One of the most important characteristics of a good salesperson is the ability to figure out in a very short time the type of customer in front of them. You will need to adjust your approach to the customer you are dealing with. You may face the customer from hell but also some that are fun and rewarding to deal with.
I gave some tips and guidelines for managing your customers, however, in this post, I will introduce you to a few different types of customers you may come across online or in your retail store and the best way to approach them in order to seal the deal.
The “I’m Just looking around” Customer / Potential Customer
Whilst we didn’t get many, we certainly had our fair share. They have no real intention of buying anything but have just wandered into your store to kill some time or because they may have seen something that jumped out at them in your window display.
They are very quick to let you know that they are ‘just looking’ and generally have a low engagement level.
Once you spot one of them you will instinctively consider them “a waste of time” and hope they leave to annoy someone else in a different shop.
Resist this sentiment! Providing them with a positive experience will make them come back when they are actually interested in purchasing. Make them feel comfortable to just wander around and let them know that you are there for them if they need.
If you have any sales or discounts point them in that direction. Give them space and don’t follow them around, just let them be. If they need you, they know where you are.
TIP: My favourite come backline to these types of customers in retail that would say they were “just-looking” was “perfect! that’s how every sale starts, I will be here when you need me”.
The “I know what I want” customer
Heaps of these in my time. They have done their research, and they are on a mission to get their purchase done as quickly as possible and move on to the rest of their day. These sorts of customers have their payment methods all sorted before you can reach for the receipt! They are after a very swift process without too much delay. They may ask questions about warranties and exchanges and want short and precise answers. You need to be pleasant when dealing with them and respond with accurate and straightforward answers and let them know they are welcome back anytime for any issues that they may have. They are gone before you can blink your eyes! Obviously my favourite type of customers!
TIP: They know what they want so try not to divert them to other options and confuse them.
The Expert
These customers have heaps of information on what you are selling and how you sell it. They have certainly done their research! They also know a lot about your competition. They have most likely been to your competitor or will head there shortly after.
Wear your diplomat hat when dealing with “the expert”. Try not to show them they are wrong, even if they are but stand firm about the advantages of purchasing from you. After all, as much as they are informed, you are the real expert. Acknowledge their knowledge as unique and show them how excited you are about their interest in your products.
Let them know that they are a “step ahead” of the rest because they understand value when they see it. You don’t need much more than this to seal the deal.
Show-rooming Customers
These customers come into your store to try on or check the product with no intention to buy because they will purchase them online instead for a better price.
Some come prepared, while others use their phones in-store to run price comparisons.
These customers are known to infuriate business owners, as they waste valuable business time and money. They used to frustrate me, too, until I found a way to deal with them effectively.
My first approach would be to acknowledge what they were doing and to make them feel comfortable doing it. I showed them that I was “on their side”.
If I could price match, I would, but if I could not, I would let them know that what they wanted was in stock, and they could walk away with it immediately and not have to rely on postage and wait times. I would let them know of our extended warranty program and ensure that we “had their back” even 12 months down the track.
If these methods didn’t work, I would give them a store card and ensure they knew where to come back if their online order failed to go through. It was essential to show them that we were not “upset” with them and they were always welcome to come back. I can’t tell you how many did. When I asked them what changed their mind, some quoted the warranty period and some the value in the customer service.
Regular or Loyal Customers
Get that kettle boiling and make them a cup of coffee. There isn’t much more you need to do with these types of customers other than a quick catch up and a thank you for their loyalty and word of mouth. Always acknowledge their loyalty and try to treat them with discounts and freebies. Remember it is cheaper to maintain a loyal customer than acquire a new one.
You know why they love you, so keep doing the same thing over and over again.
The “Buying a Gift” Customer
Let these types of customers know how generous they are!
If they know what they want, get it for them and make their shopping experience as simple as possible. If they don’t know what they want, gather as much information as you can on who the recipient is and recommend to them a specific product that is popular and that they can’t go wrong with. Most important is to emphasise your seamless exchange and return process. This will remove any hesitance they have if they purchase the wrong gift. They will be grateful for the effortless purchase.
Bargain hunter / Price driven / Discount Customer
You can do very little to change the minds of a price-driven customer. They will move heaven and earth in search of the best price. They don’t particularly care about loyalty or make quality and value comparisons. They want the best price out there. It’s one of the first questions they ask after spending substantial time in your store! Some of them strategically wait till the end. It’s easier for you to give a discount after spending so much time with them, bringing out so many things for them to see or try on! You’re at breaking point, so you give in much easier.
If you sell online, these types of customers in eCommerce will make a phone call to ask upfront if you have any discount coupons or if they can get a better price if they buy a couple or more of your products. If you cannot price match and give them what they want, you could “try” and convince them that they won’t need to repurchase for quite some time by purchasing with you and they would get the excellent quality you provide. You could convince them that rather than buy two products a year at a lower price, they buy one product and keep it for years to come. Show them that it works out cheaper in the long run! Don’t forget to mention your unparalleled customer service and the reviews to back yourself. Make comparisons, so they understand what value means. If they aren’t convinced, it’s okay that they walk away. Just ensure they go away with the feeling that they received a good customer service experience. They may be back!
Impulsive Buyer
I found that this type of customer is the kind that engages in retail therapy. They buy a product because it makes them feel good, not that they particularly want or need it. It’s pretty much an “on the spot” decision, and they don’t need much to be convinced. These are the ones that could do with all the compliments, and part of their decision to buy is how good you have made them feel at the time of purchase. Some will even go the extra yard and buy a second item for a friend. You can easily add another product or upsell to them whilst you are at it. Be sure to give them as much information about the product or service and highlight your contact information should they wish to communicate with you about their purchase. They must feel good about the aftersales service as well.
The “I don’t know what I want” / Indecisive customer
They often bring the whole family and friends to assist😂. They have 30 people zoom meeting in your showroom to get advice😂. I always try to spot the influencer of the pack and back their recommendation.
If they come alone ask them what bought them to your store and if it was something specific. Try and ascertain what sort of use they want the product or service to give them and take it from there. Try not to overload them with too much information, making them even more indecisive. Give them no more than a couple of options to start with and let them know it is ok if they want to look today and come back another day. This generally makes them feel comfortable and secure, and they don’t feel like they are being a nuisance or taking up your time. Let them know that your business is not about the sale and is more about the experience the customer gets by walking through your doors. They will appreciate the non-evasiveness, and if they walk out without buying, you can be sure they will be back.
The Talkative / Chatterbox Customer
Oh Boy, I have had heaps of these, and ‘everything goes’ as far as topics are concerned! Whilst some can bring some interesting stories, be careful not to neglect any other customers simultaneously. If need be, excuse yourself to assist others and return to them. Let them know you would love to keep chatting because you find them interesting, and you will be back with them in a moment! Hopefully, this doesn’t repeat too much!
I remember a good method I used to use was to let them know I would give them a quick tour of our production facility once they had completed their purchase. That way, we moved ‘out’ of the comfort of the retail area and into the production zone. There was only one way out of there, and that was through the front door. That way, they left with a product, with a great experience and without further due!
The customer from hell
Yep, I think we have all experienced one or seen one behave appallingly somewhere. They are downright rude, self-entitled, and disrespectful. They generally bring negative energy with them and can make the rest of your day difficult to get on with. They are very challenging to deal with, and you should always remain calm, especially if they act out in front of other customers. Try and remove them from the retail store and away from other customers and try and resolve their issue as calmly as possible. Apologies and discounts should be the first thing you offer them to try to de-escalate the situation. Your apologies should be sincere however. Avoid backhanded apologies as this could escalate the situation. These types of customers will not hesitate to write up a negative review on every platform possible and invite their families to do the same. Do whatever you can within reason and move them along and out. There are limits, however! It would be best if you did not tolerate anyone who is being abusive or intimidating, neither to you nor your staff. If you find this is the case, you should seek to cancel their order, refund them for their purchase, and ask them to leave your premises. If you are dealing with someone over the phone, let them know you will be disconnecting the phone call, and you welcome them to call back once they calm down and can communicate appropriately.
Remember that as an employer, you are also responsible for the well-being of your staff and ensure you are operating a safe working environment at all times. This includes physical and mental well-being. You should ALWAYS, in extreme cases, put your staff’s well-being above the abusive customers.
The customer is NOT always right.
The “Karens”
The “Karens” take the customers from hell to a new level!
They are often condescending, roll their eyes, flick their hand and ask to speak to the Manager almost immediately. You cannot convince them of any logic or please them, so don’t try. They are wrapped up in their self-entitled attitudes, and their whole purpose is to exert their power so they can feel good about themselves and appear intelligent. They will not hesitate to leave a negative review about petty things. Thankfully consumers also know when to spot them! Their reviews may sound like: “I came into your store at 4:45 PM Christmas Eve, there was an enormous queue, I couldn’t wait that long, and why would I even bother when you didn’t even acknowledge my presence!” Will NOT be returning!”
Yup, get a grip – better for us that you don’t!😂.
I have maintained over and over again that these sorts of sales are the ones that I don’t want or need. They eventually cost much more than what they are worth.
If in-store, I would generally let them politely know that there was no stock of anything they asked me for. I wanted them out and gone.
Online was quite different because they wouldn’t emerge until there was a problem, and there is always a problem with a Karen, and every Karen has a partner who works somewhere that gives her all this knowledge about her rights as a customer🙄.
Do your best with them, although that is never enough. May the Force be with you!
