The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

3. The Analytical Buyer
The third type is the analytical buyer. This person represents about 25 percent

---

of the market. This type of buyer is self-contained and task-oriented. He is not
particularly outgoing, but he is quite concerned about accuracy and detail. The
primary motivator of the analyzer buyer is accuracy.
You will find these people in any field that requires detail orientation to be
successful. They will be accountants, engineers, bankers, financiers, loan
officers, and computer specialists. The primary focus of their questions to you
will be the exact numbers, details, and specifications of what you sell.
Slow down and be exact. When you are dealing with an analytical buyer, you
must slow down and avoid generalizations. Be specific and clear. Be prepared to
prove, on paper, everything you say. The more precise you can be about the
benefits of your product or service and how this customer can acquire them, the
easier it is for this person to eventually make a buying decision.
The more detail you give him about how your product works, what it costs,
how it performs, how it will be serviced, and so on, the happier he will be. These
buyers love details. They can sit and study details, charts, and graphs for hours.
Analytical buyers do not make decisions in a hurry. They are slow to make up
their minds. They need to be left alone with your material to reflect on and
analyze it. They will often come back to you with a series of questions for
clarification. There is no point in trying to rush these people. They are far more
concerned about making the correct decision than they are about saving money
or speeding up the transaction.
4. The Relater Buyer
Another type of customer you will deal with is the relationship-oriented
person. These represent approximately 25 percent of the customer market,
depending on what you sell. They tend to be self-contained and not particularly
exuberant or expressive. You have to slow down and relax to get along well with
them.
Relaters are very concerned about people. They are sensitive to how people
think and feel about various subjects. In considering a product or service, they
are concerned about how people might react or respond to their choices. They
imagine what people’s opinions might be, positive or negative, and they are
often hypersensitive to the opinions of other people.

---

Relaters naturally gravitate toward the “helping” professions. They become
teachers, personnel administrators, psychologists, nurses, and social workers.