Types of shoppers: What Is a Shopper Profile: 8 Types of Shoppers


What Is a Shopper Profile: 8 Types of Shoppers

A shopper profile is a description of a customer or set of customers. It usually describes a business’ target or ideal customer and can include demographic and geographic information as well as interests and purchasing patterns.

Essentially, everyone shops differently and thus has different shopper profiles. Maybe your customers enjoy browsing slowly or perhaps they stick to a list and are in and out. Shopper profiles identify different buying behaviors and what ultimately drives a customer’s decision to make purchases.

Understanding your shoppers’ profiles—how they shop and what drives them to buy—will help you cater your store’s shopping experience to your unique shoppers’ needs and increase sales.

Here we will go over eight types of shopper profiles, including their general characteristics and needs. Use this information to identify the types of shoppers that come to your business so you can understand them and create an environment that will facilitate purchases.

1. The Bargain Hunter

Most retailers regularly encounter bargain hunters in their shops. Also called discount shoppers, bargain hunters are usually armed with coupons or discount codes, know when all of the best sales are, and rarely buy without some sort of deal in hand.

Whereas some shoppers are looking for something sentimental, the bargain hunter’s purchase will be primarily determined by price and a sense that they are saving money.

Bargain hunters are always on the hunt for a good sale or deal and will rarely buy without one. (Source: Bayut)

The Bargain Hunter’s Needs

As you might have guessed, what bargain hunters need is sales and deals. If you find that you have a large bargain shopping demographic at your store, you will need to create a pricing strategy or rewards system that allows you to constantly provide offerings that will satisfy your shoppers’ quests for deals.

All shoppers have needs that you can satisfy through your marketing and create sales.

How to Market to the Bargain Hunter

Unlike other shoppers, bargain hunters are not after a particular item, nor are they loyal to a specific brand. Price is their most important purchasing factor, and they will shop around, wait, and compare prices to find the best deal. While the simple solution to this would be to run constant sales, this will cut into your margins and may leave you at a revenue loss.

When deciding how you want to appeal to your bargain hunters, be sure that you have a budget in mind and can maintain your profit margin while still presenting discounts.

To appeal to bargain hunters, retailers can:

  • Host sales on a predictable schedule: Many retailers have clearance sales on certain days of the week; for example, Express regularly has 40% off sales online from 6 p.m. to midnight on Sundays.
  • Use promotional pricing strategies:
    Promotional pricing is a marketing strategy that uses bundles, gift-with-purchase, or discount pricing to drive more sales while also providing shoppers with a good value.
  • Try anchor pricing: This is another pricing strategy where you display the original price and your own to demonstrate that your price is better without necessarily having to run a sale.
  • Clear out end-of-season merchandise: Most retailers have some leftover inventory at the end of the season; appeal to bargain shoppers by hosting a heavily advertised end-of-season sale to help move old products and make room for new ones.
  • Organize flash sales: Choose a typically slow or quiet time of day or day of the week to host a limited-time sale where shoppers can get a discount on their total purchase. This will draw your bargain shoppers in when you traditionally have low sales.
  • Offer points and rewards: In addition to traditional sales, you can also create a loyalty or rewards program where customers automatically get rewarded for shopping and can use their points to get money off their purchases.

2. The Browser

If you have a brick-and-mortar store, especially one that has a lot of foot traffic, you are probably very familiar with shoppers that are “just looking.” Browsing customers, sometimes called wandering customers, are shoppers who are not looking for a particular item or to purchase from a specific location. They happened to come across your store and are curious as to what you have to offer.

For example, my boutique was in a popular walking neighborhood with lots of shops and restaurants. We would constantly get individuals and groups of people that were just exploring and not necessarily looking to buy.

The Browser’s Needs

Typically, the browsing customer is motivated to make a purchase based on an experience or a connection. For example, a browser might come across a candle with a smell that reminds them of their childhood. Or, they might talk with a sales associate for an hour about a fancy cheese and then buy it because they know its history and have formed an attachment.

Ultimately, these emotional connections are what drives the browser to make purchases.

Browsing shoppers are especially common in gift and souvenir shops, boutiques and apparel stores, bookshops, and any kind of hobby shop. They also might just be killing time. Consider how you can foster an emotional or special experience in your store without interrupting your browsing shoppers.

How to Market to the Browser

The best thing retailers can do with browsing customers is to make them feel welcomed and keep yourself available if anything arises, but ultimately leave them alone. To appeal to the browser, market your goods so that they have a story or foster connection without you having to intervene and make it obvious.

When working with browsing customers, retailers should:

  • Provide a warm welcome: Browsing customers don’t respond well to pushy sales tactics, but that doesn’t mean you should ignore them. Even if a customer is “just looking,” say hello, offer assistance, and inform them of any sales or promotions.
  • Have a comfortable environment: Retailers should pay close attention to the lighting, music, cleanliness, and overall presentation of their store; wandering shoppers are more likely to spend time (and possibly make a purchase) in a store that is neat and inviting, rather than harsh or unorganized.
  • Design an effective store layout: Since browsing customers are not directly interacting with store associates, your store layout and signage serve as the primary guide; make sure popular, profitable, and bestselling items are prominently displayed.
  • Offer small trinkets and easy-to-transport items: Even if shoppers are just browsing, small gifts or trendy items can still catch their attention; be sure to have an assortment of items that are eye-catching and easy to carry, as well as clear signage that illustrates product benefits. Browsers are often out and about, so small things that they can take with them will be an easier sell for this shopper.
  • Create product stories: Market your products so they have a story and people see them as more than just goods. Use signage and create displays that show how your products can fulfill a need or want and fit into your customers’ lives.
  • Allow for self-sufficient shopping: Allow browsers the space they need to explore and don’t interrupt their shopping experience by making sure that they can find all the answers to their questions without working with an associate. Write instructions and answers to frequently asked questions on flyers and signs, label everything, and ensure your store is navigable.

3. The Showrooming Customer

One of the biggest perks of in-store shopping is testing out products in person for quality, color, fit, etc. However, sometimes shoppers test in person only to then buy online. This practice is known as “showrooming.”

Showrooming: When a customer goes to view a physical product in-store so that they can purchase it online.

This type of shopping is particularly popular among people in the market for furniture, appliances, or other large, expensive products that are supposed to last. While large companies like Ikea have molded their entire business model on the showrooming customer, showrooming can be problematic for small businesses because often, shoppers will view your product only to purchase it from another retailer at a lower price.

Showrooming is a common practice for customers looking to make large, expensive purchases of long-term pieces.

(Source: Bob Vila)

The Showrooming Customer’s Needs

The showrooming customer uses their in-store experience to get a feel for the product, scout out its price, and ensure that they are making the right decision. They then choose to purchase online to get an easier shipping and handling process and the best price. If you can give the showrooming customers peace of mind and simplify their shopping process, you will meet their needs and convert them into an in-store sale.

How to Market to the Showrooming Customer

In addition to meeting the needs of their showrooming, retailers need to offer these customers incentives to shop in-store or with their specific brand.

To appeal to showrooming customers, retailers should:

  • Sell specialized or unique products: The easiest way to ensure that customers don’t purchase online from a competitor is by selling products they can only get from your store. Merchandise such as private label products, custom-made items, or pieces from local suppliers are great options for creating exclusivity around your products.
  • Start a loyalty program: A points-based rewards or loyalty program will incentivize shoppers to purchase from your business instead of a different online store because they can eventually earn discounts or free products.
  • Offer product customization: Offer free in-store monograms or engravings on certain products or with a minimum purchase to incentivize shoppers to purchase in-store.
  • Have a user-friendly website: Not every customer will buy in-store; make sure your online store and social media profiles are up-to-date and user-friendly so shoppers can still buy from you online.
  • Offer warranties and price matching: Showroomers are often searching for the best deal and assurance that they are getting a good product. Show them that you can provide solutions to those apprehensions with product warranties and price matching.
  • Streamline a hassle-free shipping and handling process: Make yourself competitive with online retailers by offering shipping and local delivery services so that customers don’t have to worry about transporting items themselves.
  • Offer assembly services: Set yourself above the online big-box stores by offering assembly services for relevant products. Remember, showrooming shoppers are looking for ease, so cater to that need.

4. The Impulse Buyer

Impulse shoppers make unplanned purchases based on items that appeal to them in the moment. I am sure that you have been in line at the grocery store or convenience shop and have grabbed a pack of chips at checkout. That is an impulse buy.

Grocery stores will line their checkout aisles with impulse buy items to encourage the impulse shopper.
(Source: Shutterstock)

Typically, impulse shopping is often buying small items that catch people’s attention. It can also, however, be retail therapy or emotional shopping. This type of impulse buying generally involves large purchases with little forethought.

The Impulse Buyer’s Needs

Whereas other shoppers have clearly defined needs, the impulse buyer operates not on necessity but rather on impulse. This makes impulse buyers’ needs hard to predict, but we can capitalize on their general buying habits. As previously mentioned, impulse buyers gravitate toward small, typically inexpensive things that they can tack on at the end of a purchase without much thought.

If not small and inexpensive, then the other kind of impulse buyer tends to make spur-of-the-moment larger purchases. Creating an attentive staff, good product displays, and an easy-to-shop space will help cater your in-store experience to the impulse shopper’s needs.

Another important thing for the impulse buyer is their in-store experience. If your merchandising and branding do not spark their interest, the impulse buyer won’t bite. Create a fun experience and help foster emotional attachments to your products to ensure the impulse buyer is happy and engaged.

How to Market to the Impulse Buyer

Retailers can appeal to impulse shoppers by having friendly and helpful store associates, forging product connections, simplifying the buying experience, and using smart merchandising.

Retailers looking to cater to impulse buyers can:

  • Tell the story behind the product: Small businesses have the advantage when it comes to selling products with a story; highlight local makers and other small businesses or products that have a specific tie to the local community so that shoppers experience an emotional connection with the products in your store.
  • Make it easy to buy: Since impulse shoppers are buying on a whim, they want to make their purchases quickly and easily. Lines will turn the impulse buyer away, so ensure you have adequate registers or equip your staff with mobile checkout devices so that no impulse sale is lost due to traffic flow.
  • Use labels, signs, and instructions: You can simplify the impulse buyer’s shopping experience through clear product labels and instructions. Make your store easy to navigate and engage with—the impulse buyer isn’t going to be asking for help to make their purchase, so make sure they don’t have to.
  • Train an attentive staff: An attentive staff will make all the difference for the big-ticket impulse buyer. By making product suggestions, helping with sizing, and overall accelerating and simplifying your customer’s experience, your staff will be able to better capitalize on the impulse shopper.
  • Place small, inexpensive items by the register: The register is one of the top places the impulse buyers make their move. Line your register with small, inexpensive items that people can add to their carts on a whim.

5. The Mission-Driven Shopper

Mission-driven buyers are on the hunt for particular products or are shopping from a list. They are even sometimes called “list shoppers” because they so often come with a physical litany of things they want to buy. Others have termed them “need-based” and “reluctant” shoppers because, for them, buying is driven strictly by need and not because they necessarily enjoy shopping.

Mission-driven shoppers know what they need and are not interested in browsing.
(Source: Video Hive)

The Mission-Driven Shopper’s Needs

Overall, mission-driven shoppers want their shopping experience to be easy, fast, and to fulfill their needs. Remember, shopping is not something the mission-driven customer enjoys, so anything you can do to make their experience pain-free will boost their loyalty to your brand and make them more likely to return.

How to Market to the Mission-Driven Shopper

The need your marketing should be addressing for the mission-driven shopper is ease. Offering services that will streamline your shoppers’ experience and merchandising so that things are easy to find will ensure that your business is ready to facilitate easy, pain-free shopping.

To appeal to mission-driven buyers, retailers should do the following:

  • Offer buy-online, pickup in-store (BOPIS): Time-crunched shoppers often choose to purchase from stores that let them place orders online and pick up the same day. Offering pickup services will also completely cut out all of the actual shopping for a mission-driven buyer.
  • Have gift guides ready: Make shoppers’ lives easier by offering gift guides and other inspirational materials that will take the thinking out of shopping and make your customers’ shopping missions easier to accomplish.
  • Utilize cross-merchandising: Shoppers in a hurry will appreciate items conveniently placed, such as bread by the deli counter or limes next to the beer display. Consider what items are typically purchased together and merchandise them near each other for convenient shopping.
  • Have a clear store layout: Having an easy-to-navigate shop primarily comes down to the store layout that you choose. Be sure that you create good traffic flow and clear lines of sight so your store is easy to shop.

6. The Indecisive Patron

Indecisive shoppers are looking to make a purchase but are reluctant or hesitant to do so because of price, information overload, or insufficient information. I know I ran into this type of shopper all the time at my store. They would try things on, but struggle to make a decision and constantly make excuses as to why they shouldn’t buy the piece.

Ultimately, I learned that the best way to appeal to the indecisive shopper was to be hyper-attentive so that I could calm any hesitations and answer any questions before they got into their own heads.

The Indecisive Patron’s Needs

What the indecisive shopper needs is someone or something to boost their confidence. Anything that you can do to make the indecisive shopper feel more assured of their selection and give them a slight push to make a purchase will help calm their hesitation.

You want to be sure, however, that you do not push the indecisive shopper too hard and end up making them uncomfortable. Remember, this shopper wants to purchase something, so you should offer helpful nudges without creating an irritating experience. Meet hesitation with assurance, but if you are getting firm negative responses, move on and try suggesting another product.

How to Market to the Indecisive Patron

When working with indecisive shoppers, retailers need to serve as quasi-personal shoppers or shopping guides for these customers. Indecisive shoppers have high purchase intent; they just do not know the right product yet. Having top-notch customer service associates is crucial for appealing to indecisive shoppers and securing a sale.

When working with indecisive shoppers, retailers should:

  • Ask questions: Determine the shopper’s buying needs by asking open-ended questions about who and what they are shopping for so that you can give precise recommendations. This will allow you to provide better solutions to their problems and calm any hesitations.
  • Give honest advice: Shoppers who have a hard time making a final purchasing decision will appreciate honest advice, including personal experience or feedback from other customers. Telling someone that a piece is unflattering or giving them a piece of honest advice will build trust and result in more sales.
  • Use visuals and/or data: Signage and marketing tools that display features and benefits of the products will help shoppers weigh their options and better understand your products. Feedback on bestsellers, product comparisons, pricing information, and expert reviews will all help make the indecisive shopper more assured and ready to purchase.
  • Have a flexible return policy: Having a return policy or warranty can help assuage any fears of the product not living up to expectations.
  • Offer product suggestions: As we know, the indecisive shopper has strong buying intent; they just might not know exactly what they want. Offering product suggestions will help your customer feel like they are getting the best products put in front of them and will help them find something they will feel secure about.

7. The Educated Consumer

With increasing access to product information, many of today’s shoppers fall into the educated or well-informed shopper profile. The educated shopper researches products or a store’s inventory online, reads customer reviews, and scans general pricing information before visiting the store. They also typically have an idea of what they want to buy by the time they make it in.

The Educated Consumer’s Needs

While the educated shopper can be tricky to help they do have a few needs that you can use your marketing to address. The educated buyer wants to see the online products that you have in-store. Additionally, even though they have done research, the educated buyer will still want to ask questions to be sure that they really understand your products before making a purchase.

For example, at my boutique, we would often get customers who clearly had viewed our website or social media pages before coming into the store. In this case, they always had questions and wanted to see the exact pieces they had been eyeing. By furthering their product knowledge and giving them a chance to see the items in person, we were able to elevate their in-store experience and satisfy their need for understanding.

How to Market to the Educated Consumer

The biggest thing you need to provide the educated buyer is a cross-channel shopping experience that adds value to what they already know. This includes continuously updated websites and merchandising displays, in-store only products or services, and very knowledgeable sales staff.

When working with the educated customer, you should:

  • Keep your website and store up to date: Most educated shoppers will check out your store online before coming in so they can see your stock and get an idea of what they want to see. To avoid disappointment, you want to be sure that the things you offer online are also available in-store and that your website is up-to-date with all your new offerings.
  • Offer a great value: Since educated shoppers typically already know about pricing and features, these factors won’t wow them. Offer something extra like product customization, exclusive features, a special member price, or at least information that they wouldn’t have been able to find elsewhere.
  • Provide a positive shopping experience: Many shoppers return to retailers not because of their product selection or even price point, but rather because of the overall experience they had shopping with you. Your customer service, loyalty program, and merchandising will make or break your shopper’s time in your store, so enhance those elements to create something memorable and positive for your shoppers.
  • Equip your staff with product knowledge: Be sure that your associates are experts on your products and can answer any questions and provide a level of expertise not found through online research. At my store, for example, we had a binder with product information that included sizing, typical life cycle, styling suggestions, and compositions. Associates could reference and study the binder in their spare time so that they were ready to answer any customer concerns.

8. The Loyal Customer

Loyal customers, or regular customers, are every retailer’s favorite. The loyal customer is someone who visits your shop often and makes regular purchases. You might even know them by name and have a rapport with them.

The loyal customer is a particularly important shopper profile subset due to their potential for profitability. In fact, loyal shoppers are the most valuable type of customer, with one frequently reported statistic indicating that loyal customers spend an average of 33% more than new shoppers at every visit.

The Loyal Customer’s Needs

To keep loyal customers happy, retailers should recognize their loyalty and treat them like VIP customers every time they come in. This will create an incentive to continue to be loyal and maintain an affiliation with your brand.

At my store, for example, we had several women who came in almost every week to see what new merchandise we had gotten. I always made sure to address them by name and pull styles that I thought would flatter them. This helped to continue to foster their loyalty and rewarded them for choosing our brand.

How to Market to the Loyal Customer

Marketing to the loyal customer is all about making them feel special for their loyalty. They already like your brand and the experience you have to offer, so it is up to you to elevate their experience with special treatment and rewards.

  • Reward your regular customers: Host events or promotions and offer exclusive rewards for your loyal customers to let them know they are appreciated.
  • Start a referral program: Regular shoppers are likely already referring friends and family to your store. Start an official referral program to track your top-referring customers and reward them for boosting your business.
  • Ask for their input on new products: Send out a survey or hold a focus group with your loyal customers to get their feedback on new or potential products. They will love being involved in the process and you can purchase those new products with confidence knowing customers will buy them.
  • Make an effort to get to know your loyal customers: With a little time, it’s not hard to identify who your loyal customers are. Create a list with their names, style profiles, general needs, and shopping styles that all your associates can access. If you can demonstrate that you value your loyal customer as much as they value your business, you are sure to impress them and continue to strengthen their loyalty.
  • Create a loyalty program: Rewards shoppers for what they are already doing and continue to build their loyalty with a loyalty rewards program.

Bottom Line

As a retailer, you will run into all kinds of shoppers, all with their own unique needs and behaviors. Learning which types of customers most often visit your store takes time, but identifying your shoppers’ profiles will be the first step to creating an in-store experience that will serve them and, by extension, your business. Use this guide to help you identify what kinds of shoppers frequent your business and watch as you meet their needs and get the sales rolling.

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6 Types of Shoppers: Which One Are You?

Can you spend hours and hours at the mall, just looking, while hardly making a purchase? Or when you go to the mall, do you try to park, get in, and get out as quickly as possible?

Whether we like it or not, we all have to shop at some point. It’s good to be aware of your money mindset so you can rein in your natural budget busters.

Which kind of shopper do you most identify with?

The Bargain Shopper

Coupons. Discount books and online codes. Store sales. The Bargain Shopper hunts down deals with the intensity of a rabid raccoon ransacking an unguarded trashcan. And that’s a good thing. If there’s one thing you can count on with The Bargain Shopper, it’s the fact that she’ll absolutely find the lowest price in town—or, if she can find it on the internet, in the entire world.

The Researcher

You want to buy a new 42-inch LCD TV. So what do you do? You buy a few consumer magazines. You visit 14 different websites that offer television reviews. You spend five months researching every brand and every model of 42-inch LCD televisions. Based on that information, you might make a decision. Or you might wait until next year’s models come out . . . because, after all, once you make the purchase, you can’t research TVs anymore. And what kind of life is that?  

The Impulse Buyer

Ooh, that sure is a pretty lamp over there. You know where that lamp would look nice? On the end table next to your bed. Such a pretty lamp. So cute. Sure, it’s $200, but you never spend that much money on lamps, and when will you ever see another lamp that cute again? So you know what to do . . . buy it! Right now. Buy it! This will be the best, most sensible purchase you’ve ever made. Until tomorrow, when you wake up and realize you have $15,000 in debt and just spent $200 on a lamp.

The Negotiator

To The Negotiator, no price is set in stone. Everything is up for negotiation. “That’s not good enough!” is The Negotiator’s mantra. Their sole purpose in life is to win the battle with every single salesperson they encounter. Or at least it seems that way, because they approach every negotiation like Drago fighting Rocky in Rocky IV. “I will break you,” he said. And, well, he lost the fight, so that’s a terrible example.

The Loyalist

You buy everything, and we mean everything, from the same store. You’ve got 14 different discount and membership cards of varying sizes for that one store. There’s the one for your wallet, your key chain, your iPhone, your purse, your back pocket—and don’t forget the one you customized into an earring for emergencies. When you enter that store, you’re greeted like Norm from Cheers. Everyone there knows your name.

The Man on a Mission

You have one objective: to go to the store and buy a new computer monitor. Your record for driving to the mall, buying one item, and returning home is 27 minutes and 42 seconds. Each time you go to the mall, your goal is to break that record. When The Man on a Mission shops, he’s like a laser-guided missile seeking out a target to destroy. If you’re shopping alongside him, please don’t stop to browse the shoe section. That’s a terrible mistake.

Start budgeting with EveryDollar today!

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9 Common Types of Customers in Retail (and How to Sell to Them)

One of the things that makes running a retail store so interesting and fun (most days) is the fact that you can encounter an array of characters at your shop. From easy-going shoppers who make small talk, to customers on a mission who just want to get in and out of the store, retailers deal with various types of people on a daily basis.

And as any good merchant knows, there isn’t one single solution or best practice for converting all kinds of customers. Every customer comes with his or her own set of traits, and retailers have to acknowledge these distinctions and tailor their approaches accordingly.

To help you do this, we’ve compiled a list of the most common types of retail customers that you may encounter, along with tips on how to approach and sell to each one. Check them out below:

1. The well-informed shopper

Many modern shoppers will likely fall into this category. Consumers these days do a ton of research before making purchase decisions. They read product descriptions, compare prices, and check reviews so you can bet that when they walk into your store, they already know a whole lot about what you have to offer.

The key to connecting with these shoppers is to get on their radar while they’re still in their research phase. Don’t wait until they’re standing in front of you to engage them (well-informed shoppers have likely made up their minds at that point, anyway). Instead, increase your store’s visibility on online and mobile channels.

How do you this?

Start by making sure customers can get information about your store, products, and services particularly when they’re browsing the web. An easy way to do this is by getting your inventory on Google Search and Google Maps.

Solutions like Pointy (acquired by Google in 2020) make this simple. Simply connect Pointy to your point of sale solution, and it will automatically display your real-time inventory online, so your customers can easily see what’s in-store. Here’s an example from the pet supplies retailer, Dingo’s:

Vend Tip

Getting started with Pointy is easy and free if you’re a Vend customer. Just connect your Vend account, follow the prompts, and you’re good to go.

Learn More

How to deal with well-informed customers

In-store, the best way to approach well-informed customers is to first acknowledge their expertise and listen to what they have to say. Then, ask questions to see if you can offer up info that they haven’t uncovered in their research.

Another approach is to provide information in a way that makes them feel like they’re getting insider knowledge or access.

It’s also important to focus on value, rather than just features or prices – which they already know. For instance, if you’re selling something that can be found in other stores, highlight the things that only you can offer. Do you have a better a guarantee or have more superior customer support? Let your customers know.

2. The showroomer

Showroomers are those who try on or check out products in person, but decide to purchase them online if they find a better price. You can usually spot them when you see customers using price comparison apps or scanning your products while browsing in-store.

Many large retailers deal with showroomers by matching their competitors’ prices. Best Buy and Walmart for example, have price-matching strategies to get people to purchase their products in-store. Of course, price matching isn’t always feasible, especially for small and medium retailers with tight margins.

How to deal with showroomers

To convert showroomers, you need to shift their focus from price to value. You can, for example, emphasize the fact that customers can take home the product immediately, instead of having to order it online and wait for the product to ship.

Or, you can bring their attention to any in-store offers, loyalty programs, or benefits that only you can offer. The key is to position your merchandise and store as distinct and aspirational. As we’ve said in our post on beating showrooming, you need to “exert more effort in branding and avoid commoditizing your products. What makes you unique? What emotions or thoughts can you evoke in your customers? Identify these things and use them as selling points.”

3. The wanderer (aka: the “Just looking around” customer)

These are shoppers who just wander into your store without any real intention. They typically walk in because something caught their eye or they’re simply killing time.

How to deal with customers who are just looking around

Customers who are “only looking around” should be acknowledged, but generally left alone. Resist the urge to jump in their face. If someone tells you that they’re just browsing, respond positively to make sure they feel welcome and perhaps casually mention that you have some new arrivals or items on sale.

You can say something like “That’s great! Just so you know my name is Jane and if you need anything, I’m more than happy to help” or “I understand, and just a heads up everything on the shelf over this is on sale.

Other than that though, it’s best to let them be, until they ask for help.

That said, there might be some changes within your store that you can implement to get wanderers to buy. First, you want to make sure that your shop is presentable and is laid out in such a way that it highlights your best and most profitable products.

Another idea? Encourage impulse buys. Let customers who just want to look around do just that, but consider having easy-to-grab items around that can make for good impulse purchases.

4. The customer on a mission

These are customers who already know what they want and intend to just get in and out of your store. They want to get their hands on their purchases ASAP so they can leave and get back to doing other things.

How to deal with shoppers on a mission

The best thing you can do is simply not get in their way. If they have questions, give them straight-up answers and don’t try to upsell.

Make the shopping process simple and convenient for them, so if you spot any barriers (like long checkout lines) eliminate them for the shopper. For instance, if checkout’s taking too long, open another counter or offer to ring them up on the spot with a handy mobile POS system.

5. The confused or indecisive shopper

These are customers who aren’t sure if they want to purchase or they’re unable to decide what exactly to buy. Often, customers who are having trouble deciding either don’t have enough information, or have too much that they’re overwhelmed.

How to deal with confused or indecisive customers

The best approach is to figure out their specific needs and educating them on what they need to know.

Ask questions. What are they looking for? Are they having any trouble understanding aspects or features of your products? What do they know – and don’t know – about your merchandise?

If they’re comparing products, give them the non-salesy lowdown on the items that they’re considering. Provide the pros and cons, and tailor your answers to their needs so they can make an informed decision.

Your main goal should be to help and educate. You don’t want to prod the customer to make a decision that isn’t right for them, so be upfront about what your products can and can’t do. Be honest. Your customer will appreciate it, and they’ll learn to trust you. (And as we all know, that’s so much better in the long run.)

6. The bargain-hunter

The main thing that the purchase decision of bargain shoppers is pricing. They’re after the lowest price, and they’re willing to shop around until they find it. Brand loyalty doesn’t really come into play here.

How to deal with bargain-hunters or frugal shoppers

One thing you can try is to make them *feel* that they’re getting a good deal. Sell them on value or point out why purchasing from you will actually save them money in the long run. Perhaps you have higher quality products, or as we’ve mentioned earlier, maybe you can offer a better guarantee.

If that doesn’t work, then at least see if you can capture the information of the customer so in the event that you do run a sale or promotion, you’ll be able to notify them.

7. The chatty customer

These are customers who love to talk and tell stories, and while you like their enthusiasm, they can sometimes keep you from doing your job or taking care of other shoppers.

How to deal with chatty or talkative customers

If you encounter such individuals, take some time to listen and express a genuine interest in what they’re saying, but know where to draw the line. Once someone becomes overly talkative to the point where they’re holding up the checkout line or they’ve gone way off topic, politely remind them that you need to get back to work.

RetailMinded.com’s Nicole Reyhle shares an excellent tip on how to deal with chatty shoppers. According to her, associates should look customers in the eye, smile, and say something like “I would so love to talk to you more about this – but I see someone else who needs my help too. I will check back in with you, ok? Thanks for being here.”

8. A difficult customer

“Difficult customer” is a broad phrase, but this typically includes shoppers who are rude, condescedning, or combative. Maybe they have a complaint about your products. Perhaps they’re someone who isn’t happy with the service they received. Or, they’re simply having a bad day and are taking it out on you.

Whatever the case, these shoppers can negatively impact the experience of your associates and customers.

How to deal with difficult customers

Handing difficult customers can be… well, difficult, but it’s doable. The first thing is to stay calm and do your best alleviate the situation.

The last thing you want is a public scene (especially in the age of social media), so we recommend that you handle the situation away from other shoppers. If possible, invite the difficult customer to discuss things in your office or at the back of the store.

Depending on the cirumstances, you may need to appease the customer by apologizing and by refunds or store credits. However, if they’re being unreasonable or downright obnoxious, it may make sense to escort them out of the store or call security.

9. Your regular customer

Regular customers are the best types of shoppers to have in your store. They already love you (otherwise they won’t be coming back) so you don’t have to go for the hard sell.

How to treat your regular customers

Make sure they feel valued and remind them why they love shopping in your store. Find out what they love most about your business and demonstrate those qualities time and time again. For example, if you know that a particular customer likes getting one-on-one treatment from your associates, then be sure to give them just that when they’re in your shop.

Your turn

Hopefully, this post gives you a better idea on how to roll with different types of customers. And if you encountered a shopper type that’s not mentioned above, we’d love to know! Tell us in the comments, and share your best tips on how to approach them.

About Francesca Nicasio

Francesca Nicasio is Vend’s Retail Expert and Content Strategist. She writes about trends, tips, and other cool things that enable retailers to increase sales, serve customers better, and be more awesome overall. She’s also the author of Retail Survival of the Fittest, a free eBook to help retailers future-proof their stores. Connect with her on LinkedIn, Twitter, or Google+.

Different Types of Shoppers – How to convince them to buy from you?

You may be running an online or offline store, a small startup or a huge business. Regardless, you are likely looking for growth in sales. One of the key steps to get there is to understand the different types of shoppers there are. With this knowledge as a base, you should then start to target them with dedicated strategies.

There may be a wide array of shopper types already buying from you. However, if you want to take the next step, you will need to develop strategies that specifically target each of the different types of shoppers. They have differing needs and wants, and most importantly, they are coming to you with differing intents and differing behavior. So, to convince them to buy from you, it’s imperative to develop an understanding of how they think and act. Then, you can come up with dedicated strategies to satisfy their needs.

From Different Types of Shoppers to Dedicated Strategies

Considering the different types of shoppers comes equal to segmenting your potential customer base. You may want to rely on further segmentation criteria than only the shopper type, such as demographic criteria. Additionally, you will have to think about the different types of products and respective marketing considerations.

After segmenting your customer base and distinguishing the different types of shoppers, you should consider which of those you actually want to target. If you imagine all potential shopper types out there as a pie, you do not necessarily want to target all of them at the same time. Instead, think about the match between your offering and the potential target groups.

Once you have chosen segments that you want to address, it’s time to develop dedicated strategies for targeting those segments. These strategies should consider the particular needs and wants of each group. If you, for instance, target three different types of shoppers, you will have to devise three different, dedicated strategies.

These strategies may range from designing the right products to satisfy their needs to coming up with promotion and sales tactics.

Eventually, you will reach the positioning stage. In this stage, you aim for occupying the right positioning in the minds of your chosen customer groups.

This approach is also known as the STP-approach (Segmentation, Targeting, Positioning).

Now, let’s have a look at some of the different types of shoppers and strategic considerations to convince them to buy from you.

Different Types of Shoppers and Marketing Considerations

The Bargain Hunter

Some shoppers have one key goal when looking to buy a product. They want to find the best price available. Bargain hunters, also called discount shoppers, usually come armed with coupons or discount codes, know everything about sales periods, and rarely buy anything that is not discounted.

The bargain hunter’s purchasing decision is mainly determined by price and the feeling that they are saving money.

This type of shopper becomes a bit less frequent these days, as shoppers are increasingly placing emphasis on quality. However, if you walk through the city you regularly encounter stores that seem to target this type of buyer primarily.

To sell to this type of customer, pricing is obviously imperative. So think about pricing strategies or a reward system that appeals to people on the lookout for sales and good deals. In addition, in order to grab the eye of a price checker, be certain to present the price clearly and early, as this is the most important aspect of the product for this shopper.

The Browser

Every consumer is a browser shopper from time to time. Especially if you have a brick-and-mortar store, you are more than likely familiar with consumers that are “just looking”. These shoppers are typically not searching for a particular item or to buy from a particular store. They just stroll around and want to get inspired, or have a rough idea of what they are looking for in mind. Often, they are just killing time. Thus, they may enter your store and just be curious what you have to offer.

The browser type of shopper, as you can guess, typically buys based on an experience appealing to his or her curiosity. For instance, this type of shopper may find something in your store that reminds him or her of something, or have a long conversation with a sales rep.

That being said, it can be quite difficult to come up with dedicated strategies to appeal to browsers. However, there are a few things you should consider. In order to convince the browser type of shopper to buy from you, you will want to make them feel welcomed and offer them support when they have questions. Otherwise, leave them alone. Also, you may want to come up with a store layout that is easy to walk through, and display your products in a way that tells a story or builds a connection with your shoppers.

The Impulse Buyer

One of the most common types of shoppers is the impulse buyer. The impulse buyer, as the name suggests, buys on impulse when they see something that triggers an emotion or a desire. Certainly, you know the feeling: you stand in line at the grocery store and spot that delicious chocolate bar at the checkout counter. That is an impulse buy and makes you an impulse buyer.

As you can imagine, the impulse buyer’s decision making process is not driven by necessity, but rather by impulse. This impulse can be of emotional nature or be a spontaneous desire. The impulse buyer typically does not have clearly defined needs, or they are hard to predict, making it difficult to come up with strategies. However, if you want to appeal to this type of shopper, consider to place small and inexpensive items on the way to the checkout. Impulse buyers like to see products presented to them with quick-to-read information that will lead to a very simple check-out process. Also, rethink your in-store experience. If the look and feel of your branding and store layout does not appeal to the buyer, he or she will likely not buy on impulse.

The Mission-Driven Shopper

Mission-driven shoppers are looking for particular products. They typically come well-prepared: they have a shopping list that may be as detailed as containing not only product types, but also specific brands and tray sizes. For these shoppers, buying is often not an experience they would enjoy – rather, their purchasing is driven strictly by need.

Mission-driven shoppers want their shopping to be easy, fast and uncomplicated. So, when thinking about strategies to target mission-driven shoppers, try to make the shopping experience as simple as possible. Avoid any obstacles to make their experience pain-free. Then, in turn, these consumers may reward you with loyalty and come back, as it will make their shopping experience even simpler. So, make sure that you design processes and store layouts as simple and clean as possible. Have a smart Point-of-Sale checkout system to make the process as hassle-free as possible. Streamline all your customer-facing processes. Design your messages in a way that it is easy to find items. Finally, consider to set up a system to save time, such as a “buy-online, pickup in-store” (BOPIS) concept.

The Loyalist

The loyalist is probably the easiest to appeal to from all the different types of shoppers out there. They like your store and will come back if you don’t change strongly. You may often know these customers by name and have a strong connection with them.

This type of buyer is extremely important for your sales. Loyalists give you repeated purchases without great effort and are therefore typically highly profitable buyers with substantial lifetime value.

To keep them happy, you should recognize their importance and treat them as VIP customers whenever they come by.


Now that you have learned about the different types of shoppers out there, you may already start recognizing which of those are present in your customer base. As a next step, it is key to understand the fit between your offering and their needs and wants. Also, consider further segmentation criteria. Then, you should make a decision: Which and how many of the different types of shoppers do you want to target? Eventually, come up with dedicated strategies to win their hearts.

The 4 types of shoppers and their customer care preferences

Do you understand how your customers are making purchasing decisions? And if so, are you using this knowledge to improve your brand’s customer support?

Customers have largely differing purchasing styles. These, for the most part, can only be explained by consumer psychology. Behavioral psychologists are trying to uncover the cognitive processes that explain why people buy what they buy, when they buy them, and even how they prefer to make the purchase. Also part of this subject is how customers respond to various marketing and customer support strategies.

It sounds rather complicated, but you can use all these to your advantage. By knowing how your customers make decisions, as well as the factors that influence their buying decisions, you can come up with customer care strategies that target their exact needs. When done right, this can help you improve your sales and your customer relationships.

Take a look at the four different types of shoppers according to their purchasing styles.

  1. Decisive buyers

    Decisive buyers know exactly what they want from a brand or a product. So they’re likelier than other shoppers to make quick buying decisions. They usually go for the most valuable products, with price as a secondary consideration. While they may not pay attention to the tiny details about how a product works, they care about how it will make their lives better.

    When delivering customer service to this type of shopper, follow these tips:

    • Be straightforward and honest so you can speed up transactions. Decisive buyers hate delays.
    • Avoid focusing on the tiny details. Instead, discuss the big picture and point to the benefits of a product or service.
    • Avoid discussing your personal opinions. Stick to facts and evidence when talking about a brand and what it offers.
  2. Trend-focused shoppers

    These shoppers are also big-picture thinkers, but for a different reason. While decisive buyers value a product’s efficiency more than anything else, trend-focused shoppers make purchases that will allow them to fit in a particular group. In short, they’re after the rewarding emotions that come with buying something, especially if it’s a new gadget or the latest fashion trends.

    Keep these tips in mind when interacting with a trend-focused shopper:

    • Be enthusiastic about a product, and express positive emotions during the customer interaction.
    • Emphasize how a product can help improve the customer’s appearance, social status, or personal relationships.
    • If applicable, offer other trendy products that the customer might find appealing.
  3. Process-oriented consumers

    Process-oriented customers focus on the how’s and why’s behind a product or service. Thus, they zoom in on the smallest details and thoroughly analyze whether a product is truly worth their money based on its benefits. They pay particular attention to the risks involved in making a purchase. They’re not going to jump into a decision until they’re sure that there’s minimal risk that come with a product or service.

    To capture and sustain the interest of this type of consumers, keep these customer service tips in mind:

    • Give them enough time to think about their purchases and decide. Don’t rush them into making an on-the-spot decision.
    • Be honest when discussing the risks that come with a product, as well as its shortcomings.
    • Assure continuous after-sales customer care.
    • Focus on the facts. Demonstrate that you have an updated product knowledge by taking your time to explain how a product works, why it was created, and its many benefits.
  4. The thorough researcher

    The thorough researcher is a skeptic consumer. Like the process-oriented consumer, they look into the smallest details about a product. However, they tend to question the reliability and accuracy of the data given to them, applying an almost scientific approach to assess their truthfulness. Thus, they’re unlikely to do business with brands with a shady reputation.

    When delivering customer support to this type of client, observe the following:

    • Avoid grammatical errors and typos (during written correspondence), as these lapses may be perceived as a sign of incompetence.
    • Provide as much data as you can, but make sure that they are correct, high-quality, organized, and evidence-based.
    • Avoid emotional discussions, and stick to the facts.

Outsourced customer support allows businesses to concentrate on important business functions while maintaining great customer relationships. Open Access BPO provides multichannel customer experience, back office support, and content management solutions to help businesses like yours effectively communicate with any kind of shopper. Send us a message letting us know what outsourced solutions your brand needs. We’ve got you covered!

Types of Shoppers | Sapling

Consumers buying electronics in a superstore.

Image Credit: Kevork Djansezian/Getty Images News/Getty Images

Shoppers make purchasing decisions based on a variety of factors, including price, brands, customer service and product features. Learning more about shopping strategies can help consumers maintain budget and finance goals. Understanding the different types of shoppers can also help business owners perfect marketing strategies and maximize profits.

Economic Shoppers

Economic shoppers focus primarily on the price of items when determining which products to purchase. This group includes people on a tight budget or fixed income, as well as consumers who may have a larger budget but still choose to focus on low prices. For some, this means choosing store-brand items or any items with the lowest price. For others, this means attempting to maximize value by choosing name-brand, high-quality items that offer the lowest cost over time. Economic shoppers often look for stores with a large variety, such as big-box retailers that make it easy to compare prices on a large selection of products.

Personalizing Shoppers

Personalizing shoppers value personal relationships over low prices. These customers focus on building relationships with store personnel and often shop close to home. They look for great customer service, which is often found at smaller or local stores compared to big-box retailers. This type of shopper is willing to pay a premium for better service and a better shopping experience.

Ethical Shoppers

Ethical shoppers base shopping decisions on factors other than price and their own personal experience in the store. Shoppers in this category feel morally obligated to support their own beliefs while shopping and are willing to pay a premium to retailers that fit these beliefs. This may include supporting neighborhood merchants over large chain retailers. It may also extend to supporting retailers who support environmental or religious beliefs.

Apathetic Shoppers

Apathetic shoppers have no interest in shopping and do so only out of necessity. These consumers try to minimize shopping time by getting into and out of a store as quickly as possible. According to the Association for Consumer Affairs, this shopper type may be further refined into two separate categories. This includes convenience shoppers, who truly are pressed for time and must shop quickly, as well as apathetic shoppers who simply dislike shopping.

Other Types

While much research in this field supports these four basic shopper types, some analysts have also introduced new types beyond these four categories. These include dedicated fringe shoppers, who always strive to have the latest and greatest products. These shoppers look for innovation and research shopping options thoroughly before buying. The need to find the latest products often means these shoppers buy online or through catalogs rather than in the store.

Another type of shopper, the transitional shopper, includes young families that have yet to find their shopping niche. These shoppers may be influenced by retailers or other factors to choose one of these shopping types.

[Infographic] Understanding the different types of shoppers

No two customers that enter your stores are alike. That’s even if they’re looking for the same product. They could be buying it for two different reasons. Since everyone is different, that means they’ll also won’t behave the same when it comes to making decisions and purchasing a product.

The different types of shoppers

While there are various different types of shoppers and a whole range of shopper personas, for the sake of this piece, we’re only going to focus on four specific types of customers you’ll likely find visiting your stores.

They are your economic customers, your passive customers, your emotional customers and your cognitive customers.

1. Economic Customers

As the name suggests, your economic customers focus on the economic side of shopping. In short, they’re all about saving money where possible.

That means they look to maximise the benefits derived from any product they purchase. In fact, when they pick out a product and place it in their basket, they do so knowing that they’re going to use it in multiple ways.

Baking soda is a great product example here.

As indicated in our infographic below, while baking soda is bought to be used as a leavening agent, there are many other ways in which you can use it. It can be used to wash your hair, brush your teeth, and freshen your breath. It can even be used as a skin exfoliator or to relieve heartburn and treat insect bites.

An economic customer will, of course, do more than simply look at how to use one product multiple ways. They’ll also look at the impact a product would have on their future. For example, they’d consider the fuel efficiency of a car before making a final purchasing decision.

2. Passive Customers

Your passive customers can be a tough nut to crack. That’s because they’re usually not susceptible to marketing campaigns. In fact, you’re likely to find them avoiding any initiatives you have going on in your store.

That’s not to say they won’t notice them. But they are highly unlikely to engage with them. And that’s a challenge.

While it’s easy to identify those customers who are either happy or unhappy with your brand, it’s harder to identify anyone who is indifferent. You could even argue that your passive customers are harder to understand than those who actively hate your brand because they are so difficult to read.  

For example, a promotion is touting the value of Brand A and this type of shopper is just not interested. They’re buying what they want to buy and you can’t sway their decision.

3. Emotional Customers:

When it comes to talking about emotional customers, it’s important to note that this isn’t about customers who become hysterical and complain about your stores not having a product in stock. Although, you can’t blame them if you do run out of stock.

Rather, it’s to do with their buying decisions. These types of shoppers base their decisions on their personal needs and emotions. These decision are also often irrational and difficult to explain.

For example, your customer might purchase a specific brand of perfume because it has a lavender scent. Her reason for buying it is because the scent reminds her of her mother who used to wear similar smelling perfume.

Another example is a customer who only purchases a specific paint brand because her parents used to own a paint shop when she was younger and its her way of staying close to them since she lives far away.

4. Cognitive Customers:

If you were to align your cognitive customers with a specific shopper persona, it could easily slot into the ‘Researcher’ customer profile.

These types of shoppers are the ones who research everything there is to know about your stores and the products you offer. They’re also defined as deep thinkers. The opposite of emotional customers, essentially, since they base their buying decision on information.

That said, their buying decision can also be based on more than the research that they conduct. They can be persuaded to change their decision.

For example, when looking to purchase a new car, they can be persuaded to change which product to buy. That can happen if you provide them with the information that gives them a good reason for changing their original decision.

90,000 20 types of customers: a strategy for working with each

From this material you will learn:

All people are both similar and not alike, so knowing about customer types is essential for successful sales. Without understanding who is in front of you, you can not only lose a client, but also create a bad reputation for your company. In this situation, it is obviously not worth expecting development and profit.

It’s another matter if from the first minutes you can recognize who is in front of you: a client who knows everything better than a consultant, or vice versa – a person who needs the help of a specialist.Seeing this, you can easily build communication tactics and complete the deal. Our article will help you learn how to recognize your customers.

Why you need to know the types of customers in sales

Defining the type of customer and finding the right approach to each are important skills required to work in sales.

They allow:

  • to choose the right strategy of behavior and build a good relationship with a potential buyer;
  • Demonstrate the competitive advantages of the company you represent;
  • learn how to deal with customer objections;
  • to gradually form our own loyal customer base.

Demand, value and motivation have a direct impact on sales. All of them are associated with the personality of the buyer, so the success of the transaction will depend on how well you understand their personality. When dealing with different clients, you will have to be flexible enough in communication to choose the appropriate style of interaction for each type.

When working with a potential buyer, remember:

  • most often you will have to work with representatives of “mixed” types, since there are very few buyers belonging to only one type;
  • there is no distinction between “good” and “bad” customers;
  • The entire sales process and their success always directly depend on the current circumstances, which are different at every moment of time.

At the first interaction with a potential buyer, you should understand the peculiarities of his personality and build further communication based on them. It is very important to determine the psychological type of the client at the very beginning of communication in order to understand how to react to his peculiarity, which will most likely subsequently manifest in communication, and also simply to be ready for effective interaction with this consumer.

A person who realizes how much he can influence others is more convincing.And the one who is more convincing sells more.

A sample sales algorithm will look like this:

  1. start a dialogue with the visitor;
  2. Define the type of customer in sales;
  3. tune in to his “wave”;
  4. make contact with him;
  5. Transfer the person from the status of a potential customer to the status of a buyer, close the deal.

To tune in to the same wavelength with a potential buyer, pay attention to the following recommendations:

  1. start talking in a manner similar to him;
  2. mirror (“mirror”) his pose;
  3. use similar gestures;
  4. during communication, try to equalize the sound of your voice with the voice of the client;
  5. Your clothes should be in harmony with the one in which the potential buyer is wearing, or at least not very different from her.

If a company is acting as a client, then you need to know exactly who is the decision maker (DM) in it. These powers can be assigned to both the manager and the head of a department. You can get information about the decision maker from the secretary of the company with which you plan to work.

The next step is to collect information about this person (character traits, hobbies, etc.). The faster you can determine the type of personality of the decision maker, the more effective further work with him will be.Be flexible, remember that the ability to quickly adapt to any type of client is a sign of a good manager. Forget about templates – such a strategic decision will only narrow the circle of your customers. Even if the decision maker is unpleasant to you, try to abstract from emotions and build an effective working relationship with him.

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What are the types of customers in sales and how to work with them

What are there types of customers and how to classify them? The choice of the method of systematization directly depends on the niche that the company occupies. According to the psychological type, there are two main types of buyers.

The first type divides potential buyers according to their behavior in the process of making a purchase. The second one is based on the principles that the client relies on when choosing a product and making a decision.

Types of customers by purchasing behavior and methods of working with them:

1. Despot

Talking about the classification by behavior, you should start with the “despot”. This is a hostile, hot-tempered and nervous buyer.A brawler and a disputant who is 100% sure that he is right. Does not accept criticism in his own address. If your business involves making warm / cold calls, then this is not your type of customer. Communicating with a “despot” is often difficult even for salespeople.

How to work with such a target audience? You need a competent sales manager who has a lot of experience, patience, flexibility and creativity. By adhering to the basic rules of communication with “despots”, such an employee will avoid problems when communicating with representatives of this type.

  • Listen to the customer. Use only passive listening. And only after the client has expressed his opinion, start talking to him. Demonstrate immediately to the consumer that you are in solidarity with them on a particular issue.
  • Don’t get involved in a conflict. Remain self-possessed even if the client undeservedly insults the seller or speaks negatively about the company’s product / service, demonstrate flexibility in your character and try to smooth out the brewing conflict.The axiom in trading is “the client is always right”.
  • Justify. For example, if a client says that only an idiot will buy your product for such a price, do not be discouraged, but justify the set price. Name extremely rational arguments that express the functional value of the product being sold.

2. Dunno

Representatives of this type are buyers who themselves do not know what they need. They rush from one product to another and cannot decide what to buy.However, the “dunno” are aware of what they need this or that product for. This is what you should focus on when working with this type of consumer.

For example, you noticed a visitor choosing yoghurt in your store. The stand presents a wide selection of this product (different brands, tastes, fat content, etc.). A potential buyer studies the assortment for a long time, takes one or the other yogurt, but ultimately leaves without buying anything. The character described in this example is a vivid representative of the “dunno” type.He could not choose yogurt, lost in the variety of assortment.

It is interesting that it has been experimentally established that any potential buyer is faced with a choice problem if he is offered more than 4 options.

How to work with such clients correctly?

First, reduce the number of options offered to the consumer. A large selection of goods will scare off the “dunno” from buying.

Secondly – identify the problem that the potential buyer came with.It’s easy enough – just ask him a series of leading questions.

After determining the type of client’s needs, the seller only has to correctly present his product. Start from the thought – what is the value of the proposed product for this client (give reasons – tell us about those properties of the product that will help solve a specific problem of the buyer).

3. Znayka

We are convinced that they know everything and about everything, are always ready to give an answer to any question, and therefore we are sure that they know the product better than the sellers.In the process of communication, they enter the role of an “expert” and try to catch the consultant in ignorance of the proposed product.

A vivid illustration of this type is presented in the film “Boiler Room”. Check it out as a tutorial.

The most optimal strategy when working with such a customer is to play along with him. Admire his knowledge, thereby leading to the purchase. When talking about a product, start your speech with the words: “as you know,” “as you know, of course,” etc.


Such people often turn to sellers for the sake of conversation. Representatives of this type of client are open-minded people who are distinguished by a cheerful disposition and ease of communication.

To sell something to such a person, use the active selling method. Smile, joke, maintain a dialogue, but do not go beyond your interests. In order not to get away from the immediate goal of communicating with such a customer – ask specific questions (for example: “Do you prefer skinny pants or loose fit?”).

5. Silent

Diametrically opposite to the previous type. Characteristic features are coldness, fearfulness, closeness. The goal is to buy something, not to chat. The difficulty when working with such a visitor is that he himself will not voice what he needs. Most likely, he will silently study the products presented in the store, trying to find the necessary one on his own. If in the end he finds what he was looking for, he will definitely buy, and if not, he will leave without asking about the availability of the goods he needs.

If there are a lot of “silent” among your target audience – try to display most of the assortment on the shelves, so that a potential buyer can find what he needs himself.

If it is not possible to display the entire assortment, or if you are selling an expensive high-tech product, then when communicating with the “silent” adhere to the following recommendations: tell us in detail about the characteristics of the product, behave kindly, ask open questions and do not rush the buyer with an answer.

6. Grunt

It is not difficult to define a “grumbler” – these are always dissatisfied, insecure, suspicious people who often resort to criticism. This type casts doubt on absolutely everything, and is also often dissatisfied with the realities.

Principles that should be followed when working with a “grumbler” – listen carefully to him and determine what he needs; tell them that you understand their problem and know how to solve it.

7. Conservative

Dislikes changes, falls into a stressful state because of any changes in life. Companies value such buyers, because once he makes a purchase from a company, he will certainly return.

A prominent representative is the man from the movie “Mr. Popper’s Penguins”, who did not want to sell the building to the character of Jim Carrey, Mr. Popper.

How to work with a “conservative”? Tell us what is his benefit from buying your particular product. Name a few famous people who also use your product.

8. Analyst

This type is distinguished by rationality and makes a decision only after carefully weighing all the arguments “for” and “against”.

“Analyst” is fixated on collecting information about the product, categorical in reasoning. Takes note of only reasoned arguments. For this category of buyers, the price is important – if he understands that a similar product can be purchased cheaper from competitors, then he will go to buy it to them.

When working with such a consumer, try to tell as much as possible about the product, give reasons for the information provided. Do not put pressure on the “analyst”, but simply draw his attention to the obviousness of the benefits from buying your product.

9. Purposeful type

Knows exactly what he needs. If he decided to purchase any product, then he will buy it no matter what. For the product you like, I am ready to pay any amount and even overpay.

It is probably the easiest way to work with such a customer – if he comes to the store, then he will probably buy something, so just let him buy the product he likes. Often, the social status of this type of client is quite high. If you were aware of the visit of such a person in advance, then you can increase the price tag, this will not be a reason for his refusal to purchase.

10. Emotional type

It is absolutely normal for the emotional type of the client to make decisions based on his own feelings and emotions, and also change his mind several times in a row. Cost is important, but still does not play a decisive role for them when making a purchase decision. Representatives of this type are most often impulsive, creative people.

When working with such a buyer – leave the right to choose for him, approach the selling process creatively.Present your product colorfully, not forgetting to mention the rational benefits of purchasing it.

11. Harmonic type

Thoughtfully evaluates all the pros and cons, and if he comes to a decision to buy, he will certainly make it. For this type of client, the attitude of the staff towards him is important, so be polite and friendly. Very often, these consumers can make a purchase in the store where they like the level of service the most.

For the harmonious type of buyers, attention and care are important, so when working with them, demonstrate your interest in their problem, and then offer options for solving it, presenting your product.People of this type are unlikely to refuse a purchase (or perform any targeted action as gratitude) if they feel that you were sincerely trying to help them.

The main types of Internet clients

    1. Economists

      This type of consumer is ready to check many Internet resources, call hundreds of stores to find the best price offer.

      “Economists” do not care about the presentation of the product and, if they can find a cheaper option elsewhere, they will buy it there.The main selection criterion is the cost of the product.

    2. Freebies

      A controversial issue – is it possible to classify freebies as a client at all. Representatives of this type can be found in many social networks in such thematic groups as “Free”, “Free city”, etc. It is incredibly difficult to work with such people, because they rarely buy, as they are constantly looking for ways to get something without financial costs.

    3. Loners

      People with a communication deficit who, when contacting an online store, focus on the dialogue with the manager.Some of this type can be incredibly difficult to communicate with. However, if the “loner” became your client, then he will probably come back for a second purchase.

      When communicating with such a buyer, do not try to embellish the proposed product. If the deception is revealed, then a serious conflict and a sea of ​​accusations from the consumer will follow.

    4. Lawyers

      Something like the previous type. However, unlike a “loner”, a “lawyer” can really become the initiator of a real trial.

      When working with this type of buyers, be extremely careful, “lawyers” know all their rights and are not afraid to defend them in any instance.

    5. Imitators

      The main need of “imitators” is to be in trend. In this regard, representatives of this type often buy new items, but spend less on purchases than conservatives.

      Due to the craving of such people for novelty and experimentation, they will opt for fashionable and most popular products.

  1. Offended

    Complex type of customer in sales. Communication is hampered by the fact that they are convinced that others want to harm them. Do not embellish the presentation of the product – if at least one of the facts you voiced does not coincide with reality, complaints about you will scatter across the Web.

  2. Supervisors

    Buyers who know exactly what they need. It’s easy to work with such a buyer. The main thing is to offer the product clearly and concisely.

  3. Oscillating

    Unlike the previous one, this type of client does not know what he wants and is always not sure of his choice. Is this color or another? Can I see another model?

    It is difficult to work with such buyers. Trying to make the final choice, they can inundate the manager with questions about the order and waste a lot of his time.

Types of specific clients with whom it is difficult to work

There are three main types of clients, from which it is better to refrain from communicating with. The first of these is egocentrics. Probably, everyone at least once came across a person who does not listen to you at all and in communication acts according to the scheme “he asked himself – he answered himself.” Often the most prominent representatives of this type are “small” managers. They strive to show off their victories and are convinced that they are perfect.

The most popular phrase of the egocentric “I became who I am thanks to hard work!”. At first glance, the phrase does not sound bad, so what’s the catch? Such people are fixated on themselves and see only their own success, but they do not notice the efforts and achievements of others.

In some cases, people behave selfishly to hide embarrassment or awkwardness and to feel more confident. In this regard, the manager must understand the needs and demands of consumers, control their emotions and build an optimal line of communication.

To do all of the above, at the very beginning of the conversation, let the new prospect speak and explain his position towards you. If a store visitor is unable to answer the question posed, then there is no point in continuing to communicate with him.

Do not try to adapt to the client, be yourself. Remember that communication with a potential buyer should not make you feel uncomfortable.

Be polite and friendly, but protect yourself from unnecessary worries. Try to identify the type of new customer as soon as possible.

Customers who know what they need is good. But there are buyers who constantly make comments to employees and make unfounded claims to their work, on the basis of which they eventually come to the conclusion that you cannot help them in solving even basic problems.

The situation is not pleasant, but do not rush to get upset.

After communicating with the “dictator”, some managers begin to think that they are unable to provide quality service to people and lose confidence in themselves. Others stay up all night before meeting a difficult client.

What to do?

Take a look at the situation from a different angle. Ask yourself a question – why do you think the customer will be unhappy? Think – and if he likes your proposal and the negotiations will be successful?

The main rule – be responsible for your words and do not promise the impossible.Only say what you are confident about and can actually do. If someone claims that he can do better, do not protest, let him do it. To compete with someone, you need to set yourself up correctly. There is no need to turn competition into enmity; give it a spirit of healthy competition. If the client has clearly stated what he needs, answer: “We will try to fulfill it.” Be a professional – meet the needs of the consumer and help find someone who can handle the job.

If a potential buyer communicates with you according to the principle: “I can pay for this product A, and you ask B for it,” end the conversation.These types of clients are wasting your time.

To prevent your business from becoming unprofitable – respect your work and value your time.

How can this situation be avoided?

Before setting a price tag on a product – find out the cost from your competitors for a similar product. If you decide not to concede and promote your pricing policy, then do not rush to stop communicating with a potential buyer.

Tell him about the advantages of cooperation with you, and also explain what he will pay for (from which the current cost of a particular product is formed).Give him time to understand the difference between your firm and your competitors, and give him the idea that he is dealing with real professionals in your face.

Most of your competitors are likely to find it difficult to voice the value of the product and put it off until the very end of the presentation. Act outside the box and start the story about the product with the price tag, and then give reasons for it. Believe me, many will not bargain if they receive a real justification for the established price list.

And the last thing – if you come across a person who has the characteristic features of all three types – refuse to work with him. How to deal with such a customer is unknown. It is impossible to even imagine how to deal with a self-centered bargaining dictator. You can work with each of the types separately. The main thing is to quickly determine the type of client and choose the right behavior strategy.

What will help to work with all types of clients on the site


The algorithm of the Callback is as follows:

  • Set the code on the website. You can do this either yourself, by studying the instructions and video tutorials, or with the help of a hired programmer, or simply by contacting our support team for help.
  • A pop-up window will appear on your page, in which site visitors can enter any question they are interested in regarding the product / service.
  • The service will automatically call the manager and, as soon as he answers, dial the customer’s number and connect him to the seller.On average, this manipulation takes 17.5 seconds.
  • You, in turn, will receive an application form with information about the visitor (region, full name, advertising campaign, UTM, etc. ), as well as a record of your manager’s conversation with this subscriber.

Benefits of using our Callback:

  • “Surprise the customer” function. The point is that when a customer re-visits your official website, a special widget recognizes this and sends you information by mail with his data and a record of the previous telephone conversation.So you can call the client and surprise him with the timeliness of the call. Such tricky calls can often play an important role in the successful closing of a deal with various types of clients.
  • UTM tag voice acting. When connecting with a client, our Callback will be voiced by your UTM-tags manager (the name of the subscriber, the site from which the call comes from, as well as the key request).
  • Integration with analytics. So that you can track the effectiveness of the sales funnel through a callback, as easily as through any other form on the site, our service integrates with resources such as Yandex. Metrica and Google.Analytics.
  • Geolocation filtering settings. The widget will only appear in the region in which you operate, which will save money on calls to visitors from other locations.
  • Integration with CRM. All requests and records of telephone conversations with visitors will be automatically imported and saved in your CRM system.
  • Bind a function to any form. That is, you can manually configure certain / all forms on the resource with a link to the “Callback”.That is, all applications will be instantly processed, which will significantly increase your conversion to a deal.
  • Integration with Telegram. You will be able to receive notifications about the calls requested through the widget even after hours. The notification will contain all the information specified by the user in the form and his contacts, so if necessary, you can process such leads manually.

Online chat algorithm:

  • Set the code on the website. Similar to the previous point – you can do it yourself, with the help of a hired programmer or simply by contacting our support team for help.
  • A pop-up window will appear on your page, in which site visitors can enter any question they are interested in regarding the product / service.
  • Managers of your company answer visitors’ questions through their personal account / mobile application.
  • A visitor places an order. Both parties to the transaction are happy.

Benefits of using our Online Chat:

Live automatic invitations. Our auto-invites mimic the behavior of a real person, so you will have significantly more conversations with users than in other chats.In addition, you can personalize them – when a potential buyer goes to your website, the system will automatically collect data about it (geolocation, referral source, etc.). This information will be quite enough to create a suitable invitation to chat for any type of client and to solve its problem in the process of communication.

Group chats. Each employee will be able to join the chat and help colleagues in working with the client. No customer will be left unattended.

Loading your own widget. Today this function is available only on our service. Thanks to it, you can create several widgets at once and manually configure them for certain conditions:

  • Page URL
  • UTM tags
  • Country
  • Region
  • Cookies
  • Device
  • Day of the week
  • Time
  • Login URL
  • IP Address
  • Hits

Work with a weak mobile connection.Lost connection? Are you on the subway? Now this is not a hindrance to work. The chat will work stably and will not disconnect even with a very poor connection. With this feature, you will receive more requests, increase your sales and improve your reputation.

Applications adapted to the most popular platforms – iOS, Android, Mac and Windows. In order for a business to be successful, it is very important to be always online. By downloading the application to any device, you will always be in touch with potential buyers and will be able to quickly respond to their requests.

It should be noted that notifications are received even when the phone is locked, so that no message will go unnoticed. You no longer need to adapt to the service, now you can customize the work of the service.

New design of the personal account. Stylish and extraordinary design is the face of any service. We have changed the color palette, icons and appearance of the operator’s office. Why a new design? Our communication as a whole often directly depends on the emotions experienced at the moment and the mood.In our new chat, communication will not only be effective, but also livelier, brighter and more exciting!

Emoji. It is already difficult to imagine chatting without emoticons, because they give it an emotional coloring. Now you and your site visitors can exchange emotions in a business chat. This innovation has a positive effect on loyalty indicators for various types of customers.

Images in the chat. Now, instead of links to any product image from the catalog, you can send the photo itself to the chat.The client does not have to leave the resource to get acquainted with the content of the link. Now you can transfer the picture to the buyer with one click.

Visitor’s name. You will no longer have to get confused in the gray mass of “Guests” and “Visitors”. If a person does not indicate his name himself, the system will automatically assign him a nickname. Agree that answering the Pink Panther or the Sunny Hare is much more interesting than the “Guest”.

3. Client Generator

Benefits of using the Client Generator:

  • After installing this program, the number of calls from the website increases on average 2.4 times.
  • Reduction of financial costs due to the fact that the number of requests increases, while the budget remains unchanged.
  • Allows you to quickly implement a specific product / service.
  • Will positively affect the level of loyalty of the target audience due to the special offers of your company.
  • Will help you build your own customer base of e-mail addresses for further work with customers.

Customer Generator Special Features:

  • Custom Design.You can customize the widget to match the style of your site, so that it fits harmoniously into it. This feature will increase the level of confidence in your page, as the widget will look like a special tool for the convenience of all visitors.
  • Customer information. The Envybox service will automatically send an email to the manager with basic information about the visitor (name, region, referral source, search query) immediately after he orders a call.
  • Callback. Add an additional callback widget to your page so that our service automatically connects the manager with the visitor, immediately after the latter leaves a request.
  • Impression script. In the display script settings, you can set to whom and at what time the client generator window will be shown.

4. Herd instinct

Benefits of using:

  • After installing the “Herd instinct”, website conversion increases on average 1.7 times.
  • Savings by increasing the number of calls with a constant budget.
  • Quick attraction of potential buyers due to the impulsive type of customer reaction.
  • Due to the large number of orders, the indicators of trust and loyalty of visitors are growing.
  • Sending notifications about promotions / events to the client base.

Special Features:

  • Custom Design. You can manually customize the widget to fit your website design (background, text color, shadow, etc.).
  • Animation setup. Choose how your widget will appear on the page to grab the attention of your visitors.
  • Autocomplete cities. The names of cities from our list will be automatically entered into the text.
  • Name substitution. The names from our list will be automatically added to the text.
  • Substitution of sums. From the interval you have chosen, we will automatically generate a certain amount and substitute it into the text.
  • Impression script. In the settings, specify – to whom and how often to show the widget.

5. Invader of clients

Algorithm of the Invader of clients:

  • Set the code on the website.You can do it yourself, with the help of a hired programmer, or simply by contacting us.
  • Customize the widget (image, name, three texts). In the last message calling for action, include a link to the site or directly to the targeted action.
  • Done! Your page will now display boxes with three unique call-to-action texts. Each of them is accompanied by an imitation of a stamp.
  • Site visitors will surely be surprised that they are contacted “directly” and that they also offer an individual advantageous offer.An increase in the number of incoming orders is guaranteed.

Special Invader functionality:

  • Adding a link. Add a link to go to the text of the message (for example, if you want to advertise any category of goods, provide a link to such a catalog).
  • Customer generator. If you have a Client Generator installed on your site, you can go to it by clicking on a message. That is, in order to draw the attention of the visitor to some kind of promotion, create a generator with a description of the offer and select it from the list.
  • Allow the call. This function is needed to transfer the visitor to the call. After clicking on the message, a callback window will open, where the visitor can leave his request.
  • Expand the online chat. If any online chat is installed on your resource, you can manually configure the target action to open it.
  • Working with JavaScript. Your programmer will be able to implement all the ideas that come to your mind (add music, activate and expand your own window to collect contact information of visitors, etc.).etc.).

Algorithm of Quiz operation:

  • Set the code on the website. You can do this either yourself or by contacting a programmer or us for help.
  • A questionnaire will appear on the page. The visitor answers the questions by choosing one or several items from the proposed options (text, pictures).
  • After answering all the questions and filling out the form, the client will receive some pleasant bonus.
  • You will receive the visitor’s contact information (by your mail, telegram or by SMS) for your client base and find out the opinion of various types of clients regarding any question (you can find all the answers in your personal account).

Benefits of using Quiz:

  • After setting up the questionnaires, the number of calls from the website increases by an average of 4.8 times.
  • oGuarantees Guaranteed sales growth through effective and easy contact with cold CA.
  • Helps to collect contacts for the subsequent formation of a client base.
  • Positively affects audience loyalty and stimulates sales.
  • Analysis of the results obtained during the survey will allow creating a more effective strategy for the development of new directions and / or correcting mistakes in the current one.

Frequently asked questions on the topic:

💡 Who is a client?

The definition of a customer means a person who uses a service or product. An example client is a student studying at a college writing center.

💡 Who is the better client or potential client?

A trick to remember the difference. In practice, a customer is usually reserved for someone who pays for highly specialized professional services, while a customer describes someone who is shopping in a store or other business, especially on a regular basis.

💡 Who is the client in the project?

A customer can be a person or organization that orders and purchases products or services that a business offers. In project management, the client is the one who defines the project requirements and often sets parameters such as budget and deadlines.

💡 What is the role of the customer?

Customers play an important role in any business, in fact, everything is built around customers. A client is a person for whom any project is carried out.

how to define it and what to do next

Author: Sergei Viktorovich Shpitonkov, Director of the Expert Consulting company, which specializes in building effective sales management systems in Russian companies.

Business type of client – these are clients characterized by different levels of desires and capabilities, with which we intend to complete the purchase and sale process.

All sellers dream of having “good” customers in terms of the most important criteria – the desire and ability to purchase a product.A good customer is someone who has the desire to buy a product and the money to pay for it.

However, there are no equal desires and opportunities for everyone with whom we are trying to make a deal. Someone has a desire, but no opportunity to purchase a product. Perhaps the customer has preferred your competitor’s product and has already spent the money. Maybe the client is not buying now, but is just thinking. Someone has the opportunity, but he does not need your product. It is important to remember this and allocate your resources correctly.The main criterion should be one: the volume of profitable sales to a given client. We should spend 80% of our resources on those who give us 80% of our sales.

It is important to distinguish four business types of customers and the tasks of the seller in relation to each of them (Table 1).

Table 1. Business types of customers

Customer type Seller task
Wants and can buy Maintain and develop good relationships by increasing sales to a given client. Using his positive experience with the product and loyalty, look for new customers through him, improve the image of your company and product.
Wants, but cannot buy Find out the reason. Achieve priority for your product. Give advice, provide the necessary conditions (for example, a loan, deferred payment, discount, etc.) Wait and make a sale
Doesn’t want to, but can buy Find out the reason for the reluctance to buy the product and try to eliminate it by talking about the benefits of the product or providing additional conditions.Conduct a test, provide an opportunity for temporary use, stimulate desire with a gift, participation in a prize draw, etc. Make a deal.
Doesn’t want and cannot buy Find out the reasons and make a decision, stimulate the desire and provide conditions that facilitate the purchase of goods, or refuse this client.

It is very important to clearly understand the business type of the client. This will determine the performance of certain tasks by the seller and, ultimately, the conclusion of the transaction.

Each person is a unique personality that carries a variety of properties. What properties distinguish one personality from another? Let’s list the main ones:

  • feeling;
  • 90,017 perception; 90,017 thinking;
  • memory;
  • will;
  • 90,017 emotions;
  • value benchmarks;
  • 90,017 roles; 90,017 social attitudes; 90,017 temperament;
  • self-awareness.

When starting to communicate, it is necessary to understand well and be guided by the peculiarities of their personal warehouse.It is necessary to know the psychological types of clients, to understand how to react to certain personality traits that will manifest themselves when establishing contact, to be ready to interact with them.

Those who are aware of their impact on others are better at convincing. Whoever convinces better sells better. To be able to establish relationships, understand a person and tune in to his “wave” is one of the most important tasks of the seller.

  1. Enter into a dialogue with the client.
  2. Determine what psychological type he belongs to.
  3. Tune in to the “wave” of the client.
  4. Make contact.
  5. Close the deal.

How to tune in to the “wave” of the client:

  • speak in the same manner as the client;
  • take the same pose as the client;
  • use gesture techniques similar to those used by the client;
  • the intonation and timbre of the voice should also be similar;
  • Clothing should be in harmony or at least not very different from the client’s clothing.

The four most important psychological types of clients:

  • analytical;
  • purposeful;
  • harmonious;
  • emotional.

In this case, it is important for the seller to answer two questions:

  1. What psychological type is the client?
  2. How to work with it competently?

The following are the main psychological characteristics of the types of customers and the necessary actions of the seller in order to enter into contact with them, tune in to the necessary “wave” and achieve the completion of the transaction.

3.1. Client type: Analytical (how?)

Characteristic. Asks detailed questions. Assesses your competence by the time spent. Sometimes susceptible. Punctual, checks facts. Strives for excellence. Follows directions and rules. Loves precision. Thinks critically. Slow in speech, movement and decision. He speaks softly. A firm handshake. Keeps at a distance. Occasionally looks into the eyes. Restrained gestures.

Dangers. Doesn’t act directly.Slow. Avoids risk. He speaks softly. Cautious. Asks permission. Unstable. Asks a lot of questions. Inflexible.

Seller’s actions. State your thoughts clearly and in detail. To talk slowly. Provide accurate data and be able to prove it. To paint a complete picture for the client. Be logical. Do not push the client towards a quick solution. Don’t try to dominate. Dress conservatively, wear dark clothes.

Use. Saving money. Getting satisfaction.

3.2. Client type: Purposeful (what? When?)

Characteristic. Categorical. Tends to tell others what to do. Intolerant of mistakes. Doesn’t like being given advice. Likes to compete. Determined to win. Doesn’t get lost in difficult situations. Loves change. Stubborn and quick-tempered. He listens attentively. Likes to control the situation. Cold and independent. A firm handshake. Speaks loudly. Loves order.

Dangers. Impenetrable. Restrained. Taciturn.Loves details and facts. He is interested in what gives a quick result. First he acts, then he thinks. It can be harsh and rude. The prestige of his personality is of great importance. Distrustful.

Seller’s actions. Prepare carefully for the meeting. Be concise. Be energetic and get down to business quickly. Be businesslike and professional. Offer a choice. Be persistent. Emphasize the relevance of the proposal.

Use. Saving time. Recognition of merit.

3.3. Client type: Harmonic (why?)

Characteristic. Appreciates and knows how to maintain relationships with people. Likes to patronize. Doesn’t like to take the initiative. Loyal and caring. Dislikes change. He is patient and welcoming in communication. Able to concentrate on tasks. Good listener. Avoids quarrels. Doesn’t hold out his hands. Disposable for a casual conversation. Creates an informal workplace environment.

Dangers. Not interested in facts and details.Relationships come first. Prone to long-term communication. Biased. Sentimental. Can put things on the back burner. Subjective. He does not like to set goals for himself and achieve them. Spiteful.

Seller’s actions. To talk slowly. Be friendly. Asking personal questions. Reach out for a greeting. Be welcoming in communication. Be more business-like and professional. Be trustworthy. Offer your help. Be consistent. Emphasize your desire to help. Show interest.Don’t be overly persistent. Do not press or rush.

Use. Confession. Comfort conditions

3.4. Client type: Emotional (who?)

Characteristic. Risk ready. Initiator. Eloquent and verbose. Energetic. Loves to have fun. Likes to help. Disorganized. Emotional. Optimist. Inattentive listener. Original. Knows how to convince. Unpredictable. Doesn’t like loneliness. Prone to exaggeration and generalization. A firm handshake.Speaks quickly and loudly. Looks into the eyes. Dresses brightly.

Dangers. Acts directly. Likes to take risks. Prone to violations of agreements. Likes to make categorical statements. Biased in assessments. Inattentive to details. Unassembled. Quickly makes decisions. Impractical.

Seller’s actions. Inspire to action. Give new ideas. Motivate your proposal. Refer to other people’s opinions. Give the interlocutor an opportunity to speak out. Be confident.Get straight to the point. Provide details in writing. Speak clearly and unambiguously.

Use. Prestige. Confession. Flexibility. Comfortable conditions.

Learn to work better with clients by studying Sales Technologies: How to Sell a Lot:

Sales Technologies: How Much to Sell: A Practical Interactive Multimedia Distance Course 90,000 Types of buyers

Types of buyers: 4-5-6 types of buyers

There are different approaches and classifications of types of buyers, some researchers distinguish 4 types of buyers, others suggest considering 5-6 types, in any case, each classification is good in its own way.And the more features of this or that kind you manage to identify, the faster you will find a common language with the buyer and will be able to make a sale to him, as well as turn him into your regular customer. Let’s take a closer look at the different types of buyers.

1. Explore the different typologies of buyers

Success in sales is determined by how quickly and correctly you managed to understand what kind of person is in front of you.There are two indisputable facts on this score. First, unfortunately, there is no such typology of people in general (and buyers in particular) that would work 100% (be it the concept of four types of temperament of Hippocrates, characterology, socionics, Myers-Briggs typology, or even astrology – in depending on who believes in what more). But, secondly, any typology describes certain behavioral characteristics of people, and if you learn to notice them, then you will begin to understand people with an accuracy of 70-80%.And this, you see, is already a lot!

Read books on this topic, as well as study and put into practice our recommendations below. In order to quickly learn and maximize practical value, we provide a description of some types of buyers that you can easily identify and use this knowledge to increase sales.

2. Help Hot Buyers quickly find what they need

A “hot” type of customer is not one who has a high temperature, but one who has already finally decided on the purchase he or she needs, knows exactly what he (or she) needs, and wants to get what he wants as soon as possible.The hot-eyed buyer is active in his actions, he does not have a wandering gaze around the store, and instead he is actively looking for the seller or the showcase he needs.

A hot buyer is one who does not need any consultation at all before making a purchase, or only needs to clarify a few remaining questions. Such buyers take the initiative themselves, directly declare their requirements and wait for specific answers and quick actions from the seller. By the way, this is the only type of buyer who doesn’t care which phrase you use at the beginning of a conversation.

If a person, for example, urgently needs a phone charger, and, lo and behold, he finally found a store where they are sold, his primary need will be to see what options are available and how much they cost. In a situation of high need and interest, the buyer will be ready to buy anything, with any quality of service. But if you don’t manage to quickly navigate the customer’s situation, or you listen to him inattentively, the “hot” customer can quickly turn into “Annoyed”.Help the “Hot” customer to quickly resolve his issue and be sure to offer him additional accessories.

3. Advise Warm Buyers to make it easier for them to make their choice

A warm customer is one who goes shopping and looks after something. And, for example, a shirt seems to be needed, but it seems to be not needed. Or such a customer went to the store to buy bread, came back, and his wife saw that he bought a new fishing rod and a Chinese steamer in the mall along with the bread.

These buyers have a potential need for your product, but they do not fully realize it. Or, even there was no such intention, but your store aroused interest, the person wanted to talk, and here is such an interesting interlocutor like you (with enthusiasm you tell how great life is for those who have a Persian carpet or aquarium fish at home and are already making out a purchase for a person ). Also, a “warm” buyer may be under the influence of any kind of advertising.

For example, a girl was walking down the street, a trolleybus with images of new jackets drove past, and our heroine might not even remember the brand, but when she found herself in a shopping center, she suddenly thought about the jacket again.And here you are again, and a girl simply will not be able to buy such a wonderful jacket from you. Summarizing the recommendations about “warm” buyers – find out what they are interested in, why they are interested, what criteria they use, show them several options and then use any of the sales technologies to turn a person’s desire into a buying decision!

4. Learn to look for the key to the heart of “Cold” customers

A cold buyer is one who is not interested in buying anything at the moment and ended up in the store just like that (warm up, look, kill time, just walk by, etc.).etc.). Remember, very often cold buyers do not want to communicate with sellers, avoid eye contact and usually say: “Thank you, I’ll see for myself.” What percentage of such customers appear in your store per day? Some stores have high traffic, but an unfortunate location, and there can be up to 80% of such buyers (for example, a cell phone store, where many enter as a museum), while others, on the contrary, have few people, but only target visitors (for example , a sewing and sewing shop).

Any person who crosses the threshold of your store is a potential customer, and you simply have to show all your sales skills in relation to him in the best possible way, because this is your chance!

To communicate with a cold customer you need

perform two important steps:

1) Greet him, draw attention to himself and give him the opportunity to look around, get used to the store.

2) Leave alone (for a while)

Since a person does not need anything, the most important thing that you can do in such a situation is to let him feel that he is not obliged to decide anything and choose now.It will be a great success to at least just get such a customer to talk. If you strike up a conversation, then you have a chance to identify his needs and, possibly, sell something. But in no case offer such a buyer anything ahead of time, because as soon as you, instead of talking about him, start talking about your products or super promotions, then your conversation with him may end there.

Cold buyers are the hardest to deal with.Usually sellers try to offer them something, buyers “sew them off”, and sellers, offended, do not make any more attempts. Wait a bit with offers of goods and assistance, ask open-ended questions, ask such a buyer for his opinion about something.

The first step to a result with such a customer is a conversation. Your level of success in communicating with such a customer is equal to the amount of information that you managed to find out in the process of communicating with him. If you didn’t get the person to talk and didn’t know anything about him, then you didn’t succeed.In the future, try to be more creative and interesting conversationalists.

5. Be on the same page with Emotional Buyers

An emotional buyer is notable for the fact that his emotions are pronounced and often change, and when communicating with other people, such a buyer is guided by emotions in the first place. Actively sharing his emotions and reading the emotions of others is just as important to him as breathing.

Also, an emotional buyer often switches to informal communication, can call the seller “you”, joke, ask for your opinion not as a seller, but as a person.Such people tend to tell something, share their impressions, sometimes they can be overly talkative, and the seller cannot understand how to direct this conversational flow in the right direction, and the buyer towards the checkout.

The main secret of success in communicating with the emotional outlook of the buyer is to accurately determine (feel) his emotions, empathize with him and tune in to his wave. If such a customer is happy, then please him and enjoy with him.

If he is worried or upset, then support him and also express regret (voice, intonation, facial expression). Learn to use the language of emotions and develop your emotional intelligence. To sell something to such a buyer, you need to show him such things or goods with which you can evoke certain emotions in him.

An emotional buyer wants to be bright, original and not like everyone else! Help him with this! And he will be willing to pay for emotional support and special treatment as much as you say!

6.Develop the doubts of the “distrustful” buyer

The distrustful buyer tries to see the minuses in everything, find the weaknesses of the product and convince you that it is bad. Another form of manifestation of distrustful behavior is that the buyer sees some problems in each product or comes up with fears on the go, begins to believe in them and thereby intimidates himself. Of course, none of us likes disappointments, but with any purchase, both pleasant and unpleasant surprises are possible, these are just things, after all.

The main tactic of working with an distrustful buyer is to ask clarifying questions, clarify the situation more deeply and give such arguments that the buyer can check himself (read the composition of the product, go to the manufacturer’s website, see reviews, etc.).

But this tactic will work only in one case – if the buyer has begun to trust you at least a little. Therefore, first make sure that trust exists.(We can assume that they trust you when they listen to you to the end, do not interrupt, nod, ask something, look into your eyes with interest

and at the same time do not keep their hands on their chest and do not have a skeptical expression.) If there are few such signals, then focus on improving the quality of communication with the buyer. Show stronger skills in establishing rapport, turn on more explicitly active listening, add adjustment for emotions, gestures, posture, and now the buyer sees himself in you and feels an irresistible desire to open his soul to you! Appreciate it and use it for good, helping customers become happier and more grateful for it!

7.Show the benefits to the “Thrifty” customer

Have you ever met such buyers who are dear to everything? Or who always choose the cheapest? And even if the miser pays twice or three times, it does not scare them, the main thing for them is to be sure that they have received the maximum possible for the minimum price. But price is a very relative concept. For example, in the case of buying a car, there are a number of parameters related to the price, such as the cost of the car itself, the cost of maintenance, the cost of consumables, the cost of repairs, the cost of insurance, etc.e. If a person buys shoes, then again it is very important to find out how he is going to use them, where to go and in what conditions, how does he usually take care of shoes, how often does he have to change shoes? Based on this, even a thrifty buyer can be shown the benefits of a more expensive purchase.

Another goal in working with a thrifty buyer might be to have him buy several items at the same time at the best price. Or he brought his friend, and the two of them would get a discount on the purchase amount.There are also certain techniques for working with objections, we will talk about this a little later, but for now, think about what benefits you can show a potential economical buyer of your product in the case when the price is the most important thing for him! For example, talk to him about a longer service life of the product, which is more profitable in the end, about substitute products, about special promotions of your store, about the possibility of ordering through the website, about bonuses for recommending to acquaintances, etc. What a thrifty buyer can do for you so that you can give him an extra discount? Think over and agree on options with management.

8. Encourage the “Indecisive” buyer to buy

Do this, or he will never buy himself anything new. Such buyers can decide on a purchase for years, wear old things, use Windows 95, drive a car until it falls apart, and watch an old TV that still remembers Boris Yeltsin. There is a category of people who find it very difficult to make decisions. In childhood, the mother decides everything for them, then the wife (or husband), and if they come to the store alone, then everything is lost.It often happens that the seller sees a real problem of a person, knows how to solve it, is 100% sure that the buyer will thank him ten more times later, but only a little extra effort and patience is not enough for such a seller to in his life there was one more grateful buyer! If you are sure, do not let people go unhappy from the store, without a purchase that will delight them for a long time. Find additional words and arguments to nudge the “Indecisive” buyer.

9. Reassure and support the “Annoyed” customer

Do you think that such a customer is behaving this way on purpose in order to annoy you? If you see such behavior, you should know that this person is not doing very well right now. Not only is he poorly able to manage his emotions and suffers from this every day, but now he found something in your store that became the last straw that overflowed his (her) thicket of patience!

But these customers are very important! If you fix what annoys him so much (lack of a price tag, confused sizes, long waiting times at the checkout, and any other of a million possible reasons), then the attractiveness of your store to other customers, and therefore your sales, will definitely increase!

The most important thing is to pay attention to such a customer, express empathy, show that you are ready to solve the problem right now, and calmly discuss possible solutions! Also, read the excellent book, Complaints as a Gift, and you will learn how to deal with any customer grievances! Don’t have time to read? Then take a training course on conflict management (and at the same time trainings on speed reading and time management!).It is better to learn once than to suffer all your life because of the irritation of other people. Keep calm and study hard!

It depends only on you who the irritated customer will turn into – another problem or a financial opportunity. Nobody likes to waste their nerve cells, but if you find a way to calm the buyer, but he will quickly return the desire to pay for something!

10.Identify and use the leading customer perception channel

As you know, we all learn about the world with the help of our senses and receive basic signals through sight, hearing and sensations. Psychological experiments of famous psychologists have proved that each person has the most familiar way of perceiving information, and depending on this, one or another channel of perception is more pronounced. If this is vision, then it is a visual channel, hearing is an auditory channel, sensation is a kinesthetic channel.

Hence there are three kinds of people – Visuals, Audials and Kinesthetics. Images, pictures, beautiful booklets and bright colors are important for visuals. It is important for audiences to hear something new, the timbre of the voice, intonation and clear answers are important. For kinesthetics, the most important thing is to touch something, pick it up, feel it, drive it, taste it, feel the weight of the jewelry in your hand and feel with your fingertips the contact with rhinestones or with the thread of a branded instrument. To determine what type of customer is, pay attention to his behavior (looking, listening or touching) and the words that he most often says.

Let’s take a look at a few examples of how a salesperson can leverage joining the lead customer experience channel:

Example 1.

Buyer: I’d like to see some bright mobile phone case. So that it looks beautiful and original! (Buyer – Visual. Indicator words: look, bright, looked beautiful.)

Salesperson: Great, let me show you a couple of new products! These options look very stylish.Please note, this is genuine leather. (Indicator words to adjust to the customer: I will show you, look, pay attention.)

Example 2.

Buyer: Good afternoon. Tell me where are your trouser belts? I hear you have a lot to choose from.

(Buyer – Audial. Indicator words: say, heard.)

Salesperson: Yes, a lot of people say that! Let’s discuss which belt you need. What do you think about these options? (Indicator words for adjusting to the buyer: they say, will discuss what you say.)

Example 3.

Buyer: I feel like I’ll have to bring gloves as well. They are so soft and comfortable.

(Buyer – Kinesthetic. Indicator words: feel, take, soft, comfortable.)

Seller: They are really very nice and will keep you warm in any cold weather. Feel the back of the material. This is a special insulation made from the wool of a young albino camel. (Indicator words to adjust to the customer: pleasant, warm, touch, insulation, albino camel.J)

To accurately determine the leading perceptual channel, you need to notice at least a few confirmations of which leading perceptual channel the customer is using.

Then everything is simple: you start communicating with the customer in the same channel of perception (show, tell or give to touch), the customer feels that you understand him like no one else, and his desire to make a purchase from you increases many times over.

Of course, this does not mean that if you did everything right, then the buyer is guaranteed to buy half of the store from you.But all other things being equal, as well as with an effective presentation of the product, the probability of making a purchase will increase many times over. Try it yourself!

11. Give equal consideration to multiple customers

When several customers come to the store, for example, a husband and wife or two friends, or several acquaintances, then they are quite dependent on the opinion of each other. If a girl wants to choose a new dress, and her friend is next to her, then this very friend has the role of an expert who supports the girl in making a decision.Or a married couple comes to a car dealership to choose a car, and if the seller communicates only with her husband, because he sees that he understands the models, then the wife will feel abandoned, deprived of attention, and then she will find a way to dissuade her husband from buying at this dealership.

When dealing with multiple customers, your job as a salesperson is to give roughly equal attention to everyone involved. You ask one person questions, while nodding to his friend, and also asking the opinion of his beloved mother-in-law standing next to him! Then buyers see that you respect everyone, correctly understand their family hierarchy, quickly navigate who actually makes the purchase decision and who manages the money.

The top skill is the ability, talking with one customer, to involve others who are nearby in the conversation. If the moment is right, and you are not discussing personal questions of the buyer, but giving general information about the product, which may be equally interesting to everyone, then turn on your acting skills, smile a little wider, voice a little louder, attention to others, and now the whole store is standing and looks at how exciting you are about the new type of motor oil you just received from your supplier yesterday.

The most interesting thing is when customers, thanks to you, begin to communicate with each other, a discussion ensues, and at the same time you gradually bring this whole team to the checkout, and one by one they start buying what they just discussed with such interest.

The more people, the fewer opinions!

Many are much more comfortable accepting the opinion of the majority

and making a mistake than taking responsibility

for your own solution!

Ask yourself 2 questions at the end of the day:

– What have I learned from this day?

– What would I do differently?

Draw conclusions and be happy!

Types of customers, types of buyers: forget about them

Types of clients – many people use them to evaluate clients and choose approaches when working with different types of clients.Have you ever experienced the intense, intent, studying gaze of the employees upon entering a store, salon, office, restaurant? At this moment, a moment of intense attention, instead of a sincere and sincere greeting, these people may have tried to understand how to classify you, the buyer, to define your type.

Sales approaches that use customer types ask salespeople, clerks to identify the “type” of customer, and apply service methods that work for customers of a specific “type”.The seller appraisingly examines the customer from the entrance and tries to put a label on him. The types of clients determine which label to hang on the client, and the subsequent work with the client is built in accordance with the label.

The types of customers in their practical application create many cunning traps and ambushes for the seller, into which many are almost completely likely to fall.

Salespeople who are fixated on such a fashionable “psychology” of sales and service fall into a special trap. “Psychotype”, like any other “type” of a client, cannot be determined not only by appearance, but even when the client began to talk to you (if he began to talk). Not a single super-mega seller can make accurate conclusions and assessments regarding personality, character and other private aspects that determine such moments as communication style, motives, needs and others that are responsible for the client’s expectations and his internal mechanisms for making a purchase decision. In addition, we are all influenced by specific moods, and it is the current mood that can be seen and felt in the client, but no more.Customer types are generalizations that no person falls under.

Rather than greet the customer in a friendly and sincere way and create a welcoming atmosphere, salespeople focus on internal analysis. This is always noticeable by a certain tension, apparent coldness and gazing at the client without a word. It looks somewhat strange and unnatural and creates an uncomfortable atmosphere for the client. So the precious first minutes that create the first impression are wasted on a generally useless attempt to define the “type” of the client.After such a reception, the opportunity to strike up a friendly conversation with the client is lost, as is the opportunity to create a non-standard customer experience.

Even if you really wanted to define the types of all customers, put each customer in his own box and put a label on each one, there would be too many such boxes to remember them all and have the right approach for everyone. How can you imagine that all people are divided into several memorable types? And if there are too many such types, then how can you distinguish them “on the fly” and even apply the necessary approach in each individual case?

Customer types generally categorize customers according to their buying prospects. If, from the point of view of the employee, the client is unpromising, and he actually does not make a purchase today, this does not mean he will not make it tomorrow, the day after tomorrow. Or that one of his friends and acquaintances will not make it to whom this client will recommend your business, because he just liked it there. By applying the wrong approach, you lose not only the client himself, his return visits, but also his possible recommendations.

It is impossible to judge either the client’s wealth, or his life circumstances, or his occupation, or anything else by his appearance. Almost every salesperson has a story in which a customer appears, by conventional standards, completely unpresentable, but at the same time makes expensive purchases, which, judging by his appearance and demeanor, could not be expected from him.

There will always be a good proportion of customers who do not fit any of the stereotyped descriptions and characteristics. What are you going to do with a customer who looks and exhibits behavior that goes beyond the described standards? Call it strange and will you discuss it?

Customer types create subjective and biased judgments of sellers about customers, limiting their ability to sell goods or provide services.

If you want to build a non-standard approach to customer service, then the types of customers should be forgotten and simple principles will come in handy:

Don’t define “types of customers” , don’t hang labels, don’t use stereotypical “approaches”.

Openly and impartially accept each client as a person, and not as an object of tricks and sales techniques.

Avoiding labeling customers does not mean, however, a lack of personalized service.Each person, client deserves an individual approach, which is conditioned not by his mythical “type” but by his needs here and now. A person does not expect clever tricks and sales techniques from business employees, he expects attention to himself, what he came with and why, even if he came “just to see”.

Do not use customer type segmentation, rating or labeling customers. The main tools of a service that brings joy: care, attention, joy, an attitude that you simply give to each client, regardless of his “type”.These tools are universal, as they suit every person, they are natural, as they appeal to the values ​​and needs of each person, and are not artificially modeled. But the peculiarities of the application of each tool to each of the clients will just make up the individuality of the service.

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90,000 From Minimalist to Enthusiast: Types of Buyers in 2020. Part 1 :: RBK Pro

During the pandemic, consumer habits have changed dramatically.Euromonitor International has identified eleven types of customer behavior that are relevant around the world today.

Photo: Carlos Becerra / Bloomberg

1.Impulsive Buyers 90,011

About 16% of consumers worldwide

Such clients are both in constant search of profitable offers and in pursuit of trends. An interesting experience and impressions for them are often more important than the actual possession of a certain thing. Their shopping experience needs to be tailored to their needs and habits.

While impulse shoppers are wary of sharing personal information online, they are willing to do so if in return they have access to products and services that are truly useful to them.

How to work with impulsive consumers?

  • The store needs convenient services that make it easy to make quick purchases.
  • The impulse shopper’s shopping experience must be personalized.
  • Promotions, discounts and customer benefits must be clearly emphasized.
  • A seamless omnichannel experience should be available to the buyer.

How has the pandemic affected impulsive consumers?

These customers value the experience, and the pandemic hasn’t changed that.They continued to invest in fun experiences, even if they had to go online to do so.

Also impulsive consumers continue to prioritize shopping convenience and value for money. They tend to buy online products from brands whose online interfaces they understand best. In addition, free shipping is important for this type of customer.

2. Minimalists

About 13% of consumers worldwide

These are buyers who are not too worried about their own image and are satisfied with a modest lifestyle.They tend to save money and are unlikely to buy things that they do not particularly need, or goods from the premium segment.

90,000 The main types of customers in a pharmacy

Sometimes customers come to a pharmacy who, frankly, are not “a gift”. Over time, pharmacists learn to be philosophical about this and get used to recognizing “problem” customers even before they even reach the checkout. But what if the choice of the main communication tactics does not depend at all on the mood of the visitors?

An interesting pattern was established as a result of brain research, during which the American scientist Paul McLean conventionally represented the medulla oblongata (green), diencephalon (red) and cerebral cortex (blue) in different colors.According to his theory, it is the ratio of the degree of involvement of these structures in the process of brain functioning that largely determines the unique structure of each personality. Based on this theory, all customers of the pharmacy can be divided into three large groups:

Green Clients: Communication-oriented

How to define : A key feature of these clients is their focus on human rather than professional relationships.They are sensitive to the interlocutor and strive with all their might to get his approval. They completely trust their experience and avoid radical changes, but at the same time they have developed intuition and rich imagination. In a situation of choice, the chieftain is asked many questions, actively interested in his opinion.

How we work : how you hear and perceive them is important for green clients: they can be overly chatty, they can show off in front of you – all so that you notice and appreciate their efforts to establish personal contact with you.To work effectively with such a client, it is important to be able to please him: let him show your best side, show him your sympathy, take a friendly tone in the conversation – and you can easily find a common language.

“Red” clients: striving to assert themselves

How to define: if the buyer not only knows exactly what he wants, but also seeks to convince you of this by pressing, this is definitely the “red” type. The main feature of the Reds is authoritarianism and dominance with a certain contact.They are impulsive and dynamic clients with concrete practical thinking and an “explosive” temperament. Anyone who has doubts about the choice of the “red” drug will have not so much to convince as to dissuade: he is sure that this drug is the best, you do not understand anything.

How we work : the main thing that needs to be understood in this case is that “red”, entering into a dialogue, is focused not on the interlocutor, but on himself. That is, the reason for his irritation may not even be what you said, but the fact that you are leading in this dialogue.Therefore, the only way to establish a constructive dialogue with the “red” is to quietly seize the initiative, keeping his needs in the center of attention: ask such a client specific questions, strictly limited by the framework of a professional dialogue, ask his opinion about the drug, focus his attention on the methods of administration and dosage.

Blue Clients: Guided by the Voice of Reason

How to define : “blue” customers are cold and restrained in communication: these are exactly those pharmacy visitors who ask one or two questions, then ponder the answers to them for a while and only after that make the final choice.It is among the “blues” that the most talented manipulators are found: such a client can let you talk, and then ask a question, after which it will immediately become clear that he is the “master” of the dialogue.

How we work : When dealing with a blue client, it is important to understand that it is not important for him to suppress you or win your favor. For him, the pharmacist at the first table is just a tool, an operator who can either convince or dissuade. Most likely, in communicating with you, the client will use exclusively rational tools, and will make a purchase only if your arguments seem to him worthy of attention.Therefore, when presenting the drug, focus on logic, numbers and facts, and save arguments like “look what a beautiful box” for more emotional and impulsive clients.

Different types of relationships

Much in the communication between the primary and the client also depends on which two types of personality converge on opposite sides of the first table.

So, “red”, most likely, will not tolerate “red” for a long time – the only question here is who will “explode” first.At the same time, communication with “red” will be well tolerated by “blue”, since it is focused on functional interaction, and not on the establishment of personal relationships – the very case when “the dogs are barking, the caravan is moving”. “Green” will adjust to “blue”, limiting himself in the expression of emotions, but will be somewhat annoyed that it is not possible to establish “heart-to-heart communication” with “red”. Two “green” are able to come to an agreement perfectly, but their communication can be delayed, and therefore the “green” leader must control the timing.But the communication between the two “blues” will be as pragmatic as possible.

What type are you?

Interested in the article? You can find out more in the section Working in a pharmacy

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90,000 Types of buyers and working with them

The stages of sales are always the same, only you need to go through these stages with different psychological types of buyers in different ways.80% of sales are psychology, therefore knowledge of the psychology of the buyer is a necessary professional trait of the seller.

During trainings on sales, psychologist, director of the consulting company “Psitron” Anna Prishutova teaches how to work with a customer depending on his style of behavior. An autonomous customer, compatible, expansive, and passive, always interact differently with the salesperson, so you need to talk to and even look at them differently. Sales expert at Professional Trainings Julia Pelikh advises sellers to take into account the psychotype of the buyer: aggressor, demonstrator, expert or passive.Experts told about the intricacies of the psychology of the buyer to the magazine “Your Number” №10 / 2013, which the mobile operator “Kyivstar” produces for small and medium-sized businesses.

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Assessing behavior

An expansive client (aggressor) looks confident, the posture is “masterful”, gestures are free or dominant. Behaves assertively, categorically, prone to conflicts, challenges the opinion of the seller. He says little, but to the point. Values: his personality, authority, influence, thoughts, ambitions.Motivation: facts, power, status. “Knocks out” additional discounts, special conditions, regardless of their financial situation.

Seller’s actions. Show respect to the customer, but do not lose self-esteem. Respect the buyer’s right to full information. Do not argue with the customer’s opinion about the purchase. Stay in touch with the consumer, but do not associate with him. Keep away from your personal area. To provide services. If the client believes that he knows the product better than the seller, he cannot be contradicted.Keep your presentation short, concise and to the point. Talk about the benefits of a product or service without bright emotional colors. Make him feel like a boss. Don’t go for extra discounts. Express your gratitude for your purchase.

Compatible client (demonstrator) is very fond of attention, tries to make eye contact, get closer to the seller. Interrupts, goes to “you”, asks personal questions. A grateful listener willingly absorbs information. Enjoy the shopping process.The pose is free, mobile, wide gestures. Motivation: communication, attention.

Seller’s actions . Stay at a close distance, stay in touch for a long time, maintain eye contact, be emotional. Communicate openly, in the format of a friendly dialogue, do not contradict and do not exert pressure, do not speak out categorically about the product. Carry out an active presentation of the product. Do not interrupt, try to gently direct the conversation into the channel of consultation about the product. Accept or be a little expansive and help complete the operation.When buying clothes, shoes, gadgets, the demonstrator should first of all be offered to try on the purchase, to make compliments about the choice. Don’t abandon the customer immediately after completing the purchase.

The autonomous client (expert) is outwardly restrained, calm, keeps a distance between himself and the seller. He immediately goes to the heart of the matter, clearly says what he needs, his movements are restrained. He speaks little, logically, monotonously, unemotionally. Doesn’t seek eye contact. He gives answers to the question with a delay, often answers “no, thank you” or does not answer at all.Rarely makes a purchase decision right away. Collects all information about a product. Motivation: safety, stability, trust.

Seller’s actions . Do not break the distance, do not impose eye contact, tolerate ignoring the client. Do not press, but also do not abandon the client, provide gentle support. Be ready to provide the fullest possible information about the product in a reasoned and concise manner. With an expert, the seller must speak calmly and confidently; excessive expression will cause distrust.Asking permission for all services provided by the seller, especially at the stage of completion of the agreement.

The passive customer behaves insecurely, slouches, hands are pressed to the body, the head is pulled into the shoulders, many small movements, protective gestures. The speech is emotional, benevolent, confused. Often he himself does not know what he needs. Gives a request without specific criteria. Avoids active contact and dialogue. Motivation: comfort, favor, trust.

Seller’s actions . Build trust, ask questions to identify the client’s needs.Give examples from personal experience, talk about the stability of the company, the reliability of brands. Constantly ask if the proposed option is suitable.

In boutiques, the types of aggressor and demonstrator are common among buyers (60-70% of customers), in cheap stores, experts and passive customers are more common.

Temperament in sales

According to the experts of the WellEvent training center, in addition to behavior patterns, the sales process is influenced by the temperament of the buyer.

Sanguine is a gentle type of buyer, he can easily say “yes”, but not bring the transaction to completion. You should take a closer look at what points of the proposal he reacted neutrally or detachedly. For example, he wants to buy a shirt, but the seller can also sell him a tie if he can prove that he is needed.

You should speak very softly and calmly with melancholic people, radiate maximum reliability. It is worth remembering the recommendations of other buyers. The melancholic can be persuaded to buy by the advice of the seller, if he has established himself as an expert.Yes, the seller can say that he himself has been wearing shoes of this company for the second year and is satisfied with their quality.

It is desirable for a choleric to start a sentence with a clear statement of its essence. The salesperson’s speech should be confident and persuasive, with an emphasis on results, benefits and benefits. Choleric people are not indifferent to the exclusivity of the offer. They can be offered to buy a novelty that has just appeared on sale, or a designer model.

Phlegmatic people love details. You need to communicate with them as with experts: to voice only facts, to provide detailed information.

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