Selling in Your Customer’s Language


Selling is about building a relationship with the person in front of you! You already do this in your personal lives and I will share with you how to do this in your work life as well. If you can learn how to speak your customer’s language, you’ll be well on your way to building that relationship!

The Premise

Everyone speaks a specific “buying language” when they are looking to make a purchase. This language influences decisions and gives indications of what is and is not important to each individual buyer. There are 4 basic buying languages and these four archetypes speak to the way the buyer views the world and the way he or she wish to be treated. 

The Best Friend  

The best friend’s role is to help the main person or character. In this case, you would be the buyer’s best friend and your goal would be to help the lead character – the buyer.

You will be able to spot this person because they are exceptionally friendly and personable, and they will tend to avoid conflict. Take note of buyers who appear very considerate.  For instance, they would be the ones proactively open to grabbing a coffee if you are in the middle of a task and need to wrap it up. 

Tips for dealing with “The Best Friend” 

  • Be relational, not transactional
  • Have an EMOTIONAL connection
  • Be likeable and friendly
  • Help him/her receive appreciation from the people that matter most

You may find these buyers send emails that are longer and more conversational. This is great for you as it will provide more information for you to get to know them better. This person needs to feel like you are talking to her or him out of the kindness of your heart, not to sell them something.

The best friend will sacrifice his or her needs for the people that she loves. Focus on the spouse, roommate, the kids and the pets when pointing out key features in the apartment as well.

Remember, if the best friend likes you, they will like what you’re selling!

The Boss

The boss is the person who comes in and says, “Hey, do you have a two-bedroom available? When is it available?” This buyer does not want to waste time with small talk, so your job is to give them the information they need succinctly.

If your own personal buying style is the best friend, a prospective resident that reflects the boss style may seem intimidating to you. Do not fear!  Just answer their questions and let them help steer. They may seem as if they are in a rush, even when they are not in a rush. This is your cue to go with their flow. Do not sit them at the desk and complete the guest card right away. Instead, ask for their ID and take them straight to the model.

Avoid asking how they “feel” about something.  Instead, focus on the facts and the logic of the tour. He or she will not be your best friend; they want the facts and information. They are not being rude, they are simply showing you their buying profile.

Tips for dealing with the “The Boss”

  • Understand that they know what they want
  • Give them what they want directly
  • Focus on the facts, not emotions!
  • Move along at as quick a pace as they dictate
  • Stop trying to be their best friend or expecting them to be yours

In this scenario, your role is to respect their time! Give the boss what they want…quickly!

The Creative

Kramer or Doug the dog (in the move UP) are great examples of the creative type.

They may not have known they needed an apartment until they noticed your sign while driving down the street. The creative is more likely to say, “What do you have available?” They are not able to narrow down what they want as easily, and they want to know all their options. They tend to hop from topic to topic without allowing you the chance to complete your first response and the conversation can be all over the place.

For the creative buyer, focus on being fun and exciting, not boring. They need you to be very enthusiastic about the apartment.

Tips for dealing with the “The Creative”

  • Be exciting, NOT boring
  • Be very enthusiastic!
  • Be sociable
  • Appeal to their imaginative and creative side
  • Be patient and persistent to keep the Creative focused on the process

Your role is to keep the Creative buyer focused on the process; otherwise they can take unintentionally derail the process.

Remember to give the creative the “wow” factor. You can point out or describe an apartment feature or neighborhood offering and then end with an exclamation such as, “Isn’t that cool?” 

The Expert

By the time this archetype comes into your office, they have done a great amount of research. This person will know exactly which apartment numbers are available during their time frame. They will have viewed the community map and know the layout better than you!

Honor that they have done their own research, even if some of their conclusions are wrong.

Tips for dealing with the “The Creative”

  • Know they have done extensive of research
  • Be an expert yourself
  • Be specific and literal in your communication
  • Help reduce their risk of making the wrong decision
  • Be patient as they work their way through the process

Your role is to help them sift through all the information and make the right decision. They may provide more information than you need but go along as that information may be important to them for some reason.

Take the expert through all the steps to help them be sure they are making the right decision.

Pay attention to the cues 

Make a point to notice the cues we discussed to help you identify the prospective resident’s buying style and meet them there! Your role is to make them feel comfortable and understanding and nurturing their buying archetype is the best way to do this!

Presented by:

Rommel Anacan
The Relationship Difference, President and Founder