Sales Is Corporate Theatre

May 08, 2024


In the dynamic world of sales, understanding your customer is key to success. Chris Croft, a leading expert in sales training, emphasizes the importance of adapting to different buyer personalities to effectively meet their needs. In his approach, he identifies four primary buyer personalities: Analytical, Controller, Amiable, and Enthusiast. Each of these types has distinct preferences and values, and recognizing these can help tailor your selling style for maximum impact. I learned a similar technique while studying as an actor under Eric Zivot. The method is known as The Triune Brain and focuses on the four base emotions to create a substantial, genuine emotional response. The four emotional roots were Anger, Love, Joy, and Sadness. I realized early on that no one buys anything based on logic alone and in its basest form sales is an emotional science. Mr. Croft even substantiates my claim by saying the deciding factor of whether you make the sale or not is if the buyer likes you. Chris identifies who the buyer is, what they want, when to use facts/feelings, and how each buyer naturally acts in a business setting. I believe by using what I’ve learned during my time in the theatre I can use Mr. Zivot’s concept of emotional viewpoints to identify why each buyer reacts the way they do by pairing their buyer personalities to a emotional viewpoint.

Emotional Viewpoints:

An emotional viewpoint is not the same as saying a person normally experiences a certain emotion, in fact it’s quite the opposite. If a person is based in sadness, they are constantly coloring their experiences through the lens of sadness. This creates an interesting situation; this person would now become desensitized to feeling sad and only consciously experience sadness under intense stimuli but would feel the other three emotions more vividly. It is also important to understand that a person changes their emotional perspective every seven years. This is crucial information because when you realize that a client has changed their emotional perspective it can reflect in their behavior thus altering how they act as a buyer.

Analytical Buyers:

Analytical buyers are detail-oriented and value thoroughness. They are interested in the specifics of a product or service and will appreciate comprehensive information that supports their decision-making process. When dealing with an Analytical buyer, it’s crucial to present data, facts, and figures that demonstrate the value and effectiveness of your offering. They seek assurance in the details, so be prepared to delve deep into the features and benefits that align with their needs. This buyer is based in sadness, this is different than being depressed. They have an internal and pessimistic emotional state that influences their actions. Often the word used to characterize a sadness-based person is “worldly” because of their ability to asses a situation with great impulse control, do not rush this buyer and be ready to provide evidence to validate your claims as well as success stories from other companies.

Controller Buyers:

Controllers are focused on efficiency and time-saving. They make decisions quickly and prefer a straightforward approach. To appeal to a Controller, emphasize how your product or service can streamline their processes or enhance productivity. They are less concerned with the finer details and more with the end result—how it saves them time and effort. Be concise, direct, and highlight the practical advantages of your solution. This buyer is based in anger. Often the word used to characterize an anger-based person is “intense” because of their need for control and desire to progress rapidly, do not repeat yourself or over explain a concept to an anger-based person. They have an external and pessimistic emotional state that influences their actions. 

Amiable Buyers:

Amiable buyers prioritize relationships and trust. They value a personal connection and need to feel confident in not only the product but also the person selling it. Building rapport is essential when engaging with an Amiable buyer. Listen attentively, show genuine interest, and foster a sense of safety and support. They will be more receptive to your pitch if they feel understood and cared for. This buyer is based in love. Often the word used to characterize a love-based person is “naive” because of their need for human relation and tendency to make work personal, do not separate your personal and professional relationship with this buyer or make it feel transactional. They have an internal and optimistic emotional state that influences their actions. 

Enthusiast Buyers:

Enthusiasts are driven by excitement and novelty. They are attracted to what’s new, fun, and innovative. To capture the interest of an Enthusiast, create a vivid picture of how your product or service can add excitement or enjoyment to their lives. Let them experience the product, provide samples if possible, and tap into their desire for the latest and greatest. This buyer is based in joy. Often the word used to characterize a joy-based person is “young” because of their inherent attraction to play, do not overwhelm this buyer with success stories from other companies when they want to see and experience a demo for themself. They have an external and optimistic emotional state that influences their actions. 

Incorporating these insights into your sales strategy can lead to more effective communication and better results. Chris Croft’s framework provides a roadmap for understanding and influencing buyer behavior. By adapting your selling style to match the buyer’s personality, you can create a more personalized and successful sales experience by pairing it with Eric Zivot’s theory of emotion viewpoints.

Remember, the goal of selling is not to push a product but to discover the customer’s needs and demonstrate how you can fulfill them. Whether it’s providing detailed information to an Analytical buyer, showing a Controller how they can save time, connecting with an Amiable on a personal level, or exciting an Enthusiast with something new, adapting your approach is the key to sales success.


Justin Tadros is a Project Manager and Data Analyst at The Training Boss. Justin has a bachelor degree in Theater performance from Rollins College and currently pursuing his Masters in business at the University of Center Florida.  Justin is certified on Microsoft Power BI and Progress Sitefinity Sales accreditation with on going training on Python and CMS technologies.  Justin performs in theaters in Orlando, Boston, Alaska and stand up comic whenever the opportunity arises.  His passion for performing and bringing incredible customer service to any industry he approaches is second to his commitment, dedication and hard work.


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