Not every buyer is the same. Some get sold on one call while others may take few meetings only to deny! Listed here are 7 unique buyer types and how should you formulate your messages for maximum impact.

1. How to Customize Your Messaging
for the 7 Unique Buyer Types

2. Bruce
Lewolt:
Joy.ai,
CEO/Founder
Meet Our Speakers
Jason
Hubba
rd:
SalesIntel.io,
VP of Growth

3. A Quick Poll
What role are you in your organization?

4. Avoiding that Last
Minute Veto...
The best way to avoid that ‘no’ from on high is to
better understand buyer/decision committees.

5. What is a Decision Committee &
Why are They Important?
A decision committee is a group of decision makers (DM’s) required
to sign off on a purchasing decision (often cross departmental)
The # of DM’s is growing from 5.4 in 2014, to 6.8 in 2016 and
possibly as high as +10 today
As the number of DM’s increase so does avg sales time
You must target each buyer type to maintain deal velocity
https://www.challengerinc.com/blog/more-b2b-decision-makers-want-in

6. Know Your Decision
Makers
What are their titles?
Departments?
Responsibilities?
Pain points?

7. Company Search
Buying/Company Intel
Firmographics & Technographic info
Find new accounts
You Need an Excellent Data
Source to Target Your DM’s

8. Now you know the players, but
how do you get them to actually
listen to you?

9. START
Prospect’s Mental State just
prior to answering the cold
call
CALL OPENING
Prospect’s Mental State after the first
15 seconds of a cold-call
Focused
on something
else
Positive
Engagement
Prospect open to
the message
Negative
Engagement
Prospect closed to
the message
Opportunity for the message
to be successful
NO opportunity for the
message to be successful
MESSAGE
The effect of the prospect’s mental
state on their response to the
message
The Rapport Effect

10. Control Group
› No Personality-based Factors
Personality
Matching Only
Full Personality-
based Prospecting
› Personality of the prospect
was matched to the
personality of the
salesperson
› Personality-based pre-call email with
personality-based description of the offer;
reps trained to modulate their voice to fit the
personality of the prospect; cold-call script
tuned to the personality of the prospect.
Positive Engagement Score
IBM Research Study Using JOYai
IBM Reps set more appointments in a day than they previously
set in a week using Full Personality-base Prospecting.

11. 1. GoGetter
2. Regulator
3. Artist
4. Socializer
The 7 Unique Buyer Types
5. Politician
6. Engineer
7. Doublechecker

12. 1. The GoGetter
GoGetters are hard-headed realists with a talent for
clear-eyed practical judgement especially in the area
of finances:
- Motivated by financial gain
- Strive for success, which can mean finding ‘the best’ or ‘a
better deal’
- Keep their respect
- Get their signature as soon as possible

13. 2. The Regulator
Regulators remain calm and composed while
handling pressure well. They are rational, logical and
analytical:
- Motivated by excellence
- Self disciplined and self reliant
- Can appear as cold or unemotional
- Will hold you to their standard of excellence

14. Artists are abstract thinkers and visually creative.
They can see things others don’t:
- Are often early adopters and sensitive to the privacy and
needs of others
- Out of the box thinkers/can beat to their own drum
- Can get frustrated no one understands their POV
3. The Artist

15. Socializers are optimistic, enthusiastic and love to talk:
- Motivated by great connections and SPEED of transaction
- Keep your value prop front and center. Don’t go into detail unless
asked directly
- Can be so energetic they become fidgety and distractible
- They may schedule a meeting then not show up because they
forgot or got distracted by something else. It’s fine to remind them!
4. The Socializer

16. 5. The Politician
Politician are that they are competitive, self-confident and
good at making decisions:
- Verbal persuasion and defend their ideas vigorously
- Often leaders both in government and organizations
- They give criticism but are quick to take offense if criticized.
- Give them ample opportunity to speak to their achievements or
wins

17. Engineers are good with details and conscientious. They
are process-oriented and like projects:
- Motivated by attention to detail and simplicity
- Engineers are good with details and conscientious. They are
process-oriented and like projects
- Can appear to be disagreeable or negative when in fact they just
want to understand every aspect of the project or proposal.
- Can have difficulty delegating to others
6. The Engineer

18. 7. The Doublechecker
Doublecheckers always take a careful approach by
weighing facts. They anticipate problems and can offer
constructive criticism:
- Motivated by avoiding ‘what if’ problems
- If there is a potential roadblock or issue they will find it and ask you
questions until it’s resolved
- Can be overly cautious about making a mistake and can sometimes
have trouble making decisions
- Free trials, guarantees and extensive references will ease their
fears

19. Who Will Be an
Effective Internal
Advocate and Who is
Likely to Be a
Blocker?

20. Free
Personality
Assessment
www.JOYai.org

21. Q&A

22. Thank you!
SalesIntel.io
jason.hubbard@salesintel.io
Joy.ai
BruceL@joyai.com