The spontaneous buyer modality (or artisan temperament) is the second most prevalent type of buyer. Spontaneous buyers make up 30-35% of the general population.
Spontaneous buyers are optimistic individuals focused on the here and now. They are fun loving, creative, impulsive and charming. They want to get to where they want to go as quickly as possible. They are flexible and adaptable. They resist being tied down or obligated.
Spontaneous buyers are poised to take immediate action. They want to quickly get to the bottom line. They will want to know why your product is the best one to solve their problem right now. They care about the buying experience. They will make a rapid evaluation and be quick to move on if your product is not perceived as meeting their current needs.
Spontaneous buyers don't like traditional details. They want their inputs boiled down. They want comparisons already spelled out to them. They love the comparative summary charts like those Consumer Reports creates. They care about timely relevancy.
Tips for marketing and selling to spontaneous buyers:
- Appeal: Drawn to top-rated items that are immediately available.
- Website: Present summary information in easy-to-read charts. Leverage expert opinions and reviews.
- Information Needs: Answer questions on why your product is the best solution for their immediate problem.
- Understand: Why they should choose you. They want to know you are the best they can get at this time.
- Process: They want to get to the end point quickly. By presenting the executive summary of the information they need to know, you can bypass buying process stages.
- Time: They are poised to act quickly. Don't burden them with unnecessary details.
- Risk: They are not confined by convention. They may suggest creative solutions to help achieve their goals.
- Decision: Need you be ready to act as soon as they make their decision. If you aren't ready, you can lose them.
Spontaneous introverts versus spontaneous extroverts
Spontaneous introverts work and act in their own little world. They tend to communicate better using non-verbal means of expression. They are may choose unconventional sources to obtain the information they need. Once they have that information, their deliberation and decision-making will be done privately. Spontaneous extroverts, on the other hand, are extremely visible in everything they do. When they come on the scene, things start to happen. Playing to an audience, spontaneous extroverts may be difficult to read. In both cases, spontaneous buyers are people of action and can be expected to buck convention. Sales interactions should focus on quickly providing critical information, anticipating the next steps, and being responsible for the conventional closure of the deal.
Comments