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Free practice tools/ Layer 3 · Chapters 11–12

The four buyer types: a working reference

Use decision speed and decision driver to form a working read, then adjust as the conversation develops. A type is a calibration aid, not a diagnosis of someone’s personality or a prediction that they will buy.

Commander

Fast · logic. Primary driver: Control; secondary: Status. Give concise information, meaningful choices, and room to act. Check what they need to decide rather than rushing because they speak quickly.

Visionary

Fast · emotion. Primary driver: Status (aspirational); secondary: Confidence. Explore the future they describe, then connect enthusiasm to requirements and a specific next step.

Analyst

Slow · logic. Primary driver: Certainty; secondary: Safety (intellectual). Show the mechanism, evidence, assumptions, and unresolved questions. Give the evaluation enough room.

Guardian

Slow · emotion. Primary driver: Safety of what they protect; secondary: Relief. Understand the people and responsibilities involved. Make the change process and remaining risks clear.

Your working notes

Use anonymous examples. Saving keeps this worksheet in this browser on this device; it does not sync to your course account. You can download a copy or print it without signing up.

Record a specific statement or behavior; distinguish a time constraint from a general decision preference.

Quote the buyer’s reasoning. Are they asking for evidence, describing a desired feeling, or both?

Which type is a useful hypothesis? What evidence could contradict it? A professional role or practiced style may conceal the decision preference.

What will you change about pace, evidence, questions, or next steps?

Write a question that helps them say what information or pace would be useful.

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