You will, I am sure, already have dealt with all “types” of people – your customers, or potential customers.
To be able to create a strategy and system for selling, we need to be able to plan accordingly.
It is not feasible to plan for every single customer, so to help us, we can categorise them and create a strategy for each.
To that end, I am proposing four types of customer as follows.
The Waster
You know the type….
The first type is the mood waster, the time waster. In short, the waster.
They are always having a bad day.
They want to pick every hole they can in your offer.
They want you to have a bad day.
You get off the call and you feel worn out. They’ve brought you down and now you feel like you’re having a bad day. They probably didn’t want what you offered in the first place, and took time out of their life to tell you.
They are the type that brings everyone down. They are pessimistic, their mindset is the opposite of yours.
They see the down-side to everything, and get joy when they see others failing.
This is NOT the customer you want. Because they may also be the time waster. I’d be amazed if you haven’t come across this person. If not, you will.
You spend hours, even longer, talking them through all the solutions out there.
They push back, and you go on at length about how their problem can be solved with your solution.
You cover the benefits (which they hardly appreciate, if at all), and the features just bore them.
They keep asking, and asking, and asking. They suck all the time and joy out of your day. And at the end? “No thanks, bye”.
If you carry on with wasters, you may convert one or two, maybe more. But at what cost? How many hours does it take? How could you have used that time more efficiently?
And if they do become customers? You know damn well, that they will be a pain. Moaning about everything. Continuing to take your time.
And they will never be grateful. If and when they finally stop doing business with you, they will have only negative things to say.
How you didn’t support them. How you were rude. How you were just taking their money.
You cannot win with wasters.
If you spot a waster, avoid them, or be prepared to have the life sucked out of you and your business.
You will make more money in the long run, with a polite “This isn’t the right service for you, perhaps look at other alternatives? I would hate to let you down. Good luck with your venture.”
Kill them (quickly) with kindness 😉
The Dealer
This person knows best. They are out to get what they can from you. They do not value your service, they just want to get as much as they can, as cheaply as the can.
They will tell you that they can get what they want on fiverr.com.
Or their mate can do it for them cheaper.
Or they want a voucher code, or half price, or a deal.
Their goal is not success, it is getting something for nothing.
Whatever you end up giving them, they will resent it as it costs too much.
Can you see where this will end up?
They will become disgruntled and start saying bad things about you and your service/product. “It’s not worth it”. “How can they charge this?” “My mate could do this much cheaper.”
It won’t end well.
Dealers, along with wasters, on the left side of the 2×2 matrix diagram, are to be avoided.
The Scholar
As we move to the right side of the matrix, we get customers we are happy with.
The scholar is probably your most common customer.
They have done their research, searched around and looked at options. They are now looking to be convinced. They will ask you questions and you should answer them. This is how they will justify their purchase. The trapdoor you must negotiate is spotting wasters that are hiding as scholars!
But with every extra reason you provide, and every barrier you remove, the scholar will be closer to making a decision.
So what’s the risk with the scholar? They will want to think about it…
So this is where you must push for barrier removal. Finding out their objections and removing them one by one.
If they say they want to think about it (they probably will), push gently for what it is that’s making them doubt. You want to ask them why they wouldn’t buy, what is holding them back.
The most common way to convert a scholar is with an offer, but a limited offer (due to limitations, it can’t be held open).
Use trials, samples and discounts coupled with scarcity and urgency to close the deal.
The Tycoon
These customers are your golden customers! They don’t want a deal – in fact, a deal would put them off.
They want quality. They want exclusivity. They don’t want what everyone else wants. They want the best, and are willing to pay for it.
You have more chance of converting a tycoon with a higher price exclusive offer, than a discounted offer of you standard product/service.
Go big and go bold. And over deliver.
Because Tycoons have no patience, but they want results. And the gold mine you have as a reward is referrals to other tycoons.
Treat tycoons as VIPs, over deliver, and they will love you, pay you for it, and refer you to other tycoons (because tycoons like to show others “they are in the know” to other tycoons).
But they won’t refer you to others lightly – so be your best to them. It will be worth it. Ten fold.
Negotiating the customer types
With experience, you will learn to spot the type of customer you have in front of you quicker.
You want to be able to spot the wasters and the dealers. The waster, I would simply avoid at all costs. The dealer can be converted, but be prepared to have a job on your hands. They can become loyal customers eventually, but you will have to earn that loyalty and be prepared for managing them, and investing time in them.
If you are selling a low priced service or product, I don’t think they are worth it. For high priced items, you have to make your decision about the long term benefit over short term acquisition. Can you get them up your sales value ladder? Otherwise they become a burden and a risk.
For scholars and tycoons, go for it! These customers can become loyal advocates of your business, and you want them – grab them with all you have!
