Different Types of Customers

Could you identify the different types of customers?

Identifying a customer's needs can help you in delivering the best service, and in that, assuring they return in the future.

Buyers

Those who know what they want to buy are purposeful in their movements and confident in their tone. If they have a specific product in mind, they will usually be well informed about it. On the other hand, they may know little about the product or its price but have the need. Friends, or other stores, refer some buyers. Others get their information from previous browsing trips, the newspaper, or the telephone book. Buyers usually want to purchase a product soon. You may observe such a decisive customer walking directly toward the item they want. They tend to welcome assistance in locating the purchasing product. When you identify such a customer, offer immediate, friendly service. You need to give accurate information rather than delivering a “hard sell” since further convincing is not needed. Instead, let the customer do the talking and you do the listening.

Searchers

Those who are undecided about what to buy will often look around at different items with interest. They may have a general idea of what they would like, but no specifics. For example, a searcher may need a gift for a baby shower but has nothing definite in mind. Or, a customer may be looking for a DVD player without knowing the brand, model or price. Such customers welcome suggestions. Ask searching questions to determine what the customer likes and needs. Then use your imagination. The customer searching for a baby gift may not know what types of gifts are appropriate; you might suggest clothes, accessories, jewellery or toys. Such features as ease-of-use or low price may attract the customer looking for a DVD player. Help the customer come to a decision by “turning in” to help the customer narrow their focus.

Browsers

Those who have no need in mind are “just looking.” They have come to the store for entertainment. Shopping around is fun for browsers. Some may have little product knowledge but are working on developing their awareness of both products and prices. Others may have lots of product knowledge but still enjoy browsing. Welcome browsers and make yourself available to answer any questions they might have. Do not try to pressure them into telling you what they are looking for. Generally, browsers like to be left alone. But you should still greet them and try to engage them in conversation. Although they may not buy anything, they may return at another time to purchase something if you make a good impression.