Every business is out to make a profit, and that can only happen with excellent people management. Without customers, you can’t sell—simple. Customers are what makes businesses thrive and rise. They are the lifeblood of all companies. Organizations will cease to exist in the absence of customers. Hence, companies must understand their customer base and what makes them tick. The core consideration that matters rests on understanding how to handle different types of customers so you can keep selling and making profits. In this piece, we will go through some customer personality journeys to ensure that you keep making cash steadily as a business.
My Experience as a Customer
First, to manage and retain different types of customers, your product or service must be good. You don’t expect to appeal to customers if you don’t have a good product or service. Second, your marketing strategies must be unique. It does not pay if you have a good product or service if people don’t know about it. Hence, you need to spread the news; you need to market your product or service to take the flight of success. Thirdly, and most of all, your customer service must be top-notch. Hence, treat your customers right, and they will keep coming back again and again. These three factors are crucial in the building and retention of a customer base.
Talking of customer service, I have visited offices that treated me like a Queen when transacting with them. However, I have also been to offices where I am rudely spoken to like I don’t matter. I remembered one time I visited a bank for the first time. I was so exhausted, and I just needed a warm smile, beautiful reception, and easy transactions so I can go home for lunch. Unfortunately for me, on that day, the abysmal customer service started from the bank entrance. The security guards spoke rudely to me and declined to point out the bank’s access to me.
The day’s customer service demise did not end with the security guards. Secondly, getting to the counter, the banker was also rude in telling me how to present the cash I want to use. Then, thirdly, while leaving the bank, another security guard in charge of the exit door rudely asked me to handle the door like someone who has eaten. At this point, I became furious, and I caused a scene. Unfortunately, the head of security was not polite to handle the matter and made matters worse. Finally, they capped off their rude customer service by asking me to leave the bank, which I gladly did. However, that single event ruined my entire day, and I have hated that bank since then. Guess what, though, they lost my business.
“Quality in a service or product is not what you put into it. It is what the customer gets out of it.” — Peter Drucker.
So, imagine that the hands you hired to grow your business are the ones chasing your customers away, or maybe you are not good with relating with different customers. Also, imagine how much money you are losing by directly or indirectly chasing customers away. Hence, you must pay close attention to your customer base. How you treat them matters in retaining or chasing them away from your brand. Peter Drucker makes an important note concerning quality in a service or product. He establishes that the “Quality in a service or product is not what you put into it. It is what the customer gets out of it.” The point he makes is critical to your business’s growth or implosion. Therefore, understanding your customers is crucial to your business’s success and sustainability.
5 Types of Customers & How to Sell Profitably to them
Customers are the winds that make the turbines of business spin. To adequately take care of customers’ needs, first, you must know the different kinds of customers out there that patronize businesses. Second, you must understand how they think and what makes them tick. Third, you must understand what influences their shopping habits. Only then can you cater to their needs effectively. Below are the different types of customers and the best way to relate with them.
#1. Window Shoppers or Scouters
Window Shoppers don’t want to buy your goods or services. However, they are apt at engaging you in a dialogue to know how much your products or services costs. Some may even compare your prices to that of your competitors, and then they are off. The funny thing is that they can be annoying sometimes as they seem to ask the most questions. Sometimes, this could steal your time from actually helping other paying customers at your establishment.
One time I was looking for the best price for a particular neckless in the market and one of the salesgirls in charge of the jewelry shop said she was not going to answer any question if I was not ready to buy. She established that she would engage with me only if I showed proof that I wanted to purchase an item and not window shop. “Wow!” I was shocked as you right now. It could be that she was frustrated with not many serious buyers coming into the shop, but her response could have chased a high-paying customer off. Sadly, this happens even in online stores.
How to sell to window shoppers: If you own a physical store, ensure that it looks attractive and that your customer service is compelling enough to make a window shopper come back. If your business is primarily online, ensure that you have a good-looking user-friendly website, attractive copies, and actionable newsletter signups that can compel them to shop from you in the nearest future.
#2. Discount Enthusiasts or Discount Shoppers
Discount Enthusiasts or Discount Shoppers are always on the lookout for promotions or product/service discounts. In the United States, they are often the Coupon Clippers who are always out to strike a deal whenever they can. However, this lot can also be bargain hunters who always want to purchase at the right price, and some can even buy in bulk because they want to save some money. An excellent example of discount shopping in the United States is the Black Friday Shopping that goes on the Friday after Thanksgiving in the United States. Black Friday Sales is a Discount Shoppers Heaven.
How to sell to Discount Enthusiasts/Shoppers: People love deals. No one wants to buy from a brand that doesn’t offer deals every once in a while. As a business, always ensure you have exclusive sales, and even if you are doing discounts, do it smartly, so you do not run at a loss. For instance, you can offer free shipping or even a freebie to go with the purchase. Selling smartly to this set of buyers helps you to keep selling.
Buyers are a set of people who are ready consumers, and they do not mess around. They are on the lookout for immediate solutions to their problems, so they are prepared to spend and satiate their needs without hesitation. But, unfortunately, poor customer service can ruin your brand where the buyer is concerned because they will likely take to the street with it on Twitter and other social media platforms.
“If you build a great experience, customers tell each other about that. Word of mouth is very powerful.” — Jeff Bezos.
How to sell to Buyers: First, you need to make sure that you take buyers on a unique customer journey. Second, make buying a seamless process as everyone has a busy life and schedule. Third, beware of very long copies or unnecessary clicks that will make them lose interest in your offering. Fourth, allow them to buy and convert easily to become your loyal customers.
#4. Well-Informed Buyers
This set of buyers will not purchase until they are sure that your product is genuine. They sure will do their homework before they commit to buying your product or your service. I am an excellent example of a well-informed buyer because I love to research before saying “Yes,” to a product or service offering. I will check for reviews, and when I see that there are many bad reviews on your product or service, it’s a huge turn-off. Why it’s true that many people can generally be haters of a brand, having 70% bad reviews and 30% good reviews shows a problem somewhere with your brand.
How to sell to Well-Informed Buyers: You must ensure that you’re honest with what you say your product or service can do. Be rest assured that the well-informed buyers will research to find out if what you say holds veracity. The market out there is crowded; hence you must make sure that you are on top of the game. Have all the data that this set of people needs and write a lot about all the features you sell and how it can genuinely help them. Do not forget to include testimonials, too—this will make you sell faster and grow your profits.
#5. Impulse Buyers
Impulse buyers are not loyal buyers and do not need any convincing to make a purchase. These buyers do not plan before they purchase a product or service. Buying for them is done for materialistic reasons. Their buying behavior spawns from emotional triggers. This set of people can buy things on the go, but you can smartly make some money off them. They are also called impulse purchasers or compulsive buyers.
How to sell to Impulse Buyers: First, Make buying easy for them; else, they will leave and never look back. Second, you can also offer them exclusive deals to turn them into loyal customers in the future. Thirdly, use neuromarketing techniques that appeal to their emotional triggers to capture the attention of the compulsive shopper.
“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” — Sam Walton.
What are you selling? Ensure you are winning over every type of customer, as stated above. Start by understanding your customers. In this piece, we saw five different kinds of shoppers—Window Shoppers and Scouters, Discount Enthusiasts or Discount Shoppers, Buyers, Well-Informed Buyers, and Impulse Buyers. When you understand your customer, only then can you keep selling to them and making more profits. The market can be rough, but getting people to buy and making profits should be easy. Also, remember to make giving top-notch customer service your standard.