People buy from people they like, know, and trust. Fact or fiction?    Hello & welcome back to Sales & Business Growth for BUSY Women. I am your resident sales and business nerd Lindsay Fletcher, and I’m so glad you’ve joined me for this episode.  I’m just going to dive right into today’s topic because this is one of my favorite topics in sales. I hope that the info that I’m about to share will help you in your conversations.  We, you and me, are going to talk about buying styles - how people make the decision to buy.   Buyer psychology is absolutely fascinating to me and there is so much to it.  Today we are going to hone in on how people make decisions to buy and I’m going to give you a framework AND a worksheet on this so you can print it, post it, put it in your planner - I’m a paper planner girl so I’d do that, but you can also save it to your phone or computer and reference it.  It will definitely help you understand your buyers better!!!   There are 4 main buying styles or decision making style categories that people fall into when they are deciding to make a purchase.  So without further adieu, let’s get into the good stuff here.   If you are taking notes, you should go to my website because I’m going to make your life a lot easier. Head over to my website https://lindsayfletcher.co/free-resources and click on the “buying styles guide” button.  Drop your email and I’ll send you a link to download this PDF so you can follow along.  Don’t worry, I won’t be offended if you hit pause to go do that!   Something we hear a lot in sales is “People buy from people they like, know and trust.” and I’ve actually heard this a lot lately, but is that really the case?  Today I’m going to walk you through the 4 major buying styles and how that impacts people and their decisions to buy from you (or not).  I’ll let you decide for yourself if this statement is true or not. After learning about buying styles and applying it to almost all conversations, I no longer believe that statement is entirely true and I’ll explain.   The 4 main buying styles are Relators, Sympathizers, Analyzers, and Achievers.  Each category’s name gives away a lot about who they are as buyers.  There is no right or wrong type of buying style but rather this is how people internally make decisions. Now, just to be clear, these are generalizations and there are always going to be exceptions to the rule, but these 4 categories haven’t failed me yet. And I do want to point out that these are not personality types, they are how we make decisions to purchase a product or service or buy into a way of thinking.   As I’m going through these, I want you to examine yourself under the lens of buying styles.  And then start examining people that you know - your spouse, your best friend, your sister or brother, your parents. I’m telling you this is fascinating stuff!!!    Let’s dive into to buying styles.    First up is Relators.  Relators are all about relationships and recognition.  They are typically warm and talkative.  They buy from people they like.  They want you to know them and they want to know you.  If you are selling to a Relator, you’ll need to build rapport and build your relationship.  Relators can be a little impulsive with decisions because they are fast paced.  You’ll also describe this type of buyer as personable, outgoing, and quite the conversationalist.  They also love compliments and recognition.   Relators as a whole don’t enjoy making decisions because they are people pleasers at heart.  They want you to like them and they may even feel the need to impress you.  And because their natural tendency is to worry about what others think of them, they often need help in making decisions, and their indecision may be caused by their reluctance in appearing as though they are rejecting you.  So, to make it easier on Relators in the buying process, you’ll want to bu