Do you know how many types of customers there are? Each client has their own characteristics, needs and interests in doing business, that is, they are all different and you must keep this in mind when dealing with them if you offer consulting or other professional services.
In this article, we’ll share the most common types of customers and show you how to identify them.
Are all clients unique?
Yes they are. However, we can identify various types of customers based on their behavior patterns, and the faster we identify them during face-to-face contact, the easier it will be to understand and react to their needs, and it will allow us to send the right signals and messages.
Because by better understanding the different types of customers, you can be better prepared when developing successful strategies. And in this way, you will know how to retain them.
Types of clients
Customers show different personalities and behaviors depending on the stage they are in, eg when they are potential customers or when they need support in customer service stages.
Now, the first step to get to know them and reach them is to identify them.
Next, we classify the seven most common types that you should identify and know how to speak their language:
1.- The observers
This type of customer is located at the top of the sales funnel. If you handle it right, they are the first type of customer that can potentially become your buyer.
They are characterized by taking time to review products or services, even if they do not intend to buy yet. Typically, they are trying to solve a problem and do some competitor research to see if the solution that service or product offers is really right for you; offers the best solution.
How can you capture the attention of observant customers?
- Don’t pressure to sell.
- Create relevant content and resources for your audience.
- Arouse curiosity.
- Build trust.
- Keep your website optimized.
- Be proactive.
- Overcome objections.
2.- The “hunters” discounts
Who doesn’t like discounts? We all look for discounts at some point in our shopping experience.
According to a study by Forrester Consulting, 77% of shoppers agreed that discounts influence their purchases. And we are not surprised by these results.
However, customers who are searchers or “hunters” of discounts, are interested in a product only because it has reduced its price.
They differ from other types of customers by being analytical and looking for the best deals they can find.
📌 Data: There are also those who accept an offer, but do not actively seek it.
We share these recommendations that you can implement for this type of client:
- Highlight and explain the advantages of the offer.
- Make your message go directly to them.
- Highlight sale items.
- Make sure your promotions are easy to discover.
3.- Clients who move because of a need
This type of client does not like to waste time, usually when they go to make a purchase it is because they have already made the decision to do so.
Example: They are those customers who visit a store, get what they are looking for and leave with no intention of making more purchases.
In this way, you can sell to these types of customers:
- Build a personal connection.
- It offers customer service -before, during and after the purchase-.
- Keep your website optimized.
- Provide different payment methods or options.
4.- Types of impulsive customers
Unlike customers who are driven by a need, impulsive customers can make a buying decision in an instant, even if they don’t need it.
They are characterized because they are not looking for a specific product and although you think it is easier to sell to them, it is not, because it does not matter how much you brag about the advantages of the product.
They decide letting themselves be carried away by emotions. And the end result? They are receptive to product recommendations.
With these recommendations you can sell to these types of customers:
- Reduce the steps required to place an order before they change their mind.
- Run email marketing campaigns
- Add some urgency to your promotions or offers.
📌 Data: You can also make product suggestions to them.
Related content: How do customers pay today?
5.- New customers
This is a customer who is buying a service or product for the first time.
The mission is to retain them for as long as possible and achieve loyalty. New customers have the potential to grow the customer base of any business. So with them we must focus very well on the post-sale stage because customer satisfaction is key to turning this type of buyer into regular customer.
How can you approach new customers?
- Explain how your product works.
- Build trust.
- Try educational resources: ebooks, blogs, emails, etc.
- Build relationships.
- Add value.
6.- Loyal customers
Loyal customers come back again and again to buy your products or request your services. Sometimes, they end up becoming ambassadors of a brand, because they reinforce knowledge and recommend it.
There are different ways to continue the relationship with loyal customers, it is to recognize and reward them.
To retain these types of customers, stay true to your core values and maintain the quality of your products and services.
How to approach loyal customers:
- Stay true to your brand values.
- Support the quality of your products or services.
7.- Dissatisfied customers
We must confess to you that it was not intentional to leave this type of client for the end. Dissatisfied customers are in every business, they are frustrated, disgruntled or angry customers and the way you treat them will have a lasting impact on your business reputation.
Strive to take care of every detail, provide quality service and good care.
Having defined communication channels is key to managing any complaint that exists. Be timely with the answers that are presented.
If you have questions about how to approach this type of customer. We share a series of recommendations:
- Listen to their complaints.
- Lean on automation tools to respond to your concerns in a short time.
- Offer an honest apology.
- Prepare your customer service team.
Article of interest: How to make short YouTube videos for business
Remember that each client has different personal characteristics that determine how they should be supported and sold.