You ever lose a deal that felt like a lock?

You showed the numbers. The product fit was there. Hell, they even said, "This is exactly what we've been looking for."

Then nothing.

No email. No Slack follow-up. No 'hey, we went a different direction.' Just the cold void of ghosting.

If you're a founder, rep, or sales leader, you've probably told yourself some version of:

• "They must not have had budget."
• "Timing must've been off."
• "Maybe we didn't build enough urgency."

But here's the truth:

Most deals die because you're selling to the wrong version of the buyer that's actually sitting in front of you.

The Myth: All Buyers Decide the Same Way

We build decks, demo flows, and talk tracks — all assuming the person across from us thinks like us.

But they don't.

Some buyers need vision. Some need data. Some need someone else to validate their choice. Some are just trying to protect themselves from risk.

If you're pitching everyone the same way, you're losing silent votes the whole time.

Introducing: The 5 Buyer Codes

Buyer Coding™ is a framework I built to solve this exact problem. Not a gimmick. Not a personality test. It's how buyers actually decide — and what shuts them down.

🧠 Analyzer

Wants to get it right. Needs data, proof, logic, case studies. Ghosts when things feel half-baked or hyped. You win them by making their research feel complete.

✅ Validator

Wants to make a safe choice. Needs buy-in, social proof, testimonials. Ghosts when they don't feel like others are saying it's okay. You win them by showing they're not the first.

🚀 Visionary

Wants to go big. Needs innovation, future-state impact. Ghosts when you only focus on today's problem. You win them by painting what's possible.

🛡️ Defender

Wants to protect the org and themselves. Needs risk mitigation, edge-case handling. Ghosts when they don't feel safe. You win them by showing how you de-risk the entire process.

💼 Closer

Wants to get it done. Needs simplicity, timelines, pricing. Ghosts when you overcomplicate things. You win them by giving them a straight path to yes.

Here's What Founders, Reps, and Sales Leaders Get Wrong

Most people fall into two traps:

1. They pitch to buyers like they'd want to be pitched.
2. They mistake curiosity for conviction.

An Analyzer will take your call and ask smart questions — and still ghost.

A Defender will nod, smile, and tell you it 'sounds great' — then say no behind closed doors.

A Visionary might love your pitch — until their Validator cofounder kills it.

How to Actually Use This

Code the buyer before you pitch the solution. Ask 1–2 smart questions and listen. You'll usually catch their dominant code.

Then adjust:

• For Analyzers: lead with logic.
• For Defenders: show safety and process.
• For Visionaries: sell the mission.
• For Validators: name-drop similar wins.
• For Closers: give them the next step.

Final Thought

I'm not saying Buyer Coding™ is magic. But I am saying the best sellers I've ever worked with all had this ability to sense how the room decides.

Buyer Coding™ just gives you a way to do that — at scale. It's like knowing your partner's love language — but for closing deals.

If you want to stop guessing, stop ghosting, and start closing with more consistency, you need to learn the codes.