Free Resource

The Buyer Archetype Finder

Five kinds of customer buy in five completely different ways. Most Indian businesses sell to two or three of them — using one sales process for all. That single mismatch explains more unpredictable pipelines than any skills gap.

Four minutes. Identifies your archetype mix, then tells you what each one actually requires.

Why this matters more than it sounds

A tender committee, a procurement head, an owner-operator, a kirana proprietor and a consultant do not buy the same way — they do not even share a definition of “qualified”. Run one process across several of them and your forecast cannot work, because you are averaging incompatible behaviours. This tool finds your mix and names what each part of it needs.

Step 1 · Where does your revenue actually come from?

Allocate last year's revenue across the five archetypes. It must total 100%.

B2G — Government & PSU

Tender committees, departments, PSUs, municipal bodies. No single decision-maker — a process.

%
B2E — Large Enterprise

Corporates and MNCs with formal procurement. Multiple stakeholders, formal vendor onboarding.

%
B2SMB — Formal Small & Mid-Sized Businesses

Registered companies, 10–500 people. The owner or one function head decides.

%
B2M — Informal Merchants & Traders

Kirana stores, traders, unregistered retailers, small distributors. The proprietor is the business.

%
B2PRO — Individual Professionals

Doctors, chartered accountants, architects, lawyers, consultants. Buying for their own practice.

%
Total: 0%

Step 2 · How differently do you sell to them?

1. Do you use the same sales process for every customer type?

2. Do qualification criteria differ by customer type?

3. Can you predict cycle length by customer type?

4. Is your team's activity planned differently per customer type?