What are Buyer Types?

When it comes to marketing and selling products or services, understanding your target audience is paramount. One crucial aspect of this is identifying and categorizing the different types of buyers within your audience. By doing so, you can tailor your marketing strategies and sales approaches more effectively, resonating with each buyer type's unique needs, motivations, and decision-making processes.

The importance of this buyer-centric approach is underscored by a LinkedIn statistic: 80% of companies that leverage market segmentation report increased sales.

The #USAMfgHour chat on May 23, 2024, led by Kati McDermith of Manufacturers' News, Inc. , took a thought-provoking discussion into audience segmentation through the lens of B2B Buyer Types. McDermith skillfully guided the conversation, encouraging participants to explore the diverse buyer personas that drive purchasing decisions within the B2B landscape.

Understanding these distinct personality types can empower B2B sales representatives and marketers to connect more effectively with their target buyers, tailoring their strategies to resonate with each buyer's unique preferences and decision-making processes.

To ensure a shared understanding, Kati kicked off the chat by posing this question:

What are buyer types?

Buyer types refer to the different categories or classifications that buyers can fall into based on their behavior, preferences, and characteristics. These classifications help businesses understand the various motivations and decision-making processes behind each type of buyer, allowing them to tailor their marketing strategies accordingly.

According to McDermith, "Buyer Types are classifications of buyers, each with distinct characteristics and purchasing behaviors.'

Our #USAMfgHour community offered insightful perspectives on this:

"Some call it segments, others call it personas, there may be other names for it but that's the gist," remarked Ruby R. of Social Success Marketing

Nigel T Packer emphasized, "Companies do not buy your products. People do. They are the people from the companies that purchase your products and services, each having a different reason for making the purchase. They can be identified by a set of criteria."

"Amiable, analytical, and expressive buyers. I think I am missing one more," noted Tracy O St. Clair of Integrated Logistics Services, Inc.

The key points discussed by participants, include the importance of identifying your tribe, recognizing that individuals drive purchasing decisions, and identifying different buyer personalities.

Then McDermith moved to the conversation to the heart of the topic.

What buyer types do you think you have identified in your sales efforts?

Beyond the basic categories, sales reps encounter a variety of buyer personalities. As Mc Dermith shared, "I've identified three key types: ego-driven, emotional, and logical."

The conversation focused on identifying different types of buyers and their characteristics:

Anna Scheller of Capri Temporary Housing shared, "These are the ones we think we've seen! (And a few mixtures of these have occurred too) 1: Analytical 2: Emotional 3: Factual 4: Budget-Centric 5: Relational"

Rusine asked, "With our economy, do you meet a lot of budget-centric buyers these days?"

St. Clair noted, "I have to say the person who tries to analyze everything. Paying very close attention to details. Always making sure everything is in order."

Packer explained, "Identifying the buyer type relates to what you sell, what they are buying and why. Another aspect is where they are on their buying journey. Each of these will determine the approach to the promotional tools that are employed converting into customers."

Dave Meyer of BizzyWeb - HubSpot Agency Minneapolis shared, "We first categorize buyers by intent - how early they are in their journey (awareness - just figuring out they have a need, consideration - deciding between solutions, and decision - choosing you as their partner). Here’s a blog about it: https://marketing.bizzyweb.com/news/walking-the-buyers-journey.

McDermith built on prior question by moving on to this, “An emotional buyer values personal connections, empathy, and the impact on people. They make decisions based on feelings and intuition."

This led to the next question...

How do you think you might identify an emotional buyer?

According McDermith, "An emotional buyer might share personal stories, discusses the impact on their team or customer, expresses empathy or concern for others."

Felix P. Nater. CSC noted, "The emotional buyer is one who buys on the merits of an industry success."

Meyer shared, "A good discovery/connect call will raise their needs and buying style. Emotional buyers will use language like 'I feel' or 'I hate' or 'I love' and generally will act quicker (one way or the other)."

Rusine commented, "Emotional and decisive, that's a good combination - or may be bad! Depending on where the convo swings."

Scheller added, "By the way they greet you and the phrasing they use regarding problems and solutions. If they mention emotions, the effect an issue has on people's personhoods, or use 'I feel' statements, they're probably an emotional buyer."

Continuing the discussion on different buyer types, the participants then explored the concept of ego-driven buyers.

So, McDermith asked.

How do you think you might identify an ego driven buyer?

Identifying an ego-driven buyer can be a bit tricky, as their motivations and behaviors may not always be immediately apparent. However, there are certain signs and characteristics that can help you identify this buyer type.

According to McDermith “An ego driven buyer might discuss personal achievements, asks about the prestige or status associated with the product or service, or show interest in exclusive or high-status offerings."

The #USAMfgHour community added their input.

St. Clair said, "someone who knows it all."

Packer provided a colorful description, "Also called Seagull buyers. They fly in, make a lot of noise, poke their beaks into everything, tell everyone you are doing it wrong, never buy and then fly out s****ing on everyone as they leave."

Meyer explained, "Ego-driven buyers will reflect on how working with you will make them look to their peers or their bosses. These are tricky because they tend to be a bit more short-sighted and will lose interest as soon as 'what's in it for them' isn't compelling."

Nater noted, "Someone whose responses to questions posed make one feel inferior or incompetent."

Rusine commented: "Hmmm...not sure if I'd call the buyer THAT really but this is someone that knows what they want...? And doesn't want fluff."

It is evident that identifying an ego-driven buyer can be challenging, but it is not impossible. Several signs and characteristics can help you spot an ego-driven buyer.

Next up is another type of buyer.

How do you think you might identify a logical buyer?

We now turn our attention to identifying a logical buyer. Spotting a logical buyer can be relatively straightforward, as they tend to prioritize facts, data, and rational decision-making.

McDermith shared that, "A logical buyer might ask for data, research, or case studies. They might focus on features, functionality, and objective comparisons."??

Nater responded, "In my case, the logical buyer has a thoughtfully laid out RFP with clear objectives. The Q&A Session answers RFP questions. The finalist makes a lot of sense."

Packer noted, "Logical buyers have already done the research before they called you. They have lots of questions that follow a methodical process, writing down answers as they go. If you can tap into their logic, they can be converted."

Meyer commented, "Lots of factual questions (tell me details, ROI, numbers) and a clear decision path. If your product/service is a good fit, these folks are your best pals."

Scheller added, "A logical buyer is likely going to ask for records, proofs, data, and may ask some trick questions based on the research they have already done to double-check that they're making the most logical decision."

As we continue our exploration of different types of buyers, Kati shifted the focus to the participants.

What buyer type do you think you are, and which do you think you best sell to?

Identifying your own buyer type can play a crucial role in understanding your strengths and weaknesses when it comes to selling. By recognizing your own preferences and tendencies, you can better align your selling approach with the needs and preferences of your target audience.

McDermith admitted, "If there's a hybrid then I am emotional and logical, though I think I can appeal to the logical more."

Rusine shared, "I'd say, level-headed and decisive, but with a touch of emotion."

St. Clair noted, "I analyze everything. I can adjust to sell to any type of buyer. I recognize their type and adjust to it to get the sale."

Scheller said, "Anna tends to lean emotional while trying to keep a logical aspect in mind, Susannah is 100% logical! Susannah hates doing sales, but Anna seems to be able to sell to just about any kind of buyer... Perhaps I (Anna) sell to other emotional buyers best?"

Packer quipped, "I logically give the job to my wife. Her logic is off the chart. PS she likes shopping."

Kirsten Austin of DCSC Inc. stated, "Could I be a mix? I definitely think logically especially if it's a large purchase but I also want to relate emotionally to the seller to ensure we mesh for after the sale service."

Meyer noted, "Like most folks, I vary depending on what's at stake, the size of the need, and the timing. You need to be ready for any buyer type."

Rick Gunnarson added, "Professionally, I'm a ROI Buyer."

Now, how do you think you can use the characteristics of buyer types to sell your product or service?

Understanding the characteristics of different buyer types can greatly enhance your ability to sell your product or service effectively. In this Twitter chat, participants shared their insights on how they utilize these buyer types to boost sales.

McDermith provided the participants with a helpful resource on buyer types.

Packer noted, "I am already unpacking the approach and thinking of the types of customer I want. Thank you Kati for this perspective on buyer types."

Austin stated, "I think it's important to adjust your pitch and sales strategy based on your buyer. That's where creating a relationship first before trying to cram your product down someone's throat is important. You need to know her/him first."

Scheller advised, "The more you know, the better prepared you are and the better you can customize your presentation style. Having a quick discovery call before a presentation happens can help you identify the type of buyer someone is and adapt to what they see as important."

Gunnarson suggested, "Genuinely empathize with them to approach the sales process from their POV."

Meyer emphasized, "You need to be present and perceptive in your sales conversations. If you can understand your buyer and deliver what they need, they're more likely to buy from you."

Summary

Understanding the diverse characteristics of different buyer types is crucial for effectively selling products and services. The engaging #USAMfgHour Twitter chat provided valuable insights from participants on leveraging buyer types to boost sales success.

Key takeaways included:

• Recognizing the varying motivations, decision-making processes, and preferences of different buyer personas, such as ego-driven, emotional, or logical.
• Tailoring sales strategies, pitches, and presentation styles to resonate with each buyer type's specific needs and priorities.
• Building genuine relationships and empathizing with the buyer's perspective through active listening and discovery.
• Remaining perceptive and adaptable during sales conversations to deliver what the buyer truly needs.

By deeply understanding buyer types and aligning sales approaches accordingly, businesses can enhance their ability to connect with potential customers, address their unique concerns, and ultimately drive more successful sales outcomes. The chat reinforced the importance of this customer-centric mindset in today's competitive marketplace.

Join the #USAMfgHour Chat: Uniting Voices for American Manufacturing Excellence

Are you passionate about the U.S. manufacturing industry? Join our weekly x/Twitter chat, #USAMfgHour, where professionals, advocates, and enthusiasts from diverse backgrounds come together to collaborate, exchange ideas, and support the growth of American manufacturing.

This vibrant gathering takes place every Thursday at:

• 11:00 AM Pacific Time (PT)
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Whether you're a business owner, entrepreneur, industry expert, or simply someone who believes in the power of domestic manufacturing, this is the place to connect with like-minded individuals and engage in thought-provoking discussions.

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To learn more about participating or hosting, please reach out to:

• Kirsten Austin of DCSC Inc.
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• Ruby R. of Social Success Marketing

Together, we unite our efforts and leverage our diverse expertise to promote and advance American manufacturing. Visit: https://www.socialsuccessmarketing.com/b2b-resources/twitter-chat-host-for-usamfghour-bldgrechat-what-you-need-to-know/?to discover more about hosting opportunities.

Join us and let your voice be heard in this dynamic community dedicated to the growth and success of U.S. manufacturing.