The crucial factor for the success of any business lies in understanding the expectations of different kinds of customers and their buying behavior. A marketing campaign launched without knowing the mindset of various customers is likely to fail. If you want to sell to different kinds of customers successfully; you need to market your products/services according to their liking and preferences. While it may sound like a very technical and research oriented endeavor, the easiest way to go about it is to create some segments of your target audience and pitch products to every group according to their buying behavior and trends. Here are a few ideas to market to different kinds of customers smartly!
Demanding customers analyze and evaluate everything. Conventional marketing gimmicks don’t work on these customers. You should try and focus on highlighting the benefits of a product without sounding like a conventional marketer. This kind of customers want true value for money, so they are likely to buy a product that is unrivaled in quality and not overpriced. While selling to these customers you should be stressing on the longevity, quality and reasonable price of the product. Demanding customers want quick response to their queries and concerns, so make sure you don’t keep their product queries in queue.
The know it all customers are researchers; do not be surprised if they know more about your product than your sales people. Take these customers as experts or analysts, offer them detailed information and factual data about your product. Appreciate their knowledge and ask them questions to make them feel important. You would end up selling more than your expectations to these customers if you make them feel that their suggestions, opinions and visiting your store matters a lot to you.
Loyal customers want affinity or association with a brand/product. While marketing to this kind of customers use an engaging content marketing strategy. For instance advertising slogans like “your trusted partner for booking holidays”, “the jam that will remind you of your mother’s sweetness” works for this kind of customers. These customers would turn out to be a valuable asset for your business; they are likely to bring new customers through word of mouth referrals, so market to them in an emotionally appealing way to win them over.
There are some customers who love socializing and talking whether in person or through different communication mediums. These customers like to engage in conversation with sales and marketing people and expect prompt replies. Marketing to socially active customers requires good communication skills. Address these customers with their names, show them products and offer suggestions to them like you would to a friend. Offer them discounts and make the overall customer experience delightful enough that they would love to shop from you again. When interacting with these customers, personalize the entire experience for them. Market to them on social media accounts and connect with them personally.
While Generation X or baby boomers born in 1960s have a high buying power, to convince these customers into making a buying decision is not that easy. Instead of using newer digital marketing techniques, go old school and come up with a marketing strategy that is simple, classy and appealing. Use simple ways of communication to relay your marketing messages. Make these customers feel that they are getting a great package, a quality product/service with an array of benefits at a good price range.
The tech savvy Generation Y or millennial customers are the ones who were born in the early 1980s onwards. These customers prefer a brand that offers them personalized products/services. In addition to relaying your marketing messages via various social media channels, you need to make these customers feel that the product you are marketing has been designed for them, give them customization options and make your marketing approach innovative and personalized. Many of these customers would buy from a brand that staunchly believes and contributes towards a social cause, so highlight your social corporate responsibility in your marketing campaign to make them aware of the fact that your brand cares.
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