Four Ways of Selling, Four Ways of Buying

Everyone has a guiding philosophy of life. They may not be able to put it into words but it’s there. This philosophy gives them an orientation to life — a special way of looking at the world. Everyone is unique, but despite our diversity, there are only four basic ways of seeing problems, people and situations.

Each of these four perspectives, or orientations, results in a different approach to selling and a different approach to buying.


LIFO® Selling Styles specifically looks at the behavioral preference (what you do), not personality, of the sales representative when dealing with prospects and customers under favorable and unfavorable (stress) conditions. From there, we explore 6 Strategies for ways to work with prospects and customers to address the things that get in the way of being effective.


Life Orientations® Training, LIFO®, is an applied behavioral science system that fosters individual and organizational productivity. It begins by identifying the individual’s basic orientation to life, or personal style. Based on this foundation of self-knowledge, it offers powerful strategies that enable individuals and groups to be more productive in their work and more influential when dealing with key people.

 LIFO® was created by Dr. Stuart Atkins. He developed the program based on a unique synthesis of key concepts from psychoanalysis, self-actualization theory, client centered counseling, group dynamics, and his many years’ experience as a behavioral scientist and organizational consultant. Since its inception, LIFO® Training has benefited more than 9,000,000 people in 20,000 organizations around the world. The LIFO® Method is accepted worldwide because of its universality.

LIFO® Selling Styles Web Training includes:

LIFO® Selling Styles online survey, LIFO® Selling Styles Report, LIFO® Selling Styles Slide Rule, 2+ hour live web training.

LIFO® Selling Styles Web Training

1:1 Training