Find out which consumers and factors you should analyze before making a sale
No matter what channel you are using to convey your sales message, it’s worth remembering that the consumer can take many forms during the sales process. The term “consumer” can be reduced to two types of shoppers: personal and organizational consumers.
To attract the best customers in the best way, you need to be able to identify the different types of shoppers. The end customer isn’t always the one who buys from you. So it’s important to understand each potential profile, and act accordingly.
“Organizational consumer” refers to companies that buy from other companies – the famous B2B (Business to Business) market. The “personal consumer”, meanwhile, typically buys items for their own use, or for their family and friends.
Consumer behavior has changed a lot over time, and the purchase journey needs to be constantly studied and updated. Knowing your target audience and personas is a good start to understanding the buying process and.
5 types of consumers you need to know about
1 – The Initiator
This is when the purchase idea begins, that moment when someone is attracted to your product or service. Whether they saw it in a TV commercial, magazine, newspaper or by recommendation is not the point – what matters is whether the purchase potential has begun.
2 – The Influencer
For whatever reason, someone was responsible for influencing your customer’s purchase decision. This term has been used a lot in the virtual environment, with the advent of digital influencers on social networks, acting as a reference for certain people or brands. The Influencer can be a professional or a friend who used the product or service, thus initiating the recommendation process.
3 – The Decision Maker
This is the person who says “yes” or “no”, based on where, how and what product or service is available to buy. Keep in mind that the final consumer is not always the one who makes the purchase. For example, when a child asks for something from his parents, the child knows how it will make a difference in their life, but the parents may think otherwise, and decide not to buy it.
4 – The Buyer
This is the person who actually makes the purchase. They may belong to other types of consumers, but they also have the agency to guarantee the product or service in question. The buyer may buy something for personal use or for their family and friends.
5 – The User
The user is whoever consumes the product or service. Not all users go through the entire sales process – it depends on each situation – but each user needs to be satisfied with what they received or how they were served, since they will ultimately generate expectation.
If you have the perception that this information isn’t as clear as it should be, you could create a flowchart to help you organize the various types of shoppers. This can also increase your understanding of your company’s processes.
Consumer characteristics
In addition to the consumers who will define the buying process, several other patterns justify the sale (or lack thereof). Examples of customer types and characteristics include:
- Regular customer: this customer is loyal, and you can be sure that they will come back from time to time to see the news or to replace the products they’ve already use;
- Rational customer: this customer needs time to think about their purchase, weighing up the pros and cons of the product or service;
- Price-motivated customer: when a deal comes along, this type of customer is never far behind. The lower the value, the more sales – which does not mean this kind of consumer doesn’t look for quality. It just means that the price always speaks louder;
- Impulsive customer: this customer makes a lot of purchases, and never stops taking products or services home;
- Emotional customer: this customer purchases an item when it touches their heart and reminds them of a past experience or encounter – providing more emotional experiences for the shopper;
- Pragmatic customer: this type of customer prefers quick, to-the-point and formal treatment, and can become irritated by long, rambling conversations. They need something that solves their problems as fast as possible.
How to direct sales to each type of consumer?
You need to show that you are confident about the product or service you are selling, and offer objective answers to every question the customer has.
The client needs to feel that you are prioritizing their well-being. For example, when the initiator asks for a particular product, listen to everything the decision maker has to say and provide good ideas and solutions.
Another valuable tip is to never disagree with the consumer. Accept that this is their selection process, and simply present the advantages of your offer, before letting them think it over.
Life doesn’t follow neat patterns, and neither do people. That’s why it’s so important to personalize your service to each new customer and read between the lines.
This will allow you to identify the right way to capture your customer’s attention and convince them to proceed with the purchase.
Despite the many different types of shoppers, identifying the profile of your clients need not be overly complicated. Just remember to put yourself in their shoes, so you can understand their needs.