5 Types of Marketing Decision Makers & How to Sell to Each One in 2024

As B2B buying cycles grow more complex, understanding how your target decision makers think is essential for sales success. Recent research shows that the typical buying group for a complex B2B solution involves 6 to 10 decision makers, each armed with four or five pieces of information they‘ve gathered independently and must deconflict with the group (Gartner).

In this environment, it‘s not enough to have a slick sales pitch and a competitive product. To win over key decision makers, you need to deeply understand their individual needs, preferences and decision making styles. You must be prepared to personalize your sales approach to each stakeholder involved in the buying process.

While every B2B decision maker is unique, most tend to fall into one of five distinct categories: Charismatics, Deep Thinkers, Skeptics, Followers and Controllers. Learning to quickly spot and adapt to these different decision making styles can dramatically improve your ability to build trust, communicate value and close deals in 2024 and beyond.

The 5 Types of Marketing Decision Makers

Based on an extensive study of more than 1,600 B2B executives, researchers have identified five main decision making styles that account for over 80% of marketing leaders today (HBR). Let‘s take a closer look at each type and how to identify them in your sales conversations.

1. The Charismatic

Energetic, innovative and unafraid to take risks, Charismatics thrive on exploring new ideas and chasing the next big thing. In conversation, they are:

• Expressive and animated, often speaking rapidly and dominantly
• Quick to show enthusiasm for ideas that capture their imagination
• Prone to jumping from one topic to the next as their interest is piqued
• Focused more on high-level concepts and results than granular details

Charismatics are often forward-thinking early adopters eager to be seen as innovators and thought leaders in their industry. As a result, they can be quick to latch onto a novel idea, but may struggle to commit to one direction and see it through.

2. The Deep Thinker

Analytical, risk-averse and slower to embrace change, Deep Thinkers are the polar opposite of Charismatics in many ways. In sales conversations, they tend to be:

• Quiet, pensive and measured in their communication style
• Focused on the details and eager for extensive supporting information
• Unlikely to show much outward enthusiasm or emotion
• Dedicated to making logical, data-driven decisions

Deep Thinkers want to thoroughly understand an idea before they even consider buying in. They tend to ask probing questions aimed at uncovering potential risks and downsides. In group settings, they often process information internally and share their perspective last.

3. The Skeptic

Questioning by nature, Skeptics are slow to trust and hard to convince – especially when it comes to ideas that challenge their existing assumptions. Classic identifiers of a Skeptic include:

• Blunt, matter-of-fact communication style
• Tendency to openly express doubt or disagreement
• Resistant to emotional appeals or high-pressure tactics
• Unwilling to take information at face value without verification

Skeptics aren‘t impressed by flashy presentations or aggressive pitches. They want verifiable proof that they can trust you and your solution. Earn their confidence with objective data, customer evidence and transparent communication.

4. The Follower

Responsible and pragmatic, Followers are often wary of being the first to try a new solution. Instead, they prefer to implement tried-and-tested ideas backed by social proof. When talking to a Follower, you may notice:

• Reserved communication style with a focus on practical considerations
• Tendency to mention industry benchmarks, analyst reports or competitor moves
• Preference for reliable, low-risk solutions over cutting-edge innovation
• Strong desire for case studies, testimonials and performance guarantees

Followers are unlikely to champion your product or service internally. Instead, they look for safety in numbers. Gain their confidence by showing how similar companies are using your solution successfully to achieve their goals.

5. The Controller

Independent, decisive and hyper-organized, Controllers rarely show their cards – but they expect you to show all of yours. Common traits include:

• Formal, unemotional and commanding communication style
• High standards and a focus on concrete details rather than concepts
• Tendency to make decisions unilaterally rather than seeking consensus
• Aversion to ambiguity and insistence on firm commitments

Controllers expect a linear, well-documented proposal that clearly outlines the business case, requirements, timeline and expected outcomes. Skip the small talk and focus on confidently delivering the information they need to make a firm decision.

Tailoring Your Sales Approach to Each Decision Maker Type

So how can you adapt your sales approach to connect with each type of decision maker? Let‘s explore some research-backed tactics.

Selling to Charismatics in 2024

Charismatics want to be inspired by your big ideas and swept up in your enthusiasm. To build rapport and hold their attention:

• Focus on the innovative aspects of your solution and the groundbreaking results it can help them achieve
• Don‘t get bogged down in technical minutiae; emphasize benefits over features
• Back up your bold claims with case studies, data and social proof to build trust
• Create a sense of urgency to compel them to commit before moving on to the next shiny object

According to Gartner research, Charismatics respond well to highly personalized "commercial insights" – thought-provoking ideas about their business that reframe the way they think about their challenges and objectives. In fact, a survey of over 1,000 B2B customers found that sellers who provided commercial insights to Charismatics were 82% more likely to close high-quality deals.

Selling to Deep Thinkers in 2024

The key to engaging Deep Thinkers is detail – and lots of it. To earn their trust and convince them of your solution‘s merits:

• Proactively provide extensive documentation, data and analysis to support your claims
• Give clear, direct answers to their questions – but then wait for them to process it
• Use AI-powered data visualization tools to help them explore information independently
• Encourage them to validate your perspective with trusted third-party experts and analysts

Research published in Harvard Business Review shows that the highest-performing sellers use AI-powered analytics to deliver tailored insights and solutions to Deep Thinkers. These tools can predict buyer needs, answer detailed technical questions and surface relevant case studies – enabling Deep Thinkers to self-educate at scale.

Selling to Skeptics in 2024

Appealing to Skeptics takes a thick skin – and plenty of proof points. To break through their wall of doubt and earn their buy-in:

• Expect direct challenges and probing questions – it means they‘re engaged
• Focus on objective facts and data rather than opinions or emotional appeals
• Connect them with satisfied customers willing to serve as references
• Demonstrate relevant experience and credentials to boost your credibility

CEB research has found that decision makers are 57% of the way through the buying process before engaging a sales rep. For Skeptics, this number is likely even higher due to their inherent mistrust of salespeople. By the time you talk to them, assume they‘ve already scoured independent sources of information – and frame your approach accordingly.

Selling to Followers in 2024

Convincing Followers to embrace a new solution requires making it feel like a safe, reliable choice. To build their confidence in your offering:

• Highlight well-established brands and trusted experts who are using it successfully
• Share testimonials, reviews and performance benchmarks that validate your value prop
• Proactively address potential concerns around risk, quality or customer support
• Clearly explain the onboarding plan and your commitment to their success

With the rise of peer review sites like G2 Crowd and TrustRadius, it‘s never been easier (or more crucial) to leverage social proof in your sales conversations. One study found that 92% of B2B buyers are more likely to purchase a product or service after reading a trusted review.

Selling to Controllers in 2024

Controllers don‘t have time for fluff or ambiguity – they want you to confidently provide the information they need to make a decision. Boost your credibility and close the deal faster by:

• Delivering linear, data-driven proposals with clear objectives, timelines and success metrics
• Bringing in subject matter experts to validate your claims and address technical questions
• Using data visualization tools to simply and powerfully convey your key points
• Giving them space to review information privately and make an independent decision

Research from Salesforce shows that 84% of business buyers now expect sales reps to act as trusted advisors with knowledge of their company and industry. But Controllers have a particularly high bar. Experts suggest focusing the conversation on your prospect‘s goals, asking smart questions and tailoring insights to their unique situation.

The Future of B2B Decision Making

As technology continues to transform the B2B sales cycle, one thing will remain constant – the need for sales reps who can adapt their approach to connect with a diverse range of decision makers. In fact, research shows that the top sales professionals are agile communicators with high levels of emotional intelligence and situational awareness.

But in 2024, these reps will have a new secret weapon – predictive analytics powered by AI and big data. Armed with customer insights and personalized content recommendations, sellers will be able to quickly identify each decision maker‘s type and tailor their approach on the fly. As one McKinsey study put it, analytics will soon be able to guide reps to the "next best action" in any selling situation.

Decision Maker Type	Key Characteristics	Sales Strategies
Charismatic	Innovative, energetic, easily excited by new ideas	Emphasize benefits over features; back up bold claims with data; create a sense of urgency
Deep Thinker	Analytical, risk-averse, asks probing questions	Provide extensive detail; offer clear, direct answers; leverage AI-powered data visualization
Skeptic	Slow to trust, questions new ideas, focused on proof points	Focus on objective data; arrange customer references; demonstrate relevant credentials
Follower	Reserved, pragmatic, seeks safety in numbers	Highlight case studies with similar firms; proactively address risk concerns; share testimonials
Controller	Decisive, detail-oriented, expects you to be the expert	Deliver data-driven proposals with clear metrics; bring in subject matter experts; give space for decision making

Table 1: Summary of Key Decision Maker Traits and Sales Strategies

At the same time, the core traits of exceptional B2B sellers – active listening, empathy, transparency and a focus on customer value – will only grow more important as decision making becomes increasingly personalized. Even as AI gets better at predicting customer needs, reps who can build genuine human connections will maintain an edge.

So as you‘re navigating a complex sale, take a moment to carefully observe your customer‘s communication style, motivation and decision making approach. Then consider how you can use that understanding to present your solution in a way that resonates with their unique worldview and connects to their strategic objectives.

The most successful reps moving forward will be those who can combine predictive insights with human intuition to deliver exactly what each customer needs at every stage of their journey – driving meaningful business outcomes and lasting partnerships as a result.