Marketing Tip # 7 - Seeing the Difference Between Customers
Marketing Tip # 7 - Seeing the Difference Between Customers
To make a successful sale it is important to understand the needs of your customers and then tailor your sales approach accordingly. The best way to do this is to understand the types of customers out there and their unique habits:
• Loyal Customers: They represent no more than 20 percent of our customer base, but make up more than 50 percent of your sales. Communication with these customers needs to be consistent.
• Discount Customers: They hunt for the best prices and then make their decision based on the best deal. They are key contributors to your cash flow but you have to be able to offer them the best deal.
• Impulse Customers: They do not have buying a particular item at the top of their “To Do” list, but will browse your product offering for something that grabs their attention. By aiming your displays at this group you can grab their attention while they ‘browse’.
• Need-Based Customers: They have a specific intention to buy a particular item and don’t give much room for suggestion. They are not fun to serve but they can become a long-term customer if treated well.
• Wandering Customers: They may have no specific need in mind but are on the look-out for something new. These customers look for something that catches their eye because it stands out from the clutter.
By identifying the different levels of customer that you encounter you can begin to target your marketing and sales approach to get the attention of each of them. With the right marketing approach this will certainly increase the number of potential customers and will ultimately increase sales.