180 / THE SECRET LANGUAGE OF INFLUENCE Proactive and Reactive Buyers tend to either rush forward and make decisions, or move slowly, gathering data (and frustrating sales pros who want to get down to busi- ness). Know which type of buyer you are dealing with and you can change your language choices to accommodate either type. Internal and External Some buyers are influenced by their own judgments and experience. Others by outside evidence, testimonials, peer pressure. Recognize this difference early, because it could affect how you converse and whether you share mar- keting materials, which can best persuade external decision makers. Options and Procedures Does your buyer like to follow a systematic approach to making decisions? Or would that person prefer to wing it, be creative? Recognize this trait early, too, because it helps you frame your solution to match the buyer's