CUSTOMERS AND ITS TYPES

A customer is an individual or business that purchases the goods or services produced by a business. Attracting customers is the primary goal of most public-facing businesses, because it is the customer who creates demand for goods and services. Businesses often compete through advertisements or lowered prices to attract an ever-larger customer base.

What does “type of customer” really mean, and how do a businessman recognize the differences between the various types of clients?

What does "type of customer" really mean?

Different customers can have similar characteristics, such as interests, appearance, shopping behaviour etc. So it can be divided into customer segments, or “types of customers”. Of course each customer is unique, but classifying the different personality types can help understanding the various types a marketer may encounter.

THE NEGOTIATOR

A Negotiator is a type of customer who always wants to bargain. No matter how calm and quiet, or confident and loud – he is ready to negotiate. If a businessman is dealing with them, know that a common objection is to bargain  price based on a cheaper competitors offer. But most of the time they want to bargain as a matter of principle.

How to Deal With a Negotiator: If a businessman has  time for negotiation, he can go on as long as he don’t harm his selling principles. Sometimes negotiators will get unpleasant and keep asking for more until they are certain they will not get more. The negotiator seeks to beat you down, no matter how good the deal is. Don’t get angry into any discussion and argue calmly and professionally. Stay confident and point out the good quality and performance of the product.

THE WELL-INFORMED

The well-informed are confident. They will walk directly towards the shop, giving businessman a firm handshake.  They already know everything, they expect professional advice from him. Often their decision to purchase is based on how the product reflects their social status.

How to Deal With the Well-Informed: It can get quite tough dealing. Even if they already seem to have formed an opinion, provide them with precise information. Acknowledging their competence will comfort them. If their idea is false try not to lecture them as this will make them uncomfortable and perhaps even angry. Small talk might not be appropriate in this context. Instead suggest products without trying to persuade them in their final purchasing decision.

THE ANNOYED ONE

Every once in a while a businessman has to deal with customers who complain about almost everything. Whether it’s the high price, the bad quality or the unfriendly seller- there’s nothing really you can do to please the customer. They’re just always irritated.

How to Deal With the Annoyed Ones: A way to handle these types of customers is to impress them with knowledge, then he may be  able to ease the customer’s mind with the right balance between problem solution, approval, politeness and courteous treatment. When getting the feeling of being listened and responded to, he eventually able to convince them. They might even give in return a smile!

THE SUSPICIOUS ONE

Suspicious customers will not hide their mistrust of products and advertising. They’re one thing above all: critical. They will gladly let a businessman explain everything and surprise him with a strong opinion and knowledge.

How to Deal With the the Suspicious One: Don’t interrupt them, make them feel that they are taken seriously. A businessman needs to seek confidence and show them that they are in best hands. Assure to provide reliable information and convince them with great expertise. Everything else will make them even more skeptical.

THE QUESTIONER

This type of customer can be very pushy as he wants to know everything. They have a doubt on everything and eager to ask so many things about the product.

How to Deal With the Questioner: Firstly try to find out if they really intend to buy. Perhaps they already ordered the product somewhere else and just want a free consultation. If you don’t think so, stay friendly and patient as always. Even if questioners are not buying right away, your patience will be remembered.

THE ONES WHO AGREE ON EVERYTHING

These customers are reserved and act shy. They will say “yes” quickly. At the same time they’re overwhelmed and feel that they’ve been taken by surprise. The sales conversation is a stressful moment for them. Sensitivity is required here.

How to Deal with the Ones who Agree on Everything: Keep talking calmly and in a non-binding way. Otherwise they will feel pushed into a corner quickly and obliged to buy. You’ll probably won’t sell to him a second time when he gets the feeling he needs to buy, simply to get out of the situation. So try not to turn this customer off by letting him feel like he’s being sold to. Make sure you ask open questions to find out about the customer needs and preferences. Give him the time for consideration and leave him in the meantime. Let him approach you for his final purchase decision.

Bear in mind, that most people are going to be some sort of combination of these customer types. However, understanding each type and how best to approach them, will help a businessman attracts all of the personalities and hopefully close more sales.