You’ve done your research, you’ve scoured ESP and compared products, and now you’re sure you have the perfect product in mind for a sales prospect. But if you don’t nurture and sell to them with their buying personality in mind, you could end up losing the sale.

Being in tune with their dominant buying personality (how they prefer to move toward the close) is key to building relationships and growing sales numbers. According to Salesforce, 51% of the top-performing sales reps focus on building relationships. That involves knowing each client individually and how they prefer to buy. And clients appreciate it; Pew Research found that 84% of buyers want to purchase from someone they know and trust.

Take the time to get to know the prospect – not just their business goals and pain points, but also their buyer personality – Assertive, Amiable, Expressive or Analytic – and form a sales strategy that fits that buyer type. Some (like the Assertives) like to make quick decisions. Others (such as Amiables) prefer to get approval from other involved parties before pulling the trigger, which makes for a longer sales process.

“Naturally, not everyone will fall into one of these categories exactly,” says Shiv Gupta, CEO of marketing agency Incrementors Inbound Marketing. “Be aware of their main personality type and tailor your strategy to engage with them on that level. While getting to know people and their personalities takes effort, it’ll be well worth it after you’ve made a connection and closed the deal.”

In your discovery call with the point person for an account, ascertain which of the four personality types they’re mostly exhibiting (since there tends to be natural overlap within each person) and shape your strategy from there. Here’s how.

Assertive

These types tend to be decisive and objectives-oriented rather than concerned about developing a deep relationship with their salesperson. While they value trust, they prefer not to spend time on personal banter. They get down to business, speak in declarative sentences and want a seller who delivers on promises.

“They’ll let you know exactly what they’re feeling and thinking at any given time without apologizing,” says Veronica Miller, marketing expert at VPNoverview, a VPN cybersecurity firm. “They’ll also come to you with a clear understanding of what they’re looking for.”

Assertives value efficiency, says Mark Osborne, director of Orangeries UK, a residential greenhouse construction company. Bells and whistles impress them less than how the product will solve a pain point and increase their bottom line. “Be prepared for someone who’s straightforward,” he notes. “And if you don’t know the answer to a question, tell them you’ll get back to them instead of guessing.” They’re also very competitive, so be sure to show how the products give them a leg up above their competition, adds Miller.

“Get straight to the point and let them know how your service or product will improve their bottom line,” says Josh Snead, CEO of Rainwalk Pet Insurance. “They likely already know what they’re looking for, so let them know how you will fulfill their needs.”

Amiable

Also known as “Collaborative,” this personality is more relationship-oriented than the Assertive. It’s important to them that they’re purchasing from a salesperson they like, says Josh Pelletier, chief marketing officer at nutrition and exercise resource site BarBend. “They value personal relationships, trust and empathy,” he says. “They first want to build a relationship with the salesperson, and then they want to get the help and approval of others within their company. Expect a good listener who will ask you personal questions to get to know you better, which makes the process more relaxed and informal.”

When they first come to you, Pelletier warns, they may not have done much research on their own yet, expecting instead that you’ll have solutions and guide them through the process. And they take their time with decisions.

While they tend to be open to new ideas, they’ll be turned off by a process that moves too fast and a salesperson who’s too, well, sales-y. “It’s all about trust,” says Nick Rubright, founder of agency New Reach Marketing. “They want to be guided through the process by a trustworthy seller.”

Instead of the hard-and-fast sell, take the time to show them how your product will help them or their firm achieve their future goals, says Rubright. “Get to know them, establish a rapport and gradually guide them toward a purchase choice,” he adds. “When it comes to your pitch, keep in mind that these people will usually return to their organization to gain buy-in.”

84%
of buyers want to purchase from someone they know and trust.

(Salesforce)

Expressive

Harry Hughes, CEO and co-founder of fishing equipment site Dangler, describes the Expressive personality as “bright, outgoing and eager,” and says they usually want to establish a relationship with the salesperson right off the bat. “They’re team players, and eager to form bonds with others,” says Hughes. “But they tend to get bored with too much technical detail, so don’t rely on specs here. Use case studies to tell colorful stories about past successes.”

Expressives also desire deep trust, says Steve Scott, chief technology officer at Spreadsheet Planet, a Microsoft Excel resources and best practices site. “Always be honest,” he says. “They also crave reassurance, which is why case studies and top-notch customer service are must-haves.”

While Assertives are bottom line-oriented, Expressives are more in tune with the emotional and human element, says James Angel, co-founder of DYL, a sales productivity resource firm. When sharing case studies, focus on the emotions of those who were involved, like satisfied customers and happy end-users, not just hard numbers. “Although data is crucial, an Expressive will want to know how their purchasing decision affects their customers and their firm on a human level,” he says.

In turn, be sure to listen attentively to their needs and expectations and validate their feelings and emotions, says Daniel Foley, marketing specialist at Scooter.guide, an electric scooter review site. “Tell stories of your previous accomplishments, which can help build your reputation in their mind,” he says. “Move them to the close by allowing them to visualize how the product will look before they make a decision.” 

Analytic

The Analytic tends to be reserved, serious and cautious, but they’re also perfectionists, which means they’ll come well-prepared, says Jason Ball, director of B2B marketing agency Considered Content. “They sometimes overanalyze products and situations,” he adds. “Bring data and figures that you can share. They’re interested in the finer points of what you’re selling and what it can do for them, so make sure you have plenty for them to consider. They’ll look at it carefully before buying, so don’t rush them.”

Appeal less to emotions and more to hard numbers when selling to the Analytic personality. “They love data, facts and figures,” says Daivat Dholakia, vice president of operations at Essenvia, a platform for monitoring medical device regulations. “They’re no-nonsense, so no flowery pitches. They want to get straight to the facts.” Dholakia adds that they’ll most likely have done extensive research on the salesperson and their company, along with possible product ideas, ahead of the sales meeting, so the rep should be ready to discuss custom solutions. “Provide data any time you make a claim and as much detail as possible,” he says.

With Analytics, avoid coming across as too sales-y or overinflating the features of a product. “The key is to lay out facts and statistics in a direct, practical way,” says Snead at Rainwalk Pet Insurance. “They don’t have patience for ‘sales’ language, and they’ll see through any inflated claims.”