Understanding Buyer Behavior in Sales: What to Look For

March 21, 2019
Understanding Buyer Behavior in Sales: What to Look For

Are you looking to understand buyer behavior in sales? Well, you're in the right place!

Listen, we all want to crack the code of how to increase sales. Yes, on the one hand you need to constantly engage in selling activity, but you also need to know a bit more about who you are selling to.

Different people will give you different feedback.

As a result of this, you need to be aware that different people need to be approached differently. Being mindful of this will increase your chances of sales success.

To understand why a buyer buys, you first need to understand their behavior.

Once you understand buyer behavior in sales, you will be better equipped to enable buying. Additionally, you can help them discover that you are a good fit for them.

Buyer behavior in sales is driven by emotion.

The more we know about a potential buyer’s circumstances and background, the better equipped we will be to propose a solution. However, it is also important to consider that buyers make decisions based on emotion. Uncovering these emotions can help you close the deal.

Here are some examples as to why someone may buy from you, based on emotion:

  • Pride: the buyer feels as though they will be perceived better based on buying your solution. In other words, purchasing from you will help boost their reputation.
  • Fear: with this emotion, the buyer may be purchasing out of desperation for a solution or for fear or not acting quickly.

So, how do you know what your buyers are feeling? When having qualifying conversations, be on the lookout for cues. Listen for key words, common problems, and personal stories. By doing so, you will start to gain a better understanding of buyer behavior in sales.

Understanding personality types will help you understand buyer behavior in sales.

All of us, regardless of whether we work in sales or not, have encountered different people with different personalities. Some of us have even gone through testing to help determine what our personality style is, such as a DISC Assessment.

Now, we can’t exactly require our prospects to take assessments, but being mindful of personality types can help us better understand buyer behavior in sales.

If you were to take a DISC assessment yourself (or miraculously convince your potential buyer to do so), you would see that they would fall into one of four categories:

  1. D stands for dominance or doer types. These people tend to respond better to straightforward, no-fluff answers. Show them how they are most likely to benefit from your product or service while making them feel like they are being heard.
  2. I stands for influence.  Those in this type are more talkative in general. If your approach is more friendly and personable with more of a story-telling type of vibe, you are likely to succeed in appealing to this type of buyer.
  3. S stands for steadiness. These buyers typically don’t like to be pressured, and require a bit more patience on the sales person’s end. In terms of effectively addressing this buyer’s behavior in sales, try to lead them through a process where they discover the benefits you provide so that they can feel comfortable moving forward with you.
  4. C stands for compliance or controller. These buyers are methodical. To succeed with them, you'll need a  diplomatic approach with data to back up your claims.

Being mindful of all of the aforementioned in terms of buyer behavior in sales will help you establish good relationships and ultimately close more deals!

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