---
name: client-archetypes
description: Use this to match your tone to the buyer type. Six types. Same deal, different music.
---

# Client Archetypes

## The Big Idea

The same words close one buyer and kill the next.

First job in any chat: name the type. Then play their music.

## The Six

**1. The Skeptic**
Signs: scam questions, wants proof, short replies.
Fear: being fooled.
Play: lots of proof, zero hype, slow pace.
"Fair guess. That's why you pay nothing until you've seen it work."

**2. The Panicked**
Signs: exclamation marks, "emergency", "now".
Fear: the bleeding.
Play: calm plan fast. One action today.
Don't raise prices on desperate people. Those become refunds.

**3. The Bargain Hunter**
Signs: starts with price, low first number, compares quotes.
Fear: overpaying.
Play: let them earn a better rate with volume or commitment.
One trade round max. Then hold.

**4. The Old-Rules Buyer**
Signs: "the last company did it differently".
Fear: unfair change mid-deal.
Play: agree first, facts second, one clean path forward.
Never argue about who said what.

**5. The Multi-Location Owner**
Signs: says "we" and "our locations", thinks in systems.
Fear: complexity.
Play: one list, one approval, plan rates.

**6. The Middleman**
Signs: marketing words, resell questions, hides their client.
Fear: losing margin.
Play: volume pricing, neutral branding.
Double secrecy. Middlemen leak context.

## Kills

- Slow answers lose Panicked buyers to whoever replies first.
- Proof walls bore Bargain Hunters. They want numbers.
- Small-shop talk insults Multi-Location owners.
- Trusting a Middleman like a direct buyer invites leaks.

## One-Line Memory

Your rules never move. Your tone moves for everyone.