A business at home or working a brick and mortar shop selling to the public, requires one to know the customer. They are the consumers of your products and learning about their motives and reasons to shop, can increase your own sales. Offering the opportunity for conversation or listening in on one, can open the door to learn more about your customer. Can you identify the various type of shoppers?
Planning a strategy for effective selling requires us to know our customer needs and how we can present the benefits of our products, to make sales. Learning about the customer can start with your own shopping experience and observe the answers, to some of the following questions that arise, prior to purchase ;
‒ What do I need?
‒ Where do I find it?
‒ Price and quality?
‒ Price and quantity?
‒ Why do I need it?
‒ Do I need help to find it?
‒ Who offers extra specials?
‒ How long is the store open?
‒ How far is the store?
‒ Do I need delivery?
‒ Is there a sale?
‒ Charge it or cash?
The process in thinking of buying goes fairly quickly through our minds. We have a good idea of the needs and where, when, what, who, and how to buy the product. We go to a particular business that can usually offer the best item at the most comfortable price. Our customers will also share the same process of thinking to arrive at their own decision whether to buy or not. It will be our responsibility to attract and convince the customer, to buy from us.
Designing our own selling strategies should vary, to appeal to the different customers that arrive plus answer their needs. Sometimes it’s difficult to determine which possible buyer is the real consumer and attempting to satisfy the entire market is overwhelming but catering to a particular group of people (market segment) is attainable. Again, knowing your customer is of great importance.
Providing service to the customers available to us can be sorted into various ‘shopping’ types and they will consume, according to their income and needs. A few customer profiles that arrive may be the following types :
Low Interest - shopper has a low interest in shopping and little concern in price, service or product selection. Discerns for best price and quick service.
Active - high interest in shopping. Enjoys many activities including browsing. Price, quality, fashion and selection are important.
Service - usually found in middle class with dependents. Friendly, helpful service and prompt attention is important. Time constraints may be in place.
Traditional - enjoys outdoors activities. Shopping is not interesting, they aren’t demanding and not too concerned with price. May be loyal to brand quality.
Impulse - usually DIY personality and characteristics. Most likely to try new products, not into brand loyalty, rely on print media. Low interest in radio or television advertising.
Price Sensitive - usually found in older, married or single, middle-class shoppers. They go out of their way to find a bargain. Rely heavily on all forms of advertising to find the best prices.
Repeat - depends on your price, quality and service. Returns regularly for ongoing needs. Important to place high value on these shoppers.
Customers will not have these specific characteristics but may exhibit a mix of them. Learning to identify the basic shopping behaviors will help you develop your own business marketing strategies to create sales and repeat buyers. Identifying the benefits of your products to match the needs with the type of customer you require, is of great importance to your business success.
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