How to Sell Home Services to 4 Different Types of Buyers

by Corey Philip
June 5, 2018

As a business owner, you’ve likely realized that not all customers make purchasing decisions the same way. Some people prefer to take their time, while others operate more on impulse. Some folks need to know all the facts before they commit to buying, while other homeowners want to drive a hard bargain.

By having a solid understanding of the 4 buyer profiles you’ll be able to position yourself for success.

You’re going to see how considering these buyer profiles will allow you to see things through the customers’ eye, and align yourself with what matters to them!

Let’s explore how each of these 4 types of buyers operates, and how to best go about selling home services to them.

Analytical Buyers

Analytical buyers are driven by a desire for accuracy. They want to be sure that they’re making the right purchase, and they’re prepared to do their homework before spending their money on a

product or service. These types of buyers don’t respond well to pressure and they do not like taking risks. They’re going to need to know details, facts, and figures before they make a decision.

Features of the Analytical buyer:

  • Serious
  • Logical
  • Critical
  • Picky
  • Cautious

When selling to an Analytical buyer, you need to slow down and give them the specifics. Don’t expect a quick sale and don’t pressure them to make a swift decision. Analytical buyers expect salespeople to be pushy, and even aggressive, so approach them with a calm, relaxed attitude. Have specific info ready to present to them, and stay away from overly broad sales pitches that are short on details. Be prepared to wait because they won’t make a snap decision after hearing a sales pitch.

Sales scenario example:

Let’s say that you own an asphalt paving business. You’ve got a potential customer seeking a residential driveway installation, and they also happen to be an Analytical buyer.

This homeowner is going to want to be absolutely sure that they’re making the right decision about installing a new driveway. The Analytical buyer wants to know that you’re a) the right one to do the installation and b) that your service is superior to the competition. They’ll want to know details on every aspect of the project and your services, including:

  • Driveway size and location
  • Benefits of the material, and why it’s the best type
  • Installation process
  • Cost of the installation
  • Upkeep & maintenance

To sell your paving services to the Analytical buyer, present them with a portfolio of your projects. Let them see completed jobs so that they have a better idea of what they can expect for the final result. Highlight the features that make your paving service the best option. Walk them through the process and clarify any details that may seem ambiguous. Answer their questions thoroughly.

When talking to the Analytical buyer, don’t expect them to get too personal or to be too interested in your personal details. They’re chiefly interested in the facts and need to take in all of the information before they make the decision to go ahead with the driveway installation.

In order to successfully sell your asphalt paving services to the Analytical buyer, you’ll need to:

  • Be specific when answering questions and stick to the facts
  • Provide plenty of information and be honest about both benefits and potential issues
  • Avoid pressuring or pushing them to make a decision
  • Recognize that it may take time to establish a relationship


Amiable Buyers

Amiable buyers are friendly and responsive. They’re open to hearing a sales pitch and won’t give much pushback, but that’s because they want to avoid conflict. They strive to make others happy. Amiable buyers are willing to hear you out but aren’t sure that making a purchasing decision is what they want to do. They worry about how their decision impacts everyone, which leaves them feeling conflicted. While their friendliness and openness can seem like a plus for a salesperson, it can ultimately be a drawback because it could turn out to be a waste of a salesperson’s time.

Features of the Amiable buyer:

    • Agreeable
    • Unsure
    • Respectful
    • Friendly
    • Pliable

When selling to an Amiable buyer, be friendly and strive to build a relationship with them. They crave stability, so focus on how your service will provide a low-risk solution without causing them any significant disruption. Amiable buyers are open to listening and learning more about what you offer, but they won’t make a quick decision.

Sales scenario example:

In this scenario, you own a floor installation business. Your potential customer is an Amiable buyer interested in replacing their kitchen floor.

The buyer knows that they want to replace their current kitchen floor with something new that provides durability and style. They’re open to hearing about all of their options for material types. They’ll listen to you explain and describe each option, including the more expensive ones that are out of their budget.

To sell a flooring installation to the Amiable buyer, you’ll first need to establish a friendly relationship. Once they become a customer, Amiable buyers are very likely to be loyal. Let them know what their flooring options are, and be honest about the installation process. Mitigate their concerns by listening carefully and highlighting the benefits of the flooring type that they’re interested in. Explain how the installation process works and emphasize how quickly and smoothly it will go.
In order to successfully sell a new floor installation to an Amiable buyer, you’ll need to:

  • Build up a relationship
  • Work together to ensure that they’re comfortable with the sale
  • Explain how your service will work for them
  • Offer low-risk solutions to give them peace of mind
  • Listen carefully to their concerns and be agreeable

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Expressive buyers are also sometimes referred to as impulse buyers. Expressives are naturally social and chatty and they enjoy the interaction. They also have a short attention span, so they don’t respond well to lengthy and detailed sales pitches. These buyers like to make quick decisions, regardless of the outcome. When trying to sell to an Expressive buyer, be aware that you’ll likely either make the sale right now or not at all.
Features of the Expressive buyer:

  • Friendly
  • Enthusiastic
  • Excitable
  • Ambitious
  • Dramatic

When dealing with an Expressive buyer, be sure to give them your full attention. They like to see that you’re focused on them and not distracted or disinterested during the conversation. Detailed information is not necessary for them to make a quick buying decision. Rather, they want to know how the services will benefit their image and make them look better.

Sales scenario example:

For this scenario, let’s say that you run a landscaping business. You’re dealing with an Expressive buyer who’s interested in adding a water feature to their backyard.

The water feature will really step up their landscaping, adding both beauty and value to their home. The Expressive buyer wants to hear how you can accomplish this for them. Focus on how beautiful and upscale the water feature will look and how it w

ill enhance their outdoor living space. Since they’re concerned about image, let them know that their neighbors and friends will surely be impressed.

The Expressive buyer isn’t interested in the nitty-gritty details of the installation process or the cost. They’re focused on the end result. Use personal stories and testimonials from satisfied clients to explain how the water feature will work in their landscaping design. You have to give them your full attention and be as engaging and funny as possible to keep them interested and entertained.
In order to successfully sell a water feature to an Expressive buyer, you’ll need to:

  • Be engaging and entertaining to keep their attention, while giving them 100% of yours
  • Share short stories and anecdotes while highlighting how the services will improve their image
  • Ask them questions, but avoid having them focus on details that can leave them feeling confused or conflicted
  • Try to get a firm commitment before ending the conversation


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Drivers can be very challenging to sell to, so knowing how to approach and persuade them is the key to a successful sale. They’re natural negotiators and they like to be in charge- in the driver’s seat, so to speak. They drive a hard bargain and can seem aggressive if you aren’t willing or able to give them what they want. Drivers may come off as unfriendly and they hate feeling taking advantage of.
Features of the Driver:

  • Practical
  • Efficient
  • Decisive
  • Domineering
  • Tough
  • Independent

Drivers often view salespeople who follow a script for their pitch to be irritating. However, they also aren’t interested in building up a rapport and having a friendly conversation, so avoid personal anecdotes and stories. Get straight to the facts about what you offer and avoid arguing over opinions. Emotional appeals aren’t going to work on the Driver.

Sales scenario example:

For the purposes of this sales scenario, let’s say that your business offers gutter cleaning services. Your potential buyer is a Driver who’s looking for an affordable, worthwhile service to maintain their relatively new gutters.

The Driver isn’t interested in small talk. They want to get right down to the facts and find out why you’re the right one to perform the gutter cleaning. They want to know why your price is higher than the last business they spoke to, and they’re prepared to aggressively negotiate a similar price with you. If you can win their confidence and their trust, you’ll have a sale made by the end of the conversation.

In order to successfully sell your gutter cleaning services to a customer who is a driver, you’ll need to:

  • Present yourself as an authority and be assertive without coming off as disrespectful
  • Build trust by sticking with facts and avoiding emotions
  • Show the advantages of your services and proof that it’s worth their time and money
  • Be willing to say no to avoid getting steamrolled

While no 2 buyers are identical, each one will likely fall into one of these 4 buyer profiles.

Consciously put each lead into one of these profiles and gear your presentation/discussion towards what toward what drives their purchase behavior.

By doing this you’ll find that you connect with the customer early on.  Rather than having two conflicting sales approach processes you’ll be on the buyer’s page, which will earn respect and trust, relative to competitors that don’t position themselves accordingly. As you work through the sales process you’ll appeal to what matters to them, and their decision-making factors.  All of which will lead too à More Sales!

About the author

Corey Philip

Corey Philip is a small business owner / investor with a focus on home service businesses.

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