AI Coach: find and fix deal issues before they result in closed-lost using AI

Psychology of Buyers

Buyer Profiles

duration
12 min
Average Score
79%

Matt Doyon

Chief Executive Officer @ Triple Session

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Do you know that in complex sales processes, an average of 5.4 stakeholders can influence the outcome of a deal? That's right, 5.4 individuals can make or break your sales efforts. In this session, we will delve into the seven distinct buyer profiles that can significantly impact your sales process. Understanding these profiles is essential for devising effective sales strategies and increasing your chances of securing successful deals.

The Go-Getter: Driving Change with Big Ideas

The first buyer profile we'll explore is the Go-Getter. This individual is passionate about big ideas and is committed to driving change within their organization. They are change agents who love managing projects and rallying people around innovative concepts. Go-Getters can play a crucial role in helping you secure a sale by actively participating in the process and championing your solution.

The Skeptic: Breaking Down Ideas for Validation

Next, we have the Skeptic. Similar to the Go-Getter, Skeptics also appreciate big ideas, but their approach differs. They aim to dissect and scrutinize ideas to validate their worth. Instead of opposing ideas, they challenge them to ensure they are well-grounded. Skeptics can be valuable allies when seeking to strengthen your proposal and make it more robust.

The Teacher: Sharing Knowledge for Change

Moving on to the Teacher, this profile shares similarities with the Go-Getter and Skeptic in their affinity for big ideas and change. However, Teachers prioritize driving change for the betterment of their organization. They are not afraid of challenging the status quo but may not excel in project management. Teachers are expressive and enjoy discussing ideas and stories, making them excellent partners for initiating change discussions.

The Friend: Sharing Insights and Building Rapport

Our fourth profile, the Friend, is known for providing valuable internal insights. These individuals are open and willing to share information about their organization's dynamics, priorities, and concerns. While Friends may not be proactive change drivers, their contributions can help you gain a deeper understanding of the client's needs and foster rapport.

The Climber: Focused on Personal Gain

The Climber, our fifth profile, is primarily motivated by personal gain. They are interested in how your proposal benefits them personally rather than the organization as a whole. While Climbers can be enthusiastic about your solution, they may not be effective in rallying the entire team. Identifying Climbers is crucial to tailor your pitch to their individual goals.

The Guide: Eager to Showcase Knowledge

The Guide shares characteristics with Friends but has a distinct focus. They are driven by the desire to display their knowledge of their organization's inner workings. Guides love sharing proprietary information and highlighting their expertise. While their insights can be valuable, their self-centered nature makes it essential to navigate these relationships carefully.

The Blocker: The Obstacle to Overcome

Finally, the seventh profile is the Blocker, a stark contrast to the Skeptic. Blockers aim to obstruct your deal and may not even engage in productive discussions. Their goal is to prevent change or ensure it happens without your involvement. Identifying Blockers is vital to mitigate their influence and maintain a clear path towards consensus-building.

While some profiles are natural allies in your quest to build consensus, others can present significant challenges. In the next session, you'll learn how to engage with each profile effectively and navigate the complexities of the sales process. Watch this session to gain valuable insights on tailoring your approach to different buyer personas and increasing your chances of winning those crucial deals.

The Key Buyer Personas

Understanding your audience is paramount. The Challenger Customer book introduces us to seven distinct buyer personas, each with their unique characteristics and motivations. Let's take a closer look at them:

1. The Go-Getter

The Go-Getter is the change agent within an organization. They are enthusiastic about big ideas and are proactive in driving change. What sets them apart is their ability to get things done. Go-Getters excel at project management, rallying people around an idea, and helping to win over the crowd. Identifying and working with Go-Getters can be a game-changer in your sales process.

2. The Skeptic

Skeptics have a knack for digging deep into ideas. They thrive on breaking down concepts, challenging assumptions, and validating solutions. While their analytical approach may seem like a hurdle, they can be valuable allies in the sales journey, as their scrutiny helps refine your offering and make it more robust.

3. The Teacher

Teachers share a similarity with Go-Getters and Skeptics in their enthusiasm for change. They want to drive positive change within their organization. However, unlike Go-Getters and Skeptics, they are not strong in project management. Teachers are expressive and love sharing ideas and stories. They can be great for building rapport and engaging with others in the organization.

4. The Friend

Friendly and amiable, the Friend persona is all about building relationships. They are willing to share insider information and provide valuable insights. However, they may not be effective in driving significant change within the organization. Friends can be your source of insider knowledge but may not be your strongest advocates for change.

5. The Climber

Climbers focus on personal gains. They want to know how a decision benefits them personally rather than the entire organization. Identifying Climbers is crucial, as their self-interest can impact their decision-making. While they might not be strong advocates for change, understanding their motivations is key to navigating the sales process effectively.

6. The Guide

Guides and Friends share similarities, as both provide insights into the organization. However, Guides are more focused on showcasing their knowledge and status within the company. They like to demonstrate their understanding of the internal landscape, making them valuable for gathering information but not necessarily for driving change.

7. The Blocker

The Blocker is your toughest challenge. They actively aim to kill your deal and hinder change within the organization. Distinguishing between Skeptics and Blockers is essential, as Skeptics question to understand, while Blockers aim to thwart your efforts. Identifying and mitigating Blockers is crucial to avoid deal sabotage.

The Role of Mobilizers

Now that we've explored these buyer personas, it's vital to highlight the distinction between the first three personas (Go-Getters, Skeptics, Teachers) and the last four (Friends, Climbers, Guides, Blockers). The first three personas are your Mobilizers—those who can help you build consensus within the organization. They play a pivotal role in achieving buy-in from the entire stakeholder group.

The key takeaway here is that in complex sales, your primary focus should be on mobilizing consensus rather than winning individual approvals. Building consensus around one universal "yes" that all 5.4 stakeholders can support is the path to success. Mobilizers, particularly Go-Getters, Skeptics, and Teachers, are your allies in this mission to drive change and consensus.

According to "The Challenger Customer," these are the average number of stakeholders involved in a complex sales deal (5.4) and the various buyer personas you'll encounter (7). In this session, we'll delve into these seven distinct buyer profiles and explore the challenges and strategies for dealing with them. Understanding these personalities is essential for successful sales negotiations.

Mobilizers: Go-Getters, Skeptics, and Teachers

The first three buyer profiles - Go-Getters, Skeptics, and Teachers - are what we call "Mobilizers." They are instrumental in helping you build consensus within the organization, a critical factor in winning deals. Let's take a closer look at them:

1. Go-Getters: These individuals are enthusiastic about big ideas and are eager to drive change within their organization. They excel at managing projects, rallying teams, and winning over the crowd. Go-Getters can be your allies in pushing the sale forward.

2. Skeptics: Unlike Go-Getters, Skeptics approach ideas with a critical eye. They love dissecting concepts, challenging assumptions, and validating solutions. While their questioning nature may seem like a hurdle, the right Skeptic can actually contribute to your success by ensuring your solution withstands scrutiny.

3. Teachers: Teachers share the enthusiasm for change but may not excel at project management. They are expressive and love discussing big ideas. While they may not actively drive change, they can provide valuable insights and facilitate discussions within the organization.

Talkers: Friends, Climbers, Guides, and Blockers

The last four buyer profiles - Friends, Climbers, Guides, and Blockers - tend to be more talkative and less focused on driving change or building consensus. Understanding their motivations and limitations is crucial:

4. Friends: Friends are often amiable and share internal insights. They provide valuable information about what matters to different individuals within the organization. However, they may not actively push for change or challenge the status quo.

5. Climbers: Climbers are driven by personal gains and want to know how they benefit from a deal. Their focus is on individual success rather than the collective good of the organization. While they may not necessarily hinder your efforts, they won't be strong advocates for consensus-building.

6. Guides: Guides are similar to Friends but tend to be more status-driven. They enjoy showcasing their knowledge of the organization's internal landscape and proprietary information. Their motivation is often centered around ego and self-presentation.

7. Blockers: Blockers, as the name suggests, can pose a significant challenge. They are resistant to change and may actively seek to sabotage your deal. Identifying and neutralizing Blockers is essential to prevent them from derailing the consensus-building process.

The Importance of Consensus Building

In the world of complex sales, success hinges on building consensus rather than winning individual approvals. Isolating personal wins or collecting individual yeses along the way is a recipe for failure. The goal is to find one universal yes that resonates with all 5.4 stakeholders. Mobilizers, such as Go-Getters, Skeptics, and Teachers, play a pivotal role in achieving this consensus.

On the other hand, the Talkers – Friends, Climbers, Guides, and Blockers – may have their value in providing information and insights, but they are not your primary allies in driving change or securing consensus.

Remember, winning complex sales deals requires a deep understanding of these seven buyer profiles and the ability to identify Mobilizers who can champion your solution and bring the organization on board. The next time you engage in a sales negotiation, keep these profiles in mind and practice the art of consensus building. 

Building Consensus with Mobilizers

In the world of complex sales, building consensus is key to winning deals. The first three profiles, Go-Getters, Skeptics, and Teachers, are your Mobilizers. They can help you rally the organization behind your solution, making it easier to secure a sale. Rather than isolating individual wins, focus on achieving one universal "yes" that every stakeholder can support.

Beware of Talkers and Saboteurs

The last four profiles, Friends, Climbers, Guides, and Blockers, are primarily Talkers. While they may provide valuable information and insights, they often fall short when it comes to driving change and consensus. Climbers are motivated by personal gain, Guides seek recognition, and Friends prioritize relationships. Blockers, on the other hand, actively resist change and can pose a significant threat to your deals.

In your sales sessions, identifying and understanding these seven buyer profiles is crucial. Go-Getters, Skeptics, and Teachers can help you build consensus, while Friends, Climbers, Guides, and Blockers may have varying degrees of influence on your deals. Remember, practice makes progress. Watch this session to learn more about effectively handling blockers and ensuring your sales success.

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