The humanistic buyer modality (or idealist temperament) is one of the two smaller minority types of buyers. Idealist buyers make up 15-20% of the general population.
Humanistic buyers are passionate about people. They are trusting and relational. They care about personal growth -- their own as well as that of others. They are enthusiastic, giving, intuitive, kindhearted and authentic. They strive for harmony while avoiding conflict and confrontation.
Humanistic buyers search for possibilities and understanding. This makes for a slow buying process. They are open-minded, looking for the solution that will improve their people, not just solve their problem. They will want to build a strong relationship with you and your company. This relationship building will take time. Humanistic buyers will want to know who has used your product to solve his/her problems. They will consider how your product will affect themselves and others. They will want to ensure that your product will be readily accepted.
Humanistic buyers care about the people impact of your product. They will take the big picture view of your solution. First, they will need to know that your product can solve their problem. Then they will want to envision how your solution will affect others. Thus they will look for details about how your customers selected, decided, implemented, used, and embraced your product. Humanistic buyers value the quality of the relationship. Strongly intuitive, they will need you to be as authentic with them as they are with you.
Tips for marketing and selling to humanistic buyers:
- Appeal: Drawn to authentic relationships.
- Website: Present your product from the human perspective. Tell stories about how others selected, implemented, used, and solved their problems with your product.
- Information Needs: Answer questions on who you are and who has used your product to solve his/her problems. Will want to explore the possibilities your product presents with you.
- Understand: The big picture - how choosing you will affect their relationships. They will want the best people solution.
- Process: They will want to explore the possibilities, understand the big picture, evaluate the human aspect of your product. The most important part of their process is the relationship.
- Time: They will be relatively slow paced. You will have to spend more time than usual building and nurturing the relationship.
- Risk: They are willing to take leaps of faith based on their intuition. Yet, they will steer away from decisions that create conflict and confrontation.
- Decision: Will want the emotional confirmation that this is the right choice for the people.
Humanistic introverts versus humanistic extroverts
Both humanistic introverts and extroverts are out-going and people-oriented. Humanistic introverts tend to be nurturers. As good listeners, they seriously engage in improving the welfare of individuals. Extroverts are strong communicators. They inspire others with their emotional concern and caring connection. Both humanistic types prefer getting their information through their relationships. These relationships support their "sixth sense" which guides them in the decision-making process. Sales interactions should be on creating authentic relationships, meaning what you say, and doing what you promise.
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