The Seven Emotional Buying Styles

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In the commercial world that we deal with everyday, with all its technology and systems we tend to forget one fundamental reality…...Humans are still actually the decision makers and the gatekeepers we need to deal with everyday.

• Do you know how to push a gatekeepers 'green button' and get that all important appointment?
• Why is it some of us are blocked by receptionists and others get appointments all the time?

When we deal with these “decision makers” there is a strong tendancy to assume that the use of LOGIC will carry the day. You believe in your product or service so just tell them what it does and everyone will buy. Simple isn’t it. 

Well, if your closing ratio is 100% you need not read any further. However, if your experience of the market place is anything like mine you might like to keep reading.

Buying is not just a LOGICAL process although several logical terms may be used in the course of a sales presentation. In every buying decision, no matter how ‘logical’ or ‘illogical’ it may seem, the buying decision is actually an EMOTIONAL response to a well executed presentation/sale. or sales campaign.

It is the salesperson’s responsibility to identify the primary emotional drive of the prospect and tailor the language and emphasis accordingly.

There are seven primary emotional styles. Each style has their own buttons we can push - a GREEN  button and a RED button - to open up the buyer’s sense of pain, inadequacy or deprivation. Push the wrong button and you are in for a long and frustrating sales campaign.

If a professional salesperson ignores these emotional drivers and sells using their own emotional drivers they will push the wrong buttons six out of seven times!

We could take any number of examples to illustrate the point but for the purposes of this article will simply use one example to make the point.

Let’s suggest that you are a Real Estate agent and you are attempting to sell a property that has one distinguishing and outstanding feature. In this example it is the rear decking or deck.

The seven emotional buying styles are:-

1. Normal
2. Hustler
3. Mover
4. Double Checker
5. Artist
6. Politician
7. Engineer

Watch Video of 'The Gatekeepers' program by clicking here

And / or

(Please email or telephone and ask for a copy of the 'buying style guide' where we put each buying style through their paces)

Buying Style #1 - Normal

The person who demonstrates themselves to be primarily this style will have a very conservative or formal manner about them. They will not respond easily to small talk nor will they reveal much about themselves. As the salesperson, you will find yourself slightly uncomfortable in their presence……If you have had any real experience in sales you will recognise this person straight away.

Their primary drive is for SOCIAL ACCEPTANCE and they are driven by a need to conform and function well within the social norms. Any suggestion of a “Deal” or special discount will make them very uncomfortable as it may suggest something untoward.

When it comes to the decking or deck………. 

“Mr/Mrs/Ms Style #1…………This deck has full Council approval and it complys to all necessary building standards.” 

You may be asking yourself why the above comment is so relevant to closing the sale.

From where you sit, it appears to be superflous and almost something that would be assumed. However, the reality is that Style #1’s sense of DEPRIVATION is most likely engendered when they are seen to be doing anything that even vaguely resembles something illegal or untoward. They crave SOCIAL ACCEPTANCE so strongly that thay have never missed or reneged on a payment or financial commitment in their life.

In fact they have probably never had a speeding or parking ticket.

Buying Style #2 - Hustler

The person who demonstrates themselves to be primarily this style will have a far more outgoing and polished/slick manner about them. You may start to wonder who is selling who with this style of person. Are you selling them the house or are they trying to sell you on how successful they are.

These people are notorious “name droppers.” They are usually very well dressed and they have a srong tendancy to display all the outward signs of material wealth. (Check out the car they are driving)

Their primary drive is for MATERIAL SUCCESS and all the trappings that go with it.

It doesn’t mean that they have achieved their goal but they will want you to think they have. (The Mercedes in the driveway is probably leased)

They are virtually the direct opposite to Style #1. They are driven to get a better or sharper deal than all the other styles. 

When it comes to the decking or deck……….

“Mr/Mrs/Ms Style #2…………This deck adds real prestige to the property. If you wanted to put a pergola over the top you might spend $10,000 extra but it would add $30,000 to the value of the property. Perhaps we could work this factor into your loan package and get it done straight away.”

This style wants it all now. They don’t worry about paying for it or what they can afford. It is purely a matter of how good it makes them look and whether it can be done quickly.

You may even find them coming up with solutions or alternatives even you didn’t think of.

If you can’t sell this style it’s completely your own fault. Cut to the chase, don’t be boring, tedious or pedantic.If you are, you will lose them very quickly.  

Buying Style #3 - Mover

The person who demonstrates themselves to be primarily this style will also have a very outgoing manner about them. The first indication of this style will be that they will probably be late for the appointment and your conversation will invariably be interupted by their mobile phone.

Their primary drive is to COMMUNICATE. Although those that know this style intimately will tell you they just talk too much. This style has an overiding desire for social intercourse, they don’t care who they are talking to just as long as they breathing. Hence the overwhelming need for them to take that mobile phone call even when what they are doing should take all their attention. They can’t help themselves.

When it comes to the decking or deck……….

“Mr/Mrs/Ms Style #3…………Look at the size of this deck. You could invite all your friends over for a BBQ and still have room for a dance floor and the Karioke console.”

This style are good family men or women and if you get the chance to spot their car it will most likely be a “People Mover”

Style #3 hates detail and you should offer to complete as much of the paper work as possible. If you leave anything to them to do, it won’t get done. 

Buying Style #4 - Double Checker

The person who demonstrates themselves to be primarily this style will have a warm and accommodating manner about them. This kind and caring style are always a pleasure to deal with until it comes to the CLOSE

Their primary drive is for SECURITY. This person is often maligned by other styles as one who can’t make a decision.The criticism is quite valid because they can’t make decisions. What we need to know is ….why.

The reason is that this style sees what can go wrong long before they see anything else.

They also feel the impact of it even before or whether it happens. Basically, they are the epitome of the WORRIER. You may have heard the definition of worry before but I will repeat to demonstrate the point ….”WORRY is feeling the physical effect of something that has not actually happened”  

Style #4 would add one extra word to the above mentioned quote …. “YET”

If you suspect you are dealing with this style just ask them how long they have been in their current job and you will have your suspisions confirmed when they tell you……”Years”

This style will give up opportunity and material success for security. The public service is full of Style #4.

When it comes to the decking or deck……….

“Mr/Mrs/Ms Style #4…………This deck has been put together by a very capable and qualified tradesman. It is fully reinforced, solid and built to last.

When you get to the close with this style you only have to remember a couple of rules.

• Never ever use the word “DECISION”
• Take charge of the process, you need to be the decision maker, the initiator. If you leave it up to them, you will be waiting a very long time
• Use reassuring language like guaranteed and safe.
• Decide how much time you are prepared to spend/waste on this style.

If you have given it a good shot and they are still procratinating, cut your losses and move on. It should not be a reflection on you as a sale person. Remember,   this style hasn’t done a lot in life because they have a genuine and overiding fear of failure.  

Buying Style #5 - Artist

The person who demonstrates themselves to be primarily this style will strike you as significantly introverted. They will be reluctant to make eye contact and tend to speak in a circumspect and cautious manner.

They take a long time to answer a question. Don’t be too quick to offer further comment as they are still considering the best answer to your question.

Their primary drive is to CREATE or be different. In fact, these people want to make a difference. They really do care about the way the world is going. They are life’s philosophers.

Unfortunately this means that they have not got a COMMERCIAL bone in their body. If your product or service means that they will gain materially it will leave them cold.

When it comes to the decking or deck……….

“Mr/Mrs/Ms Style #5…………This deck allows you to keep in touch with reality. Imagine coming out here first thing in the morning and just soaking up mother nature.

Again, we have a style here that is difficult to close. Consider the higher minded approach (Which I admit is difficult with this example (The deck)

Style #5 is all about the higher minded issues in life. They are the true believers. They do make decisions but they have to serve an alteristic purpose. The good news is that you will rarely run into Style #5 as they only represent a small percentage of the population.

Buying Style #6 - Politician

The person who demonstrates themselves to be primarily this style is usually in a management/decision making role so you are likely to have to contend with this style more than most.  

They are opiniated, if not arrogant and they will attempt to force you to get to the bottom line as quickly as possible. This is just their way of barrelling/bulldozing you out the door as quickly as possible. 

You can do one of two things, you either accommodate them and start talking feature/benefits at a rapid pace or…………. You can take over the presentation, moderate your pace (slow down) and start asking pertinent/probing questions.

These people do not suffer fools easily and their sales resistance is likened to a boxer in the first round who has only got one big punch (INTIMIDATION).

If you allow yourself to go on the defensive and back peddle around the sales ring they will treat you with contempt. However, if you stand your ground they will respect you and begin to listen and appreciate your comments. Remember, the first person who blinks ….losses.

Their primary drive is to WIN. Unfortunately, their version of winning is usually at the expense of everyone around them. The advantage you have once you recognise the Style you are dealing with is that you can use the simplest reverse psychology to control the sales situation. 

When it comes to the decking or deck……….

“Mr/Mrs/Ms Style #6…………Frankly Mr/Mrs/Ms, this decking makes it one of the best properties in the area. Are you confident that it is well within your price bracket?

This comment and others like it are designed to accommodate or provoke Styles 6’s need to WIN or be the best. 

If you show any sign of sycophantic behaviour or you are unnecessarily obliging, they will simply dismiss you and anything you may have to offer. Whereas, if you show some backbone and stand your ground they will respect you and most likely give you a hearing.

I am not advocating that you argue with this prospect, just state your position in positive but firm terms.  To a large degree you are simply, mirroring the better side of their natural behaviour.

These people are usually driven by a need to succeed and they pride themselves on their desire and need for EXCELLENCE. 

One further note: If you are late for your appointment ………you are dead! 

Buying Style #7 - Engineer

The person who demonstrates themselves to be primarily this style is fascinated with detail and how things work. When you ask them the time of day they will start telling you how to make a watch. 

If you are a no-nonsense , bottom line, get to the facts type of person (Like Style 6) you will find Style 7 very, very irritating. They have great difficulty distinguishing between the fundamental or basic facts that are needed in any given situation and unnecessary or superflous detail.

It is very important to use trial closes as early as possible to establish whether they are interested in getting an education on your service or product or they are actually considering a purchase. If you can’t make the distinction, you will waste an inordinate amount of time for no result.

Their primary drive is an intellectual/emotional need for DETAIL. You find them in the sciences and engineering or any other field that requires massive amounts of complicated detail.

Again, you need to make sure they are genuine buyers not interested/curious on-lookers. These people actually read your brochure from top to bottom and they will pull you up if anything is not exactly correct.

When it comes to the decking or deck……….

“Mr/Mrs/Ms Style #7…………Mr/Mrs/Ms, Style 7 this decking has been built by a real professional. Lets get down underneath and have a look at how it has been put together.

Remember, you would only bother going to this extent if you have qualified their intentions.

In Conclusion

With the right training, you can pick these seven styles by the words they use, what their office or work station looks like and what they wear.

To learn more about these seven styles you can run a program called 'The Gatekeepers' (click here NOW).