Types of Car Buyers (and How to Get Them to Buy from You)

G.K. Chesterton, a journalist who wrote almost 4,000 newspaper essays, once said that  there are no uninteresting things, only uninterested people.

Similarly, there are no uninteresting car buyers--only uninterested sellers.

So it's your job to get interested--really interested. People who buy cars are different from each other, and their preferences are just as varied. Once you really become attentive and understand what their needs are, then you've already set yourself apart from other mediocre car sellers that people literally avoid working with.

Types of Car Buyers

Generally, there are four types of car buyers that you often deal with every day. And while many are a blend of the four types, they still have one dominant trait they tend to go back to at the end of the day. These include the following:

The Amiable Buyer

These are the types of customers who place relationships on top of their list. They have a compelling need to become part of the group, and will likely have a huge network to get themselves lost into.

Still, don’t think that just because their network is as complex as your spouse is (during full moon) that they can’t easily make decisions. They tend to weigh things back and forth, so it's your job to slowly and subtly steer them towards buying your vehicle.

How to Spot Them

• Amiable buyers practically invented “name dropping” at its finest.
• The next time you’re with them, listen to how they speak. Oftentimes, they like to include other people when they converse with you. For example, they'll probably say, "Oh, my accountant (or my friend George) has something like this color, too."

Selling Strategies

• Inclusion is the best way to make them feel like they're part of the decision-making process. For instance, you can ask their opinion about a certain car model, or ask their personal opinion about which type of car is best for people who work in his or her industry.
• Engagement is key here. Try to get to know them on a more personal level. Once you start the ball rolling, slowly show them the best features of your vehicle.
• The best thing about these customers is that they'll refer to you a lot of networks if they like you.

The Analytical Buyer

These people love facts and figures, and they probably will ask you detailed questions that will make you wish you read the entire manual last night. Don’t panic, since these people will tend to like you more if you play it cool--and smart.

Analytical buyers like accuracy. They want to know the nitty-gritty of the car they're buying, and they'll use all the information they get to analyze all sides before coming to a decision.

How to Spot Them

• You can easily spot an analytical person by the way they speak, which is logical and cautious. Many of them are quite formal and serious, and if ever you see a semblance of emotion on an analytical buyer, it's probably annoyance over why your answer didn't make sense to him or her in the first place.
• A word of warning: these people will ask a lot of questions, so be prepared.

Selling Strategies

• Let them take their own sweet time. The last thing you should do is to talk your way (without facts to back you up) and pressure them to buy.
• These people probably have a general idea of which car they want, so the best way to impress them is provide specific (or customized) advice to fill in the blanks they left behind.
• It's important to be knowledgeable, and back what you say with data.
• Be cautious in making bold claims without proof, since this will instinctively raise red flags to them.
• The more details you give that answer their questions, the better.
• You don't need to focus on creating rapport; gain his or her trust and respect by showing your knowledge and competence on your product.

The Demanding Buyer

They are assertive, outspoken, goal-oriented, direct, and confident. And these people can be impatient, especially in things that need improving.

The demanding buyer knows what he or she wants. Many have high standards, and this carries over the car they’re buying. The easiest way to gain their respect is by letting them know that you also have high standards when it comes to cars. And that you look for value. These two alone will make them trust you effortlessly.

How to Spot Them

• It's easy to spot demanding buyers--they're often animated, with a confident, direct stance.
• These people often have an open body language, and they tend to gesture while speaking.
• Many are quite straightforward when conversing with people.

Selling Strategies

• Be direct and honest when you answer them, and make your answers as objective as possible.
• Avoid confrontation, and let them make their own decisions. The last thing they want is for you to be negative and tell them that they're wrong.
• The best way to get them to choose other car options is to suggest one and keep focusing (and building) on what advantages it can do for them (compared to the rest). Always connect those advantages with how it meets their needs. Or better yet, let them see how it can make their lives better.
• Give them a visual image of what good things they could look forward to if they own the vehicle.

The Emotional / Expressive Buyer

These people respond to outside stimuli and sensory experiences very well. They make their decisions based on their intuition and feelings, and some are sentimental to the core.

We even know one family guy (with a wife, five children, and four dogs) who went so far as buying a two-seater sports car just because it reminded him of his only toy car when he was six years old. He lived in a dilapidated apartment with his parents and grandmother that time, and buying the car was a way for him to honor his childhood.

How to Spot Them

• Many emotional buyers are often creative and spontaneous.
• They respond well to the five senses, and are quite idealistic or even sentimental to things they're passionate about.

Selling Strategies

• Engage their five senses when selling your car. For example, ask what their favorite color is, and use that color when choosing cars you want to show them. Or show them how comfortable the car seat is, how the engine "purrs" when you press on the accelerator, and how the car looks good on the road.
• It's best to initially build good rapport with emotional buyers, since they tend to trust and choose people they "feel good with."
• Many emotional buyers are sensitive, so be careful when it comes to choosing your words. Always remain tactful and polite so they can be more receptive towards you.