There are three types of buyers: Unaware (educate them), Aware-but-Apathetic (create urgency), and Aware-and-Scared (reduce risk). Each requires a different approach.
Three Buyer Types
Core Principle
Victor Antonio's Three Buyer Types framework diagnoses where the prospect sits on the awareness-motivation spectrum. Unaware buyers need education before they'll consider solutions. Aware-but-Apathetic buyers know the problem but lack urgency. Aware-and-Scared buyers are ready but fear making the wrong choice. Each type requires a completely different approach.
Step-by-Step Execution
Example in Action
Buyer Type 1 - Unaware: Prospect: Our process works fine. Approach: 'Did you know companies your size lose an average of $340K annually to this specific inefficiency? Here's the data...' Buyer Type 2 - Aware-but-Apathetic: Prospect: Yeah, we know about the problem. It's on our list. Approach: 'You mentioned it's been on your list for 8 months. In that time, at $28K/month in losses, that's $224K gone. What would need to happen for this to move to the top?' Buyer Type 3 - Aware-and-Scared: Prospect: We need to solve this, but what if it doesn't work? Approach: 'Here are 3 references in your industry. We offer a 90-day money-back guarantee. And here's the exact implementation timeline so you know what to expect every step of the way.'
Practice this technique with an AI-powered roleplay scenario.