The success of any retailer depends primarily on the level of sales, which is directly related to the number of customers who use its services.
It is important that after making a purchase once, a person wants to contact a particular store every time there is a need for goods from his assortment.
For effective work with clients, we suggest finding out what types of buyers need the seller to “push” them to purchase a particular product. This article can help you understand this issue.
Classification of types of buyers
Let’s give a generally accepted classification of people entering stores. So, buyers are:
- Potential. These are people who regularly visit shopping establishments, but do not purchase goods from your store.
- New. This category includes those who first came to your establishment. In working with him, the seller should try to form a positive impression of the outlet so that the visit is not the last.
- No preference. Such customers do not choose a special store for their purchases. They go to a sales outlet that accidentally got in their way when they needed a particular product.
- Permanent. Consumers of this category, for one reason or another, always visit specific supermarkets, etc. When working with regular customers, the staff must do everything to make them leave satisfied, and they do not have the idea of using the services of other stores.
- Loyal. This is the most important of all types of buyers for you, as it includes customers who prefer your outlet, who advertise it to their friends and acquaintances completely free of charge.
The main types of customers by behavior in the store, and how to work with them
There are no people who are absolutely alike in character. And this fully applies to those who come to a supermarket, boutique or mall to shop. In order for them to purchase food, clothing and other goods from you, you need to know how to find an approach to each visitor of the establishment. This task is a little easier due to the fact that customers can be classified according to their behavior and requirements.
The main types of buyers in this case are as follows:
- “Purposeful”… Such a person goes to the point of sale, knowing exactly what he needs. In case of dissatisfaction, he can argue with the manager and argue his position. When working with clients of this type, in case of problems, it is necessary to defend the interests of the store, but try to remain calm and object, indicating facts that cannot be denied. The buyer can leave the institution dissatisfied, but not offended.
- “Know-it-all”… These customers believe that they know about the qualities and characteristics of a particular product much better than the seller. They argue with staff to show off their knowledge and teach them how to work. They like to bring out the lack of professionalism of salespeople and consultants. When working with people of this type who are in conflict in the store, it is important to try to maintain emotional balance. The best weapon is a timely compliment on their awareness.
- “Talker”… Many people lack communication. In addition, there are jokes who love to joke and quickly find a common language with others. It is easy to convince such a buyer that you are right, but you should not devote too much time to them, making other customers wait. When working with this category, you need to be careful not to try to engage in conversation about topics that are not relevant to the purchase. At the same time, the client should not feel deprived of the attention of the staff.
- “Indecisive”… Such buyers spend quite a lot of time in the store, doubting whether it is worth buying this or that product or not. They tend to identify its shortcomings and focus their attention on them. When working with them, the staff should try to present the product in the best possible light and convince that the flaws found by the client are insignificant and because of them one should not refuse to buy such an excellent thing.
- “Uncommunicative”… Visitors of this type are taciturn and have difficulty making contact. Working with them in the store is quite difficult, since these customers are busy with their own thoughts and may simply not hear what they are told. The manager should try to interest them by asking leading questions. However, excessive obsession can scare them away.
- “Wrangler”… Such a visitor constantly expresses disagreement with the staff and is suspicious of any arguments in favor of purchasing a particular product. The main goal of the salesperson is to remain positive and persuasive. He must support his arguments with positive examples, even if the client is trying to defend his point of view, despite all the facts pointed out to him.
- “Impulsive Buyer”… These people express their emotions vividly. They argue with staff, voicing their grievances with poorly concealed aggression. If such a client comes to the store, then the manager needs to extinguish the conflict from the very beginning and not react to offensive words, showing maximum patience.
- “Positive customer”… Such a visitor initially treats the staff well and is ready to listen carefully to the information provided to him.
Now you know which types of in-store shoppers require a specific approach. Remember, about 80% of purchases are made by consumers under the influence of various psychological factors. Teach your staff to understand the mood with which the client came to you, and to look for an approach to him, based on the characteristics of his character and habits.