Read an Excerpt
What This Book Will Do
“I hate it when salespeople ________”
Fill in the blank. Think about some of your worse experiences
with salespeople. Think about the things that salespeople
have done that turned you off. How would you fill in the
blank? Do you hate it when . . .
• They are pushy?
• They don’t get to the point?
• They don’t know their product?
• They bore you with facts and figures?
• They don’t listen or take the time to understand you
and your needs?
Now for the more important question: How would your
customers fill in the blank? If your answer is, “It depends on the
customer,” then you are ready for this book.
Our purpose with Buying Styles: Simple Lessons for
Selling the Way Your Customer Buys is to provide an entertaining
quick read that helps sales professionals learn the primary
buying styles of customers, as well as how to identify and
adapt to each. Unfortunately, many salespeople know only one
way to sell—their way. What they often fail to understand is
that they could be so much more successful by selling the way
their customer buys.
Do you sell the same way to every customer? Do you know
the basic buying styles and the key strategies for adapting to
each one? Do you know the warning signs that suggest you are
probably selling in the wrong style for your customer?
The message of Buying Styles is simple. As our protagonist
“Adapt or continue to be so much less
successful than you could be.”
With Buying Styles, we introduce a powerful new book format
called the “learning adventure.” Somewhat similar to a
parable, this learning adventure tells the story of a fictional
character, Dave, who has just lost a major sale and is clueless
as to why. At the urging of his CEO, Dave attends a half-day
seminar on buying styles.
Unlike in a parable, however, the meat of the book is not
buried at the end of the story. In our learning adventure,
90 percent of the story takes place in the classroom.
Therefore, the story is the meat.
This learning adventure provides a powerful vehicle for
readers to gain insights in three ways:
• You receive the buying styles concepts directly from
the story’s course facilitator as if you were sitting in
the classroom along with Dave.
• At the same time, you experience the information
through Dave’s eyes. You hear his objections, his concerns,
and his fears, and you feel his triumphs as he
gains insight as to why he lost this major sale while
other sales had been so much easier for him.
• While in the learning adventure, you observe the interactions
of the various people in the classroom and are
able to recognize the buying style and selling style
conflicts as they play out on a personal level.
Since our intended audience is salespeople, we have
designed Buying Styles to be a series of short chapters, with
each one contributing significantly to the message of the book.
However, for those readers who want to cut to the chase (and
you’ll learn in Chapter 3 why you feel this way), we suggest you
first read Chapters 3, 5, and 7.
• Chapter 3 provides you with a foundational understanding
of the four basic buying styles.
• Chapter 5 presents you with the techniques for identifying
the buying style of your customer.
• Chapter 7 offers you a summary for how to sell to
Once you have read these targeted sections, you may want
to go back and pick up the information in the other chapters to
more fully understand the concept of buying styles.
For all other readers who wish to get the comprehensive
message the first time, grab your highlighter and get ready for
an adventure in learning to sell the way your customer buys.