘shiny new object’ within the market. Decisive buyers focus on the bottom line and will look for a quick, impactful decision so they can move onto the next opportunity. They are often over aggressive and prone to confrontation to protect themselves from being taken advantage of.
When working with the Decisive buyer, be clear, concise and focus on the bottom line. Avoid overly complex explanations of features and benefits and comparative tactics. Focus on success and importance and the ‘rightness’ of the solution.
Influencing and Informational Buyers
Influencing buyer are driven by the acceptance in a collaborative environment. They are trusting and enthusiastic in their approach to new solutions. They look to broker deals, motivate their team and creatively solve problems. The influencing buyer may be more focused on fit and form over function. They are focused on creating an environment of trust and acceptance, but may ignore the details and specifics of what any change truly entails.
When working with an Influencing buyer, it is important to find the shared connections to build bonds and trust. Show how they will be the integrator of any solution. Avoid pressure and immediacy in the decision, but, instead, focus on praise and how the decision will satisfy their need for an environment free of friction and stress.
Stable and Steady Buyers
Steady buyers are driven by appreciation of their dependability and consistency. They are predictable and steadfast in their commitment to execution of work. Steady buyers are reliable and work well within the team structure along defined roles and responsibilities. They are resistant to change and will take longer to accept new processes or solutions. Driven by the sense of security, change should appear more incremental than disruptive for the Steady buyer.
When working with the Steady buyer, position your solution as a logical extension of the current process – one that fulfills current expectations and increases value. Avoid pressure and criticism on any current behavior, but show how the change is both clear (visually) and better (operationally).
Conscientious and Compliant Buyers
Conscientious buyers are driven by standards of high quality and logic. They are highly analytical and focused on precision. They heavily dependent on data, information and structure in making decisions. They are not swayed by emotion or innovation without the requisite research and study to support.
When working with the Conscientious buyer, focus on the details and provide the data, case studies and testimonials of others who have found success in your solutions. Avoid broad stroke statements and implications and never criticize the buyer or their current procedures. Focus on exploring possibilities that logically arise from your solutions and align them to the buyer’s methodology.
Each buyer is different. As such, your approach to each buyer must assert the correct information and communication styles to reach them. Preparation though knowledge of the buyer will help you to deliver a greater impact on their business success and your own.