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Now, your host, Sam Wakefield.

All right, here we go.

This one is the four buyer archetypes.

Speak their language, close more deals.

So that's what we're talking about today.

So here's the setup.

Every buyer you meet sends out a signal.

Their pace, their tone, their posture and questions.

The problem is most salespeople are tuned to their own frequency, not the one of the buyer.

So when you learn to tune into your buyer's frequency, you stop talking past them, start resonating with them.

That's when selling stops feeling like convincing and starts feeling like connection.

So in this episode, you know, so a bit of context here.

I know there are a ton of personality studies, assessment tools out there.

There's the disc method, the Myers Briggs Enneagram, you name it, there's a ton of them.

The Colby score.

They all have their place.

But let's be real.

When you're standing in a homeowner's living room, you don't have time to run a whole psych profile on somebody.

So you have to be able to recognize it very quickly.

So in this episode, what I'm going to do is we're going to simplify it all down to something you can actually use in real time.

So I'll show you how to identify the four different buyer archetypes within the first minute and speak their emotional language.

That's going to build instant trust and instant rapport.

So by the end of this episode, you're going to know exactly how to adjust your energy, pacing, and focus for your buyer.

Because sales isn't about being the best talker.

It's about being the best translator.

So that is what we are going to get into today.

But before we do, a couple quick announcements.

And I want to know what's in your cup today.

So let's start with what's in your cup so we can toast this episode together.

I just finished up my actually, I'm doing some meal replacement shakes because I am on a big cut right now.

So as you all know, I'm working on giving myself the gift of abs for Christmas.

What are you doing to increase your health goals?

Are you moving that needle forward?

I hope you are.

So I'm hydrating today.

I've got my water in my Close it now bottle.

What's in your cup?

Still looking for more beans.

Somebody shoot me a recommendation for some coffee beans to try because I need some new beans.

What's really tripping your trigger right now?

So whatever you're drinking, let's toast this episode together during your drive time university.

And let's get cracking because I want to get you this content.

And yeah, it's really exciting when you can start to analyze and recognize what really quickly recognize who you're talking to.

It just becomes so much easier when you're in the home.

So everybody grab your cup.

Let's toast.

Three, two, one.

All right, so a couple quick announcements and then we'll hop into this content.

First of all, if you don't know, well, now you know.

Get your I recently wrote a guerrilla marketing guide so you can have consistent lead year round without spending a dime online.

You can get your copy of that.

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Go to doortodoor institute.com that's D O O R the number two D O O R institute dot com.

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Fill out the little form and you'll instantly be able to download that.

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But I want you to also think about it in the way of use it to spark ideas so you can come up with these types of methods anywhere you're at.

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That same website, doortodorinstitute.com you can schedule a discovery call with us.

There's only a couple spots left in the beta test.

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If you want to know about one on one coaching.

So many people across this last seven years have taken their numbers and multiplied them by proven methods.

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Close rates go up, average tickets go up, typically minimum 20 to 30%.

I've had people that have doubled and tripled their numbers.

Worked with a guy in an electrician actually in Michigan.

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So getting back into the content here, the four buyer archetypes, it's such an interesting conversation.

This is the piece that we focus so much on scripts so often that we forget that if you're only selling to a script, you're forgetting the most important component, which is the human being you're talking to.

So this episode actually came directly from one of my coaching conversations where the people I'm coaching realized they were selling from their own personality instead of their buyer's personality.

So every buyer's brain processes trust differently.

So when you learn to read that filter, what happens is you can communicate in a way that feels familiar.

Familiarity is what builds trust.

And so here's how to simplify every personality model into something you can apply right now.

So I simplified them into.

I read a book years and years ago.

It was a really, really short little book, and it made the most sense to me to basically boil all of those different personality styles down into really quick, easy to recognize.

So I use colors.

Colors are easy.

The first one, typically you all know, is the.

So let's go through the four, and I'm going to show you what they're motivated by.

Their core desires, pain triggers, communication styles, and some example, language around it.

That way you can start to recognize them quicker and then convert to the way and then speak in the language that they understand.

This is not about you becoming someone different.

It's just about using language as a tool to be able to communicate to them how they hear it in the way that makes the most sense to them.

Because it's your responsibility to adjust.

Don't expect your homeowner to adjust to the way you communicate.

You have to adjust to the way that they communicate.

So number one is the red.

I'm sure you probably already figured out this is the driver personality.

Now, what motivates the driver personality is achievement, control, and efficiency.

This is that personality type.

Their core desire is to win and stay in control.

We know this.

Pain triggers are, as you can imagine, delays, hesitation, and wasted time.

So this is not the person that you want to drag everything out and make it this huge show.

You can still cover your core elements and provide value without, you know, without pissing them off, basically.

So in your communication style, number one, you have to be confident, you have to be concise, and you have to be direct.

They appreciate this type of conversation.

You want to lead with results, you want to lead with roi, you want to lead with speed.

We want to give options, not explanations with this one.

So here's an example.

Language.

Here's the fastest way to get this result.

That's what they care about.

What's the bottom line?

We don't go straight to the bottom line, but we.

We take them, we lead them to the bottom line so they can understand the value and then make a decision based on the value you've provided.

If you can't lead a red, they won't believe you can deliver.

So with reds, trust is tied to confidence.

Their brain equates certainty with safety.

If you sound unsure, the cell is going to die instantly.

So here's something that's really important for that driver personality.

You've all had this experience where you go get in the house and man, they just want to take off.

This is the moment you have to take control of the appointment.

And when you do it properly, what happens is they recognize, hey, I'm dealing with a professional.

And then they will line up behind you and follow your lead.

If you're confident, certain and professional, the minute that happens, that's when you have the opportunity to lead them to the close.

So that is the red.

The next one is the yellow.

This is the person who is very community focused, contribution, personality.

They're motivated by people, they're motivated by relationships.

A lot of social proof here.

They're motivated by purpose.

So their core desire is to make a positive impact and be part of something bigger.

So pain triggers here are disconnection, isolation, and lack of meaning.

So your communication style with this person is speak to impact social, emotional and environmental.

We've all had those clients that you know exactly who I'm talking about.

If you've run very many appointments, you know this person.

So you need to highlight your company's role in the community.

We use words like we together, let's make a difference.

Show them how their purchase helps others and helps the planet.

One thing that is very, very common with this type of personality is talking about their carbon footprint.

I don't care if you think this is, if it's wrong, it doesn't matter.

It doesn't matter what we say.

It matters what they say.

So talk about the carbon footprint.

Talk about sustainability, energy efficiency, shared values, not technical specifications.

So example language with this client is, hey, this system doesn't just make your home more comfortable.

It's cleaner, more efficient, and better for the environment.

So tie in the things that matter to the people you're talking to.

Another one is you're gonna love knowing that you're saving energy and setting an example for your neighborhood.

This is the totally a social proof type of client.

So your posture with this client is warm, conversational people, focused.

Yellows don't just want to make a purchase, they want to make a difference.

So for yellows, emotion and purpose are really intertwined.

When their decision aligns with contribution or environmental good, the buying decision becomes an act of identity.

So it's very, very, very much about the identity of this particular archetype, this type of buyer.

Now let's get to the fun one.

This is the blue personality, the fun party personality.

They're motivated by excitement, connection, enjoyment.

This is.

These are homeowners that Love to have parties.

They have people over.

Their core desire is to have a positive emotional experience.

Pain triggers boredom, monotony or overly serious presentations.

So make sure that you're adjusting accordingly for this person.

Communication style, keep the tone light, keep it engaging, story driven, use vivid sensory language, let them laugh, joke, imagine the outcome.

It's how you have to handle this type of person.

So here's an example of some language for them.

So imagine walking in after work and that perfect temperature just hits.

It's your new favorite moment of the day.

See how the language shifts with each of these different types of personalities.

So with blues, energy is the currency of trust.

If they're having fun, you're winning.

So make it a fun experience for them.

Positive emotional charge creates.

So here's some brain science.

Positive emotional charge create some dopamine, which is the brain translates as reward.

So when a blue feels good during the conversation, they associate that with, with the feeling, with buying from you.

So make sure to make their experience fun and it's super, super important.

And then the green, this is number four.

They're the analytical, the engineer.

Personality engineers always fall into the green category.

They're motivated by facts, proof and structure.

So their core desire is to make the decision based on data.

So their pain triggers.

Here's the pain, ambiguity, keeping things general or pressure.

They do not respond to pressure and they definitely don't respond to lack of logic.

So communication style with this person, slow down, go into serious detail to explain the process.

Use numbers, reports, case studies, all of this is super important.

Eliminate the hype, Give clean, factual statements when you're presenting numbers.

Don't generalize it.

Be exact with everything with this type of client.

So here's some example language on this one.

So here's the data from your current system and here's exactly how we'll improve efficiency by 23% or whatever data you have.

Use data.

Greens don't buy emotionally first, they buy when the facts add up and then they trust you for validating their logic with the emotion.

And so it's a different shift still still important to have the emotion in.

But they're thinking in terms of logic and facts first and then the emotion comes in.

So greens don't buy emotionally first, so they trust systems over stories.

When you show structure and reason, their part of their brain relaxes, giving permission for logic to lead the decision.

So that is the green.

Next we're, now we're going to get into how.

So this is cool, you know, now that we understand each one, but it's like, Sam, how do we spot each buyer type?

So that is this next section we're about to get into.

All right, so now that we've covered the buyer types, let's get into how we spot them and how to spot them fast.

Because realistically, if you know what you're looking for, you can really read 80% of their archetype before you ever open, start, open or start your presentation.

So that is going to help you as you give your presentation to know how to communicate in the language they understand.

So here's some super quick observational things that you can that will help you figure out who you are talking to.

So the first one is we'll go back to red, the firm handshake, real short sentences, fast paced, direct questions.

This is the one that most people usually know how to recognize the easiest.

The second is, of course, yellow, warm smile, eye contact.

They talk about community, what they've been doing, values, purpose, anything like that, it's going to give you a clue into that specific personality type.

The third is blue.

Expressive gestures.

They're fast, quick to laugh, energetic tone, social storytelling.

Those are talking about events, talking about all of the things that have to do with a fun personality.

And then of course, green is, that's your reserved posture, usually a slower tempo.

They're going to ask technical questions.

They're definitely going to ask about, you know, documentation or proof or reference to things.

So the main thing with this is you're not judging, you're listening.

Observation builds empathy and empathy builds cells.

So remember that word.

We're just observing so we can know how to communicate.

So here's some ways to adapt your energy and your language to match.

Because adaption isn't about changing who you are, it's about creating resonance.

And so I call it being situationally aware.

And so with reds, you want to lead the call.

We've got to keep it concise, give confident direction.

That is the most important thing you can do with that specific personality type.

When you give direction, what happens?

And the reason that so many reds typically like to take control of the appointment is because they've never worked with a professional who realistically knew what the heck they were doing.

Think about all of the other people in our, in our industry.

Most of them are not leaders.

They don't give direction.

They definitely don't give it clearly.

So when you do, it actually is relieving to a red because now they understand they're working with somebody who knows what they're doing.

There's a professional.

And when you take the lead, they will line up behind you.

And now they're grateful that they don't have to be the ones to do it.

And so that is.

That's the red.

So you want to lead the call.

When I say keep it concise, I don't mean, you know, shortcut your process.

But what I do mean is don't overly fluff the communication when you're working with the red.

For yellows, we're going to emphasize contribution, connection, community, suit again, super important for them.

For the blue personality, keep it lively.

We're going to be expressive.

It's emotionally fun, and that is even in a bad situation, we can still make it fun by turning that corner.

It's like, you know what the best part is?

Now you get to choose what is going to fit you and your family the best and how you live here, how you function.

And then of course, for greens, we're going to build the case logically and we're going to structure with structure and with patience.

So that is the green personality.

So because remember, the subconscious brain builds, buys familiarity.

When your energy matches theirs, their brain feels safe and safety feels like.

Yes.

So that is how to.

How to quickly recognize.

So now sometimes what you need to know is, is they could be a combination.

So when the buyer types collide, even in a home where one person says, let's do it, and the other says, oh, man, I'm going to need more time, that's not conflict.

A lot of times it's just personality dynamics.

So I'm going to give you three different combinations of potential combinations.

Of course, there's.

The options are endless, but, you know, people can have more than one personality type in themselves, but one of them is going to be dominant.

Or you can be, you know, working with homeowners who.

They're very different personality types that have come together.

So what happens with a red and a green?

The driver wants speed, the engineer wants certainty.

So we've got to balance both and then lead confidently but respect detail.

So we're not racing to the bottom line if they were just red.

We've got to respect the details along the way.

In fact, even in these conversations, you can reference both of them.

So, okay, we're totally going to get to the bottom line in order to get there.

It sounds like, you know, person number two, we need to fill in some details before we get there.

Is that right?

Yes.

So we're speaking to both of them directly in a way that fits their personality types.

Once you are able to figure these out, Another combination that we see really often is yellows and blues.

Together, they're both social, they're both emotional.

The conversation flows, but you've got to anchor it into structure and then it totally works out.

The more you practice this, the more that you're aware of these conversations, the more it's just going to start to flow for you.

And another common combination is blue and green.

Emotion versus logic.

So the way you handle this is tell a story, but then support it with data.

So when personalities collide, you're not the referee, you're the translator.

So speak each person's emotional language so everyone feels understood.

So emotional fluency is really what we're after here.

And so the more that you're able to be emotionally fluent now, it's going to equal sales mastery.

So fluency is the real skill, the ability to read emotion, adjust tone, make people feel seen.

What's the classic Zig Ziglar used to say?

Everyone has a sign over their head that says, make me feel special.

So in these conversations, it's super important.

So sales isn't about changing who you are.

It's about showing the best version of yourself that everyone can connect to.

So when you adapt the communication to how their brain processes trust, now what's happening is we're moving from selling to synchronizing.

That's where influence really becomes effortless because now we can speak their language in the way that they hear it.

So you know, every buyer is broadcasting their signal.

When you learn to listen between the words, listen between the lines, I say you stop chasing the stale.

We start really started to guiding the decision.

Because adaptation isn't manipulation, it's just mastery.

Like I said, it's conversational awareness.

You don't have the same types of conversations you have with the guys in the warehouse as you do with the people in the front office.

It's the same thing here.

And so situational awareness is super crucial when you understand who you are working with.

So quick recap here.

Red, results and control.

Yellow, connection, purpose and contribution.

Blue, fun and emotional experience.

And then green is logic, structure and proof.

So yeah, this is, that's, that's the episode.

I hope this is helpful today.

If it's helped you see buyers differently, share this with your team.

This framework really changes everything.

It's your cheat code for being able to get to that moment of rapport much, much quicker in your appointments.

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And you know, all of this is really just the bigger picture here.

The better that you understand how to communicate with people, your increase your communication skills.

That truly is what it takes to become someone worth buying from.

You've been listening to the Close it now podcast.

Our passion is to dive headfirst into the transformative movement that's reshaping the very foundation of H Vac and home improvement and at the same time covering fitness, nutrition, relationships and personal growth, proving that we can indeed have it all.

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