🎯 What if you could instantly know how your buyer wants to be sold to—just by how they speak and show up in the home?
In this episode of the Close It Now: Sales Psychology Series, Sam Wakefield breaks down the Four Primary Buyer Archetypes and how to tailor your presentation to each one. This isn’t guesswork—it’s emotional intelligence applied in real time.
Learn how to sell smarter, build instant trust, and dramatically improve your close rate by understanding the human across from you.
🔍 In This Episode:
- The 4 Buyer Types: Logical, Emotional, Skeptical, and Avoidant
- How to spot them within the first 5 minutes of a conversation
- The pacing, tone, and visuals that each type responds to
- What NOT to do when facing a skeptical or avoidant buyer
- Real-world scripts and phrasing tailored to each style
- How to stay emotionally adaptable without losing structure
🧠 Why It Matters:
Your product didn’t change—but your buyer did. Understanding how they make decisions is your new sales edge. It’s time to move beyond canned scripts and start closing with clarity, empathy, and precision.
💡 Want to work with Sam?
🚀 Coaching & Training: https://www.closeitnow.net/coaching
🌐 Website: https://www.closeitnow.net
📲 Instagram: https://www.instagram.com/therealcloseitnow
👥 Facebook Group: https://www.facebook.com/groups/closeitnow
⭐ Love the show? Leave a review:
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Welcome to Close it now, thepodcast that's revolutionizing the
H Vac and home improvementtrades industries.
Get ready to dive deep intothe world of heating, ventilation
and air conditioning.
We're turning up the heat onindustry standards and cooling down
misconceptions.
And we're not just talkingabout fixing vents and adjusting
(00:21):
thermostats.
It's about the transformativemovement that's reshaping the very
foundation of H Vac and home improvement.
We're the driving force,inspiring top performers who crave
excellence not only in theirprofessional endeavors, but also
in fitness, nutrition,relationships and personal growth,
proving that we can indeedhave it all.
(00:44):
This is Close it now, whereexcellence meets excitement.
Let's get to work.
Now your host, Sam Wakefield.
All right, here we go.
This is episode two of theBuyer Psychology series, the Sell
(01:05):
Psychology series that I'm doing.
So question for you.
Have you ever had apresentation that felt perfect but
somehow the buyer just didn't connect?
They just didn't connect with you?
There was something missing.
You didn't lose the salebecause of the product, because of
the service.
You lost it because you spokethe wrong language.
(01:26):
So that is what we are goingto be getting into today.
We're going to start.
I'm going to introduce to youfour universal buyer archetypes that
are going to change the waythat you perceive and see the way
that you talk to your client.
So thank you for joining me today.
Sam Wakefield with closeit nowand all right, but before we get
(01:47):
into this, I want to highlighta review that we got.
This is a 5 star review from Casey.
Looks like Cassie.
Cassie Morin.
Unmatched value that he sayshe or her.
Not sure who who is going onhere, but it doesn't matter.
(02:07):
Thank you so much for the review.
Says there's an old saying,free advice is is worth exactly what
you paid for it.
Sam consistently proves thiswrong with his podcast.
I've been listening to Sam fora while and I can say with confidence
there is no one else I knowmore enthusiastic and passionate
about the bar for H Vac sales.
(02:28):
You have found where you aresupposed to be.
Join the community.
Sam has center created around.
Close It Now.
Thank you so much for that.
I appreciate that that reviewand for all of the rest of you, if
you've gotten value from theshow, please go to Apple podcasts
or go to Google.
You can even rate my Facebook page.
I'd love a five star reviewfrom you.
(02:49):
It helps me to get betterguests on the show and to grow this
show and keep the lights on,got to pay the bills around here.
So thank you so much, everybody.
I appreciate it.
That is a great review.
And yes, we are going to diveinto some content.
Everybody take a second andgrab your cup.
What's in your cup today?
I am just drinking basic,regular, old school coffee of the
(03:12):
day.
But what is in your cup?
Let's toast this episode.
3, 2, 1.
All right, so without furtherado, let's get into this cell psychology
series.
This is episode two.
In episode one, we exploredhow buyer resistance is often a psychological
(03:35):
response, not a, not a logic gap.
Now we're going to take thenext step, learning how to recognize
and sell to the four universalbuyer archetypes.
This episode will help youreframe cells from this one size
fits all type of a script to ahuman to human experience.
(03:55):
Really where we're going withthis, we're rooting it in emotional
intelligence and adaptability.
And that is the number onething that you have to have in any
type of cells is being adaptable.
Being adaptable is huge.
My buddy, my friend ScottSylvan Bell, he says that if you
want to get great at cells, goto your local theater and take an
(04:18):
improv class.
And I highly, highly, highlyrecommend that as well.
It's incredible the thingsthat you can learn in a little bit
of theater class, especially improv.
So why do biorarchetypes matter?
This is different than, youknow, a lot of you probably have
studied different personalitytests, the Disc method or Colby score
(04:40):
or the different types ofpersonality tests that are out there.
Yes, those are important.
Biorchetype is slightlydifferent than that.
Personality types really diveinto their traits and characteristics,
which is also.
You can't learn too much aboutthis stuff.
But understanding the buyerarchetype is different though.
(05:02):
So sales fails when we deliverthe wrong message to the right person.
Or you can have the bestproduct and still lose because you're
not speaking to their internal world.
You have to speak to what'sinside them.
It's not, we know it's notjust logic.
Every human processesinformation differently.
(05:23):
Some people crave data.
Some want emotional reassurance.
Others need safety.
The top 1%, the best closersknow how to get to this quickly and
how to recognize it.
And then when we are able toinstantly be able to adjust accordingly
and speak to that language andat the level so they hear it at their
(05:45):
level, so we instantly slideinto the language patterns that they
use, the communication stylesthat they use, all those types of
things.
It's like handing somebody abook in the wrong language and wondering
why they didn't read it.
This is one of the reason.
The basic level of thisunderstanding this is no, we don't
go into a house and just handthem the installation manual and
(06:08):
expect them to buy.
No, that's literally whathappens sometimes when we are having
this conversation and we use.
That's why we say don't usethe technical speak, don't just read
them the spec sheet.
It's a different language to them.
So one of the things we haveto do is to, we have to start listening
(06:30):
more for how our clientresponds, not just what they say.
How are they responding?
So let's break down each ofthe four buyer archetypes that we're
going to work through.
Then I'll give you somelanguage around what to look for
and some language around each one.
So the first one is thelogical, analytical one.
(06:52):
The traits are they're detaildriven, they really want the facts.
They really dislike pressure.
When you use high pressurewith these people, they're going
to bail.
So what we do is of coursewe're going to.
With this person, yes.
We aren't going to show morecharge, go through more specs, go
through more options and pauseand check for the understanding each
(07:14):
time.
There's a point where you cantell when they've.
We've satiated their need forthose that information though.
And so what we're going to dois we just watch for that.
They will start saying thingslike, okay, great, I think I've seen
enough.
We're going to ask questionslike, would it help if I showed you
a side by side.
They view things differently.
(07:37):
One of the things that we'regoing to watch for to recognize this
buyer type, long pauses, justreally long pauses.
As they're internallyprocessing, they don't externally
process things verbally.
A lot of times they sit insilence and process internally questions
about the data.
When you're going differentpeople ask different types of questions.
(07:59):
So if they're either going toquestion where your data came from
to validate it, they're not.
They don't think that you'relying to them, but they have this
need to know that it's from afactual place, from that the origins
were factual somehow.
Very calculated body language.
(08:19):
Everything they do is very intentional.
That's this logical,analytical person.
The second buyer archetype isthe emotional or impulsive buyer.
Their traits are they feelvery deeply, they make very fast
decisions and they definitelyneed inspiration to make these decisions.
(08:41):
So what we do with this buyeris we need to really, these are the
ones we really dive in andpaint that emotional picture.
We're going to talk aboutcomfort, lifestyle outcomes.
You can dive in as far as youneed to on the future with this client
and it's perfect for them.
A word, an example word trackfor somebody that's the emotional
(09:05):
impulsive buyer is can youpicture how great this will feel
every summer?
Can you picture how great it'sgoing to feel being nice and warm
and bundled up with yourfamily this winter?
That type of language isperfect for the emotional impulsive
buyer.
And what we're going to watchfor with their body language is a
(09:27):
lot of nodding, a lot ofanimated tone, a lot of fast agreement
into what you're talking aboutand that, that really pinpoints and
helps you recognize thatemotional impulsive buyer.
Now number three, Number threeis the skeptical safety driven buyer.
There's some there everyone'slevel of safety.
(09:49):
This is definitely related totrust, but safety is part of this.
Some of their traits.
The skeptical safety drivenbuyer, they're going to question
motives, they're not justquestioning facts and data like the
intellectual, they're going toquestion motives, they're afraid
of being taken advantage of.
So this is where the skepticalsafety driven buyer really starts
(10:12):
to show up.
So a lot of what we need to dowith this one is a lot of reassurance,
a whole lot of social proof.
You've got to prove everything.
Social proof, social proof,social proof.
So all of the reviews, thebefore and after pictures, you're
having printed testimonies,all of those types of things, ironclad
(10:35):
guarantees for this buyer thatis what is going to get them unstuck
and move them over the fenceis social proof and guarantees.
It's massive for this one.
Here's some language patternfor this one.
Most of our clients ask thesame thing before moving forward.
So social proof and validationof their hesitancy and then get to
(10:59):
the explanation.
This is a great one to use.
The fill felt found, closefeel felt found is a great way to
handle the skeptical safetydriven buyer.
And body language to watch for.
A lot of folded arms, a lot ofdoubt, heavy questions, you can hear
it, you can feel it in their tone.
The second that anything comesout that they need to sign.
(11:22):
There's a lot of hesitancyaround any type of contract.
So that's the skeptical safetydriven buyer.
Now archetype number four isthe people pleaser or the avoidant
archetype.
Some of the traits for thisone are they struggle with saying
no, so they're going to sayyes to everything.
(11:44):
But this is the person thatsays yes and then cancels.
So they struggle with saying no.
They definitely avoid conflict.
They fear disappointing you.
Have you ever had those buyersthat in their conversation with you
while you're in the house,you're there as the salesperson or
the technician or whatever,and they don't want to disappoint
(12:05):
you.
And that comes out in their language.
This is the people pleaser orthe avoidant buyer.
So the things we have to dowith this one is we've got to remove
any level of pressure,validate their autonomy.
That's a big one.
And then offer graceful outsand the more graceful escape hatches
(12:26):
that we offer them.
It's really fun with this onebecause they're going to close those,
the escape hatches themselves,and they're coming right back.
But they have to feel likethey have that ability at any point
to say no, pull the plugwithout any level of conflict.
So here's a good word trackfor this one.
You can absolutely say no.
(12:48):
This should feel right for you.
You can absolutely say no, butthis should feel.
This should feel right for you.
So things to watch for hereare agreeing quickly.
If they just agree reallyquickly to everything, when they
avoid eye contact and thengiving very soft yeses, it's like,
yeah, like really soft verbally.
(13:11):
And also in the language, ifthey're giving really soft yeses
and not a really hard hell, yeah.
Yes, let's do this.
Then you may be dealing withthat people pleaser or avoidant buyer.
So let's get into a littlemore of how to spot a buyer within
five minutes.
So raise your hand if you'reready for this part of the masterclass
here.
(13:31):
So most of the time.
And so what happens is mostsales reps wait too long to adapt
when you're in the house.
The first five minutes giveyou all of the signals you need if
you're looking, if you'repaying attention.
So the things we're lookingfor are tone, questions, pacing,
the actual tempo of theconversation, and physical cues will
(13:55):
all reveal a buyer's style.
So think of it like this.
Think of it like we're.
If you remember car radio station.
If you.
Anybody that may listen to theradio anymore.
I haven't listened to theradio in forever, unless it's an
accident.
But remember turning a radiostation in the car, once you find
(14:16):
the frequency, everythinginstantly becomes clear.
You could be one or two digitsoff, just barely off of the station,
and it's just super fuzzy.
That's how Most of the time wego through our sales appointments,
some of it's coming through,but it's not all translating accurately.
So the second that you're ableto dial it in to the exact frequency,
(14:39):
instantly it's clear, andinstantly that conversation happens.
So here's another couple oflanguage patterns for you.
Another example is for theanalytical buyer.
Would it be okay if I walk youthrough the comparison sheet?
So that's your permissionbased question.
That's your permission question.
But we're also tying it to,with this analytical buyer, the logic
(15:04):
and facts and the data thatthey want to see.
So they're going to say yes,absolutely, because now we're giving
them what they need to satiateall of those checkboxes in their
brain to be able to make thatbuying decision.
For the impulsive buyer.
Say something like, hey, letme show you what this would actually
feel like every day, man.
(15:25):
That's a much more powerfulstatement for that impulsive, emotional
buyer.
If you told that emotional,impulsive buyer, hey, would it be
okay if I walk you through thecomparison sheet?
I'll tell you personally, I amthat impulsive, emotional buyer.
If you told me you want towalk me through the comparison sheet,
I'm going to roll my freakingeyes and think that I would rather
(15:46):
go get a root canal than haveto look at any more data than I absolutely
have to.
So we've got to know how tospeak to that right person.
We also have to be thisadaptable and you almost become a
mix of all of thesepersonality types when you're on
the other side of the table.
(16:06):
Because we have to almostchameleon into that to speak that
language and to be able tomatch that from the other side of
the table.
So now when I say the otherside of the table, I don't mean actually
on the other side of the table.
You should be sitting nearthem, next to them, catty cornered.
Do not ever be directly acrossthe table.
So quick, pop out.
(16:27):
But here is your homeworkwe're going to try.
So this is buyer typing.
I want you to try this in yournext three calls.
I want you to call it out,write notes, see how, see how your
close rate changes.
But see if you can recognizethe type of buyer that you're sitting
in front of that you'resitting across from.
(16:50):
Which one are they?
Are they the logical,analytical buyer?
Are they the emotional,impulsive buyer?
Are they skeptical and safety driven?
Are they the people pleaser oravoidant model?
Model buyer?
Which one are they?
Recognize it.
Step one is just recognitionSee if you can figure that out.
(17:10):
And then step two, to getbetter, see if you can figure it
out within the first fiveminutes of your appointment.
If you figure that out, thenstart to communicate along those
lines.
Use that same language.
So here's something that'sreally important.
I want you all to think about this.
(17:30):
And is this good?
Raise your hand if this is good.
I really am diving into thisbecause it's so important.
And nobody's talking aboutthis, but scripts help.
Yes, but scripts don't close deals.
Alignment does.
And this is the difference.
This is why, you know, athousand people can learn the exact
same script and 20% are goingto get the results.
(17:52):
Because it's not about the script.
Yes, we have to have scriptsto give us a roadmap, but the script
is just the skeleton.
It's the person inside that,inside that skeleton that makes the
difference.
So alignment is what closesthe deals.
One thing that I want tointroduce to you all is I finally
(18:14):
came up with a name, abranding for the ideology of the
close it now process here.
We're calling it the Capybara method.
So it integrates buyerarchetypes into your permission stack.
Emotional buy cycle sales thermometer.
I'm going to dive into it alittle bit more.
But so what I want you to dois this is your challenge, is we're
(18:38):
going to.
So choose one buyer type youstruggle with in your next appointment.
Focus only on adapting tothem, not at perfecting your pitch.
Step one is recognizing it,and the second you're able to recognize
what buyer type is in front of you.
Your job is not to work onmaking sure that you get your script
(19:00):
perfect, making sure that you,you know, go through the process
and the flow the way that, youknow, oh, we've been working on this.
No, the.
What I want you to work on isfocus only on adapting to them in
their way of communication.
Focus on that and fight.
(19:20):
Let's.
Let's take some notes, keepsome data.
I want to know what happenswith the results there because this
is truly what is going to movethe needle for you more than anything
else.
So here's your emotionalanchor for this.
I want you to imagine what itwill feel like to walk into every
appointment knowing how tobuild trust in the first 60 seconds.
(19:45):
Not because you pushed harder,but because you listened deeper,
because you paid attention.
You looked around, you zoomed out.
You got a feel for this, forthe area, feel for the environment,
a feel for the energy.
You paid attention and yourecognized the buyer archetype and
Then you immediately startedto communicate in the language that
(20:08):
they speak.
So let's recap here.
Super quick.
We're going to.
The buyer archetypes are thelogical, analytical ones, emotional
and impulsive, skeptical,safety driven, and the people pleaser
and avoidant.
So those are the four archetypes.
So you've got to be able toadjust your delivery in real time.
(20:32):
And this is that part of itwhere it takes practice, it takes
recognizing that and then ittakes practice.
And then of course we've got to.
What we're not doing isabandoning matching energy.
We're not abandoning that typeof stuff.
Of course we're still going todo, you know, we're still going to
(20:53):
use matching.
We're going to still use thoseninja tricks that we've learned across
time.
We're going to, you know, ifthey talk fast, we talk fast.
If they talk slow, we slow down.
If you walk in and you'reseeing all kind of posters from bands
on the wall or art, you know,you're dealing with those two different
types of people.
(21:13):
If you've got a lot of art onthe wall, you're dealing with a visual
person.
So your language is.
Have you seen this?
Have you ever seen.
If you've got band posters andmusic going, you're dealing with
an auditory person.
So your language is I don'tknow if you've ever heard about.
Because we're speaking thelanguage to match that person.
(21:34):
So think in those types of terms.
This is not manipulation, it'sempathy based selling.
And that's, that's truly whatwe're about here, is doing things
the right way with heart and,and really focusing in on how do
we connect with people better,how do we understand those dynamics
of the type of people we'retalking to and how to match them
(21:56):
directly.
So what I want you to do, ifyou've gotten value from this episode
today, and we've got plentymore, I have at least eight more
episodes in the SalesPsychology series that will be coming
here week after week.
So if you've gotten somevalue, leave a review on Apple or
Spotify.
And I want you to do me a favor.
(22:17):
I want you to DM me with thearchetype that you tend to sell like,
or the ones you sell the mostto, the best to, or the ones you
struggle with.
I want to know, Go join theClose It Now Facebook community and
let's drop a comment in here.
What are you, what do you,what are you struggling with?
What do you sell?
Who do you do good with?
(22:38):
And if you want to master thisin your company, let's talk coaching.
Right now we're booking for2025 for company level trainings
where we come and get yourteam to the next level.
They will see on average a 20to 30% lift in your numbers.
That means your total volume,that means your close rate, that
(22:59):
means your average tickets.
All of those numbers go up onaverage roughly 20 to 30% or better
a lot of times.
So get us out to your locationand I can guarantee you it's what
we call free plus profit.
Learn that from Brian Tracy.
And it's absolutely true.
What you invest in thecoaching, you will get back and multiplied
(23:21):
guaranteed.
So reach out to me, SamCloseitnow.net let's talk coaching.
I also do have some handful ofspots left in my one on one calendar
as well.
So reach out to mesamoseitnow.net and we can talk about
getting on some one on onecoaching with me.
That gets you to the nextlevel super freaking fast and, and
(23:45):
it keeps you there.
So that is, that's what we'vegot for you today.
The next thing is next episode.
We're going to start talkingabout the trust thermometer.
So how to tell if your buyerfeels emotionally safe before they
say a word.
So that's what we're diving ininto episode three.
And thank you so much forjoining me today.
(24:06):
I appreciate every single oneof you.
We're going to be goingthrough this series and I'm excited
to get back to the heart ofhow close it now started.
Nice shorter episodes withsome really impactful content.
If you're getting some valuefrom this, I'd love to hear from
you.
What's your big takeaways?
And shoot me a message.
Let's chat everybody.
Remember, every single day asyou do this, it is your job to be
(24:31):
first to work on yourselfharder than you work on your on your
business or on yourselves.
Because as you do that, you'reworking to become someone worth buying
from.
You've been listening to theClose it now podcast.
Our passion is to dive headfirst into the transformative movement
that's reshaping the veryfoundation of H Vac and home improvement
(24:54):
and at the same time coveringfitness, nutrition, relationships
and personal growth, provingthat we can indeed have it all.
We hope you've enjoyed the show.
If you did, make sure to like,rate and review.
We'll be back soon, but in themeantime, find the website@closeitnow.net
(25:14):
find us on Instagram atthereal closeit now and on Facebook
@CloseItNow.
See you next time.
Welcome to Close it now, thepodcast that's revolutionizing the
H Vac and home improvementtrades industries.
Get ready to dive deep intothe world of heating, ventilation
and air conditioning.
We're turning up the heat onindustry standards and cooling down
misconceptions.
And we're not just talkingabout fixing vents and adjusting
(00:21):
thermostats.
It's about the transformativemovement that's reshaping the very
foundation of H Vac and home improvement.
We're the driving force,inspiring top performers who crave
excellence not only in theirprofessional endeavors, but also
in fitness, nutrition,relationships and personal growth,
proving that we can indeedhave it all.
(00:44):
This is Close it now, whereexcellence meets excitement.
Let's get to work.
Now your host, Sam Wakefield.
All right, here we go.
This is episode two of theBuyer Psychology series, the Sell
(01:05):
Psychology series that I'm doing.
So question for you.
Have you ever had apresentation that felt perfect but
somehow the buyer just didn't connect?
They just didn't connect with you?
There was something missing.
You didn't lose the salebecause of the product, because of
the service.
You lost it because you spokethe wrong language.
(01:26):
So that is what we are goingto be getting into today.
We're going to start.
I'm going to introduce to youfour universal buyer archetypes that
are going to change the waythat you perceive and see the way
that you talk to your client.
So thank you for joining me today.
Sam Wakefield with closeit nowand all right, but before we get
(01:47):
into this, I want to highlighta review that we got.
This is a 5 star review from Casey.
Looks like Cassie.
Cassie Morin.
Unmatched value that he sayshe or her.
Not sure who who is going onhere, but it doesn't matter.
(02:07):
Thank you so much for the review.
Says there's an old saying,free advice is is worth exactly what
you paid for it.
Sam consistently proves thiswrong with his podcast.
I've been listening to Sam fora while and I can say with confidence
there is no one else I knowmore enthusiastic and passionate
about the bar for H Vac sales.
(02:28):
You have found where you aresupposed to be.
Join the community.
Sam has center created around.
Close It Now.
Thank you so much for that.
I appreciate that that reviewand for all of the rest of you, if
you've gotten value from theshow, please go to Apple podcasts
or go to Google.
You can even rate my Facebook page.
I'd love a five star reviewfrom you.
(02:49):
It helps me to get betterguests on the show and to grow this
show and keep the lights on,got to pay the bills around here.
So thank you so much, everybody.
I appreciate it.
That is a great review.
And yes, we are going to diveinto some content.
Everybody take a second andgrab your cup.
What's in your cup today?
I am just drinking basic,regular, old school coffee of the
(03:12):
day.
But what is in your cup?
Let's toast this episode.
3, 2, 1.
All right, so without furtherado, let's get into this cell psychology
series.
This is episode two.
In episode one, we exploredhow buyer resistance is often a psychological
(03:35):
response, not a, not a logic gap.
Now we're going to take thenext step, learning how to recognize
and sell to the four universalbuyer archetypes.
This episode will help youreframe cells from this one size
fits all type of a script to ahuman to human experience.
(03:55):
Really where we're going withthis, we're rooting it in emotional
intelligence and adaptability.
And that is the number onething that you have to have in any
type of cells is being adaptable.
Being adaptable is huge.
My buddy, my friend ScottSylvan Bell, he says that if you
want to get great at cells, goto your local theater and take an
(04:18):
improv class.
And I highly, highly, highlyrecommend that as well.
It's incredible the thingsthat you can learn in a little bit
of theater class, especially improv.
So why do biorarchetypes matter?
This is different than, youknow, a lot of you probably have
studied different personalitytests, the Disc method or Colby score
(04:40):
or the different types ofpersonality tests that are out there.
Yes, those are important.
Biorchetype is slightlydifferent than that.
Personality types really diveinto their traits and characteristics,
which is also.
You can't learn too much aboutthis stuff.
But understanding the buyerarchetype is different though.
(05:02):
So sales fails when we deliverthe wrong message to the right person.
Or you can have the bestproduct and still lose because you're
not speaking to their internal world.
You have to speak to what'sinside them.
It's not, we know it's notjust logic.
Every human processesinformation differently.
(05:23):
Some people crave data.
Some want emotional reassurance.
Others need safety.
The top 1%, the best closersknow how to get to this quickly and
how to recognize it.
And then when we are able toinstantly be able to adjust accordingly
and speak to that language andat the level so they hear it at their
(05:45):
level, so we instantly slideinto the language patterns that they
use, the communication stylesthat they use, all those types of
things.
It's like handing somebody abook in the wrong language and wondering
why they didn't read it.
This is one of the reason.
The basic level of thisunderstanding this is no, we don't
go into a house and just handthem the installation manual and
(06:08):
expect them to buy.
No, that's literally whathappens sometimes when we are having
this conversation and we use.
That's why we say don't usethe technical speak, don't just read
them the spec sheet.
It's a different language to them.
So one of the things we haveto do is to, we have to start listening
(06:30):
more for how our clientresponds, not just what they say.
How are they responding?
So let's break down each ofthe four buyer archetypes that we're
going to work through.
Then I'll give you somelanguage around what to look for
and some language around each one.
So the first one is thelogical, analytical one.
(06:52):
The traits are they're detaildriven, they really want the facts.
They really dislike pressure.
When you use high pressurewith these people, they're going
to bail.
So what we do is of coursewe're going to.
With this person, yes.
We aren't going to show morecharge, go through more specs, go
through more options and pauseand check for the understanding each
(07:14):
time.
There's a point where you cantell when they've.
We've satiated their need forthose that information though.
And so what we're going to dois we just watch for that.
They will start saying thingslike, okay, great, I think I've seen
enough.
We're going to ask questionslike, would it help if I showed you
a side by side.
They view things differently.
(07:37):
One of the things that we'regoing to watch for to recognize this
buyer type, long pauses, justreally long pauses.
As they're internallyprocessing, they don't externally
process things verbally.
A lot of times they sit insilence and process internally questions
about the data.
When you're going differentpeople ask different types of questions.
(07:59):
So if they're either going toquestion where your data came from
to validate it, they're not.
They don't think that you'relying to them, but they have this
need to know that it's from afactual place, from that the origins
were factual somehow.
Very calculated body language.
(08:19):
Everything they do is very intentional.
That's this logical,analytical person.
The second buyer archetype isthe emotional or impulsive buyer.
Their traits are they feelvery deeply, they make very fast
decisions and they definitelyneed inspiration to make these decisions.
(08:41):
So what we do with this buyeris we need to really, these are the
ones we really dive in andpaint that emotional picture.
We're going to talk aboutcomfort, lifestyle outcomes.
You can dive in as far as youneed to on the future with this client
and it's perfect for them.
A word, an example word trackfor somebody that's the emotional
(09:05):
impulsive buyer is can youpicture how great this will feel
every summer?
Can you picture how great it'sgoing to feel being nice and warm
and bundled up with yourfamily this winter?
That type of language isperfect for the emotional impulsive
buyer.
And what we're going to watchfor with their body language is a
(09:27):
lot of nodding, a lot ofanimated tone, a lot of fast agreement
into what you're talking aboutand that, that really pinpoints and
helps you recognize thatemotional impulsive buyer.
Now number three, Number threeis the skeptical safety driven buyer.
There's some there everyone'slevel of safety.
(09:49):
This is definitely related totrust, but safety is part of this.
Some of their traits.
The skeptical safety drivenbuyer, they're going to question
motives, they're not justquestioning facts and data like the
intellectual, they're going toquestion motives, they're afraid
of being taken advantage of.
So this is where the skepticalsafety driven buyer really starts
(10:12):
to show up.
So a lot of what we need to dowith this one is a lot of reassurance,
a whole lot of social proof.
You've got to prove everything.
Social proof, social proof,social proof.
So all of the reviews, thebefore and after pictures, you're
having printed testimonies,all of those types of things, ironclad
(10:35):
guarantees for this buyer thatis what is going to get them unstuck
and move them over the fenceis social proof and guarantees.
It's massive for this one.
Here's some language patternfor this one.
Most of our clients ask thesame thing before moving forward.
So social proof and validationof their hesitancy and then get to
(10:59):
the explanation.
This is a great one to use.
The fill felt found, closefeel felt found is a great way to
handle the skeptical safetydriven buyer.
And body language to watch for.
A lot of folded arms, a lot ofdoubt, heavy questions, you can hear
it, you can feel it in their tone.
The second that anything comesout that they need to sign.
(11:22):
There's a lot of hesitancyaround any type of contract.
So that's the skeptical safetydriven buyer.
Now archetype number four isthe people pleaser or the avoidant
archetype.
Some of the traits for thisone are they struggle with saying
no, so they're going to sayyes to everything.
(11:44):
But this is the person thatsays yes and then cancels.
So they struggle with saying no.
They definitely avoid conflict.
They fear disappointing you.
Have you ever had those buyersthat in their conversation with you
while you're in the house,you're there as the salesperson or
the technician or whatever,and they don't want to disappoint
(12:05):
you.
And that comes out in their language.
This is the people pleaser orthe avoidant buyer.
So the things we have to dowith this one is we've got to remove
any level of pressure,validate their autonomy.
That's a big one.
And then offer graceful outsand the more graceful escape hatches
(12:26):
that we offer them.
It's really fun with this onebecause they're going to close those,
the escape hatches themselves,and they're coming right back.
But they have to feel likethey have that ability at any point
to say no, pull the plugwithout any level of conflict.
So here's a good word trackfor this one.
You can absolutely say no.
(12:48):
This should feel right for you.
You can absolutely say no, butthis should feel.
This should feel right for you.
So things to watch for hereare agreeing quickly.
If they just agree reallyquickly to everything, when they
avoid eye contact and thengiving very soft yeses, it's like,
yeah, like really soft verbally.
(13:11):
And also in the language, ifthey're giving really soft yeses
and not a really hard hell, yeah.
Yes, let's do this.
Then you may be dealing withthat people pleaser or avoidant buyer.
So let's get into a littlemore of how to spot a buyer within
five minutes.
So raise your hand if you'reready for this part of the masterclass
here.
(13:31):
So most of the time.
And so what happens is mostsales reps wait too long to adapt
when you're in the house.
The first five minutes giveyou all of the signals you need if
you're looking, if you'repaying attention.
So the things we're lookingfor are tone, questions, pacing,
the actual tempo of theconversation, and physical cues will
(13:55):
all reveal a buyer's style.
So think of it like this.
Think of it like we're.
If you remember car radio station.
If you.
Anybody that may listen to theradio anymore.
I haven't listened to theradio in forever, unless it's an
accident.
But remember turning a radiostation in the car, once you find
(14:16):
the frequency, everythinginstantly becomes clear.
You could be one or two digitsoff, just barely off of the station,
and it's just super fuzzy.
That's how Most of the time wego through our sales appointments,
some of it's coming through,but it's not all translating accurately.
So the second that you're ableto dial it in to the exact frequency,
(14:39):
instantly it's clear, andinstantly that conversation happens.
So here's another couple oflanguage patterns for you.
Another example is for theanalytical buyer.
Would it be okay if I walk youthrough the comparison sheet?
So that's your permissionbased question.
That's your permission question.
But we're also tying it to,with this analytical buyer, the logic
(15:04):
and facts and the data thatthey want to see.
So they're going to say yes,absolutely, because now we're giving
them what they need to satiateall of those checkboxes in their
brain to be able to make thatbuying decision.
For the impulsive buyer.
Say something like, hey, letme show you what this would actually
feel like every day, man.
(15:25):
That's a much more powerfulstatement for that impulsive, emotional
buyer.
If you told that emotional,impulsive buyer, hey, would it be
okay if I walk you through thecomparison sheet?
I'll tell you personally, I amthat impulsive, emotional buyer.
If you told me you want towalk me through the comparison sheet,
I'm going to roll my freakingeyes and think that I would rather
(15:46):
go get a root canal than haveto look at any more data than I absolutely
have to.
So we've got to know how tospeak to that right person.
We also have to be thisadaptable and you almost become a
mix of all of thesepersonality types when you're on
the other side of the table.
(16:06):
Because we have to almostchameleon into that to speak that
language and to be able tomatch that from the other side of
the table.
So now when I say the otherside of the table, I don't mean actually
on the other side of the table.
You should be sitting nearthem, next to them, catty cornered.
Do not ever be directly acrossthe table.
So quick, pop out.
(16:27):
But here is your homeworkwe're going to try.
So this is buyer typing.
I want you to try this in yournext three calls.
I want you to call it out,write notes, see how, see how your
close rate changes.
But see if you can recognizethe type of buyer that you're sitting
in front of that you'resitting across from.
(16:50):
Which one are they?
Are they the logical,analytical buyer?
Are they the emotional,impulsive buyer?
Are they skeptical and safety driven?
Are they the people pleaser oravoidant model?
Model buyer?
Which one are they?
Recognize it.
Step one is just recognitionSee if you can figure that out.
(17:10):
And then step two, to getbetter, see if you can figure it
out within the first fiveminutes of your appointment.
If you figure that out, thenstart to communicate along those
lines.
Use that same language.
So here's something that'sreally important.
I want you all to think about this.
(17:30):
And is this good?
Raise your hand if this is good.
I really am diving into thisbecause it's so important.
And nobody's talking aboutthis, but scripts help.
Yes, but scripts don't close deals.
Alignment does.
And this is the difference.
This is why, you know, athousand people can learn the exact
same script and 20% are goingto get the results.
(17:52):
Because it's not about the script.
Yes, we have to have scriptsto give us a roadmap, but the script
is just the skeleton.
It's the person inside that,inside that skeleton that makes the
difference.
So alignment is what closesthe deals.
One thing that I want tointroduce to you all is I finally
(18:14):
came up with a name, abranding for the ideology of the
close it now process here.
We're calling it the Capybara method.
So it integrates buyerarchetypes into your permission stack.
Emotional buy cycle sales thermometer.
I'm going to dive into it alittle bit more.
But so what I want you to dois this is your challenge, is we're
(18:38):
going to.
So choose one buyer type youstruggle with in your next appointment.
Focus only on adapting tothem, not at perfecting your pitch.
Step one is recognizing it,and the second you're able to recognize
what buyer type is in front of you.
Your job is not to work onmaking sure that you get your script
(19:00):
perfect, making sure that you,you know, go through the process
and the flow the way that, youknow, oh, we've been working on this.
No, the.
What I want you to work on isfocus only on adapting to them in
their way of communication.
Focus on that and fight.
(19:20):
Let's.
Let's take some notes, keepsome data.
I want to know what happenswith the results there because this
is truly what is going to movethe needle for you more than anything
else.
So here's your emotionalanchor for this.
I want you to imagine what itwill feel like to walk into every
appointment knowing how tobuild trust in the first 60 seconds.
(19:45):
Not because you pushed harder,but because you listened deeper,
because you paid attention.
You looked around, you zoomed out.
You got a feel for this, forthe area, feel for the environment,
a feel for the energy.
You paid attention and yourecognized the buyer archetype and
Then you immediately startedto communicate in the language that
(20:08):
they speak.
So let's recap here.
Super quick.
We're going to.
The buyer archetypes are thelogical, analytical ones, emotional
and impulsive, skeptical,safety driven, and the people pleaser
and avoidant.
So those are the four archetypes.
So you've got to be able toadjust your delivery in real time.
(20:32):
And this is that part of itwhere it takes practice, it takes
recognizing that and then ittakes practice.
And then of course we've got to.
What we're not doing isabandoning matching energy.
We're not abandoning that typeof stuff.
Of course we're still going todo, you know, we're still going to
(20:53):
use matching.
We're going to still use thoseninja tricks that we've learned across
time.
We're going to, you know, ifthey talk fast, we talk fast.
If they talk slow, we slow down.
If you walk in and you'reseeing all kind of posters from bands
on the wall or art, you know,you're dealing with those two different
types of people.
(21:13):
If you've got a lot of art onthe wall, you're dealing with a visual
person.
So your language is.
Have you seen this?
Have you ever seen.
If you've got band posters andmusic going, you're dealing with
an auditory person.
So your language is I don'tknow if you've ever heard about.
Because we're speaking thelanguage to match that person.
(21:34):
So think in those types of terms.
This is not manipulation, it'sempathy based selling.
And that's, that's truly whatwe're about here, is doing things
the right way with heart and,and really focusing in on how do
we connect with people better,how do we understand those dynamics
of the type of people we'retalking to and how to match them
(21:56):
directly.
So what I want you to do, ifyou've gotten value from this episode
today, and we've got plentymore, I have at least eight more
episodes in the SalesPsychology series that will be coming
here week after week.
So if you've gotten somevalue, leave a review on Apple or
Spotify.
And I want you to do me a favor.
(22:17):
I want you to DM me with thearchetype that you tend to sell like,
or the ones you sell the mostto, the best to, or the ones you
struggle with.
I want to know, Go join theClose It Now Facebook community and
let's drop a comment in here.
What are you, what do you,what are you struggling with?
What do you sell?
Who do you do good with?
(22:38):
And if you want to master thisin your company, let's talk coaching.
Right now we're booking for2025 for company level trainings
where we come and get yourteam to the next level.
They will see on average a 20to 30% lift in your numbers.
That means your total volume,that means your close rate, that
(22:59):
means your average tickets.
All of those numbers go up onaverage roughly 20 to 30% or better
a lot of times.
So get us out to your locationand I can guarantee you it's what
we call free plus profit.
Learn that from Brian Tracy.
And it's absolutely true.
What you invest in thecoaching, you will get back and multiplied
(23:21):
guaranteed.
So reach out to me, SamCloseitnow.net let's talk coaching.
I also do have some handful ofspots left in my one on one calendar
as well.
So reach out to mesamoseitnow.net and we can talk about
getting on some one on onecoaching with me.
That gets you to the nextlevel super freaking fast and, and
(23:45):
it keeps you there.
So that is, that's what we'vegot for you today.
The next thing is next episode.
We're going to start talkingabout the trust thermometer.
So how to tell if your buyerfeels emotionally safe before they
say a word.
So that's what we're diving ininto episode three.
And thank you so much forjoining me today.
(24:06):
I appreciate every single oneof you.
We're going to be goingthrough this series and I'm excited
to get back to the heart ofhow close it now started.
Nice shorter episodes withsome really impactful content.
If you're getting some valuefrom this, I'd love to hear from
you.
What's your big takeaways?
And shoot me a message.
Let's chat everybody.
Remember, every single day asyou do this, it is your job to be
(24:31):
first to work on yourselfharder than you work on your on your
business or on yourselves.
Because as you do that, you'reworking to become someone worth buying
from.
You've been listening to theClose it now podcast.
Our passion is to dive headfirst into the transformative movement
that's reshaping the veryfoundation of H Vac and home improvement
(24:54):
and at the same time coveringfitness, nutrition, relationships
and personal growth, provingthat we can indeed have it all.
We hope you've enjoyed the show.
If you did, make sure to like,rate and review.
We'll be back soon, but in themeantime, find the website@closeitnow.net
(25:14):
find us on Instagram atthereal closeit now and on Facebook
@CloseItNow.
See you next time.
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