If you’re looking to make a sale or close a deal then it pays to have an understanding of who it is that you are trying to sell to; that way you can tailor your pitch to meeting their specific needs. And likewise when it comes to marketing, it’s important to appeal to as broad a range of buyers as possible. In this article we identify the most common buyer types. And we also discover that as a marketing tool a newsletter will appeal to all of these buyers.
Do you know who your business is trying to sell to? What are your buyers’ needs and expectations? Researchers have identified four common types of buyers that have differing needs and expectations when it comes to determining whether they make a purchase. And so when developing a marketing plan for your business, you will want to appeal to as many of the following buyer types as possible:
1. Analytical Buyer
This type of buyer likes to have all the relevant information in front of them before they make a buying decision. To convert this sale you will need to:
- provide the information upfront
- supply evidence to support your product or service: testimonials, case studies or statistics.
This type of buyer doesn’t like taking risks and so your marketing material will need to ensure you put forward a well-thought through and documented sales proposition.
2. Amiable Buyer
The amiable buyer likes to take their time in reaching a decision. They want to know that the product or service on offer will integrate easily into their lives with the minimum amount of effort. To convert this sale you will need to:
- build a trusted adviser type of relationship over some time
- provide information on a step-by-step basis.
For the amiable buyer being listened to and reassured are important components of the selling process.
3. Driver Buyer
Maintaining some control of the selling process is important to driver buyers. They like to feel empowered and respond well to strong personalities that they can trust. To convert this sale you will need to:
- focus on the big picture rather than on the detail
- share data that corresponds to tangible results
And so when it comes to clinching the deal, allowing driver buyers some control over the conditions of sale is useful as well as focussing on hard facts.
4. Expressive Buyers
Expressive buyers tend to be motivated by personal relationships and great customer service. They are less impressed by facts and figures. For them personal stories have greater resonance and so to convert this sale you will need to:
- be patient and build a long-term personal relationship with them
- use customer testimonials and case studies to explain the value of your
service or product.
Expressive buyers like to feel as though they are being listened to and have a valued, two-way relationship with you.
The benefits of a customer newsletter
When it comes to marketing your product or service to this varied range of buyer types, the newsletter is the perfect vehicle for addressing all their needs in a single platform. As well as maintaining regular contact, a newsletter:
- allows you to build a trusted, long-term relationship
- showcases your product or service in testimonials or case studies
- shares insights, statistics and data about your business
- can support two-way conversations by encouraging feedback
Most importantly, a regular newsletter will give you that crucial top of mind awareness and brand recognition.
Want to find out more about how a newsletter can help your business appeal to more buyers?
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