- Knowing Your Buyer Perceptions – in terms of what how they perceive the world around them
- Comparisons To Competitors – in terms of how they compare you to your competitors
- Understand Brand Perceptions – in terms of how the view your actual brand itself
1. Perceived Risk
2. Relative Advantage
Furthermore, it is important to be aware of the buyer types as this allows see what is happening in their “black box” thus adapt your style during the sales process.
According to Merrill and Reid there are four personality types or social styles thus in simple terms there are four types of buyer (image from http://m-d-s.com/blog/):