How to sell to different buyers with the OCEAN personality psychology framework

If you’re a healthcare professional stepping into the world of business—whether it’s consulting, coaching, or providing online education—one of the hardest parts is figuring out how to sell without feeling salesy. You don’t want to push your offer down your audience’s throat. But here’s the thing: different personalities make buying decisions in unique ways, and today, I want to talk about a psychology-based framework that could completely shift how you approach sales.

It’s called the OCEAN model, also known as the Big Five Personality Traits. This is one of the most validated personality frameworks used by psychologists today, and it can give you insight into how people decide to purchase products and services. Understanding it can make a huge difference, especially when you’re shifting from healthcare into the business world. You’ll soon realize that in business, clients have to actively choose you over someone else—so, it’s important to speak to the different personality types that make those decisions.

What is the OCEAN Model?

You’ve probably seen personality tests like Myers-Briggs or the Enneagram, but the Big Five Personality Traits, or the OCEAN model, is the most scientifically researched and validated personality framework used in psychology. The traits it focuses on are:

• Openness
• Conscientiousness
• Extraversion
• Agreeableness
• Neuroticism

Unlike many personality quizzes, the OCEAN model is grounded in years of research, and it applies across different cultures and industries—including how people make decisions about what to buy. Let’s break down each personality type and see how understanding them can improve your sales strategy.

1. Openness: The Curious Explorers

These buyers are visionary, open to new ideas, and love innovation. They thrive on fresh approaches, creative solutions, and cutting-edge trends. If they’re excited by something, they’re all in—and they don’t need a lot of proof.

How to appeal to them:

• Focus on future-focused messaging, like being part of the next big wave or cutting-edge trends.
• Use storytelling to highlight what makes your offer unique.
• Show how your product or service is different from what’s already out there.

What turns them off:

• Anything that feels “more of the same.” They want something new and different.

2. Conscientiousness: The Goal-Oriented Planners

These buyers are highly organized, detail-oriented, and driven by results. They’re the ones who will evaluate every detail on your sales page. Ambiguity or vague messaging makes them uneasy—they want clear directions and solid proof that your service will deliver results.

How to appeal to them:

• Provide clear instructions, timelines, and detailed overviews of your service.
• Use testimonials and evidence of success to show you’ve delivered results before.
• Make sure your offer is presented in an organized, structured way.

What turns them off:

• Vague messaging and unclear directions.

3. Extraversion: The Connection Seekers

Extraverts thrive on energy and social interaction. These buyers are drawn to offers that create community, excitement, and connection. They love to be around people and will often be excited by offers that help them build relationships or enhance their social experience.

How to appeal to them:

• Emphasize how your service or product will help create connections.
• Show your personality, energy, and fun.
• Use messaging that highlights the community or social benefits of your offering.

What turns them off:

• Anything that feels isolating or lacks social interaction.

4. Agreeableness: The Feel-Good Buyers

These buyers are empathetic, cooperative, and values-driven. They want to know that your offer aligns with their values and makes a positive impact. They’re motivated by harmony, compassion, and seeing the bigger picture.

How to appeal to them:

• Emphasize the emotional benefits of your service and how it will positively impact others.
• Share your story, including vulnerable moments to build trust.
• Use language that shows your offer aligns with their personal values.

What turns them off:

• Anything that feels self-centered or lacks emotional depth.

5. Neuroticism: The Risk-Adverse Warriors

Neurotic buyers are cautious, detail-focused, and potentially anxious. They may worry about making the wrong decision and need reassurance before they commit. They want to feel safe and secure in their purchasing decision.

How to appeal to them:

• Offer guarantees, refunds, or free trials to reduce the risk.
• Use calm, reassuring language that emphasizes a “safe choice” or “risk-free” option.
• Provide detailed FAQs and support to ease their concerns.

What turns them off:

• Anything that feels risky or doesn’t offer enough reassurance.

Not Everyone is Just One Type

It’s important to remember that people aren’t strictly one personality type—they exist on a spectrum. So, while someone may be high in one trait, they might also share characteristics from other categories. That’s why it’s important to use a mix of messaging that speaks to all five buyer types.

For example, while I may be high in openness and extroversion as a buyer (I’m the one rushing out to buy the latest gadget), that doesn’t mean everyone will respond to the same approach. You need to speak to all types to ensure your messaging resonates with a wide range of potential buyers.

Your Task: Audit Your Messaging

Next time you look at your website, sales page, or even your Instagram, ask yourself: Am I speaking to the different types of buyers? If you find that you’re focusing too much on just one personality type, try to add a mix of logic and emotion, social proof, and reassurance. This balanced approach can help increase your chances of converting all personality types.

If you want a written example of what I’ve discussed, feel free to check out the blog or visit my Instagram, where I posted a detailed breakdown of this concept.

If this episode made you rethink how you sell, definitely hit follow! I dive into psychology, messaging strategies, and sales tips every week. And I’m curious to hear—what personality type do you think you are when it comes to making purchasing decisions?

Until next time!