20+ types of customers in sales and methods of working with them
24.10.2024 14:14
Unsystematic work with customers leads to the fact that your clients will face unpredictability and service of different quality every time. As a result, this can lead to the loss of a customer.
To work with customers, you need to learn to distinguish between common types of customers and, based on this, build appropriate principles of behavior with them.
There are various classifications and systems for distributing clients. In our list, we have included types of customers depending on the stages of sales, their perception of the product, motivation, temperament, etc.
Types of customers in sales by role
Spectator
The main feature of these customers is to observe, browse, but not buy. They visit an online store or an offline point of sale to "discharge", relax, and switch their attention from everyday activities to the main entertainment - the process of choosing future purchases.
The viewers need to be hooked so that they notice something interesting for themselves and decide to make a purchase. To vividly visualize the desires of such customers, emphasize the spectacular design of the website, the design of the storefront, and try an unconventional approach to the display of goods.
Cheapskate (frugal)
The most picky customer, a difficult type. They want a high quality product for the lowest price. For such customers, price is the main criterion for finding products.
You can work with them on the principle of "if you find it cheaper, we'll give you the same price or a refund". You can lure such customers to your store with a cheap segment of goods and discounts, as well as information about the usefulness and uniqueness of your offer that your competitors do not have.
Researcher
For him, the price-quality ratio is important. They don't give money away easily, but they don't buy low-quality items either. They can spend hours and days searching for a product that meets the greatest number of requirements, and then study it for a long time.
To persuade a researcher to buy, use arguments, quality indicators, product functionality, statistics, and other rational factors to convince them to buy.
Fans of promotions and discounts
They buy almost everything that has a "discount" price tag or is subject to a promotion. Such a customer will not want to buy products at the regular price. The "discount hunter" is a gambling type of person for whom shopping is like playing poker. They won't stop until they have spent all the money they have at the time of purchase. And then they may regret it for a long time.
To reduce the guilt of being addicted to discounted goods, show the value of your product - that the money was not spent in vain. This will make the buyer feel that they have bought a really cool thing, and even cheaper than in other stores.
Impulsive type of customers
They make a purchase decision in the moment, based on emotions. It is not as important for them to find out the composition of the product, the manufacturer, or other characteristics as it is to get the opportunity to own it right now.
Working with such clients is quite easy, the main thing is to "mirror" the buyer's emotion in the conversation, support it, list all possible cases when the product can be useful, compare the product with lower-quality cheaper analogues and emphasize all the positive characteristics. Working with such clients is an interesting and enjoyable process. They respond well to limited-time offers. In your online store, create compelling content that will make an impulsive customer make a purchase decision right away.
The only thing this type of customer can't stand is indifference to solving their problem.
The uncertain customer
Such a customer wants to buy a product, and they may need it, but they are hesitant to make a decision, unable to convince themselves of its expediency. There is always a swarm of thoughts in the buyer's head that tear him or her apart: "Too expensive", "Too cheap", "It's not for my figure", "What if it's unhealthy", "What will the neighbor from the third floor say". There are so many internal arguments that only a good psychologist or a good salesperson can sort them out.
The seller's task is to lead to the purchase with strong arguments why "yes". Practical examples of how to use the product, comparisons with successful experiences, or the presence of such things among famous people work well with this type of customer.
Such customers need as much information about the product as possible to dispel all doubts, constant information support: the availability of a manager via chat and messengers, the ability to discuss the purchase and the nuances of its use by phone, the availability of support and service.
It is very good to practice working with objections on such customers: if you don't convince them, you don't sell. In this case, it is advisable to ask yourself or the salesperson "Why didn't this customer buy?" and work with their arguments.
Premium customer
Always looking for an individual approach to everything, ready to spend a lot of money for quality things. Not too concerned with trifles, easily makes a purchase decision. But there are other types of VIP customers who will agree to part with their money only after they drive you crazy. They are picky not so much about the product as about the quality of the presentation and the speed of service.
This type combines two types: premium and economy. These are often people who count every penny, and they reasonably need to understand what they are paying for. The main criterion for communication is an individual, delicate approach, 100% attention of the seller, the ability to listen and provide a personalized offer at the highest level. If the transaction is successful, such customers bring their friends and become regular customers, expecting a level of service no lower than during the first purchase.
Different types of customers according to their status in the company
Communicate with customers based on their attitude to your product and store.
Newbie
New customers know nothing or very little about you. Your task is to create the right first impression of your store, just like on a first date. Given the classification above, you will already know whether you need to let the customer "just look", or get them excited about buying something, or give them maximum attention and care.
Organize the meeting so that you can answer all questions about the product and service. Everything matters: from the tone of the seller's voice to the customer's support at all stages of the purchase.
When it comes to online stores, the design and usability of the website are crucial.
Active customer
This customer often uses your services and products, but has not yet become a 100% customer. It is likely that such a customer will go to competitors if they have more favorable conditions.
Be careful with active customers because they can easily change their minds about you. Therefore, remind them regularly, but unobtrusively, about your products, promotions, and discounts to keep them connected. Creating the best service will be your advantage and a good reason to buy only from your store.
The friend customer
This is the ideal type of customer for business, brand ambassadors. They will buy your products under any conditions. He is satisfied with everything or almost everything in the product and service. Such customers are difficult to change, and for them, service in your store means the same as loyalty to one hairdresser or dentist.
Once you have won the trust of a customer or two, do your best not to lose it. The smallest thing you can do is to add a small trinket to the purchase as a thank you for their loyalty. Listen to suggestions for improving the product range or quality of service. Ask for advice or feedback on the use of the product.
The main rule is not to devalue the attachment of loyal customers. After all, they will feel indifference immediately.
Criterion: stages of purchase
Pre-purchase customers
These customers are at the stage of realizing the need to buy on your website. Provided that they have liked everything up to this point.
Your task is to hook them with your offer and work on building a commitment to the store, even before they decide to make their first or next purchase. Most of the time, we're talking about attracting new customers, but don't forget about communicating with those who haven't yet become your regular customers but have already made one or two orders.
Post-purchase customers
This category has already made a purchase, gotten to know your brand, and their behavior may change after the first contact. The technique of working with post-purchase customers involves constantly warming up their attention to the brand, making offers based on previous orders, creating a loyalty system depending on the number and frequency of purchases, etc.
Types of customers by position
Customers can also be divided by their attitude towards shopping, brands, and life in general.
Negative conservative
Always dissatisfied with everything, no arguments will break through their own position. You need to interact with these types through social proof. They can be influenced by authorities - relatives, famous people who have had a positive experience with your product.
Strangler
He asks a lot about the product, communicates a lot, often expresses his categorical attitude towards brands, has his "only right" point of view on everything, but rarely buys anything.
For such a customer, give clear, concise answers to the questions they ask, without detailed explanations. Try not to get into an argument - such customers are impossible to convince, and it will take a lot of time.
Positive negatives
They may study a product for a long time and with interest, but then refuse to buy it. Try to find out the true motive for buying from such a customer. Sometimes, on the contrary, they are not interested in the product at first, but later make a positive decision to buy. With such a customer, you need to work out all the objections.
Customers by temperament
Emotional talker
Can talk a lot and not about the topic you need. Most of the time, they make purchasing decisions spontaneously, in the moment. Be patient and ask closed-ended questions that a talkative customer won't be able to answer for half an hour.
The silent type
The opposite of the previous type: speaks little, but thinks for a long time. They may eventually change their mind and leave the store. The tactic for working with them is to be patient, not to get in their eyes, let the customer know that you are there for them and ready to help, ask clarifying questions and give clear answers. Observe his reaction to the answers, continue the conversation in the direction where the customer is touched or interested.
The rational methodologist
This type of salesperson relies solely on arguments to make their final decision, so you can consistently present all the technical information about the product. After all, the main motivators for him are numbers and facts. However, don't overdo it, because, as often happens, after receiving a solid portion of "noise," the client may get confused and refuse to buy. Stop your presentation as soon as you feel that you have lost the customer's attention. Ask detailed questions so that the client tells you what problem they want to solve.
Conflict type
Always in the negative, like a conservative, loves to argue about anything. With this type, maintain emotional balance, appeal to expert opinions, well-known facts and sales statistics. Agree with him in most of the considerations, and gradually bring him to your point of view.
Types of customers by perception
This is the most common classification of both consumers and people in general. They are divided by the type of information perception:
Visuals
They make decisions based on what they see. The appearance of the product is very important, so don't show products with scratches or damage, as these customers are not suitable for products from the "Markdown" category.
Discretions
When choosing a product, they are primarily guided by textual information. They are guided by logical conclusions and facts. Prepare a lot of publications with graphs and reasonable analytics.
Audiences
They buy with their ears. Brand audio channels are ideal for them, such as podcasts, radio ads, and a talkative salesperson with a pleasant diction and voice tone.
Kinesthetics
Customers for whom it is important to feel the product before buying it. Such customers should be given the opportunity to touch the products, try them on, and hold them in their hands. Take care of the availability of showrooms or offline points of your store.
Purchase motives
Each customer has their own shopping motives, but the key ones can be identified.
- Rational. Customers focus on the characteristics of the product, its functionality, and service life, not external attributes.
- Emotional. The customer focuses on the design and appearance of the product. They also fall for discounts, low prices, and sales.
- Comfort. Ease of use is important here, not appearance and prestige.
- Prestige. Customers choose products based on their status, series limit, popularity in the market, and the availability of an individual approach.
- Novelty. Products with innovative ideas, cool new products among the current brand lines win in the consumer's choice.
We advise the team to practice recognizing and classifying customers by type. If these are your regular customers, then it is appropriate to enter this information in the CRM system in the customer card. This way, when a customer comes in and scans his or her discount card, the salesperson will see what type of customer he or she is dealing with and will be able to build the right communication.
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