Customers are the reason you have a business. If you had no customers, you would have no business very soon. But what type of customers are there and how can you sell to them?
There are seven types of customers. Each one has unique traits, but it is important to note that your customers can be a combination of these seven types of customers.
1. Loyal customer
This is your most important customer. They have bought your product and keep coming back for more. They share information about your product through word-of-mouth and social media platforms. You can boost their joy for your product by making them brand ambassadors. You should also give them a platform where they can share their joy for the product. You can learn how Lego did this here. You should also learn from your loyal customers’ experience with your product and make sure you don’t mess up with them. If you do mess up then you should make it up to them in a positive way.
2. Need-based customer
These customers buy your product because they have a need and know that your product will satisfy it. They know what they are looking for and you will struggle to upsell to them. They don’t want to be involved in chitchat. You can move these customers to loyal customers by giving them excellent personal interactions with your staff. They need to be served quickly. Normally this customer will come into your store saying “Show me where your drills are”.
3. Impulsive customer
This type of customer usually buys based on feelings. They want to feel good about their purchase. You can upsell to them and they will usually take it if you have made them feel good about the purchase. When they are ready to make a purchase you need to make the checking-out stage easy, whether it is online or in a retail store. They should also have access to quick concise help if they have a question.
4. New customer
Your customer has made a purchase. Now what? It is important to make them successful in using your product. This means that the instructions manuals should be well designed. If you are selling a service, you should have a proper user on-boarding system which works seamlessly. You should also have all the ways your customer can contact you easily accessible.
5. Potential customer
This customer may not have a need for your product or is still in the early stages of researching the product they want to buy. You need to nurture this customer and warm them up to your product. You can do this by giving them accurate and relevant information. You also need to show them the value of your product. There should also be people near them who are willing to answer their questions if they are in your retail store or you should have your social media icons and contact us page easily visible on your website.
6. Discount customer
“What discount do you offer?” may be the first words you will hear from this customer. They are more interested in the price of the product then they are, necessarily, interested in the product you are selling. Because for the majority of the time they are only using your product for the discount, they will easily move on to another company if they offer your customer a better deal. They won’t react to upselling. If you do want to change these customers to loyal customers, you should offer them added value and explain to them clearly how your deal works.
7. Wandering customers
These are customers who come into your store to kill a bit of time before meeting up with a friend or going to a movie. They may ask you random questions about the things you sell. You can change this customer into a new customer by offering them accurate answers to the questions they ask and being professional with them.
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