Three Types of Customers

Ever wonder who in on the other end when you're addressing your customers?
Who stays because of your marketing or who leaves because you've missed the mark?

There are 3 main types of customers. They stick around for different reasons because they each have different values.

Here are a few tips when reaching out to them.

1. Discount Customer

Values: Bottom-line Pricing

This is the person who collects all the coupons, price-checks multiple sources, and is happy to go with whatever business as long as the price is below budget.

Typically, these customers aren't very loyal. 

Offering up coupon codes and discounts will keep them happy, but be careful. You need to be smart about it. For example, you could raise your tag prices, which gives you buffer room to o discounts.

I suggest you research your competitors and their prices. Compare your products, materials, and techniques. When you know who you're up against, you can reassure your discount-loving customers that while others may have a cheaper price, the product may have less long-term value. You still may be able to sell discount customers on long-term value versus short-term.

2. Quality Customer

Values: Good Quality and Great Service

This is the customer who would rather buy pots and pans from a kitchen speciality store instead of grabbing whatever is on sale at the local Wal-mart. 

Not that shopping at Wal-mart is all together bad, but they aren't exactly spending money testing non-stick surface quality or handle curvature. 

You'll want to make sure that your products stand up to the customer's test. Will it outlast a competitor? Is it made with higher quality materials? Does it have a feature that other companies ignore? Highlight anything that proves your products are the cream-of-the-crop. And as long as your products continue to hold value as your business grows, these customers will stay loyal.

3. Connected Customer

Values: A Good Experience

These customers should guide the majority of your marketing. They hold value to connections they make with after hearing business stories, using their products, and interacting with employees. 

They are more loyal than the other two customers and are the most valuable. They are the ones who will prove your product's worth with their testimonies. They will volunteering come back again and again, asking to see what's new. They are the ones who will recommend you to others, drawing in more customers.

So how do you keep connected customers as loyal customers? You show them you care about them as individuals. Speak to them in their lingo. Hear out their concerns. Address any issues and work to solve them with as little conflict as possible. Learn what features they like and gear new products toward their preferences. Have a two-way conversation and ensure their shopping experience is pain-free.

Basically? Treat them in the way you would like to be treated by a company. Make them feel like you care about them and they will continue to come back even if they have mishaps after a purchase.

So, take a look at who you think you're aiming your marketing toward. Are you putting your best foot forward, spending your energy gaining more connected customers? Or are you throwing coupons willy-nilly to grasp for as many discount customers as you can?

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