The 4 Most Common Buyer Types In Sales And How To Sell To Them


– Not all buyers are created equal. We all buy for our own reasons. So one of the biggest
mistakes that we could make, as a salesperson, as a closer, as an entrepreneur, is we
treat them all the same way. So, today I’m going to teach you the four most common types of
buyers, the four buyers types, and also, how to sell them. And how do you communicate
value differently, when you sell to
different types of buyers? The first type of buyer
I want to talk about is, Cheap Buyers. Yup, you know the ones I’m talking about. Comment below, if you’ve
ever done business with, or dealt with a Cheap Buyer. So what do they want? They want a good price,
they buy based on price, not so much on value. They want a good deal, right? They want a discount, they want, a bundle of things for a low price. These are the buyers that
usually they would clip coupons. They’re looking at online,
they’re looking for deal of the week, deal of the day, right? Sometimes these are the
buyers who end up buying a bunch of stuff that they don’t need. Simply because it’s a good deal. So, when you’re selling
to these type of buyers, knowing that you need to
structure your offer, what you do, that seems like a good deal. You know sometimes in
retail, in the retail world, during Christmas time, right? They have, Boxing Day sale, or they have a lot of these special sales that are happening. Well, if you know how retail works, a lot of time before Christmas, they actually mark up the price, right? So let’s say an item is $50,
they’ll mark it up as $80, then they’ll do a bigs discount, it’s like, “Oh, half
off, it’s only 40 bucks!” Actually, before it was only $50, but they mark it up so that it looks like, “Wow, that’s a very good price.” So, Cheap Buyers, they end
up buying a bunch of stuff that they may not need. But, they like the thrill, right? They enjoy chasing a good deal. That’s how they get their satisfactions. So when you are communicating with them, don’t just focus on,
“Hey, this is so good,” or, “This product is far
superior than everybody else.” Because if you’re talking to
them that way, in their minds, “Well, then it must be overpriced,” or “this must be expensive.” They want to know, “How
is this a good deal? “Tell me why this is a great deal”. And also, instill urgency, why they need to get
this right now, right? You’ve only got so many
of these left, right? Limited quantity, right? They are motivated by this, so when you’re dealing with
cheap buyer, that’s what you do. And then you have, what I
call difficult buyers, right? Well, very easy, they are damn difficult. It is very, very difficult
to please difficult buyers. That, those are the ones
that, doesn’t matter what you do sometimes, you
give them a lot of information, but they just don’t pull
the trigger, they don’t buy. Doesn’t matter you go the extra mile, you visit them multiple times,
they still don’t buy, right? And they’re always challenging you, right? Understand that difficult
buyers, they like a good fight. They want to fight with you,
they almost like to them, the whole buying thing, it
doesn’t interest them that much. They’re much more
interested making your life, like a living hell, right? How many of you have customers like that? Comment below, right? You’ve dealt with buyers that
are just extremely difficult. They were very, very, very
difficult to begin with, even after then they become a customer, they are still very difficult to maintain. These the ones who are
sucking up a lot of your time, a lot of the energy, they’re
the energy drainers, right? So be very, very careful. Are you spending a lot of time dealing with Difficult Buyers? And then you have what I
call, Sophisticated Buyers. Now, Sophisticated Buyers, they’re very, very different. They buy based on value, but they’re also, they’re very smart, right? They do the research, they
are the type of buyers who would do a lot of
research, maybe online, talk to different people, before they commit to a
major purchase, right? They know what they’re
getting themselves into. So when you’re dealing
with a Sophisticated Buyer, what you don’t want to do
is, do a lot of telling. You don’t want to tell
them, “Hey, you need this, and you want this and
you should get this.” No, let them come to
their own conclusions. What you could do is
provide information, right? Providing information, being
as a professional, right? Being a professional, provide information that they need and say, “hey,
okay you’re looking for this”, and they love the fact that, when you tell them what
your product won’t do. Because that builds trust. Tell them, “hey, our product’s good, but just so you know, it
won’t do these things”. Or even better yet, what are some of the
flaws about your product? So, for Sophisticated Buyer, they know, no product is perfect. So when you tell them what
your product won’t do, it builds a lot of trust. Also tell them, “Hey, you know what, this is little bit more expensive
than what you’re used to”, or, “we charge more than our
competitors because of this”. Also make sure that when you’re dealing with a Sophisticated Buyer, you stay away from the typical sales tactics,
where you’re very pushy, you’re pushing them to
buy, they do not like that. You need to give them some space, you need to give them some room, so that they can make
decisions on their own. Does that make sense? And then you have, what
I call, Affluent Buyers. Now, Affluent Buyers, they
rarely buy based on functions. They are wealthy and they
have the financial resources, to buy almost whatever they want. Now, when you are dealing
with Affluent Buyers, let me give you a perfect
example, they buy feelings, emotions, they also buy convenience. Chances are, with an Affluent
Buyer, you need to think about how you can make his or
her life a little bit easier. So example, I buy suits
from Harry Rosen, so the, Sales Rep, that works with me,
that he does a lot of things that goes extra mile,
that helps me save time. So example, when I go
in there, he already, has a lot of the items that
he has select ahead of time. So, I go in, I don’t need to waste time to browse through the entire store. He already knows what are
some of my preferences. So when I choose, a lot
of things, okay great. We measure, he has my
measurement, I want these shirts, all that, it’s done, and
when it’s done I pay. Here’s my credit card on file and sometimes he would
just use my credit card, with my permission and
then he would delivers with the suits, the
shirts, whatever I need, to the concierge. So I don’t even need to go to the store. Now, that is going the extra mile, that is selling convenience. Affluent Buyers, they
hate inconvenience, right? They want luxury, they want status, sometimes they buy things
because of status, right? No one needs a $300 umbrella. If you watch my videos on
there, the Pasotti umbrella. You don’t need a $300,
no one needs an umbrella. An umbrella’s function is to make sure you don’t get wet, right? But you’re buying it for other reasons. I’m buying it for other
reasons, because I like it, I like the look and
feel, I like the quality. No, but the quality, is it 10 times better than a $30 umbrella? Probably not, right? So understand what
motivates a Cheap Buyer, does not motivate an Affluent Buyer. When you’re sitting down
across the table, face to face, belly to belly, you’re
talking to an Affluent Buyer, and you tell that buyer, “Hey, this is a very good
deal, this is very cheap, you’re going to save a
whole bunch of money”, it’s an instant turn off. I don’t want something cheap,
I want the best, right? It’s very different. You want a good deal or you want the best? I want the best. In fact, sometimes when you are talking to an Affluent Buyer,
you want to communicate, (gasps) “This is expensive,
this is not for everyone, right? And most people probably would
not appreciate the beauty of this, but maybe you will”. And then from the affluent
buyer’s perspective, it’s like, “Yeah, of
course, I will, right? I get it, I can see things
that other people cannot see”. So, when you’re talking to them, understand that it’s a very, very different value proposition. So, let’s recap, we have Cheap Buyers, we have Difficult Buyers, we
have Sophisticated Buyers, and we have Affluent Buyers. One of the most important
decisions you have to make in business is, what
type of buyers you want. No one points a gun to your head and say, “hey, you gotta take my money.” You choose what kind of buyers
you want for your business. If right now you have
a lot of Cheap Buyers, who picked those clients? Who accepted those clients? Who chose to work with these clients? You did, if you have a
lot of difficult clients, it is the same thing,
you chose to do business with those type of clients. So, you have to think,
why don’t we do business with people who appreciate what we do? Who understand what we do? Who are willing to pay for
our expertise, our skills, our product and services. They would cherish it, and guess what? The Sophisticated Buyers,
the Affluent Buyers, guess who their friends are? Same thing, chances are
the Affluent Buyers, they won’t hang out with Cheap Buyers. Their circle of influence, the referrals you’re going to get, would be similar buyer types. Does that make sense? I have written a special
article that I go much more in depth about, some of the old, in fact, eight old sales methods,
I believe are out of date, that actually turning off
today’s cautious buyers. Click link here and read that article, I think you’ll find that very, very beneficial to what you do. Doesn’t matter if you’re
selling, doesn’t matter if you’re selling your
own product and services, or selling other people’s
products and services. So, click link, enjoy.

100 thoughts on “The 4 Most Common Buyer Types In Sales And How To Sell To Them

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  2. Cheap buyers are rhe worse!!!!!
    They want the cheapest prices!!! The worse thing they are so demanding about everything!!! Hate that if you dont like to pay a premium price they shouldn't be so demanding about the job

  3. A lot of times i have faced it.. I am still facing it.. It's so difficult.. Thanks for this video.. Pretty helpful

  4. Funny question, what kind of buyer is dad when his kid tries to convince him buy something?

  5. Thanks for the info, much appreciated. Could you possibly do a video on how to identify these 4 different buyer types please?
    Because I talk to people in the gym I work in and it would be helpful to have some pointers to help identify which type of buyer you're talking to.
    Many thanks.

  6. I had both cheap and difficult client. I told the person why are you being so difficult?(wrong thing to ask) then turn around saying you're being cheap (wrong again). The client wind up spends his money on the same products from someone else full price & brought extra wasn't difficult at all from what the buyer told me

  7. If you want to sell to cheap buyers use scarcity for example: If you sell services, lower the actual price if they decide to take decision right now. Tell them "Mr. Prospect, I usually offer this service for $2500, but I love to do business with people who are decisive and make fast decisions because they usually turn out to be great clients, therefore if you make the decision right now I will strike off $1000.

    That's how you sell them on the price, BOOM!

  8. This is useful. Thank you. How can we differentiate between each so that we know which tactic to use?

  9. Great explanation video Dan!. I have found that many cheap buyers are also difficult, and vice-versa. In the beginning of my business, I attracted a lot of those! I've learned to understand how to serve, and communicate with sophisticated and affluent buyers. In my business I usually screen clients over the phone before I meet with them, and can pick out what type of client they are going to be. But I would love maybe a follow-up video, of how to quickly assess what type of buyer your potential client is.

  10. Thanks sir , these are most expensive and hard to earn knowledge .

  11. Today I learnt that Dan talks to his customers belly to belly🤣

  12. Big supporter of your channel. Help
    Me understand how to make my business in the future.

  13. I’m a sophisticated buyer, but I won’t buy it unless I get a discount simply because i can not afford it

  14. Sifu, can you please tell me 👍 or 👎 ?

    It seems the LEFT/RIGHT sides of the graphic tell you how much the buyer TRUSTS their closer or salesperson. Buyers on the RIGHT side (Sophisticated and Affluent) might already trust you personally, or just be less skeptical of salespeople in general. On the LEFT side (Cheap and Difficult) they don’t trust you yet, they’re skeptical of salespeople, and they’re trying to protect themselves—Scarcity/Fear Mindset.

    The TOP/BOTTOM sides seems to tell us how the prospect trusts their OWN decision making. Buyers on TOP (Cheap and Sophisticated) are more logically-driven, they want to know the details (Emeralds, justifying with logic) because they TRUST THEMSELVES to make a sound decision. Buyers on the BOTTOM—the Difficult and Affluent—are more emotionally-driven. The Difficult put up such a fight because they don’t trust you OR themselves.

    With the Affluent, it’s not that they don’t trust their own decision making, but they have other, more important things to spend time making decisions about—that’s why they’re affluent in the first place—and this decision is a luxury, it’s not “mission critical” in the greater sense of their lives. So they build a relationship with a TRUSTED (right-side) closer/salesperson and defer these decisions to him/her, almost like a member of their team. Their mindset isn’t that they’re simply buying a luxury item, it’s that they’re LEVERAGING an expert to improve their own lives.

    👍 or 👎 ?

  15. I am a Travel Consultant but when i go into market to make a client to make them buy tickets from me they ask for credit not cash
    How to get rid off and convince them please make a video
    HOW TO CONVINCE CLIENT TO BUY IN CASH

  16. I really like the scene setup in this video! (Lights, frames, leading lines and the overall composition).
    Now I will watch!
    🙏

  17. My name is Albert and I am thinking about becoming an HTC member in close future, but here is the obstacle that holds me back: I am from Armenia (and live there) and don't know wheather that skill suits for my environment which speaks russian and armenian, not english. 
    What do you think about that? 
    In other words, I have heard that during the program, students practice with each other a lot (role playing, etc.), but what if in future I close a sale to a prospect who doesn't speak english with me?

  18. Dan, you are right difficult buyers are time consuming and stress increasing.
    I had to deal with one of them today, and didn't get a deal yet. . Thx for sharing

  19. Hey Dan do you have any suggestions on how to improve networking skills or how to start networking?

  20. Dan, thank you for your videos. I have a question if you want to buy a land from a owner in order to make a development how do you push him to sell his land ?

  21. Hey sifu.
    Good day.
    I would like to ask how do we know what kind of customer/buyer is a certain person?

  22. Wow! Now I recognized that I'm actually a sophisticated buyer😂😂😂

  23. 4 buyers :
    1. Cheap buyers : buy based on price, discount. They want good deal. They enjoy being smart.
    2. Difficult buyers : they don’t buy. They are challanging you. They are energy drainer.
    3. Sophisticated buyer : they buy for value. You provide info, they make decision. Tell them what your product don’t do. Flaws of the product. They are intelligent, stay away from sale tastic.
    4. Affluent buyer : they buy based on feeling, emotion and convenient. Sell them solution, save time. Affluent wants status, luxury. They want augmented product.

  24. Love the new hairstyle Dan, the way it casually slides down the side.
    Thanks for dropping gems all the time! Learning something from you every day

  25. Dan Lok charges $5k/hr

    $5000/60 = $83/minute

    $83×10 = $833 Worth of value in the one 10min video and I can come back an rewatch whenever.

    Thank you 🙏🏼

  26. Thanks sir for the videos you make.
    It really gives me the right direction.

  27. Thanks Dan lok sir..your book F.U Money is very useful to me …..

  28. You already made a video over this in past then why again over this topic🤨🤨🤨

  29. You are truly amazing! Loved the content so much and I have been watching this over and over to grasp the insights! 🙂

  30. my advise to everyone is to try not to put all eggs in a basket..there are other strategies.

    .dont lose your money over something you are not sure..that why i trade carefully…

  31. Thank you so much for all your shared wisdom and knowledge Sifu Dan. This is such a useful video for a new business owner like me. 🙏👌💗

  32. Dan what is the best way to write/structure a client's enquiry and close a sale via email. Basically maximize sales via email.

  33. Yes, I have dealt with cheap buyers. Some of them are so bad that they want almost the whole work for free. I hate these type of buyers.

  34. what if you can't choose who you're buyers are? for example if you work retail in a store, you can't just refuse to sell to someone because they are difficult or cheap… cheap is okay to deal with, you basically offer them the cheapest and they either take it or they go. But how do you deal with difficult buyers?

  35. One of the biggest mistakes an online salesperson can make is beating around the bush.

  36. Great video! But you never gave advice on how to deal with difficult buyers. I need some advice on how to deal with them. I'm dealing with one right now. LOL Any suggestions?

  37. Believe it or not but I run a business that have all those type of buy and most of them are cheap and difficult buyers acting like sophisticated buyers affluent buyers are not that much but I love those them I make very profit from them and don't sell them any thing if I know that it not gonna please them ,I own a big car replacement parts store
    Love from Egypt ❤

  38. How to I differentiate the different types of buyers face to face?

  39. 👍 I've been watching these video's for a while now. And had my first experience with a cheap client. He didn't even want to pay for the program and apps needed to do my work properly. I was like 'nope I don't work for free!' But he still wants to be #1 on Google for free. I said Good Luck with that. Thank You, Dan Lok 🇳🇱

  40. Well I'm in the #3 category,,, yip I'm a Sophisticated buyer. Real good information right in this video. If you are not a scary judge of character, this is the logic behind it, of which can be memorized.

  41. All I get is cheap buyer. Want for less. Almost wants to get it for the same price i pay for it.

  42. I've got a question, how can we tell what kind of buyer they are within the first few seconds meeting them?

  43. let’s sum it from IT salesman parspective: 95% of customers are cheap, 4,99% are difficult and moreover cheap, 0% sophisticated, 0,01% affluent. It seems that I work in wrong industry.

  44. Well told Dan, though I would like to see you tell more about the decision cycle, how to get there and how to influence it with content which applies to all four buyer types.
    More on modern sales/social selling

  45. Hi Dan I've learnt a lot from this video. But how do you identify the the type of class a client or prospect is by speaking to them

  46. The video description:
    (Dan is now an official Forbes book author with over 13 internationally best-selling books.)
    How is it (over 13)? I mean you can't say over 13, the number is not huge so you can estimate😂 You just say the exact number, e.g: 15 books😃 Without the bluffing sense😀

  47. How about a cheap sophisticated buyer? I had 2 of those this week.

  48. I believe one can find things to say that are positively calculated to both attract the sophisticated and affluent buyers, and repel the cheap and difficult ones.

  49. I had all of these types of customers. The first and second type thanks to this information I know now to avoid and it's better to right away tell these type of customers that what I am offering isn't for them. It's much better to do that to avoid potential problems. Now I know that the third and fourth type don't need discounts. Identifying the types of customers is essential.

  50. I am a sophisticated/ affluent buyer. When I bought my car, I said that's what I want, make it happen. And those are the only type of customers I deal with.

  51. Wow I love this I’m a sophisticated buyer and this is so spot on so smart

  52. Great distinctinction. My biggest takeaway is that the way to handle sophisticated buyers is to build trust by pointing out flaws or limitations of the product (instead of using exclusivity or scarcity like you would for affluent or cheap buyers).

  53. I avoid cheap buyers, who sheepishly only look at the price, without thinking about quality.

  54. Hello, Dan.

    I'm always watching your videos and I read one of your books. You always publish great content and I ALWAYS take notes of everything you say (I have a notebook special for your content). And, of course, I'm applying your technics.

    About this video, I'd like to ask you something: how can we know the prospect's sales profile? I make my researches but this kind of info isn't that easy to find on our prospect's LinkedIn. Do we have questions that we can make at the beginning of the conversation to find out our prospect's sales profile?

    Thanks for sharing your knowledge.

  55. I’m practicing on NOT BUYING because I am being tempted by Deals….so I buy stuff I probably don’t need but think I do🤔I been doing good 2 weeks no purchases

  56. Great lesson for HT closers! Nice quad diagram too! Choose players with money. Did you know that in 2019, there is no feminine equivalent to Harry Rosen. Women love skirt suits. But still there is no high end suit sellers for women.

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