Have you ever considered how the “language” and “customs” of your buyers affects what they need to make a confident decision to move forward with working together?

During an eight-country implementation of our sales training course years ago I realized just how important these individual considerations were, especially for the comfort level of the people involved.

The Backstory for Buying Customs

My last stop for this implementation was Italy where I discussed my observations from the travels with a man named Stefano. After hearing my comments about trying to get the work accomplished in the various countries with my limited foreign-language speaking skills, Stefano said that he believed there are two types of people when traveling:

  • The first type of person looks for familiarity for themselves when they go somewhere new, and if they don’t know the language well or aren’t skillful in using it, they often don’t engage and instead rely on interpreters or apps.
  • The second type of person is someone who can learn 8-to-12 words in the local language and communicate with most anyone.

We discussed our thoughts on what keeps the first type of traveler from engaging in these customs: Not wanting to feel uncomfortable or a belief that they will look stupid.

Tribal Types® and Buying Customs

I’ve thought about this interaction many times over the past decade and how it applies to our selling. When we work with people, they have their own customs for buying or making decisions, and if we’re not aware of those customs, not adapting to them to help that buyer feel comfortable rather than stupid, we complicate the buying process for them.

That’s why we’re launching this series about Tribal Types® where I’ll share how to identify and adapt to the “customs” and “language” of different people. These adjustments help them make quicker and more confident decisions to work with you or commit to an action that moves the opportunity forward. This information will equip you to look for the right clues that make it easier for them…and for us.

What You Can Expect

In this series, we’ll share what a custom is, what this communication framework looks like, and introduce you to each of the Tribes. Then we’ll wrap up the series with strategies and tips.

For this first message, please note this key takeaway: When it comes to working and communicating with people the way they want or need, it’s up to you to look for 3 key clues that will help guide the conversation.

Those three clues are:

  • Pace
  • Word choice
  • Level of personal connection

Intrigued? There’s much more to come in this series. Look for the next message where I introduce you to the Tribes.


Financial Advisor sales training doesn’t have to focus on pushy tactics or high-pressure pitches. Genuine Sales teaches the fundamentals for sales success that allow you to be genuine, ethical, and successful!