Four Types of Customers, and How to Close Them!

The business consultant and author, Josh Kaufman in his bestselling book "The Personal MBA" wrote "You may think that what you have to offer is the greatest thing since sliced bread –in fact, I hope you do! That doesn't change the fact that it is not right for everyone. Whatever you're offering, I can guarantee you that most of the people in this world don't –and will never, care about what you're offering. Harsh but true." The best way to sell your products is by understanding your customers. To do this you have to know the four types of customers and how to sell to them and work endlessly to improve your products or services to please your ideal customers.

The four basic types of customers are briefly discussed.

Price-based Customers:

These customers always opt for the cheapest products and will do anything they can to beat the price of your services down. They are quite toxic for business but we have to deal with them always as they are also part of every business’ customer base.

They are not categorically known to ask questions about the nature of your products or services, rather they ask price-related questions. They are the customers that want to pay less for so much more in quality and quantity; and obviously, they care less about the progress of your business –of course, that is your business!

Selling to a price-based customer is really hard but all you have to do give them the best service you can and don't expect them to pay more next time as they will return next time requesting an even smaller charge.

Difficult Customers:

“You need patience and tolerance to thrive in business.” This statement was made primarily because of difficult customers. They may be willing to pay the quoted price for the product or services but will ask provocative questions about your products or services sometimes giving false negative feedbacks about your products.

They come into your business with negative energy and foul your day –if you allow them. They are difficult to satisfy –perhaps never satisfied; difficult to convince or persuade; difficult to please… just difficult in everything.

Selling to difficult clients isn't really easy –they are not easy to themselves either, but if you let them be in charge of the orders, you would stand a chance. Allow them to dictate what they want and answer their questions patiently.

Sophisticated Customers:

These customers are learned and highly knowledgeable. Their demands are comprehensive and achievable –maybe not so easily but certainly. They approach you with encouraging questions and some of them with a good sense of humour often put smiles on your face. They know a great deal about what they want to buy and are not controversial with the price of the product or service as they know its values and appreciate them.

Getting to convince these types of customer demands logical persuasion and not really emotional, although emotional influences play out sometimes. When they want to shop for something new; they ask a lot of intelligent questions about the product and listen to your answers carefully, logically reviewing every point you make and comparing it with what they actually need.

Selling to this type of customers requires a high level of knowledge of the product and I must assure you, it is worth it. They are likely to leave tips for well-rendered services.

Affluent Customers:

These ones leave you with a big, uncontrollable grin in your face when they walk through your door. They don’t have the time to listen to too many stories about the product; they just want to pay for it. They know that they need it but they would buy from you because they are emotional about something: if they like the colour of the duvet and they care less about the thickness, they would pay for it without fretting about the cost and move on. These customers are every businessperson’s desire. Easy-going and spends consume less time and energy; the good thing is that they always come in with high, positive energy.

Selling to this people isn't so much of a challenge but you have to be careful so that you don't lose them. If you bore them too much about the product's features and stuffs like that, they wouldn't buy so, you don't talk too much with them, you just answer their questions as they ask –and keep your answers super simple.

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©2020 by Jared Mills.


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