Latest / Ambitious Podcast / EP. 30: Understanding Buyer Types: Mastering Marketing and Sales Strategies

Transcript

EP. 30: Understanding Buyer Types: Mastering Marketing and Sales Strategies · Ambitious Podcast

• 0:07
  Hello and welcome back to Ambitious.
• 0:11
  I am really excited for today's topic because this is something
• 0:15
  that has massively impacted my business and frankly has
• 0:18
  impacted a lot of the businesses that I've supported in the ways
• 0:22
  in which they've been able to scale because the topic we're
• 0:25
  covering today is everything buyer types.
• 0:28
  And I will be very transparent with you.
• 0:30
  When I first came into the online world and into learning
• 0:33
  marketing and you know, learning really how to leverage social
• 0:37
  media to generate leads, to generate inquiries, I had no
• 0:41
  concept of buyer types. The fact that they existed, what
• 0:44
  they were, how they impacted our business.
• 0:47
  And it was once I started to really sink my teeth into
• 0:51
  understanding it, integrating in the business, the feedback of
• 0:54
  what it looks like when it was integrated and getting all that
• 0:56
  information that I started to really recognize the impact that
• 1:00
  this had on businesses, both from an aspect of marketing and
• 1:05
  sales in every single, you know, area really when it comes to the
• 1:10
  way that we understand our audience and the way that they
• 1:12
  behave. And so I am a little psych nerd.
• 1:15
  So like if I have any way to better understand either my own
• 1:19
  behavior, the behavior of team, the behavior of clients, the
• 1:22
  behavior of, you know, audiences, I am right there and
• 1:25
  I am in it. And so this was something that I
• 1:27
  really once I sunk my teeth into it, I really nerded out on.
• 1:31
  And because of that, I saw the massive domino that it had on
• 1:35
  our business and I saw the impact that the clarity and the
• 1:38
  understanding of this principle or of this concept and what it
• 1:43
  could really do when it was fully mastered and fully
• 1:45
  integrated. And so I'm really excited to
• 1:48
  teach these to you today. And this is something that's
• 1:50
  gonna be, I would say, fairly meaty.
• 1:52
  So if you're somebody who, you know, really wants to take this
• 1:55
  and run with it, I highly recommend taking this as your
• 1:57
  sign to pause the episode. Go grab a piece of paper and
• 2:00
  pen, go grab that fresh Google Doc and get some notes ready.
• 2:03
  Because the one thing that I will say is that the exciting
• 2:06
  part about buyer types is the fact that you really don't have
• 2:11
  to necessarily have a lot of things in order to get started
• 2:15
  with it. You don't have to have a lot of
• 2:16
  stuff in order to be able to see change by having this clarity
• 2:20
  and integrating it. So without further ado, let's
• 2:23
  kind of go into the one O 1 of like what are even buyer types?
• 2:26
  And so one of the ways that I explain buyer types to most
• 2:29
  people who ask is buyer types are basically our audience's
• 2:33
  love language equivalent. And what I mean by that is like
• 2:36
  we each have a love language that we're typically most
• 2:39
  dominant. And I have a whole thought
• 2:41
  process on love languages, but you know, I, for example, mine
• 2:44
  might be like physical touch is like my go to love language.
• 2:48
  So holding my hand, you know, whatever that kind of stuff.
• 2:51
  And so that love language is the equivalent of a dominant way of
• 2:58
  behavior that our audience has when it comes to buying.
• 3:01
  And so when we're looking at buyer types, you want to think
• 3:04
  about buyer types as almost a set of behaviors or an
• 3:08
  identifying set of characteristics that a person,
• 3:11
  your audience has at a given moment.
• 3:14
  Now, the reason that I think I really want to accentuate at a
• 3:16
  given moment is because the thing that's also interesting
• 3:20
  about buyer types is that we can have people who have a dominant
• 3:24
  way of operating. But the thing you want to also
• 3:27
  consider is that in different situations that buying type may
• 3:31
  adapt. So for example, and I'm going to
• 3:34
  kind of get into all the different types and how to know,
• 3:36
  you know, which ones, which ones you have in your audience, how
• 3:39
  to market to them, how to sell to them.
• 3:40
  So we're getting into all the nitty gritty, but one of the
• 3:42
  ones I'm going to be covering today is a driver buyer and that
• 3:45
  is me through and through. That is my dominant.
• 3:48
  Now it is not to say though that I am that type everywhere all
• 3:53
  the time, in every moment. I have certain investments that
• 3:57
  I've made. I have certain things that I've
• 3:59
  purchased in my personal life where I have not been in my
• 4:02
  driver characteristics. And so just like the love
• 4:05
  languages, you can have a dominant, you can have something
• 4:08
  that is your dominant love language with also appreciating
• 4:12
  other love languages and those being done.
• 4:14
  So, for example, for myself, acts of service, someone opening
• 4:18
  the door for me, someone bringing me a coffee, someone
• 4:20
  doing something that basically is a, is an act of love to me is
• 4:24
  something that I still very much appreciate.
• 4:26
  But I would say I have a dominant for, you know, physical
• 4:29
  touch as my love language. And so because of that, the same
• 4:32
  thing is also going to be true just as much as it is for love
• 4:36
  languages in our buyer types. And so buyer types really are
• 4:40
  the identifying characteristics of the ways in which our
• 4:43
  audience operate, in the way they consume our marketing, in
• 4:46
  the way that they experience and go through our sales process and
• 4:50
  ultimately in the way that they close into becoming a customer.
• 4:54
  And so by understanding these just like a love language,
• 4:58
  you're able to better communicate with that person.
• 5:00
  So let's just take it back to this analogy.
• 5:03
  If you have a partner who really appreciates physical touch and
• 5:08
  you're like, yeah, but I'm, I'm getting them gifts after gifts
• 5:10
  after gifts. Like, they just don't seem to
• 5:12
  resonate. I'm like, yeah, because their
• 5:14
  love language is physical touch. Their love language is not
• 5:16
  gifts. Or maybe their love language is
• 5:18
  not words of affirmation. So you can say how amazing they
• 5:21
  are and appreciate them all day, every day, but if you don't hold
• 5:24
  her hand, it's not hitting the button that she needs to have
• 5:27
  hit for her to feel appreciated, right?
• 5:30
  So when it comes to the buyer types, the same thing is true.
• 5:34
  If you're selling and you're marketing and you're
• 5:36
  communicating with this person in a way and almost in a
• 5:41
  language that they don't personally resonate with, you
• 5:44
  can say a bunch of things and you can do a bunch of things in
• 5:48
  that marketing, in that sales process, but it still may not
• 5:51
  click. And it's not because necessarily
• 5:54
  what you're doing doesn't work in general.
• 5:57
  It doesn't work for this person because they have a specific
• 6:00
  archetype of how they operate. And so by helping us to
• 6:04
  understand what the different types are, we're then able to
• 6:07
  use that education to empower us to know how to better
• 6:10
  communicate with the people in our world.
• 6:12
  Now, different than a love language, which is person to
• 6:14
  person. Yes, this is person to person in
• 6:16
  your audience, but the good thing that we can tell you is
• 6:19
  that when you communicate a certain way in your marketing,
• 6:22
  you will actually create a dominant type of audience of
• 6:25
  buyer. So you'll always have all of
• 6:28
  them in your audience at a given moment, but you'll create via
• 6:31
  your marketing a type of buyer that can be your dominant.
• 6:35
  And which one becomes your dominant is something that
• 6:38
  really is person to person. There's a lot of discussion
• 6:40
  around buyer types of, you know, you really want to have an
• 6:44
  audience who's this kind of buyer.
• 6:45
  You really want to have an audience who's that kind of
• 6:46
  buyer. And you know, I don't personally
• 6:49
  believe in that. That's not a perspective that I
• 6:52
  would say that I agree with. I really believe that we have
• 6:55
  information in our world right now of what kind of buyer types
• 6:58
  you have and we can use that information as power for us to
• 7:03
  understand how to be able to really effectively resonate with
• 7:05
  people. And that's really the basis of
• 7:06
  buyer types. And I'm going to tell you a
• 7:08
  story as well before we get into today, because I had a client
• 7:12
  and we've done previous episodes talking about about this client
• 7:15
  in our case study episodes. And you know, with her audience,
• 7:18
  she was marketing and she had one of the types that we're
• 7:20
  going to discuss today. We're going to breakdown, we're
• 7:22
  going to call it the driver buyer type.
• 7:23
  And so she had a lot of driver buyers in her audience.
• 7:27
  And So what we came to realize was we started to market to
• 7:30
  them. And so we had messaging.
• 7:31
  It was really tailored to them. And we had, you know, things
• 7:34
  that were really designed for, again, that language that they
• 7:37
  needed to be spoken to in. Now what was interesting though
• 7:40
  was again, this goes back to the fact that your buyer types can
• 7:42
  change her marketing. Had been the exact.
• 7:45
  Same, like we're talking the exact same for probably I would
• 7:50
  say like the last like 2-3 years and had always been pretty well
• 7:53
  the same tone. And so there became a moment in
• 7:56
  the business where things started to feel like we were
• 7:59
  putting out marketing, but it wasn't hitting quite the same.
• 8:02
  And it became this like investigation as marketing is.
• 8:04
  And you guys know how I feel about marketing.
• 8:06
  Marketing is equal parts quantitative, which is data as
• 8:10
  much as it is qualitative, which is assessment.
• 8:12
  And frankly the art of guessing. Anyone who tells you that they
• 8:15
  can know 100% what's going to happen with marketing, I have
• 8:19
  thoughts on that because there really is an aspect of any
• 8:22
  marketing campaign that is guessing.
• 8:25
  And so this client had a rinse and repeat marketing strategy
• 8:29
  that they were using. And before they knew it, the
• 8:31
  things that they would once done and the things that they had
• 8:33
  once executed were not working anymore.
• 8:36
  And they were like, this is so weird because we've always done,
• 8:39
  this is what we've always, we've always done.
• 8:41
  And the thing I also talk about all the time when it comes to
• 8:43
  marketing and selling is just because you've done it before,
• 8:46
  it does not mean it will always work.
• 8:47
  Marketing and sales as much as there's principles that we
• 8:51
  integrate just like buyer types, buyer types will always be tried
• 8:54
  and true. How we integrate those, IE what
• 8:57
  platforms we use those on or selling, whether we sell in the
• 9:00
  DMS or we sell on a phone call or we sell with a proposal or we
• 9:03
  sell in any which way, the modality we use to express the
• 9:08
  principle is always going to change in business.
• 9:10
  So you always have to be ready to adapt.
• 9:12
  But the principle itself remains the same, which today's
• 9:14
  principle is the buyer types. And so with this client, I said,
• 9:18
  listen, the principle remains to be true, but we want to look at
• 9:21
  how we're expressing it. And so I said, let's go to the
• 9:23
  data. So we go to the data and we
• 9:24
  start to assess, you know, what her, what her data is showing
• 9:27
  and come to find out by looking at her data that her buyer
• 9:30
  types, I go through and she's like, what do you see?
• 9:32
  And I was like, I'm going to be honest with you.
• 9:35
  I have a feeling that your buyer types have shifted.
• 9:39
  And because she had been in such a pattern of speaking to the
• 9:41
  same person for so long, it was kind of something that she
• 9:43
  didn't really hyper assess a lot because there's just been so
• 9:47
  much data to tell her that this was the type of buyer she had.
• 9:51
  And so I said based off the data, there was some content
• 9:54
  that was really doing well compared to the others.
• 9:57
  And there were stories that she was putting up that were really
• 9:59
  doing well compared to the others.
• 10:00
  So I was like, I think your buyer type has shifted.
• 10:03
  So let's test the water and see if this is true.
• 10:07
  So we go and we make new marketing, we put out new
• 10:10
  content and sure enough, the DM start coming in, the application
• 10:13
  start increasing, the engagement goes up.
• 10:16
  And what it confirmed for us was the fact that her pain points
• 10:20
  remained the same. Her outcome she talked about
• 10:22
  remained the same. We talked about this a lot with
• 10:24
  marketing, right? In earlier episodes, we talked
• 10:25
  about like, you know, pain points and desires are like the
• 10:28
  basic, basic, basic of marketing, right?
• 10:30
  Like that's very much like the fundamental starting point of
• 10:32
  being able to market what you do.
• 10:35
  But the thing that we came to discover was that basically the
• 10:39
  tone in which we were communicating it, IE the buyer
• 10:41
  type that we were tailoring that messaging to was no longer the
• 10:45
  buyer type in her audience. And so because of that, even
• 10:49
  though she was talking about the same points she wasn't having
• 10:51
  that hit home with people. And this was such an
• 10:53
  accentuation to the impact of buyer types and the fact that
• 10:56
  number one, we can't get stagnant in looking at, we've
• 11:00
  always done marketing this way or we've always, you know, done
• 11:02
  our messaging this way. And so because of that, we're
• 11:03
  just going to keep going with that.
• 11:04
  Just because it once worked doesn't mean it's going to
• 11:07
  always work for you. And so that's something we have
• 11:09
  to be aware of, but also remembering that marketing is
• 11:12
  something you have to keep a pulse on to constantly check and
• 11:16
  remembering that your buyer types, even though you may have
• 11:18
  a dominant, can shift at a given moment.
• 11:20
  And we want to be aware of that. And So what we're going to go
• 11:24
  through today is we're going to go through the four different
• 11:26
  core buyer types that you're going to want to be aware of.
• 11:28
  And with this, we're also going to talk about how to identify
• 11:32
  them, IE how to know which ones you have in your audience.
• 11:34
  Two, how we're going to be able to tailor our marketing to
• 11:37
  really speaking to this type of buyer.
• 11:40
  And 3rd, when you are selling to them, whether on the phone, in
• 11:44
  DMS, and any sales process that you're selling to them, the ways
• 11:48
  you're going to want to be cognizant of the way you're
• 11:50
  selling to them. So the mastery of buyer types
• 11:53
  really comes from #1 obviously knowing what they are, but #2
• 11:57
  being able to constantly be in tune of assessment and looking
• 12:01
  at, you know, what marketing is doing well and knowing what that
• 12:03
  means, what the person is doing in a sales conversation, and
• 12:06
  knowing what that means and how you should be tailoring your
• 12:09
  approach. And by doing that, you can see a
• 12:12
  drastic different outcome with the actions and behaviors your
• 12:16
  audience is taking. And so if you're at a loss right
• 12:19
  now and you're like, I'm just looking at my marketing and
• 12:21
  sales and I don't know why it's not hitting home for people,
• 12:23
  this could very well be the reason why.
• 12:26
  And so let's get into the four different types and really
• 12:29
  looking at how we can break these down.
• 12:31
  So the four different types, I'm going to go high level first.
• 12:34
  Our analytical is going to be #1 #2 is driver #3 is amiable and
• 12:40
  #4 is expressive. And so for each one, as I said,
• 12:43
  we're going to break down what are the core traits of this
• 12:45
  person and this type, IE this love language, if you will.
• 12:49
  And we're going to go through the core traits, how to market
• 12:51
  to them and what you're going to see happening in your marketing
• 12:53
  and also with that, what you're going to be cognizant of in the
• 12:55
  sales process. OK, so kick it off at #1 we're
• 12:59
  going to go into the analytical buyer.
• 13:01
  This is somebody who is really the buzzwords I want you to
• 13:03
  think about are they're very results oriented, they're
• 13:06
  data-driven and they're very strategic and they make logical
• 13:09
  decisions. OK, so core traits and I have
• 13:11
  like so many things that we can use to identify these people.
• 13:14
  So I've got, I've got all the notes in front of me.
• 13:16
  I want to make sure I don't miss a single wicket for you.
• 13:19
  One of the things that is really a core trait of someone who's
• 13:21
  analytical is somebody who really is super, super, super,
• 13:24
  super into the nuts and bolts. What I mean by that is you will
• 13:27
  probably have questions of like, so how many, how many trainings
• 13:30
  will we have? And when are the calls?
• 13:32
  And by the way, what happens if this happens?
• 13:35
  Like if I, I literally have had people on consults with me who
• 13:38
  have asked questions like, and again, like this is just an
• 13:40
  analytical buyer. They're like, OK, and if, what
• 13:42
  if I get really sick, then what happens in the program?
• 13:45
  And like they think of everything, like I mean
• 13:47
  everything. And so a analytical person is
• 13:50
  somebody who asks a lot of questions and is very, very
• 13:54
  focused on the specific micro details of any investment that
• 13:57
  they're making. I almost want you to think about
• 13:59
  an analytical buyer as somebody who like would take and print
• 14:02
  out all the papers of the investment that they're making.
• 14:05
  And they would look and like look at all the information, all
• 14:08
  the numbers, all of the possible situations.
• 14:11
  They think best case scenario, worst case scenario, like
• 14:13
  they're thinking through everything that probably isn't
• 14:15
  even on your brain yet. And because of this, they make
• 14:18
  very logical evidence based decisions.
• 14:21
  They do not make decisions just based off of emotion or like,
• 14:24
  you know, just take action and step into the next level of
• 14:27
  yourself. That's not going to work for an
• 14:29
  analytical buyer. That's not the the way in which
• 14:31
  they make their decisions. They really like to see results.
• 14:34
  They really like to see details. They really like to see the
• 14:36
  numbers to be able to logically in an evidence based way, give
• 14:43
  themselves full confidence that this is the right choice they
• 14:45
  need to be making. And so because of that, they
• 14:47
  often ask a lot of questions to be able to gather that evidence
• 14:50
  and gather that data. And so they really also love the
• 14:54
  aspect of comparisons, like to be able to see, you know,
• 14:57
  transformations in people's marketing.
• 14:59
  They love to see the comparisons of like this versus that.
• 15:01
  And they also typically are somebody that is going to really
• 15:05
  engage with the social proof that you're putting out or any
• 15:07
  of the frequently asked questions or the details about
• 15:09
  your offer. They're going to be really right
• 15:11
  up in there. The thing that I will say when
• 15:14
  it comes to the marketing to this person, you really want to
• 15:18
  accentuate case studies and giving as much detail of the
• 15:22
  process. So for example, my case study
• 15:25
  episodes that we do on this podcast are something not an
• 15:28
  analytical buyer would nerd out on because that is not just
• 15:32
  social proof of, Hey, I got my client here, But it's breaking
• 15:35
  down all the nitty gritty of the best things that happened, the
• 15:38
  worst things that happened, the process in between, the thought
• 15:41
  process, the the resistance they experience.
• 15:43
  Like I, I leave no stone unturned.
• 15:45
  And for an analytical buyer, they're like, OK, yes, I want to
• 15:48
  know all the nuts and bolts, like give me all of that.
• 15:50
  And so they really like all the details.
• 15:53
  And so if you're finding that you're getting asked a lot of
• 15:57
  like more micro questions and you're constantly getting that
• 16:00
  in anything in your world right now, you may have a lot of
• 16:03
  analytical buyers that are in your world at this moment.
• 16:05
  And so one of the ways that we can really, you know, speak to
• 16:08
  these people is also to make sure that with an analytical
• 16:11
  buyer, you want to be aware of the fact that they really are
• 16:15
  super into the features, which is what I mean when I say nuts
• 16:17
  and bolts. They want to know what the calls
• 16:20
  are. They want to know about the
• 16:22
  contracts. They want to know about, you
• 16:24
  know, what time will the calls be hosted?
• 16:26
  They want to know all of those details.
• 16:28
  And again, that's because in their mind, only once they have
• 16:32
  enough evidence can they confidently tell themselves that
• 16:35
  they're OK and they basically feel safe to move forward.
• 16:39
  So the thing that you can also do in marketing is use a lot of
• 16:42
  the kind of, you know, features of your offers and the
• 16:45
  highlights of it. You can have, for example,
• 16:47
  something that would be like a pinned post that would sit on
• 16:49
  your feet that's kind of at the high level of your offers and
• 16:52
  what they come with. They also really are the people
• 16:54
  who nerd out on the sales pages. So the sales pages that go
• 16:57
  through frequently asked questions, they love those.
• 17:00
  They love that section. That's for them the support
• 17:03
  overview and all the details of like what it comes with on sales
• 17:06
  pages. That's for our analytical
• 17:07
  people. So like they are the people who
• 17:09
  want to know all of the insurance and outs of what the
• 17:11
  offer is and also think about not only best case, but also
• 17:14
  worst case scenario and also have an answer to those
• 17:17
  situations. And you know, what's interesting
• 17:19
  as, as I, I've been in, you know, programs and I've done,
• 17:22
  you know, facilitation for people and, and help to really
• 17:24
  help them to integrate this. As I'm saying this, you also,
• 17:27
  when we're going to these buyer types, maybe like, wait a
• 17:29
  second, that's literally me. I ask all the questions.
• 17:33
  I want to know every single answer.
• 17:34
  And like, listen, there's nothing wrong with that.
• 17:35
  Like every single one of these are people who will buy.
• 17:38
  And that's the thing that I also want to make very clear as we go
• 17:40
  through this, the buyer types that I'm explaining, all of
• 17:44
  these will invest. They just invest differently, so
• 17:47
  and also at different speeds. And so it's really just
• 17:50
  remembering that because you have these different types, they
• 17:52
  all can be clients. It's just the rate or the speed
• 17:55
  at which they become a client and the process of how they
• 17:58
  become a client may shift slightly.
• 18:00
  So remembering that with analytical people, they're
• 18:02
  really into the case studies. They want the depth, they want
• 18:05
  the social proof. They want to know they can get
• 18:06
  results, but they also want to know the process of how someone
• 18:09
  got to those results. They want the features of your
• 18:11
  offer. They want the frequently asked
• 18:12
  questions in your marketing. They really want you to pre
• 18:16
  address potential concerns and objections that they may have or
• 18:20
  that they're already thinking of their mind because remember,
• 18:21
  they think of everything. Now when it comes to selling to
• 18:26
  an analytical buyer, the thing that I think is really important
• 18:29
  is that this information is available for them.
• 18:31
  If they don't have that information accessible to them,
• 18:34
  that's how they kind of coach themselves, frankly, on
• 18:37
  investing. And so if you're getting
• 18:40
  inundated with questions, let's just say in a sales process on a
• 18:43
  phone call or in DMS, often times that's because you don't
• 18:47
  have that information available. And so something that I can tell
• 18:50
  you even as a story for myself with analytical buyers, I
• 18:53
  literally as we record this, it is 2024 and I until this moment,
• 18:58
  literally I want to say like 2 weeks ago, we launched our
• 19:00
  website for the first time. And until like in my business
• 19:03
  for years, I have never had a website.
• 19:05
  And we've done well. Like we have not needed a
• 19:07
  website to be able to turn people who are interested into
• 19:11
  customers. But what was interesting was we
• 19:13
  had a situation where again, in understanding the buyer types,
• 19:16
  we had a lot of people who were in our DMS and saying, hey,
• 19:19
  like, and how long is the program and what does it come
• 19:21
  with? And you know, I was curious
• 19:23
  about, you know, what kind of panelists do you have inside?
• 19:25
  And you know, does that come with one-on-one calls?
• 19:27
  And they were asking what I was like, Ding, Ding, Ding, this is
• 19:30
  an analytical buyer and I do not have this information accessible
• 19:33
  for them anywhere. So when that symptom came up in
• 19:36
  our sales processes, I started to realize that again, I had an
• 19:40
  influx of analytical buyers. I had people who were really
• 19:44
  wanting the nuts and bolts. And if I didn't have that
• 19:46
  information accessible to them, it meant that they didn't have
• 19:49
  what they needed to gather the evidence to feel safe, to be
• 19:52
  ready to invest with us. And so I was like, if I don't do
• 19:55
  this, IE if I don't have this information available for them,
• 19:59
  I'm really missing out on a ton of people who need just that
• 20:02
  information to be able to move forward.
• 20:03
  And until that point, we've been sending the information in DMS
• 20:06
  or via e-mail to people in a variety of different, you know,
• 20:09
  pathways. But.
• 20:10
  When it came to seeing that behavior happening in our sales
• 20:13
  process, we were like, OK, we know what we need to do.
• 20:15
  We need to get a website and sales pages of better offers up
• 20:18
  as fast as possible. And so that's what we did in our
• 20:21
  sales process. One of the things you're going
• 20:22
  to see with an analytical buyer is they need to have your
• 20:25
  information accessible of the nuts and bolts of what come with
• 20:28
  your offer. And this, yes, obviously is
• 20:30
  something technically you can send to them.
• 20:32
  But when they have the ability to go get that information on
• 20:34
  their own, what ends up happening is when you end up
• 20:37
  marketing day after day after day, every time you market and
• 20:40
  they feel this cue of like, Oh my gosh, I feel like I need to
• 20:42
  work with her. Like I need to work with her.
• 20:44
  When they feel that that pulse, that pull to work with you, they
• 20:49
  then will go to your website. They then will go to your
• 20:51
  resources and go through those resources to basically give
• 20:54
  themselves the OK or give themselves that the permission
• 20:58
  to say like, yes, I'm writing before.
• 20:59
  Why? Because they have the evidence
• 21:01
  that they need to feel confident and safe to do so.
• 21:04
  And so sales pages, landing pages, or better yet, websites
• 21:07
  for people who have a lot of analytical people in their
• 21:10
  audience can be very, very beneficial.
• 21:12
  Now, one thing that is essential when you have somebody in a
• 21:16
  sales process, whether again, via messages or on a sales
• 21:20
  consult or anything like that, and they're asking a ton of
• 21:21
  questions, analytical people do not do well with being
• 21:26
  challenged or being put under pressure.
• 21:29
  So if you are someone who's trying to push, push, push
• 21:32
  someone who needs this information, you're going to
• 21:35
  push them out of buying because they do not do well under
• 21:39
  pressure. They are somebody who needs the
• 21:42
  information and only when they have the information will they
• 21:45
  move. And so it really is important
• 21:47
  that when you're selling to somebody who is an analytical
• 21:50
  buyer, that you're not pushing too hard on getting them to move
• 21:54
  on your timeline. Instead, the motivation becomes
• 21:57
  how do I give them as much evidence as they possibly could
• 22:00
  need to be able to make them feel empowered that they're
• 22:04
  ready to buy? And so I really believe in
• 22:08
  giving them as much supporting information as possible.
• 22:10
  So what I mean by that is trying to give them as much as you can.
• 22:13
  So the question becomes, is there anything that you can add
• 22:16
  as part of the sales process or as part of your sales experience
• 22:20
  that allows them to feel empowered to move?
• 22:23
  So, you know, for us, it may be a matter of an example of this
• 22:26
  being when someone fills out an application, then they go to
• 22:29
  book a call with you. Is there something that you can
• 22:31
  have on that thank you page that gives them more information or
• 22:34
  frequently asked questions or social proof?
• 22:36
  Is there something that you can, for example, send to somebody in
• 22:39
  their e-mail confirmation once they book a call with you that
• 22:43
  gives them even more information that they can look at prior
• 22:45
  talking to you? When we can stack as much
• 22:47
  information as possible and again, as much evidence as
• 22:50
  possible in the sales process prior to the consult, they're
• 22:53
  empowered with more information that they need to be able to
• 22:57
  make a decision on that call. Otherwise it will end up
• 22:59
  happening, which still may happen from time to time with
• 23:01
  analytical buyers anyway, is that you will have people who
• 23:05
  get on a consult with you who say, Oh my gosh, this was so
• 23:07
  helpful. Can you send me more
• 23:08
  information? And so the thing that we can do
• 23:12
  to offset that is front load as much information and details as
• 23:15
  possible and then allow the call to be the finishing touch that
• 23:19
  allows us to kind of like tie up loose ends, if you will, and
• 23:21
  overcome any objections or resistances they have.
• 23:23
  Because again, remember with an analytical buyer, they're going
• 23:26
  to have objections because that's their natural way of
• 23:28
  thinking and operating. Like they really think in all
• 23:30
  the worst case scenario. And So what I often see is the
• 23:32
  disconnect in this when you know, people are selling is that
• 23:36
  they hear objections and they think, oh, this person doesn't
• 23:38
  want to buy. They hear resistances of like,
• 23:40
  what if this happens? And what if that happens?
• 23:41
  And like, OK, this person's not serious or they're not, you
• 23:43
  know, ready to move. And I personally would disagree.
• 23:46
  I've had people and like they know who they are.
• 23:48
  I've had people in in my programs who have been hyper
• 23:52
  analytical. Like when they came to me, they
• 23:54
  were somebody who, you know, was super, super analytical.
• 23:57
  They had a ton of resistance in the sense of they thought of
• 24:00
  every worst case scenario. They thought of everything that
• 24:01
  could go wrong and they came to me like, you know, Kate, what
• 24:04
  about this and what about that and what about this?
• 24:06
  I'm like, great question. I would say this and I would say
• 24:08
  this and like, I didn't invalidate it.
• 24:10
  I was like, listen, like, great question, great question.
• 24:12
  And I would I would answer it. And the reason that I'm
• 24:14
  answering it is because I know that this person needs this
• 24:18
  question answered. They need this whole to be
• 24:21
  addressed in order for them to feel confident to move forward.
• 24:23
  And so that became the focus of the sales calls is to really
• 24:28
  look at what I'm selling to that person, how do I give them what
• 24:30
  they need? And those became incredible
• 24:32
  clients because they're very detail oriented and they think
• 24:35
  of everything and they're really into nuts and bolts, which meant
• 24:37
  that they were actually very good clients.
• 24:39
  They paid attention to detail. They were people that when they
• 24:42
  came into the actual service were at every single call.
• 24:46
  They had all of our calls added to their calendar like they were
• 24:47
  great clients. And so I also don't want you to
• 24:50
  think because someone is asking a lot of questions that they're
• 24:52
  not serious and investing with you or if they have a lot of
• 24:54
  objections, they're not investing with you.
• 24:56
  The thing that they need is they need to feel validated and they
• 24:59
  need to feel heard and they need to feel supported in getting
• 25:01
  that information that they're asking for.
• 25:03
  And so we can, when we again, know what kind of buyer types
• 25:06
  you have dominant in your audience, we can integrate that
• 25:08
  as part of your sales process. And we can also integrate it as
• 25:11
  part of the way in which you communicate to people when
• 25:13
  you're selling to them. So whether that's on the phone,
• 25:15
  via messages, if it's even for a passive offer, that can also be
• 25:18
  something we integrate. So I'm gonna give you an analogy
• 25:21
  to really think about with each of these.
• 25:23
  So the analogy that we're gonna use is we're gonna think about
• 25:25
  somebody who's looking to hire a trainer, OK?
• 25:28
  So they're looking for fitness coaching.
• 25:29
  And so if someone is an analytical buyer, this person is
• 25:33
  gonna do a ton of research on the trainer, OK?
• 25:35
  Like they are going to be like OK, I guess I wanna work with
• 25:36
  this trainer, but I wanna see what qualifications do they
• 25:40
  have, what certifications do they possess, what kind of
• 25:42
  reviews of their experience. Like I want to know what makes
• 25:46
  them legit or qualified to be able to support me.
• 25:48
  They also are going to look hyper attention and have a ton
• 25:52
  of attention on to the program itself, the structure of the
• 25:55
  program, the nuts and bolts of the program or the service.
• 25:57
  They're going to ask a ton of questions about not only what is
• 26:00
  the service, but what approach you take and what is the
• 26:02
  process, the experience of what it's going to look like for
• 26:05
  them. They also are somebody who's
• 26:06
  going to be really looking at the data or the the evidence
• 26:09
  that they can look for of client success rates.
• 26:11
  They want to know how many people who have done this have
• 26:15
  ultimately been successful and what does that look like?
• 26:17
  And they want the reviews because they look at reviews to
• 26:19
  also see did anybody else who took this program service or
• 26:23
  experience also have similar objections or resistances that
• 26:27
  they also feel or have coming up for them.
• 26:29
  And so all of those are things that this person is going to do
• 26:31
  when they're hiring a trainer. So it kind of gives you a little
• 26:34
  bit of a high level of, you know #1 how we see, we address them
• 26:38
  #2 how we're going to be able to market to them.
• 26:41
  Three, what we need to be aware of and selling to them.
• 26:43
  And 4th, what this would look like in an example if they're
• 26:45
  going to hire a fitness trainer. So again, let's go back to the
• 26:48
  high level of the core words that I want you to think of with
• 26:51
  analytical buyers. We have results based.
• 26:55
  They are very focused on data. They are all about the strategy
• 26:58
  and the process and the nuts and bolts and they make logical non
• 27:03
  emotional based decisions. So they're not somebody that
• 27:06
  you're going to motivate into buying.
• 27:10
  So that is buyer type number one of four.
• 27:13
  Now buyer type number two of four is our driver buyers.
• 27:18
  And this is me, OK. And frankly, this is actually
• 27:21
  quite a bit of my audience. A lot of my audience is driver
• 27:24
  buyers. And I have a lot of ambitious
• 27:26
  driven women in my world who once they set their mind to
• 27:30
  something, they know they want it and nothing is getting in
• 27:33
  their way and they're all about getting to the outcome as fast
• 27:36
  as possible. And you may be her.
• 27:38
  So if so, hi, You may be somebody who feels like you're
• 27:41
  like, I know that I'm destined for this outcome.
• 27:43
  I know that I want to get there as fast as possible.
• 27:46
  I know that I want to, you know, hit this target or hit this
• 27:49
  outcome in my business, in my life.
• 27:51
  And no one is going to tell me otherwise.
• 27:53
  And if so, I am right there with you, girl, because I am the same
• 27:56
  way, which is why I also myself am a driver buyer.
• 28:00
  And so driver buyers, the keywords I want you to think
• 28:02
  about is that they are extremely decisive, they are efficient,
• 28:05
  they are confident, and they are assertive as some of the core
• 28:08
  traits. And I'm going to go through some
• 28:10
  more in detail here for you. So core traits of a driver buyer
• 28:13
  kind of feels like I'm like reading my dating profile in a
• 28:15
  little bit because this is so, so much of who I am.
• 28:19
  They're extremely decisive. So there are people who take
• 28:21
  action and they don't need a lot of information.
• 28:23
  And I will actually say that this trait is actually sometimes
• 28:27
  to a fault for me because I probably could frankly use a
• 28:32
  little bit more information in some of the decisions I've made
• 28:34
  because I I don't really, I don't really look at the nuts
• 28:37
  and bolts. I am not somebody whoever goes
• 28:39
  into the nitty gritty details. And frankly, sometimes after I
• 28:42
  make an investment, I'm like, wait, by the way, what do I get
• 28:44
  with this? Or like, what does this look
• 28:45
  like? And I think about it after I've
• 28:47
  invested because I really take action without needing a ton of
• 28:49
  information because I'm extremely decisive.
• 28:51
  Like when I know I want something, I'm doing it.
• 28:54
  They're extremely results oriented.
• 28:56
  So I want you to remember with the driver buyer, the thing that
• 28:58
  they care about most is that they want outcomes and they want
• 29:02
  results more than they want features or any of the nuts and
• 29:05
  bolts. OK.
• 29:06
  So they're really about talk to me about how I'm getting to my
• 29:08
  goal. Talk to me about how I'm getting
• 29:10
  to my goal over and over again. And it really is not some thing
• 29:14
  that they're going to want. You know, how many calls come
• 29:16
  with it and how long is it? And what about in this
• 29:17
  situation? Like, that's not stuff that they
• 29:19
  personally really care about. You will also notice most of the
• 29:22
  time that they are pretty assertive and confident in the
• 29:26
  sense of like who they are. They really take charge of the
• 29:28
  buying process. And so you'll probably see, you
• 29:31
  know, sometimes if you're doing sales calls, you'll see people
• 29:34
  who really come in and they're super, super ego driven.
• 29:36
  So I remember vividly that I had this, this client and I worked
• 29:40
  with her for two years and we, we joked about it afterwards.
• 29:43
  But when she came to me, she got on the sales call.
• 29:44
  And so I was like, great, you know, like, let's talk about it
• 29:46
  kind of thing. She's like, well, first of all,
• 29:47
  I just want to say that I don't have any problems.
• 29:48
  Everything's going great. And I'm like, OK, sure.
• 29:52
  Like, no problem. I'm like, hey, driver, buyer,
• 29:55
  how's it going? It was funny because it was
• 29:57
  immediately like, I know what I'm doing.
• 29:59
  Nothing is wrong. And you know, like she was just
• 30:02
  really, really confident that she knew what she was doing.
• 30:04
  And she was like, I don't really need help, but I'm just like
• 30:07
  curious about how to get to my goal faster.
• 30:08
  And I was like, this is so easy for me because I know exactly
• 30:11
  who you are now. And so it was interesting
• 30:14
  because for her, she really had, when I say super high ego, it
• 30:20
  wasn't like egotistical in a negative way.
• 30:22
  Like she's very confident in herself.
• 30:24
  She knew what she wanted and there was nobody who was going
• 30:27
  to, you know, add any kind of blurriness to her vision.
• 30:32
  And so when she came in, she really took charge.
• 30:34
  Now, the thing you have to be aware of with the the driver
• 30:37
  buyers is there's this duality because when you're, you're
• 30:41
  seeing them on calls, it can be really easy to see them want to
• 30:44
  take over the buying process, IE you feel like it's kind of like
• 30:47
  you're, how are they running this call?
• 30:49
  We don't want that. So we're going to come back to
• 30:50
  that in the sales side of things.
• 30:51
  But something you want to be aware of, if you see really big
• 30:54
  energy coming into the call, you have to match that energy
• 30:57
  because otherwise they will completely dominate, which is
• 30:59
  not something that we want. They are extremely efficient.
• 31:02
  So they are people who are very impatient.
• 31:05
  So this means that we are not looking to dilly dally in
• 31:09
  anything that they're looking to do.
• 31:11
  So like if they send you messages and you can see the
• 31:13
  traits of a driver buyer, you don't want to take a week to
• 31:15
  respond to that person because frankly, by that point they
• 31:18
  probably have already moved on and invested in somebody else.
• 31:21
  They are somebody who really is super efficient.
• 31:23
  They're very productive of their time and they really are
• 31:25
  frankly, if I can put it candidly, very impatient in the
• 31:28
  way that they consume marketing and in the way that they invest.
• 31:31
  They also are somebody who is fairly risk oriented in the
• 31:35
  sense of like they really are open to taking risk.
• 31:37
  I would say that they're probably pretty calculated in
• 31:40
  the way that they take risks though.
• 31:41
  So they're pretty comfortable with uncertainty.
• 31:44
  Like they don't really need, you know, 90% of the information to
• 31:48
  move, which is why we're saying that they move very quickly.
• 31:50
  It's really like they will take risk there.
• 31:54
  They take calculated risk, they consider all the factors, but
• 31:57
  still it's not uncomfortable for them to make a move before they
• 32:00
  have all the pieces sorted out. And so also something you're
• 32:03
  going to notice and that you're going to hear in their tone is
• 32:05
  that they're extremely competitive.
• 32:06
  And there's somebody who's really, you know, aware of the
• 32:10
  other people in the race and also very aware that they're
• 32:13
  here to win and that they're here to get the outcome that
• 32:15
  they desire. They're very, and I mean very
• 32:18
  results oriented. They are all about getting to
• 32:21
  their destination, their goal of whatever that is, as fast as
• 32:24
  humanly possible. And because of that, when it
• 32:28
  comes to engaging with them, they really need to be
• 32:30
  accentuated in that. They need to be seen in what
• 32:32
  their goal is, need to be validated in what their goal is
• 32:34
  and how you're going to help them to collapse time and
• 32:36
  getting there. They also are somebody that
• 32:38
  you'll see does really well with very direct call to actions and
• 32:42
  also marketing that speaks to how to get to the certain
• 32:44
  outcome as fast as possible. They really, really resonate
• 32:47
  with that. Because of that, they're also
• 32:48
  somebody that you're going to see does super, super well and
• 32:51
  is very present goal based discussions.
• 32:54
  So like when you're talking about things that are about
• 32:56
  hitting a certain outcome or about getting to their results
• 32:58
  very quickly, they're going to be right in there with you
• 33:01
  because that's something that they really resonate with and
• 33:03
  that they kind of live in that world.
• 33:05
  And so those are kind of the core traits of someone who's
• 33:07
  going to be a driver buyer now in your marketing.
• 33:10
  It's so fun these driver buyers because it gets me too.
• 33:13
  Like, listen, I'm a client, I'm a customer in some instances,
• 33:16
  right? Like I'm not always the
• 33:17
  marketers, like I fall for this as a driver buyer through and
• 33:20
  through. I love a result, anything I want
• 33:23
  the social proof, I want, the case studies I want give me the
• 33:27
  way that I'm going to know that you're going to help me to get
• 33:30
  to my outcome. Once I see the numbers, I see
• 33:32
  the screenshots, I see the testimonials, I see like, hey,
• 33:35
  this person helped me to get here.
• 33:36
  And in less than six months, I'm like, boom, that's what I
• 33:38
  needed. Like I need to know this person
• 33:41
  has the ability to get me to the outcome and the result that I'm
• 33:44
  looking for. You also can use very clear and
• 33:47
  direct language with them. The one thing that I will say is
• 33:50
  that because a driver buyer is somebody that is fairly
• 33:53
  confident and fairly, you know, clear on who they are and how
• 33:57
  they operate. They also are not scared or
• 33:59
  uncomfortable being challenged. If anything, you actually, in
• 34:03
  your marketing, want to stroke their ego and be like, listen,
• 34:06
  you're not somebody who's trying to take 12 months to get to your
• 34:10
  goal. You and I both know that you're
• 34:12
  ready to hit this goal and that you're willing to do what it
• 34:14
  takes in the next three months. What I'm doing is I'm
• 34:17
  complimenting how they are as a person and the traits that they
• 34:20
  possess. And I'm also acknowledging and
• 34:23
  recognizing the goals they're going for.
• 34:25
  And so in my marketing, I really use super direct language and
• 34:29
  very clear messaging that says like, hey, if you're this person
• 34:32
  wanting this thing, yeah, this is for you.
• 34:34
  And trust me because I know who you are.
• 34:36
  And it makes them feel seen when they're consuming our marketing.
• 34:40
  And with this, I'm also very clear in the call to actions
• 34:44
  that I use. So like I might say something
• 34:46
  like, you know, DM sales, if you know that you're someone who is
• 34:51
  not planning on waiting six months to get to that target and
• 34:55
  you're ready to make that happen in the next 90 days, right?
• 34:57
  Like it's something that kind of like gently challenges them, but
• 35:00
  also recognizes the kind of person that they are and the
• 35:03
  traits that they have. And it's a very clear and
• 35:05
  concise, here's how to get it, like come get it kind of thing.
• 35:08
  And so by doing that, they are people that are like, yes, and
• 35:11
  they feel like, again, short, sweet, to the point they don't
• 35:15
  want to mess around and say like, go through our go through
• 35:17
  our process where you can fill in an application and then book
• 35:20
  a call. I'm like, Hey, you want to come
• 35:22
  do this thing, Come get it and come message me this word.
• 35:24
  Go do this exact thing right now.
• 35:26
  If that's the outcome that you want.
• 35:27
  And they like that because it's something that is direct, it's
• 35:31
  efficient, it's quick, and it gets them in for whatever it is
• 35:35
  the support that they're looking for as fast as possible.
• 35:38
  Now, the thing that I will also say does also work with this
• 35:41
  type of buyer is that they also work well with urgency and
• 35:44
  scarcity. They actually respond pretty
• 35:46
  well to urgency and scarcity. So limited time offers,
• 35:49
  exclusive deals that you have, limited availability, things
• 35:52
  that you you might promote. And you'll also see, which is
• 35:55
  something that's also a very clear trait in the marketing is
• 35:58
  that when you have people who inquire with you who haven't
• 36:01
  been following you for that long, that's somebody who really
• 36:04
  moves quickly. Like once again, they see the
• 36:06
  evidence that they need, they move.
• 36:08
  They're not about building a relationship with you.
• 36:11
  They're not about needing more time to get the nuts and bolts.
• 36:13
  They are somebody who's like, oh, this resonates with me.
• 36:16
  Boom, let's go. And I have literally from many
• 36:19
  of my clients, they're like, Hey, I found you.
• 36:21
  Like some of my, my longest standing clients found me within
• 36:24
  like 48 hours and resonated with a piece of messaging or a, a
• 36:28
  video or something that I put out.
• 36:31
  And it spoke to again, their ego and their personality and their
• 36:35
  confidence and their persona. And they invested within 48
• 36:38
  hours into some of our highest ticket offerings and have been
• 36:40
  in there for a while. And so the thing I want to tell
• 36:43
  you with driver buyers is once they know, they move fast.
• 36:46
  And so the marketing really has to have social proof.
• 36:49
  Your marketing has to showcase results.
• 36:52
  If you want to bring in somebody who's a driver buyer, you need
• 36:54
  to speak their language. You need to know and be able to
• 36:57
  identify and say like, listen, I know that you're this person and
• 37:00
  you're probably doing things like this and you're probably
• 37:02
  acting like this and you're probably looking to achieve this
• 37:04
  this year, right? And like once they feel seen,
• 37:06
  they're like, that's me. And they also then fully close
• 37:10
  the loop and being ready to invest by having the proof that
• 37:14
  other people have achieved the thing that you're telling them
• 37:16
  you're going to help them with. And so when we're looking at
• 37:18
  marketing, we're talking highlights of results.
• 37:22
  We're talking about data of, you know, showing them what they
• 37:25
  need to see the of how you're going to help them to get there
• 37:27
  as fast as possible. You want very direct language.
• 37:30
  You want clear language that also compliments and
• 37:32
  acknowledges who they are. We'll give them an invitation
• 37:35
  for the next step. And you also want to have lots
• 37:37
  and lots, and I mean lots of social proof.
• 37:40
  So when it comes to selling to a direct type of person like this
• 37:44
  and a driver buyer. So selling to a driver buyer is
• 37:47
  actually pretty simple, if I'm going to be honest with you.
• 37:50
  When you're when you're in a sales process with a driver
• 37:55
  buyer, the thing we need to be aware of is the fact that you
• 37:58
  need to acknowledge where they're at energetically.
• 38:01
  So when they come in and they try to dominate a phone call
• 38:03
  with you or they're just kind of like, like, what's your price?
• 38:05
  They're like, you know, when do I move forward?
• 38:07
  What about this like they're kind of like driving the bus.
• 38:09
  You want to reinstate your authority within that sales
• 38:13
  process. But the way in which you do that
• 38:15
  is not to make them feel small or less than, It's to
• 38:17
  acknowledge it and say, listen, you and I both know that, you
• 38:20
  know, let's say I'm on a sales call with someone.
• 38:23
  They're like, yeah, you know, like, let's just cut to the
• 38:24
  chase. If I hear that, I'm like, hi,
• 38:25
  Driver. Because there's somebody, again,
• 38:28
  who's very big emphasis on respecting their time and being
• 38:31
  efficient. And so I don't beat around the
• 38:33
  Bush when I get into, you know, sales processes like this.
• 38:36
  There's no fluffy language. There's no added parts of the
• 38:38
  process. I am very clear in these
• 38:41
  conversations. And I may even set the frame on
• 38:43
  a call with someone and say, listen, you know, I just want to
• 38:46
  be honest. Once I feel their energy out and
• 38:47
  they're starting to be like, yeah, you know, like, this is
• 38:49
  where I want to go. This is what I want to do.
• 38:50
  I'm like, listen, let's just cut to the chase.
• 38:52
  You and I both know know that you're not somebody who needs
• 38:54
  all the nuts and bolts and all the features and all of the
• 38:56
  micro little pieces. Like I can tell by what you're
• 38:58
  saying to me that you're really ready to go for that big next
• 39:00
  goal and that you're really frankly looking to get there as
• 39:02
  fast as possible. Does that sound about right?
• 39:03
  And they're like, yeah, 100%. I'm like beautiful.
• 39:06
  So with that being said, here's the one-on-one of it.
• 39:08
  And I'm very direct with them and I'm extremely confident in
• 39:11
  my delivery. Why?
• 39:13
  Because if I'm not confident in the way that I'm direct, in the
• 39:15
  way they need to be communicated to, they're not somebody who's
• 39:19
  going to buy because they don't. They're not in a sales process.
• 39:24
  They're going to try to dominate, but you need to match
• 39:26
  the energy. You need to be just as confident
• 39:29
  and it can't be you going through all the nuts and bolts
• 39:32
  because you think that if you don't do that, they're not going
• 39:34
  to buy. And this is where your belief in
• 39:36
  a sales process really comes in because when you are selling to
• 39:40
  a driver buyer, you need to be very aware that because they're
• 39:43
  very efficient on time and that's the most important thing
• 39:46
  to them. You can't be taking tons and
• 39:48
  tons of time in the sales process, going through all these
• 39:50
  things that frankly are really supportive for you, but they're
• 39:53
  not actually supportive for the driver buyer.
• 39:55
  And so because we know that they're all about saving time,
• 39:58
  we need to be very direct. We need to give them the direct
• 40:01
  information about here's how we're going to help you to get
• 40:03
  your goal as fast as possible. Here's what that's going to look
• 40:05
  like. Here's what I anticipate in the
• 40:07
  sense of results for you. You want to hit this result.
• 40:09
  I would really also accentuate the results that they want to go
• 40:12
  for and making sure that you're vocal about those in a sales
• 40:14
  conversation. Things like, listen, you
• 40:16
  mentioned that you want to hit 7 figures and that's absolutely
• 40:18
  possible in the sense of that's something we absolutely can
• 40:20
  support you with. And listen, I.
• 40:22
  Know you're not looking to do this in some slow pace.
• 40:24
  You're really looking to hit the ground running and do this
• 40:26
  quickly, right? Like it's it's really echoing
• 40:29
  what their goals are and what their vision is and making them
• 40:31
  feel understood and heard and the things that they're
• 40:33
  expressing to you. And so when we're looking to
• 40:35
  sell to this person, we're trying to save time as much as
• 40:38
  possible. We're trying to be as direct as
• 40:40
  we possibly can. And again, we're trying to
• 40:42
  validate and complement the ego, complement the confidence with
• 40:46
  also showing them how you're going to support them with that
• 40:49
  and getting to the next level. So something that is also, you
• 40:52
  know, really important when it comes to driver buyers is
• 40:56
  remembering that even though they move quickly, they need to
• 41:00
  still feel like they have what they need to move forward.
• 41:03
  They need to feel like they feel validated, that they feel seen,
• 41:06
  that they feel confident you can get them there.
• 41:08
  And again, remembering to talk about social proof.
• 41:10
  So the way in which we do this, for example, in some of the
• 41:13
  sales consults I've hosted is I have said, you know what, you
• 41:17
  actually really remind me of client So and so because she was
• 41:19
  actually just like you, she was motivated, she was ready to go.
• 41:22
  She was like, you know, someone who was not looking to do this
• 41:24
  in a slow pace. Like she was really looking to
• 41:26
  like, you know, 2-3 X her business kind of thing very
• 41:28
  quickly. And when she came to me, she was
• 41:30
  here and in X amount of time we did this.
• 41:32
  I'm like, you very much have the similar traits to her.
• 41:34
  And so because of that, like I, I really think if we hit the
• 41:37
  ground running quickly here, we can get you, you know, moving
• 41:39
  quickly toward that goal you're looking to.
• 41:41
  So what I'm doing is I'm basically helping them to see
• 41:44
  that I have helped other people who were just just like them,
• 41:47
  either the type of industry they are, the type of offer that they
• 41:49
  have, whatever it may be, and that I can also help them to hit
• 41:52
  their target or help them to see the outcomes that they're
• 41:53
  looking for. And so I really also try to
• 41:56
  integrate social proof and talking about results that I've
• 41:58
  generated for other people who are similar to them into our
• 42:01
  conversations so that that's getting planted throughout the
• 42:03
  entire conversation as well. So again, really what we're
• 42:07
  gonna be looking at, let's just say someone's looking to hire a
• 42:09
  trainer. They're gonna be looking to see
• 42:11
  can this person get me the outcomes that I want?
• 42:12
  Can they get me, you know, to where I want to be?
• 42:15
  And they're looking for specifics.
• 42:16
  So they're looking to be like, is this person like the muscle
• 42:18
  gain expert? Is this person the weight loss
• 42:20
  expert? Like whatever it might be, is
• 42:23
  this the person that's gonna help me to really get my results
• 42:26
  as fast as possible and as easy as possible of a pathway?
• 42:29
  They want a structured program. They want to know, for example,
• 42:32
  that this trainer is gonna be the person who gives them all
• 42:34
  the milestones they need to get to their goal.
• 42:36
  And, and they really want to see and be confident that this
• 42:38
  person can get them measurable results.
• 42:40
  Like show me what you've done for people, tell me how we're
• 42:42
  going to get there and how you're going to help me to do
• 42:44
  that quickly and that you're the person for me to hire.
• 42:46
  And if I feel like I have that clear, then I'm going to move
• 42:48
  forward. And so driver buyers, listen, as
• 42:50
  myself being a driver buyer, the thing that everyone loves, which
• 42:54
  is why, you know, in the earlier part of today, I talked about
• 42:55
  the fact that I don't really believe in having like a
• 42:57
  dominant or trying to create a dominant audience.
• 43:00
  The common messaging in the, you know, the marketing world is
• 43:02
  that the fact that people want to see more driver buyers,
• 43:05
  People want to see, you know, I want to try to create as many of
• 43:08
  these in my audience as possible.
• 43:09
  And listen, is that possible when it comes to your messaging
• 43:11
  and, you know, creating an audience that really is tailored
• 43:14
  to that? Sure.
• 43:15
  But I can tell you as being a driver buyer myself, it depends
• 43:19
  on the investment because I'm not a driver buyer in every
• 43:21
  single situation. Like I am not somebody who,
• 43:24
  regardless of what I'm investing into, is a driver buyer.
• 43:27
  When I make bigger investments, when I make bigger decisions, I
• 43:31
  also at times will look at OK, and like, what does it come
• 43:33
  with? And like, what about this?
• 43:34
  And like, what about in this situation?
• 43:36
  Like, and then I become very analytical, right?
• 43:38
  And in certain situations, I'm also a very emotional buyer,
• 43:40
  which we're going to get into in a second here.
• 43:42
  So it really is situation to situation.
• 43:44
  And I want to make sure that you remember that even though
• 43:47
  someone may have a dominant, it doesn't necessarily mean that
• 43:50
  they can't shift in the way in which they.
• 43:52
  And so just like that client I talked about earlier, that
• 43:55
  person also had a very dominant driver by our audience, IE
• 43:58
  people who needed very little to move.
• 44:00
  But once they found like they had the evidence, they moved
• 44:02
  very quickly and it was almost like impulsive, like you just
• 44:06
  kind of were able to say like, OK, great, like this is what I
• 44:08
  need. Got it.
• 44:09
  Let's go. And because they had a ton of
• 44:11
  those buyers and then eventually that shifted.
• 44:12
  They're like, whoa, what's happening?
• 44:14
  And that's because your audience can shift.
• 44:16
  So you don't want to get too in a rut of the of believing that
• 44:18
  someone can only be one type. We want to be cognizant of the
• 44:21
  fact that people can shift. But of course, if you have an
• 44:24
  audience that's very dominant driver buyers, that is something
• 44:27
  that you know can obviously be great because they know what
• 44:29
  they want and they're confident and they move forward with it.
• 44:32
  And frankly, if I'm going to be really honest with you, you
• 44:34
  listen to this may be on the more likely scale, a driver
• 44:39
  buyer, because in my audience, I have a boatload of driver
• 44:43
  buyers. And I'll tell you why.
• 44:45
  I attract very confident, ambitious, driven, motivated
• 44:50
  women, women who are like get out of my way when they're going
• 44:54
  toward their goal and listen to this podcast.
• 44:57
  The podcast is named ambitious, like it calls on a certain type
• 45:00
  of woman. So yes, can you, you know,
• 45:02
  tailor some of your marketing and have your messaging be there
• 45:04
  because of the mission that I have and you know, frankly, the
• 45:07
  kind of person or personality that I have, I attract a lot of
• 45:10
  other me's. Like I attract a lot of other
• 45:12
  people who are very similar to me.
• 45:14
  My marketing is a mirror of myself.
• 45:16
  And so because that my clients are literally like little twins
• 45:19
  of me and the way that I operate and the way that I think, which
• 45:21
  is part of, you know, why we have so much fun when we go into
• 45:24
  coaching. But the thing that I'm also
• 45:26
  aware of is the fact that it doesn't mean that everybody in
• 45:30
  my audience is a driver buyer. And so I always keep that at the
• 45:33
  the forefront for myself to remember that so that I never
• 45:36
  get into kind of like a one way of operating.
• 45:38
  So we're going to pivot slightly and I want to before we do
• 45:41
  accentuate something for you. Analytical and driver are two
• 45:45
  people that are extremely strategy based.
• 45:48
  They are very outcome based and they are strategy focused in
• 45:51
  their mind. They really make emotions from a
• 45:53
  strategic or a more structured based thinking, OK.
• 45:58
  They are, if I could put it candidly, somebody who puts a
• 46:01
  lot of the emphasis of the decisions that they make in the
• 46:04
  masculine. We're going to shift now to the
• 46:06
  other side. So like a way that you can also
• 46:08
  look this up. If you also look up these four
• 46:10
  buyer types on Google, you'll see a visual of a quadrant and
• 46:13
  it's 4, four boxes a square. And so in those on the left hand
• 46:18
  side, you're going to see people that are a little bit more
• 46:20
  strategic, IE they're a little bit more in their masculine, in
• 46:23
  the way that they make decisions.
• 46:24
  And now we're going to go to the right side of the quadrant,
• 46:26
  which is the people who move a little bit more of the emotional
• 46:29
  bucket, a little bit more of the feminine energy bucket when they
• 46:32
  go to make decisions. And again, as I said at the
• 46:35
  earlier part of today's episode, this is not a right or wrong.
• 46:38
  This is not a matter of that. This is like a better or a worse
• 46:40
  type of buyer to have all of these buyers invest.
• 46:44
  They just invest in different ways and again, in different
• 46:46
  love languages, if you will. So the next one we're going to
• 46:49
  go to is amiable. And amiable are like, they're
• 46:52
  just so sweet. They're so sweet in the way in
• 46:55
  which they buy and like the behavior that they have.
• 46:57
  Amiable is number 3. And they are again, in the more
• 47:00
  feminine, more emotional based bucket.
• 47:03
  They are somebody who's very relation focus, they're
• 47:05
  extremely empathetic, they're very patient and they're
• 47:07
  extremely collaborative or the kind of the keywords I want you
• 47:09
  to associate with them. So I want to give you a little
• 47:13
  visual of an amiable buyer core traits that you can identify
• 47:17
  with them. They are somebody who really
• 47:19
  values relationship. They want to feel like they know
• 47:24
  you and that they feel like they can trust you and that they have
• 47:28
  a, a quasi relationship with you before they invest.
• 47:31
  They really look at the emotional benefits of what
• 47:34
  you're doing and the emotional benefits of how your product,
• 47:37
  your service, your offer is going to support them.
• 47:40
  That's something that really like they care about and that is
• 47:43
  important for them at the forefront and for them.
• 47:46
  They're also somebody that's very conflict averse.
• 47:48
  They're not somebody that's going to, you know, have a
• 47:51
  confrontation. There's someone who's very
• 47:53
  positive. There's someone who kind of, you
• 47:55
  know, goes in the opposite way of disagreements.
• 47:58
  So like, for example, when you're putting out like
• 48:00
  polarizing content, they're not going to be the person who's
• 48:03
  like right in there with you being like, oh, and I believe
• 48:05
  this is this like they're kind of just like, you know, I don't
• 48:07
  want to get involved kind of thing.
• 48:08
  Like they're a little bit more passive, I guess I would say, in
• 48:11
  the way in which they engage and they try to stay as neutral and
• 48:14
  kind of, I would say middle of the line as possible.
• 48:17
  They're very empathetic. So they really seek to be, you
• 48:20
  know, understood. And also what that they seek to
• 48:22
  really understand other people and to get new perspectives is
• 48:25
  something that they're constantly looking for.
• 48:27
  They are, though, fairly indecisive.
• 48:29
  So they struggle with decision making.
• 48:31
  They often take their time. And with this, they may seek
• 48:33
  additional input. So these may be the people who
• 48:36
  say listen, like I really want to speak to my husband.
• 48:38
  I really want to sit with this decision.
• 48:40
  I really want to, you know, think through this and kind of
• 48:42
  circle back with you. They can be those who need to
• 48:46
  sit with making an investment or feel like that they need to get
• 48:49
  a buy in of somebody else actually.
• 48:50
  Just talked to. A client the other day and she
• 48:52
  has somebody that she was on a call with and they were like,
• 48:54
  yeah, you know, I really want to talk to my COO before I make
• 48:57
  this decision. Really sit with it and kind of
• 48:59
  process it, sit with the emotions of it.
• 49:01
  And they really seek input from other people.
• 49:03
  And they still they're they're indecisive because they they
• 49:06
  Stew on things, right? Like they really think about
• 49:09
  their decisions from an emotional base place.
• 49:11
  It's just as much as they, you know, might look at the
• 49:13
  information. They really are like, how does
• 49:15
  this emotionally sit with me? How do I feel about this?
• 49:17
  Basically is the way that they look at the investments they're
• 49:19
  making and they're very relationship driven.
• 49:22
  So because of that, they're very loyal.
• 49:24
  So like if they've been like somebody who has a relationship
• 49:26
  with a certain type of, you know, marketer online, a certain
• 49:29
  type of brand online, they're typically very loyal to that
• 49:32
  brand. Even after frankly, they make an
• 49:34
  investment to that person, even after they're done being the
• 49:37
  client, there's somebody who really like they're just the
• 49:40
  sweetest, softest emotional based buyers.
• 49:44
  But the thing that people don't love about these types of buyers
• 49:46
  is the fact that they do feel a lot and because of that, they
• 49:51
  don't feel and act off impulse. So remember we were talking
• 49:53
  about the analytical. The analytical with someone to
• 49:55
  just sit with things and process through things with information.
• 49:59
  The amiable is kind of their equal, but they process and sit
• 50:02
  with things. From an emotional based
• 50:03
  standpoint of can I trust this person?
• 50:05
  Is this the right time for me to do this?
• 50:07
  Like, do I feel like this is the moment where I need to move?
• 50:10
  They sit and they ponder and they pontificate, but they do it
• 50:13
  in a way where they're assessing the feeling.
• 50:16
  They're not assessing the information necessarily.
• 50:19
  And so I think that that's a really key distinction of people
• 50:23
  that are amiable. And so when it comes to amiable,
• 50:25
  let's talk a little bit about the things that we can talk
• 50:27
  about in our marketing that really resonate with them.
• 50:29
  Something that they really resonate with because again,
• 50:31
  they're very emotional, is the fact that they really resonate
• 50:34
  with storytelling. And again, part of the reason
• 50:36
  that I do do a lot of case study type content is because case
• 50:40
  studies actually hit two wickets.
• 50:41
  They hit the here's what I where I got my client in a sense of
• 50:45
  talking about the outcomes. And I always start with that,
• 50:47
  which really hits the driver buyers.
• 50:48
  Why do I start with that? Because the driver buyers are
• 50:50
  impatient. There's somebody who doesn't
• 50:52
  have a lot of time to listen all the nuts and bolts of the
• 50:54
  episode. There's like, hey, where did you
• 50:56
  get this person in what amount of time?
• 50:57
  And I start every episode with the results first.
• 50:59
  So there's a reason for you and I'm breaking the 4th wall, so
• 51:02
  you're welcome. Now after that, then what do I
• 51:05
  do? I go into the people who are
• 51:07
  going to want the nuts and bolts.
• 51:09
  So I break down all of the things step by step of what we
• 51:12
  did. Who's that helping?
• 51:13
  That's helping our analytical people.
• 51:15
  And so there there's a reason that I break down our entire
• 51:16
  process of how we help these clients because analytical
• 51:19
  people want to hear that. They want to know that they want
• 51:22
  all the details of what worked, what didn't.
• 51:24
  But there's also the aspect of our more emotional buyers and
• 51:27
  they want to know what did the person go through?
• 51:28
  What were the emotions they experienced?
• 51:30
  How did they shift in their perspective?
• 51:32
  What was the story in between all of the stuff?
• 51:35
  And so I also integrate that in our case study episodes.
• 51:38
  So the thing that you will see, and now that I'm breaking the
• 51:42
  4th wall, you're gonna be able to see all my marketing.
• 51:43
  Be like Kate, I see you. I know what you're doing and I'm
• 51:47
  doing it because I wanna help you guys.
• 51:48
  I wanna help. I wanna help you to, you know,
• 51:50
  in your marketing to be able to do the same thing as well.
• 51:53
  And listen, like this is not like it's not a secret, like you
• 51:56
  can find all of this information anywhere you want.
• 51:58
  I'm just consolidating it all for you so you can take it and
• 52:00
  run with it. But you know what I want to, I
• 52:02
  want to accentuate here is the fact that in our marketing, we
• 52:04
  need to be sharing stories to hit home with our amiable
• 52:06
  buyers. They are somebody who also
• 52:09
  really gets behind people that they feel have a very clear
• 52:12
  mission and a very clear set of values.
• 52:14
  I actually had a, a client recently and she said, listen,
• 52:16
  you know, I've been listening to your podcast and I've been
• 52:19
  watching your marketing and I realized that like we have very
• 52:22
  similar values. We care about the same things.
• 52:24
  And so she was like, it made me realize like, you're my person
• 52:27
  because you care about the stuff that I care about.
• 52:29
  And I've been looking for a mentor who had those values.
• 52:31
  And so that's not someone who looked at the nuts and bolts.
• 52:33
  It's not somebody who made an impulse decision.
• 52:35
  She was like, listen, like you stand for what I stand for.
• 52:37
  So I want to work with you. It was about our relationship.
• 52:40
  It was about our connection as people less, you know, about
• 52:43
  anything else. And so they also are somebody
• 52:46
  who typically is fairly community driven.
• 52:48
  So there's somebody who's going to be really engaged most likely
• 52:50
  in your community. They might be, you know,
• 52:52
  consuming your content, pretty consistently engaging with your
• 52:54
  content, liking it, commenting on it, like really showing
• 52:57
  support in solidarity with you, other things that you stand for
• 53:01
  and the things that you're expressing.
• 53:02
  But they do so in a pretty passive way.
• 53:04
  Like they're not super loud about it, but they are they're
• 53:06
  supporting you behind the scenes.
• 53:08
  They also would be someone who probably is engaging on your
• 53:10
  polls. They may be asking questions
• 53:12
  behind the scenes. They really are couraging and
• 53:14
  supportive of you and of your brand.
• 53:16
  And with this, they also really enjoy seeing the relationships
• 53:20
  that you have. So for example, like I've had
• 53:23
  people who've invested with me because they see the types of
• 53:25
  relationships that I have with my clients and the fact that
• 53:27
  like a lot of my clients frankly become friends, like we become,
• 53:30
  you know, connected. And they're like, I like the
• 53:32
  fact that you have relationships with your clients and that
• 53:34
  you're not like in this whole like separated of like I have my
• 53:37
  certain identity over here and I can't connect with you in this
• 53:39
  way. And they appreciate that.
• 53:41
  And so because somebody really focuses on relationships, they
• 53:44
  also want to see that the relationships you have are being
• 53:47
  demonstrated with your clients, with those on your team, whoever
• 53:50
  it might be like they want to see you living and embodying the
• 53:52
  values that you have. And so with this, they're
• 53:56
  actually somebody, if I could put it in a basic summary, in
• 53:58
  your marketing, there's somebody who really wants to see that you
• 54:01
  stand for something, that you have a clear mission, that you
• 54:04
  have very clear, understandable values that you stand behind,
• 54:08
  that you really care about relationships, that you care
• 54:10
  about people in the DMS, that you care about people in the
• 54:12
  sales process, that you're not in it for the transaction, that
• 54:15
  you're not pushing them. You really resonate with them as
• 54:18
  the person, not just about the process.
• 54:20
  And I'm gonna give you another. Example of this because.
• 54:23
  You know, I go to this breakfast spot here in town and I have
• 54:27
  this one server that I go to see.
• 54:29
  And this is such an example of the amiable type of experience.
• 54:33
  Because the reason that I go to this restaurant is not because
• 54:35
  they're pancakes, which they happen to be pretty delicious,
• 54:37
  but I went to this restaurant not just because of the pancakes
• 54:40
  and not. Because of how quick they get
• 54:42
  the food out and not because of anything other than my
• 54:45
  relationship with the server. And I literally will go and I
• 54:47
  will wait till I get to sit in the server section because I
• 54:49
  just love heard of it and. That is the expression of
• 54:54
  amiable buying. It's the fact that I'm going in
• 54:57
  to do something and to invest and to, you know, spend money
• 55:01
  somewhere because of the relationship that I have with
• 55:04
  the person who's providing the. Service.
• 55:06
  And, you know, frankly, I could go somewhere and get a heck of a
• 55:08
  lot better breakfast than I do when I go there and, you know,
• 55:11
  service and all these things. But I don't go for those things.
• 55:14
  I go for the relationship and being able to see her and chat
• 55:17
  with her and the relationship we have together.
• 55:18
  I love seeing her. And you know, you also will see.
• 55:21
  This when it comes to. Maybe somebody that you're
• 55:23
  investing with right now, right? Or maybe even outside of the
• 55:26
  online space. There's a reason you go to the
• 55:27
  same hairdresser over and over and over again.
• 55:29
  There's a reason that you might go to the same person for a
• 55:32
  certain service that you do the same.
• 55:33
  You know, maybe it's the person who does your nails or the
• 55:35
  person, you know, whatever it might be, it can be in anything.
• 55:38
  And it's because the relationship you have with them.
• 55:40
  And so even if someone was to say like, OK, well, you know,
• 55:43
  well, what about this thing? It has these great.
• 55:44
  Features over here. And this person can do it in
• 55:46
  quicker time. And you're like, yeah, but like,
• 55:48
  I like Sarah. Like, you know, Sarah's my girl.
• 55:51
  She's the one who always does my nails and she's the one who
• 55:53
  always does my hair. And so when you have this
• 55:54
  relationship and you have that bond with somebody, remember
• 55:57
  when I spoke about loyalty? You have a suspect of loyalty,
• 56:00
  right? Like you go to that person again
• 56:01
  and again because the relationship is the dominant
• 56:03
  thing for you, which is again, going back to the accentuation
• 56:06
  of the fact that we can shift our buckets of the way in which
• 56:08
  we invest in certain instances. So for for example, my hair, I
• 56:12
  go to the same girl over and over and over again, and I don't
• 56:15
  go to anybody else because I have a relationship with her.
• 56:17
  But in other instances, for example, say I need to get my
• 56:20
  car cleaned. Well, I don't have somebody who,
• 56:22
  you know, details my car that I have a relationship with.
• 56:25
  So if someone else is available earlier or can do it quicker or
• 56:29
  I feel like has better features or things that they offer nuts
• 56:33
  and bolts of what they do for the same price, I might go to
• 56:35
  that place versus another because of that factor.
• 56:37
  So again, remember that our. Buying ways can change.
• 56:41
  Situation. So amiable buyers, let's talk
• 56:43
  about them in sales. They're very friendly and
• 56:44
  approachable. There's somebody who really you
• 56:47
  want to focus on building a lot of rapport with.
• 56:49
  So if you're in the DMS, you want to build rapport, you want
• 56:51
  to build relationship. If you're on a call, you don't
• 56:53
  want to skip through this, so let's get into it.
• 56:55
  You don't want to do that with somebody who's amiable.
• 56:57
  You want to take your time. You want to focus on the
• 57:00
  relationship. You want to build connection
• 57:01
  with them. You also want to really actively
• 57:04
  listen to what their experience is.
• 57:06
  They want to feel heard. They want to feel appreciate it.
• 57:09
  They want to feel validated, connected to they want to feel
• 57:12
  like you care about their perspective and their
• 57:14
  experience. They also are somebody who
• 57:16
  really does value stories. So when I'm explaining and I'm
• 57:19
  talking to somebody about their business and I'm selling them on
• 57:22
  any, you know, one thing I might express and talk about the fact
• 57:25
  of, you know, what you remind me of so and so, and I'm not
• 57:28
  talking about it in a quick fashion, just to like throw out
• 57:30
  the metrics. I'm talking with the experience.
• 57:32
  I'll be like, listen, you know, I had a client who came to me
• 57:35
  feeling the exact same way you were of like this, is this the
• 57:37
  right time you should she invest right now?
• 57:38
  I'm like, listen, I can so appreciate that you got a lot
• 57:40
  going on right now. And I would go into like seeing
• 57:43
  them in their experience, telling them and showing them
• 57:45
  how much I hear them talking to the story of another client, how
• 57:48
  they went through the same thing, really going into how
• 57:50
  they felt. And what they experienced and
• 57:52
  like really telling the story, not just high level of like,
• 57:54
  yeah, I got this. Client from here to here, we're
• 57:56
  like really going into like the emotional side of the story and
• 58:00
  how they felt and you know, I really in supporting an amiable
• 58:06
  buyer in selling, you're really supporting offering reassurance.
• 58:10
  They tend to on average be a little bit more anxious to
• 58:12
  invest. They feel like they're kind of a
• 58:14
  little bit more reserved and that's because they don't make
• 58:17
  things off of impulse and emotions really matter to them.
• 58:20
  So like they want to feel emotionally supported in the
• 58:22
  buying process and buying decision.
• 58:24
  And so with that, I really try to always be there to offer
• 58:28
  advice and answer any concerns. And So what I mean by that is
• 58:31
  like, I had a client actually who came to me and, and she had
• 58:34
  said, you know, Kate, I'm moving and I have a baby on the way.
• 58:36
  And like, I just don't know. Like, is this the right time to
• 58:38
  invest? I just feel like I don't know.
• 58:40
  And I'm like, OK, well, like, let's talk about it.
• 58:42
  And I would acknowledge how she felt.
• 58:43
  I was like, listen, like this is a really big chapter for you and
• 58:45
  you're going through a lot right now.
• 58:47
  Like you have a lot of new things happening.
• 58:49
  And so here's what I said to her.
• 58:51
  I said, listen, I had another client.
• 58:52
  She came into the program and she was actually two months
• 58:54
  pregnant when she joined. And, you know, obviously we have
• 58:56
  a six month program. So she was going to be right
• 58:58
  coming down to the wire when it came to, you know, getting all
• 59:01
  the business ready for the baby. And she had the same thing,
• 59:04
  which was the fact that she had a lot going on.
• 59:05
  She also was moving into a new home that they were building and
• 59:08
  she was pregnant and she had all of these things in her mind.
• 59:10
  She was like, is this the time? And she almost didn't move, to
• 59:14
  be honest, she almost decided not to invest because she was
• 59:16
  like, I just, I feel like there's too much going on, too
• 59:18
  much going on. And I want to tell you what I
• 59:19
  told her and I told her that, you know, if you can build your
• 59:22
  business in the busiest season of your life.
• 59:25
  And I mean, you've got so much going on and you can build and
• 59:29
  navigate growing your business. And that season you then during
• 59:33
  that time, whether you realize it or not, are, are being
• 59:35
  equipped with skills and principles and thought processes
• 59:39
  and habits and ways of operating and executing that you just
• 59:43
  simply can't get any other way than going through it.
• 59:48
  And so to me, you have to ask yourself, am I only going to
• 59:52
  build my business in slow seasons of my life?
• 59:55
  And if you're planning on having a baby and you're planning on
• 59:58
  having potentially growing your family, having multiple children
• 1:00:00
  and you're going to have, you know, people who pass away and
• 1:00:02
  you're going to have moments where you or your partner or
• 1:00:04
  your children get sick, you're going to have these moments.
• 1:00:08
  And you have to decide, is this going to be something that stops
• 1:00:12
  you from growing your business? Or could it actually be that
• 1:00:15
  this is the best time to do it? Because if you can develop ways
• 1:00:19
  to grow your business in the most chaotic season of your
• 1:00:22
  life. And the most?
• 1:00:23
  Busy, most stressful season of your life.
• 1:00:25
  You will have a handbook on how to do that again the next time
• 1:00:29
  it comes up. And most importantly, you will
• 1:00:31
  know how to build your business with ease in the moments when
• 1:00:33
  you don't have this going on. And you know, when I express
• 1:00:37
  this client who had felt the same way to her and I had said,
• 1:00:40
  you know, this client felt the same way and here's what she did
• 1:00:42
  in her time with us. And so listen, I can't make that
• 1:00:44
  choice for you. That's not mine to say, that's
• 1:00:46
  not mine to decide. But what I can be is, you know,
• 1:00:49
  a place here to support you and answering any questions that you
• 1:00:52
  have and, you know, kind of processing through this with you
• 1:00:55
  and making sure you feel 100% confident before you take next
• 1:00:58
  steps. I'm not pressuring her in that
• 1:01:00
  sales process. OK, so I just broke the 4th wall
• 1:01:02
  again. So there you go guys.
• 1:01:04
  I'm not pressuring her. I'm not saying, you know, you
• 1:01:06
  have to do this. I'm offering an example of
• 1:01:09
  someone else who felt the same way, and I'm giving her a new
• 1:01:12
  perspective that she can open up to.
• 1:01:14
  And I'm validating the emotions that she's feeling, but I'm also
• 1:01:17
  acknowledging the fact that she does have an opportunity to
• 1:01:20
  choose here. But the choice is up to her.
• 1:01:22
  And that I am here to support her in any way that I can and
• 1:01:25
  making that decision whether it is to work with me or not.
• 1:01:28
  And you know, the reason that I will say most people in that
• 1:01:31
  situation end up investing with me is because I don't pressure
• 1:01:35
  them is because I hear them and I understand that that is a
• 1:01:37
  busy, busy, busy season. And many people in sales in
• 1:01:41
  these situations want to be heard.
• 1:01:43
  They want to be validated, they want to be understood.
• 1:01:45
  And so that's really what we, what I do, our motto in business
• 1:01:47
  is that we seek to understand. We seek to understand in any
• 1:01:50
  situation. And so let's bring this back to
• 1:01:52
  the analogy of the trainer, right?
• 1:01:54
  So if we want to hire a trainer and we're an amiable buyer,
• 1:01:56
  we're going to hire somebody that we're comfortable with.
• 1:01:58
  We're going to hire the person that we feel like, you know,
• 1:02:01
  they've got good reviews, they're very caring, they're
• 1:02:03
  very encouraging. You're kind of like, they're
• 1:02:05
  almost like a personality hire in a way.
• 1:02:07
  Like you're like, I'm going to work with them because I just
• 1:02:09
  like who they are as a person. They often will be somebody who
• 1:02:11
  has really good rapport or they're very friendly.
• 1:02:14
  They have really good values. You resonate with what they
• 1:02:16
  stand for. And often an amiable buyer may
• 1:02:20
  even say, do you have a referral, right?
• 1:02:22
  Like there's somebody who really, because they value
• 1:02:23
  relationships, will leverage other relationships in their
• 1:02:26
  life to decide on who they want to invest with.
• 1:02:28
  So that's our amiable person #3 and now we're gonna go into our
• 1:02:32
  final #4 which is our expressive buyer.
• 1:02:35
  OK. And listen, like, I know we're
• 1:02:37
  getting to time here, guys. And so we're gonna go a little
• 1:02:39
  bit over. But I, you know, I know, try to
• 1:02:41
  keep these episodes always around an hour.
• 1:02:43
  For you but. Listen, this is gonna be a game
• 1:02:46
  changer in your business, so hang on with me, OK?
• 1:02:48
  And if you've been hanging on with me this long and you've
• 1:02:49
  been tuning in this long? I love you, I appreciate you and
• 1:02:52
  I see you and thank you for being here because I can tell
• 1:02:56
  you. This is going to be something
• 1:02:57
  that's really helpful for your for your business now #4 we've
• 1:03:00
  got our expressive and these people.
• 1:03:01
  Are a hoot, expressive people are emotional, they are
• 1:03:04
  spontaneous, creative and very people driven.
• 1:03:07
  So let's go into their core traits.
• 1:03:09
  This is somebody who is impulsive based off emotion.
• 1:03:12
  So remember those driver buyers we talked about who really move
• 1:03:15
  quickly based off of outcomes and results?
• 1:03:17
  They are somebody, they're the exact same, but they.
• 1:03:21
  Move. Based off of emotion.
• 1:03:23
  They're very impulsive with the emotions that they operate from.
• 1:03:27
  They're very spontaneous. They make impulsive purchases.
• 1:03:30
  They're risk takers. They're very much somebody who's
• 1:03:32
  independent. They don't really, you know,
• 1:03:34
  kind of like succumb to societal norms.
• 1:03:36
  They don't really, you know, shall I say like follow the beat
• 1:03:39
  of someone else's drum. Like they very much are someone
• 1:03:41
  who kind of like follows their own pathway.
• 1:03:43
  And because they're spontaneous and they're very expressive, IE
• 1:03:46
  expressive buyers, they're also somebody who's going to be right
• 1:03:49
  up in there with your polarizing content.
• 1:03:50
  There's somebody who's like really into, you know, if you
• 1:03:53
  have very direct beliefs, they're going to be someone
• 1:03:56
  who's right up in there with you.
• 1:03:57
  And with this, they also are somebody who really resonates
• 1:04:01
  with emotional based language. So something I want to tell you
• 1:04:05
  about the core traits of an expressive buyer is easiest way
• 1:04:08
  that I kind of look at this in my mind is like very millennial
• 1:04:12
  of me to say this, but Yolo. And I don't know if that's a
• 1:04:16
  term that everybody knows, but Yolo being like, you only live
• 1:04:19
  once. They are those people.
• 1:04:21
  They are so like, you know what, screw it, I'm in kind of mindset
• 1:04:26
  is how I think about them. They're so emotional in the way
• 1:04:28
  that they make decisions. They're very impulsive based off
• 1:04:31
  of emotion. And they do it because they're
• 1:04:34
  really trying to live and embody their highest level self.
• 1:04:37
  OK, So they're trying to really tune into like, I deserve it,
• 1:04:41
  right? That type of mindset because
• 1:04:43
  like I'm going for this big life and I'm achieving big things and
• 1:04:48
  there's actually quite a bit of people who leverage this type of
• 1:04:50
  marketing right now and I have my own thoughts on that, but it
• 1:04:53
  really is a matter of people who are kind of raw raw in their
• 1:04:56
  marketing. The reason that they're raw raw
• 1:04:59
  by the way, and this I'm again breaking the 4th wall
• 1:05:01
  potentially for someone else's business.
• 1:05:03
  If you resonate with someone's marketing who's very, very raw,
• 1:05:06
  raw of like you can do it. You believe this.
• 1:05:09
  You're not the kind of person who's going to do this you're
• 1:05:11
  going for big things in your life.
• 1:05:13
  If you're resonating with any of that marketing or messaging, you
• 1:05:16
  need to know that they're, they're basically pulling out
• 1:05:19
  expressive buyers in their audience, IE they're only
• 1:05:23
  looking to market to people who basically are extremely
• 1:05:26
  emotional in the way they make decisions and that they can use
• 1:05:29
  the raw raw to get you so motivated and amped up that you
• 1:05:32
  move. And I'm sorry if I just ruined
• 1:05:35
  someone else's marketing for you because you may watch someone
• 1:05:39
  now and be like, wait a minute. They're doing it in the sense of
• 1:05:42
  like you can, you can literally, I can see now, which is like why
• 1:05:45
  for me, truthfully, marketing is almost like not fun because I
• 1:05:48
  can see what they're doing and I'm like, Oh yeah, like, you
• 1:05:50
  know, like they're speaking to emotional buyers.
• 1:05:54
  They're raw, rawing you into investing.
• 1:05:57
  And you think like, Oh my God, like they see me, they
• 1:05:59
  understand me. And like, maybe they do.
• 1:06:01
  Maybe that's, maybe you're an expressive buyer, which is why
• 1:06:03
  you feel so you resonate with it so much.
• 1:06:05
  But when they raw, raw you and you feel like, Oh my God, I love
• 1:06:07
  this person's marketing. The reason you love their
• 1:06:09
  marketing is because they make you feel good, and that's
• 1:06:12
  because they make you feel like you could accomplish the world
• 1:06:14
  and you can take on anything. But what they're also, you have
• 1:06:17
  to realize, doing as a marketer, which is why having someone who
• 1:06:20
  uses these ethically is so, so, so important as in like, you're
• 1:06:24
  not using this to manipulate people is because when someone
• 1:06:27
  knows that they have people in their audience who are very
• 1:06:30
  easily impacted by motivation, they can use that to their
• 1:06:33
  benefit. And we often see this, which is
• 1:06:35
  very unfortunate in the personal development space.
• 1:06:37
  People will use the raw, raw to keep you coming again and again
• 1:06:40
  and again and again into investing into personal
• 1:06:43
  development. And that's because you're like,
• 1:06:44
  you know, you want a bigger life, you want to achieve more.
• 1:06:47
  And they use that messaging to frankly constantly make people
• 1:06:52
  feel like the needle is moving. And so again, when it comes to
• 1:06:56
  all of these, it's about doing these ethically.
• 1:06:58
  It's not about using these to manipulate.
• 1:07:00
  And that the one that I can see, I personally see manipulated the
• 1:07:03
  most is the expressive because they basically get people to buy
• 1:07:06
  based off of impulsive emotion. And the thing that you have to
• 1:07:09
  also be very aware of because of this is that this is the most
• 1:07:12
  common buyer type that has buyer's remorse, which is when
• 1:07:15
  they invest. And within short order, they
• 1:07:17
  realize, Oh my gosh, this is actually not what I want or this
• 1:07:20
  is not something I feel good about.
• 1:07:22
  And so when we're looking to talk to expressive buyers in our
• 1:07:26
  marketing, we want to use emotional base language.
• 1:07:28
  We're using, you know, if you've seen someone's like hype reel
• 1:07:31
  and you feel like, like, I feel like I want to, I want to invest
• 1:07:34
  with her because that raw, raw reel she made or you feel like,
• 1:07:37
  you know, someone has stories again, that are very exciting or
• 1:07:40
  they're really like constantly high vibe.
• 1:07:42
  That's someone who's really, you know, marketing to expressive
• 1:07:45
  buyers. They also are someone who uses a
• 1:07:47
  lot of aesthetics and a lot of visuals to get people amped up.
• 1:07:50
  They are constantly somebody who is encouraging engagement.
• 1:07:53
  And so because of that, they often will know that you have
• 1:07:56
  expressive buyers because they're very in the raw, raw
• 1:07:58
  with you and they're very much tuned into that emotion.
• 1:08:00
  They also are somebody who because of emotion may play to
• 1:08:04
  humor or play or fun within their marketing and kind of like
• 1:08:08
  play to the lightheartedness of just kind of like it not being
• 1:08:11
  serious. We don't need the details like
• 1:08:13
  the analytical buyer. We don't need to talk about the
• 1:08:15
  outcome or what we're going to help you to achieve.
• 1:08:17
  Like the driver buyer. Like they don't want to get into
• 1:08:19
  all that. They're just like, let's just
• 1:08:20
  play, let's have fun, let's go for our dreams.
• 1:08:22
  Like they kind of like really accentuate that in their
• 1:08:23
  marketing, which you can also do if you want to market to
• 1:08:26
  expressive buyers and you really want to showcase your
• 1:08:29
  personality and your marketing like people really want to.
• 1:08:31
  Again, there's still emotional buyers.
• 1:08:33
  Amiable is the more chill, reserved emotional where as
• 1:08:36
  expressive as the raw raw. Let's get it.
• 1:08:38
  I want to go for my dreams type of emotional.
• 1:08:41
  And so with these, they are somebody also who are more
• 1:08:44
  likely to be influenced by influencer marketing.
• 1:08:47
  So like celebrities, social media influencers, and that's
• 1:08:50
  because they don't really go through the nuts and bolts of
• 1:08:53
  why they're investing. They invest based off of the raw
• 1:08:55
  raw in the momentum. So for example, like if they see
• 1:08:59
  that, you know, a lot of other people or this person they're
• 1:09:01
  investing with is getting to this outcome as fast as
• 1:09:04
  possible, they may not even think to ask any questions about
• 1:09:06
  anything. They're just moving because
• 1:09:07
  they're like, oh, I want to get there.
• 1:09:09
  That's what I want. I want that life, I'm investing.
• 1:09:11
  And so it's really not. They're just about the emotion
• 1:09:15
  of living their highest potential and their highest
• 1:09:17
  life. And because of that, they often
• 1:09:19
  make emotional impulsive based decisions.
• 1:09:22
  So when we come to the sales process, the thing that we want
• 1:09:25
  to be constantly doing with this type of buyer, when they're kind
• 1:09:28
  of like, you know, I often will see in DMS, hello, expressive.
• 1:09:31
  They're like, I just feel like I know I'm meant to be a 7 figure
• 1:09:34
  business owner And like, I just know that like I want to have a
• 1:09:36
  life of like this, this, this, this, and like I want to be able
• 1:09:39
  to like book first class flights and like it's very emotional
• 1:09:42
  things. It's not like metric based
• 1:09:44
  things like I want to hit this goal.
• 1:09:46
  It's more like I just deserve this.
• 1:09:48
  I want to have this life and it's very dreamy.
• 1:09:50
  That tells me that I have an expressive buyer in front of me.
• 1:09:52
  And so I match that energy and I start to talk about the things
• 1:09:55
  that they want to achieve. And so when I'm talking about
• 1:09:57
  what they want to achieve, that may have nothing to do with a
• 1:10:00
  number, it may have nothing to do with their marketing plan.
• 1:10:02
  It might be a matter of like, yeah, like, and listen, like as
• 1:10:04
  you said, like you want to be on 1st class flights and you want
• 1:10:07
  to have the ability to travel whenever you want, right?
• 1:10:09
  Like, it's very dreamy. So I have to talk about their
• 1:10:11
  goal in the language of dream and not in anything else because
• 1:10:14
  they won't resonate with anything else.
• 1:10:16
  And so you have to have excitement and enthusiasm when
• 1:10:19
  you're selling to this person because they need to understand
• 1:10:22
  and be made to feel that you understand what their goals are
• 1:10:24
  and what is they're looking to achieve.
• 1:10:26
  And so we want to be really showing an interest in their
• 1:10:29
  desires, an interest in their wants.
• 1:10:31
  We want to talk about how your product or service is going to
• 1:10:34
  improve their life, how it's going to get them the life that
• 1:10:37
  they want. It's not about the process of
• 1:10:39
  how you do it. It's not about just the outcome
• 1:10:41
  of the stat of where you're going to get them the strategy.
• 1:10:44
  It's about like, how is you being the person who's going to
• 1:10:47
  help them with this product or service going to get them where
• 1:10:49
  they want to go. And so because of that, they're
• 1:10:51
  all about getting to that the feeling that the is the
• 1:10:54
  destination for them as fast as humanly possible possible.
• 1:10:57
  And so you have to show an interest in the life that they
• 1:10:59
  want and be able to again, validate and make sure that they
• 1:11:02
  know that you hear what it is that they desire and that you're
• 1:11:05
  going to help them to achieve that.
• 1:11:07
  So again, back to our analogy, this person is going to invest
• 1:11:10
  with the trainer. When we think about our example
• 1:11:12
  of someone who has enthusiasm at their workouts, who's kind of
• 1:11:14
  like rah, rah, let's get it. Like this is someone who
• 1:11:16
  definitely would love a boot camp.
• 1:11:18
  Like they love to be raw, raw toward their goal.
• 1:11:21
  They want someone who probably has a way of doing it in a fun
• 1:11:24
  and unique way, like kind of like a very trendy way.
• 1:11:26
  They're also somebody who's going to want to invest in the
• 1:11:28
  trainer who's extremely fun, very inspiring, someone who
• 1:11:31
  really motivates them and also someone who makes them feel when
• 1:11:35
  they're interacting with them, very confident and very
• 1:11:37
  motivated. And so you know, that is our
• 1:11:40
  expressive buyer. So again, to go back to the
• 1:11:42
  highlight of the four that we that we discussed, we've got our
• 1:11:45
  two, they're a little bit more strategy base, which is our
• 1:11:47
  analytical and our driver. They're a little bit more in the
• 1:11:49
  masculine energy analytical being all about the nuts and
• 1:11:52
  bolts drivers are like, get me to my outcome as fast as humanly
• 1:11:55
  possible. On the right hand side, the
• 1:11:57
  opposing side. We've got our amiable and we've
• 1:11:59
  got our expressive, both in the more emotional, more feminine
• 1:12:01
  energy bucket and with this amiable a little bit more
• 1:12:04
  reserved in their emotions, a little bit more, I would say
• 1:12:07
  slower in the emotional process of making a decision.
• 1:12:10
  They really think through things based off of emotion and
• 1:12:12
  emotional processing. Expressive also make decisions
• 1:12:15
  based on emotion, but they're extremely impulsive and they
• 1:12:18
  move quickly just like our drivers, but they do so based
• 1:12:20
  off of the emotional validation, not the validation of their
• 1:12:23
  goal. And so those are our four buyer
• 1:12:26
  types. So we've got our amiable, we've
• 1:12:28
  got our driver, we've got our analytical and we also have our
• 1:12:31
  expressive. So as the four buyer types that
• 1:12:34
  you need to know and in each we talked about how we're going to
• 1:12:37
  identify them, how we can market to each one of them and how we
• 1:12:40
  can sell to them, as well as an example of what this would look
• 1:12:42
  like if someone was investing. I know we went over our
• 1:12:46
  traditional time today. So thank you guys for hanging on
• 1:12:48
  with me. And I really hope today was
• 1:12:50
  helpful for you because this is really something that frankly, I
• 1:12:53
  literally teach at length. This is like as high level as I
• 1:12:56
  could go. There's more nuts and bolts to
• 1:12:58
  this and more depth to this. If I was going to train this as
• 1:13:00
  like a master class, but this is the most podcast master class
• 1:13:03
  version that I could possibly create for you.
• 1:13:05
  And so my, my action item for you is number one, I want you to
• 1:13:08
  try to identify which is your dominant and #2 I want you to
• 1:13:12
  look at the traits that we discussed and look at what
• 1:13:14
  you're seeing in your sales processes.
• 1:13:16
  Go to your DMS, go to your calls, go to your marketing and
• 1:13:18
  say, which of my marketing is doing well?
• 1:13:20
  Is it more emotional or more strategy?
• 1:13:22
  What am I getting more of in the, in the DMS?
• 1:13:23
  Am I getting people talking about their feelings and their
• 1:13:26
  emotions? Or am I getting a lot of people
• 1:13:27
  who are like, what does it come with?
• 1:13:28
  And what about this and what about that?
• 1:13:30
  You'll be able to see based off what you see in there, what kind
• 1:13:33
  of person you're really getting. And then because of that, we can
• 1:13:35
  really tailor your marketing, your sales around it.
• 1:13:38
  As I said at the earlier part of today's episode, the ability for
• 1:13:40
  you to tailor your marketing and sales to this is really a
• 1:13:42
  massive impact. You're going to see a really big
• 1:13:45
  domino because this has a huge emphasis on who resonates with
• 1:13:48
  what, and because of that, the results you're going to get from
• 1:13:51
  it. So listen, I would love it would
• 1:13:54
  mean the absolute world to me. And I could ask you a really big
• 1:13:56
  favor if you could just shoot me Adm and tell me what was your
• 1:13:59
  biggest highlight of today? What was the biggest take away
• 1:14:02
  for you? What was the thing that you're
• 1:14:03
  like, Oh my God, I realized I'm a driver buyer.
• 1:14:05
  Just say, hey, Kate, I listen to the podcast and I realized I'm a
• 1:14:08
  driver buyer today. So thanks so much.
• 1:14:09
  Or I, you know, realize that my audience is analytical and I've
• 1:14:12
  been marketing to them in this way.
• 1:14:13
  It would mean the world to me. I would just love to hear for
• 1:14:16
  you, you know, what really hit home for you and what was your
• 1:14:18
  biggest take away of today? And you might notice in, in the
• 1:14:22
  podcast, if you're, you know, one of my OG listeners and you
• 1:14:25
  guys know who you are, you may notice that I asked you to, to
• 1:14:28
  connect with me after this podcast.
• 1:14:30
  And there's a reason that I also do that, that I will break the
• 1:14:33
  4th wall for you. When you share your clarity,
• 1:14:37
  which is part of what a big emphasis is in coaching.
• 1:14:39
  When you share your clarity with somebody else, it actually
• 1:14:42
  integrates it further for you. So it integrates your
• 1:14:46
  understanding of something when you share it with someone else
• 1:14:48
  even deeper, which is often why they say when you get to a place
• 1:14:52
  where you can coach someone on something is really how you know
• 1:14:56
  that you've really integrated that information at the deepest
• 1:14:58
  level. And so I want to break the 4th
• 1:15:00
  wall. The reason that I also ask you
• 1:15:01
  to reach out and to share some of your insights is because what
• 1:15:04
  that does is it actually registers this message and this
• 1:15:07
  ability for you to integrate this information even deeper.
• 1:15:10
  And like, of course, I also will say it definitely fills my
• 1:15:12
  bucket. Like it definitely fills my
• 1:15:15
  bucket. I love to hear from you.
• 1:15:16
  I just love, love, love to hear from you.
• 1:15:18
  But it also fills my bucket. But yes, it also does help you
• 1:15:20
  to take this information and really integrate it at the
• 1:15:22
  deepest level, which is what I ultimately want for you and for
• 1:15:25
  your business. So listen, you, I appreciate you
• 1:15:28
  listening today. I appreciate you hanging out
• 1:15:29
  with me for the last hour. And I know we went super deep on
• 1:15:32
  this and I know we went over time.
• 1:15:33
  So bless your heart for hanging on with me.
• 1:15:35
  And with all that being said, I will see you next week on next
• 1:15:38
  week's episode. And, as always, stay ambitious.