Throw Away Your Buyer Personas And Do This Instead

Buyer psychology in sales beats buyer personas every time — and this episode breaks down exactly why deals stall when you sell to a job title instead of a decision style.Rich Patterson walks through Buyer Coding: the five buyer types, the discovery questions that reveal them, and how to remove decision risk before a contract ever hits the table.Most sellers were trained to believe a CFO cares about cost and a CEO cares about vision. After 20+ years in sales and 14 in sales leadership, Rich found that a person's title has almost nothing to do with how they make large buying decisions. How they decide comes from somewhere else entirely — how they were raised, how they were burned, the rooms they've been in. In this episode you'll learn the five buyer codes (Analyzer, Closer, Defender, Validator, Visionary), the thought-provoking discovery questions that make a buyer hand you their tell, how to bubble up decision risk early instead of discovering it in legal, and how to build the decision confidence that stops buyers ghosting you or staying with the incumbent.You don't need more leads. You need to convert the ones you already have.⏱️ CHAPTERS🔗 Learn the framework: https://www.buyercoding.com🔗 Book the Decision-Centric Selling workshop — send Rich a DM🔗 Sponsor the show: [email protected]'t just read your prospect. Read the room.#BuyerCoding #B2BSales #SalesPsychologyChapters0:00 Why Buyer Coding Was Built1:36 You Don't Need More Leads2:05 The Persona Model Is Wrong3:52 Where A Buying Decision Actually Comes From5:36 The Five Buyer Codes6:30 The Discovery Question That Reveals The Tell7:41 Decision Risk Questions9:06 The Mistake Reps Make With Head Trash9:59 How Modern Buyers Show Up Now10:54 Building Decision Confidence12:09 When It's Finally Time For A Contract13:56 Have Sales Changed Or Have Buyers Changed15:19 Trust In You vs Trust In Themselves