By John Mason, Sales Coach & Corporate Trainer
Most people don’t like being sold to—but they do like buying. The disconnect often comes down to style. Many salespeople use the same selling style for everyone. But buyers differ widely in how they think, decide, and respond.
If you want to close more deals, you need to adapt to each buyer’s style. That means recognizing different personalities—and adjusting your approach to match.
Why One Style Doesn’t Work for Everyone
Think about it. Some buyers want details, others want the big picture. Some buy on impulse, others deliberate for weeks. Some want a relationship. Others just want results.
What throws them off? A mismatch. The chatty salesperson with the detail-loving buyer. The soft-spoken rep trying to win over a no-nonsense driver. To improve, you need two traits:
- Assertiveness – How forcefully someone expresses themselves
- Responsiveness – How open and emotionally expressive they are
These two traits form the basis for four key personality styles—and four distinct buyer types.
1. The Analytical Buyer
Low assertiveness, low responsiveness
- Loves data, facts, and logic
- Dislikes small talk or high-pressure tactics
- Distrusts salespeople who can’t back up claims
- Decision process is slow and cautious
Tips for Selling: Be clear, structured, and detailed. Provide written documentation. Avoid pushing for quick decisions.
2. The Amiable Buyer
Low assertiveness, high responsiveness
- Friendly and people-focused
- Wants harmony and avoids conflict
- Struggles with saying no
- Values relationships and trust
Tips for Selling: Build rapport. Be patient. Don’t rush decisions. Offer reassurance and low-risk solutions.
3. The Expressive Buyer
High assertiveness, high responsiveness
- Fast talker and quick thinker
- Buys based on ideas and enthusiasm
- Gets bored easily—needs excitement
- Can be impulsive and emotional
Tips for Selling: Keep energy high. Tell quick, engaging stories. Focus on the big picture. Get a commitment before they move on.
4. The Driver Buyer
High assertiveness, low responsiveness
- Results-focused and task-driven
- Dislikes small talk and indecision
- Wants to stay in control
- Impatient and demanding
Tips for Selling: Be direct. Focus on outcomes. Respect their time. Skip the fluff and lead with what’s in it for them.
The Secret: Match Their Style
Drivers like Drivers. Amiables trust Amiables. Expressives connect with Expressives. And Analyticals feel safe with Analyticals. If you can flex your style to meet theirs, you’ll gain trust faster—and close more deals.
Ask yourself: Are you naturally more expressive, amiable, or analytical? What changes do you need to make to connect with buyers unlike yourself?
📘 Related Resource
Find out your own personality type with our Personality Style Self-Assessment—a quick tool to help you better understand your communication preferences.
📦 Sales Training Tools for All Styles
Need to help your team flex their sales approach? Our Sales Excellence Series includes:
Frequently Asked Questions
How can I quickly identify a buyer’s personality type?
Pay attention to how they talk, how fast they make decisions, and whether they focus more on people, ideas, or facts. Their tone and pacing are key clues.
Do I need to change who I am to sell to different types?
No. But you do need to flex your communication style. Adapt how you present your message—don’t change your values or personality.
Can a buyer be a mix of styles?
Yes. Most people show traits of more than one type. Focus on their dominant behaviors and adjust accordingly.
What if I misread someone’s style?
It happens. Ask open-ended questions, observe their reactions, and be willing to shift gears. Flexibility is more important than perfection.
Reviewed and fact-checked by the TrainingCourseMaterial.com editorial team on . Originally published September 2021.
