The 5 Buyer Codes
Every buyer has a default decision language. Master these 5 codes to speak their language and close more deals.
ANALYZER
seeks confidence
checks every detail
""can you send me more data on this?""
- •Methodical decision-makers who require extensive data and detailed analysis
- •Approach buying with a scientific mindset, seeking quantifiable proof
- •Often request demos, case studies, ROI calculations, and feature comparisons
- •Need time to process information and dive deeper into technical specifications
VALIDATOR
values external feedback
leans on third parties
""who's using your solution today?""
- •Make decisions based on social proof and external validation
- •Need to know others have successfully used your solution before committing
- •Rely heavily on testimonials, case studies, references, and peer recommendations
- •Want to speak directly with current customers and seek expert approval
VISIONARY
craves innovation
looks to the future
""where is this product heading?""
- •Forward-thinking buyers excited by innovation and future possibilities
- •Drawn to cutting-edge solutions and want to be early adopters
- •More interested in product roadmap, vision, and potential for disruption
- •Make decisions based on strategic advantages rather than immediate ROI
DEFENDER
prefers stability
guards the status quo
""does this integrate with our system?""
- •Risk-averse buyers who prioritize stability and continuity
- •Protective of current systems and need assurance of no disruption
- •Focus heavily on integration capabilities and support structures
- •Involve IT teams early and require detailed technical documentation
CLOSER
has a goal in mind
drives every step
""how soon can we get this done?""
- •Results-driven buyers with specific goals who want quick achievement
- •Focused on immediate impact and often under pressure to deliver results
- •Appreciate direct communication, clear timelines, and straightforward proposals
- •Less interested in lengthy evaluations, more focused on speed and outcomes
How to Use the Codes
Code the buyer before you pitch the solution. Ask 1–2 smart questions and listen. You'll usually catch their dominant code.
Listen for Tells
Pay attention to the specific language and questions your buyer uses. Each code has distinctive verbal patterns.
Adapt Your Approach
Once you identify their code, adjust your presentation style, materials, and follow-up to match their decision-making preferences.
Close with Confidence
When you speak their decision language, buyers feel understood and move forward with greater confidence.
Ready to Master All 5 Buyer Codes?
Transform your sales approach and start closing more deals by understanding the psychology behind every buyer decision.