There are 4 types of customers: How to treat each one

Confident-Team2

 

Selling is similar to gambling in many ways. Success in both business and gambling requires good information, steely nerves, patience and the ability to stay cool. 

Understanding the prospect’s game

Before sitting down with prospective customers, try to determine what game the customer is planning to play. You can’t put together a negotiating strategy until you have a good understanding of what the customer wants out of the game. Understand the tactics that will be used to get you to do things that are not in the best interest of your company, and employ tactics that get the best things for your company.

Avoid panic pricing

Panic pricing is pulling the price discount lever too often, too much, and without thinking about the alternatives. Buyers are drawn to insecurity and desperation like sharks are drawn to blood in the water. So the first thing you must be able to do is manage your desperation.

Even if desperation is not there, many buyers have figured out how to create it. The easiest trick is to delay a purchase. The longer they can wait, the more desperate salespeople become. This type of desperation makes salespeople poor negotiators because they are too anxious to close a deal and are willing to make concessions to get the order.

Four types of customers

The toughest challenge that companies face today is dealing with the margin-draining games played by some customers to gain additional discounts. Each customer type requires a different selling approach.

The four primary customer types are:

  1. Price buyers. These customers want to buy products and services only at the lowest possible price. They are less concerned about value, differentiation or relationships.
  2. Relationship buyers. These customers want to trust and have dependable relationships with their suppliers, and they expect suppliers to take good care of them.
  3. Value buyers. These customers understand value and want suppliers to be able to provide the most value in their relations.
  4. Poker player buyers. These are relationship or value buyers who have learned that if they act like a price buyer, they can get high value for low prices.

 

Adapted from Internet


Post time: Sep-29-2021

Send your message to us:

Write your message here and send it to us