Buyer Types – Just how much can you tell from a limp handshake?

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Sellers have long been advised to adopt their sales approach to reflect the personality type of the buyer. But just how much can you tell from a limp handshake? Well if you put a lot of store in buyer personality types perhaps a lot!

We are going to examine the four basic personality types in a moment, but before we do here is a word of caution. When it comes to the complex sale, the personality of the buyer, or seller is of considerably less importance than the business case. No matter how many sales books and training courses highlight this issue, that won’t change one bit.

There are some that take a more extreme view – one we heard expressed recently – ‘You wouldn’t base your sales approach on the star sign of the prospect would you? Well putting too much store in personality types is similarly naive.’ We do believe however that there is a value in taking cognisance of the personality of the buyer. So, lets look at some buyer types.

1 The Assertive Buyer Type

If there is no chit-chat then either the buyer is under a lot of pressure, or perhaps he / she falls in to the assertive buyer category. That means they will be no walk-over and will want to be in control. Here is how you spot them and the implications for how you sell.

How to spot them:

Authoritative
Dominant body language
Handshake is firm & out-stretched
Plain speaking, can be abrupt
No social chitchat
Assertive, perhaps even aggressive
Can be defensive
Out you on the spot
Impulsive – quick decision makers
Can be slow to go back on a decision
Motivated by status & status symbols

How to sell to them:

Play to their ego
Avoid appearing to criticise
Put them in control
Questions – business like & to the point
Focus on the headlines – spare the detail
Talk about deliverables & results
Appeal to their self interest
Be clear and specific
Be well prepared
Get to the point (don’t waste time)
Keep up

2 The Social Buyer Type

If you get offered a coffee and there is a lot of social chit chat, then you may be selling to a buyer that falls into the social category. They tend to be adaptable, flexible and participative in style. So here is how you sell to and spot them.

How to spot them:

Less dominant body language
Offers you coffee
Social chit-chat
Asks about the journey
Putting you at ease
Pictures of their families in the office
Motivated by ideals and visions
Team player
May dither if there is not a consensus

How to sell to them:

Leave time for socialising
Take things slowly
Focus on the people/cultural dimension
Adopt a team based approach
Leave on a friendly note
Reinforce group identity
Involve them fully
Hold off on the technical details
Make them and their team look good

3 The Analytical Type Buyer

If you buyer reminds you of your accountant then chances are he, or she falls into the ‘analytical buyer’ category. They are logical, analytical and won’t be rushed, and can be slow to engage. However once they decide they are slow to go back on it. Here is how you spot the measured buyer.

How to spot them:

Slowly and quietly spoken
Silences during conversation
Often understated
No dominant body language
May be sceptical
Slow to commit
May appear disengaged (e.g. sit well back in chair with arms folded
Will Reserve judgement
May procrastinate
Often highly knowledgeable

How to sell to them:

Take time to break the ice
Use open-ended questions
Be sincere and show genuine interest
Take time to find areas of common ground
Be honest and open
Draw out the prospect’s goals
Slow down
Provide assurances and guarantees
Provide lots of information & detail
Don’t rush or pressurise them.

4 Compliant:

They need to comply with rules and regulations, are systematic, precise, super efficient and bureaucratic, shy, self-effacing, will need lots of assurance, easily agree making it difficult to assess their true objections, very punctual. Analysts, researchers and scientists tend to be of this type.

How to spot them: