How to Stop Getting Outsold by Someone Half as Talented

Carnivores vs Herbivores in Sales: How to Make More

Inspired by “Eat What You Kill”

70% of sales team workers are “herbivores,” meaning that they’re more passive at work. Most of them avoid risk and have a goal to hit the minimum target for their position—that’s just about enough. Their average salary is $40–80K.

On the other side, we have “carnivore” hunters, who on average make a minimum of $150K per year and could expand to upwards of $500K. But what sets them apart?

The top pros reach out to more prospects, follow up better, have better opening and closing lines, intra-conversation persuasion, tonality, body language, and they quickly identify their buyer type—analyzer, socializer, passive, or driver—then tailor their approach. While there’s little hard science behind having exactly four buyer personalities, this framework helps reps adapt on the fly.

Quickly Spotting the 4 Buyer Types in a Meeting

The Analyzer:
What they want: Hard facts, data, proof your product performs, and case studies of success.

How to win them over: Lead with concrete stats, technical specs, and testimonials from similar customers. Avoid hype—focus on evidence.

The Socializer:
What they want: Genuine connection, conversation, and to feel good about working with you as a person.

How to win them over: Build rapport first—ask questions, listen actively, and let the chat breathe. When it’s time, link your product back to how it will make their life easier, happier, or more enjoyable.

The Passive:

What they want: Minimal pressure, space to think, and not to be overwhelmed or rushed.

How to win them over: Read their cues—if answers are clipped or neutral, dial back your pitch. Give them autonomy and reassure them that the decision is entirely theirs.

The Driver:
What they want: Results, efficiency, and direct answers—they don’t have time for fluff.

How to win them over: Get straight to the point. Clearly state the benefits and proof of effectiveness, and then be ready for fast, candid pushback or questions.

You spot them by using the S.E.E.D. Framework for Spotting Buyer Types:

S: Start the Conversation
E: Elicit Preferences
E: Evaluate Responses
D: Direct Your Pitch

How to uniquely connect with each buyer type

Analyzer:

Show proof: Case studies, stats, results, and specific ROI.

Give them comparisons, charts, and clear documentation.

Be prepared to answer technical questions calmly and with evidence.

Socializer:

Make it personal and friendly: Compliment, joke, or share stories.

Build genuine rapport—find something in common.

Emphasize how your solution will make life more enjoyable or easier for them.

Passive:

Use a gentle touch: Offer info in small, non-pushy doses.

Give them choice and control: "Do you want a summary or details?"

Reassure them there’s no rush or pressure, and always check in softly.

Driver:

Speak directly to outcomes: "Here’s how it saves you time/money."

Cut to the chase—skip small talk, focus on the goal.

Propose clear next steps: "We can kick off Monday, or would you prefer Wednesday?"

If your opening is 3 lines, it has a much higher chance of door engagement.

Good opening lines in sales can include social proof, e.g., “We just saved your neighbour Jonnie $90 a month in electricity bills — would you like to learn more? I’ll be quick.”

e.g., “If I could show you how to save $1,200/year in under a minute—would that be worth a quick look?”

They can be disarming: “You probably get pitched a lot, that’s why I’ll be quick and straight to the point…”

Or they can be anything that lowers the resistance: “Appreciate you even opening the door—this might not be for you, but it’s worth a quick look.”

You always need a solid contra argument for the “it’s too expensive.”

One of the best contra arguments is showing them it’s more expensive if they don’t buy it:

Use the push-pull frame when you see skepticism like “what’s the catch,” “how much is it,” or any other early price objection.

Say something along the lines of:

Or if it’s exactly about the price:

How to close the working day right: “What went well?”

Can you block 5 minutes of your day to write it down for the purpose of training yourself to end with good?

“Don’t get good at things that don’t move the needle.” - Sam Taggart

Best,

Maxi | The Warrior’s Newsletter