Negotiating with different types of buyers can be challenging, but also rewarding. Knowing how to adapt your style, strategy, and tactics to suit the buyer's personality, needs, and preferences can help you close more deals and build better relationships. In this article, we will explore some common types of buyers and how to negotiate with them effectively.
The analytical buyer is logical, rational, and data-driven, so it is important to prepare well and provide clear, detailed, and accurate information when negotiating with them. Utilize charts, graphs, and numbers to back up your claims and focus on the features and benefits of your product or service. Explain the logic and reasoning behind your offer and how it compares to other options. Respect their decision-making process; they may take longer to make a decision and ask many questions or request more information. Answer their questions honestly and confidently, showing that you understand their perspective. Avoid vague or exaggerated statements, and do not rush or push them too hard.
Don’t trick yourself into believing that it is so black and white. You can learn the “types”, but it doesn’t mean you have someone pegged. It also doesn’t mean they aren’t a “combo” of different types. Be ready. Be informed. Be nimble.
I keep a blackjack in my back pocket at all times, when negotiating. I usually find it works best when someone is talking nonsense. Actually, one of the hardest things for me is getting off the phone tactfully when I realize the client or the deal is not for me. Any advice on this, @brettberhoff ?
The amiable buyer is friendly, cooperative, and relationship-oriented. They want to feel comfortable, valued, and trusted by you. To effectively negotiate with the amiable buyer, it is important to build rapport and trust. Utilize a warm, polite, and personal tone. Demonstrate genuine interest in them and their situation. Share stories, examples, and testimonials that relate to them. Additionally, focus on the value and impact of your product or service and how it will make their life easier, better, or happier. Emphasize the positive outcomes and benefits more than features or details. Demonstrate how your offer aligns with their values and vision. Lastly, be supportive and reassuring to help them overcome any hesitations or worries they may have about making a mistake or upsetting others. Show empathy, offer guarantees, and provide social proof to demonstrate that you are on their side and will support them throughout the process.
The expressive buyer is enthusiastic, creative, and vision-driven; they want to be inspired, entertained, and impressed. To negotiate with this type of buyer, you need to use a lively, energetic, and humorous tone. Show passion and confidence in your offer through stories, metaphors, and visuals. Focus on the big picture and the future potential of your product or service; highlight its uniqueness, innovation, and prestige. Additionally, be flexible and adaptable as the expressive buyer may change their mind or have unrealistic expectations. Show them that you can match their creativity and enthusiasm by exploring different options, scenarios, and possibilities with them. Avoid boring them with too much data, facts, or technicalities.
The driver buyer is assertive, decisive, and goal-oriented. They want to get things done quickly, efficiently, and effectively. When negotiating with the driver buyer, use a direct, clear, and concise tone while showing respect, professionalism, and competence. Supporting your claims with facts, figures, and evidence is key. Focus on the results of your product or service and how it can help them save time, money, or resources. Demonstrate your value proposition and competitive edge to show that your offer is the best solution for their problem or opportunity. Be confident and assertive when negotiating; don't back down or give in easily. Stand your ground and defend your position to prove that you are a worthy partner and can deliver on your promises.
When we were vacationing in upstate NY we had rented a cabin sight unseen and when we got there we found it to be unlivable. So, off we went to find another place and we found a very nice cabin on a pond and called the number on the sign. It was off season so the woman that answered was very willing to rent us the place so I asked her how much she wanted for the cabin. She said $35/night and I blurted out $35 A NIGHT? surprised at the low cost. Then she says OK $25/night. I said we'll take it and closed my mouth. Rule 25 of negotiating skills: Shut up when you get what you want.