The different types and types of customers you need to know

Thanks to the customer typology, it is easier to identify or understand the customers who come to us. Here, we'll show you how to set up a customer typology for your sales team. This approach takes up the notions ofIndividual Customer Profile (ICP) and Buyer Persona (BP).

We talk a lot about it during the first week of Akimbo Bootcamp to become a Business Developer.

How do you classify customers?

Definition of customer typology

Customer typology is defined as a segmentation of individuals according to certain criteria Like the Character Or the personality. This classification allows better identification of profiles and facilitates exchanges between the seller and the customer.

Organizing yourself so that the Sales and Marketing teams define customer types and keep them up to date allows to align these teams more effectively.

The advantage of customer typology in marketing

Based on the principle that marketing is a communication technique that makes it possible to address a personalized message to customers, so it is essential to master the customer typology. To increase the chances of reaching the target customer, it is vital to understand how the person works in order to mobilize the right communication levers.

The advantage of customer typology for sale

In sales, customer typology is extremely useful, especially when it comes to building a Argumentary or at the time of conduct a negotiation. Selling is a set of exchanges between two individuals aimed at a transaction.

Every salesperson has an interest in understanding the functioning of the people who face him in order to define theadequate commercial approach, and to understand the smooth running of its sale.

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What are the customer profiles?

12 different types

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The king customer - Imbued with himself, this customer does not no concessions and considers that everything is due to him. It is the most difficult and complex type of customer to manage. He assumes that his interlocutor must comply with his desires and that he will get everything he wants. Above all, you must avoid upsetting him.

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‍The anxious client - This type of customer wants the product but feels anxious about the purchase process. Doubt may be generated by the price, information that was not provided to him, or uncertainty about quality. Customers corresponding to this typology love the details, and to be reassured. It is very important to him provide as much information as possible, to calm his fears.

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The complaining customer - This is a fairly special customer profile. If he is here, it is because he is interested in the product, but a lot of things bother him. He will always look for the little animal that will stand in his way to take the plunge and close the deal.

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The undecided customer - An indecisive customer asks a lot of questions and hesitating. The goal for a salesperson is to reassure him and to support him in his decision-making. Indeed, his main character trait is not being able to make a decision. Making a choice is a real dilemma for him. He has a lot of trouble deciding what betrays his fear of making a mistake. It is easily recognized thanks to this short question that comes up again and again: “Are you sure? ”.

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The understanding customer - It is particularly easy to establish a relationship of trust and to satisfy the needs of the understanding customer. This type of customer understands possible hazards and generally tolerates small problems related to delivery or orders. Her speech is full of positive terms like “okay” or “I understand you.” It is often nice to chat with him.

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The suspicious customer - The suspicious customer is, by definition, uneasy at the idea of concluding a sale. A bit like the indecisive, the latter is in thehesitation. He looking for guarantees, and wants to control every detail of a project for fear of being deceived and not getting the most out of the sale.

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The authoritarian customer - The authoritarian customer has the habit of giving orders. He is looking to destabilize your interlocutor, sometimes abuses his power and wants to show that he is running the business. It is a competitor who seeks to obtain a maximum for a minimum investment. He gets straight to the point and doesn't spare his interlocutor in any way.

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‍The aggressive customer - The aggressive customer can easily blame you for a mistake you did not commit. He can cancel the conclusion of the contract or ask for a refund. He will have no qualms about suing you. He speaks a lot and loudly but does not listen, has no scruples in criticizing, and even, at times, making threats to deceive his impatience. It is undoubtedly the type of most complicated customer.

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The customer in a hurry - The customer in a hurry is a impatient who wants a quick response and is reluctant to be flexible. This type of customer gives little time to the advice of the salesperson and wants the deal to be completed quickly. The important thing for him is that the deal is concluded as soon as possible.

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The economical customer - The thrifty customer pays close attention to his budget and to all the small details. Meticulous, he is attentive to the smallest element. He has carefully researched the market and is looking for the best price. He is on the lookout for rebates and discounts. He will try to Negotiate all the details in order to appear as a winner.

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The show-off customer - The showy customer has a neat look. It comes as a go-getter, a seducer, better than anyone. He likes new things and doesn't miss out on the latest trends. He doesn't like to feel belittled and always wants to do better than others. The cost of supply is not a topic for him to discuss.

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The “I know everything” customer - This type of customer does not appreciate long speeches and will not hesitate to show up review with respect to the recommendations of the salesperson. He is an individual who is confident in himself and knows what he wants, to the point of closing himself off from other perspectives. To be convinced, he often needs to feel involved in the sale, while feeling that he has control over all the elements.

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Categories to be completed by SONCAS

This type of customers is particularly linked to SONCAS sales method. The combination of the two techniques is relevant because it makes it possible to better understand the needs of prospects and customers. Thanks to these aids, the seller will be able to adopt the right commercial postures according to the person you are talking to and build an adapted sales pitch. By combining his knowledge about the customer and the offer, his speech will only be more solid and effective.

How to use customer typologies?

Customer typology is a valuable guide for retail professionals. The signs represented by this classification are tools, markers that indicate what attitude, lexicon, or even what kind of communication to use. Since appearance is the first impression one has of a customer, the salesperson must focus on the small ones. physical details that can give clues about the type of person he is facing. Then the Language tics, the words used in the interlocutor's speech will serve to strengthen the analysis. Therefore, it will be a question of adapting your arguments in order to be sure to convince your target.

Of course, these observations should go unnoticed by the customer. Discretion and finesse are required in such a situation.

Adapt according to customers

Customer typology is not an infallible code that must be followed in all circumstances. Indeed, each person is different and they should not be classified in a systematic and mechanical way in preconceived boxes. To be certain of closing a deal, the salesperson must know adapt to each profile, using customer typology with care. Likewise, you should not imagine that a profile remains frozen in time. You must therefore remain attentive even with regular customers.

example

If a customer comes to you, it is important to start an analysis quickly and try to get as much information as possible. For example, if a young man in his thirties shows up, dressed neatly and who does not hesitate to overtake the people who were present before him in the queue, he is surely a king customer or a show-off customer. By engaging in a discussion, you will know more about him and his expectations.

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