The 4 Types of Customers (and How to Sell to Them)
As a business in the modern marketplace, you deal with a variety of customers on a daily basis—who range from pleasant to downright frustrating. While each one presents an opportunity for a sale, the ability to identify the driving force behind their buying behavior while preparing for common objections is key to staying competitive in 2020.
Fortunately, when you understand what the 4 types of customers are, you can optimize your sales process for each.
1. Bargain Hunters
Most customers will fall into this category and are motivated by—you guessed it—price. They are solely interested in how much your product or service is going to cost them—irrespective of value or emotional attachment.
Here’s the major hurdle to overcome: If they feel you can’t give them the “best deal,” they’ll end up walking away and finding someone who charges a lower rate. But instead of caving and lowering your prices, you’ll want to play the long game with this type.
Having a high-value product or service on your side is your greatest weapon. When it comes down to it, they still want quality. But they’ll end up buying whatever is cheapest. And ultimately, they’ll realize the price they paid reflected what they actually received. Then they’ll either spend more money on yet another lower-priced option or come back to you if they decide to opt for quality the next time around.
2. Emotional Buyers
People buying because of emotion (instead of logic) are the customers that you use with your marketing efforts on—day in and day out. Between posting videos on social media channels oozing with value to sending personalized drip-marketing campaigns, you speak directly to these people and build their trust.
Emotional buyers don’t necessarily care what the product or service itself is. Rather, they care about the experience and relationship you’ve built with them. In fact, your biggest obstacle will often be not downplaying certain features and trying to cut them a “deal.” Unlike Bargain Hunters, they might perceive a discount that’s indicative of a defective or lower-quality product.
Make them feel special, and give them the VIP treatment. Hype up the extra features and services they’ll be receiving. The more personalized you can make the buying experience, the more likely they’ll be to convert because they feel a connection to you and the service.
This brand of customer has done all the research they can on your product before ever stepping through your door. The researcher doesn’t want to hear any anecdotes or exaggerations about the service. In fact, attempting to add in any emotional language or details outside of the facts may actually hurt your chances with this type.
Of the 4 types of customers, this one in particular thrives on transparency in all aspects of the sales process—from individual features to service timelines and guarantees. Since they’ve already done their comparison shopping, being honest while further educating them about your product or service will help set you apart from the competition.
In the same way the emotional buyer wants an experience, the researcher requires patience and understanding as they work through their internal list of questions. This practice will build the trust you need to close the sale and create a satisfied customer.
The negotiator is the trickiest of the 4 types of customers. They’re just an emotional buyer or researcher hidden under the guise of a bargain hunter. They want to get the best deal possible, but they’ve already made a decision about what they want to purchase. Their negotiation process is simply a tactic to get the most they can out of the deal.
You’ll often find that the negotiator tries to get any extra value they can out of a deal. Wherever possible, they ask for extra features or services. As a business, having guidelines for what you will and will not offer as add-ons for a given price will help guide your strategy when handling these clients.
To get through to this customer, you’ll need to identify whether they’re making this purchase based on emotion or research. Then play to that strength. Regardless of their underlying motivation, emphasize the value they’re getting, as well as what your company brings to the table that others don’t.
In the current digital sales landscape, being prepared for the challenges the 4 types of customers bring to the sales process will help you close more sales overall. Handling each prospect on an individual basis will ensure you end up with satisfied clients who are grateful for both the value and experience you bring to their situation.
Do you need help better understanding your customers? Need marketing support to build buyer personas or craft customized content? We can help. Contact us today!
Related Blog Posts
In today’s competitive business landscape, the power of data-driven sales and analytics cannot be ignored. Data...Read More
Faye Business Systems Group Earns a Spot on Inc. Magazine’s Annual List of America’s Fastest-Growing Private...Read More
Having a business requires that you stay on top of your game – always. It also...Read More