Buyer Types and Sales Strategies

🗳️ Buyers can be categorized into five distinct types: single issue voters, well-informed voters, partisan voters, low information voters, and non-voters, each requiring a tailored sales approach.

💡 Salespeople should identify the single critical issue for each buyer and craft their presentation around it, maximizing impact on single issue and well-informed voters.

Challenging Buyer Types

🔒 Partisan voters are the most difficult to convert, as they are deeply committed to their preferred brand and resistant to change.

⚠️ Low information voters pose a risk for ethical salespeople, as they are susceptible to emotional manipulation and media influence in their decision-making process.

Engagement Tactics

🔄 The "switchover effect" can be used to motivate non-voters by first generating interest and engagement before guiding them towards a new decision.