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

They need to be liked. This type of customer worries about what people
might think if the relater bought a particular product or service. She always has
to talk it over with someone, often with lots of people. Sometimes she has to ask
every member of her family, plus her friends and associates, before she can buy
a new product or service.
The primary motivation of relaters is to get along well with others. They strive
for harmony and happiness among the people around them and become
distressed at the thought of someone being unhappy for any reason.
Focus on other happy customers. When you are selling a product or service
to a relater, she will ask you a lot of questions about others who use the product.
She will want to know if the product will be popular and accepted by the other
people who will be affected by her purchase. She wants to be sure that others
will find it attractive and suitable. If you are selling her a home, her primary
concern will be the likely reactions of other people when they see and visit the
home.
When you sell a relater clothes or cars, her main interest will be how other
people respond to her choices.
Build a relationship. Relaters like to talk and ask questions about you and
how you think and feel. They like to talk about the product or service and how
other people have reacted to buying and using it. They want to develop a
relationship with the salesperson until they feel comfortable talking about your
product or service in the first place.
When you deal with a relater, or an emotional buyer, she may want to spend
an hour or two getting to know you, and then have you come back and spend
another hour or two to build the relationship. She wants to feel comfortable with
you so that she can get her mind around you and the product or service you are
offering.
Don’t rush them. Relater-type buyers tend to be slow in making up their
minds; they are generally hesitant and indecisive. They like to think about things
a lot. They can decide to buy your product and then change their minds
completely if one other person voices criticism or disapproval of their decision.

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You must develop the ability to be patient, sensitive, and thoughtful when
dealing with relationship-oriented buyers.