If you want to appeal to different types of customers, you need to understand what makes them tick.
There really is no one way to deal with a customer. Every customer thinks differently, has their own set of preferences and makes decisions in a unique way.
In order for a business to thrive in an ever-changing marketplace, it helps to know how to approach different customer segments that have a specific set of personality traits. By having a good understanding of what goes on in the minds of different types of customers, you can design a more effective approach across multiple different platforms.
While there will always be some variations in how different customers think and make decisions, most customers can be categorised into one of four groups.
When it comes to the analytical thinker, accuracy and analysis is the name of the game. This particular customer loves questioning everything and isn’t the type to rush into decisions but can be easily persuaded with the right information. They will generally do a lot of research before making a purchase decision, particularly if it’s a big-ticket item.
The analytical thinker tends to keep every owner and instruction manual and will read them from back to front. This customer is cautious, soft-spoken and is a stickler for the rules.
The Approach: Facts, data and reliability are going to help you stand out with the Analytical Thinker. They will probably already have done a lot of research on your brand, products and services before they’re in a better position to make a decision so make it easy for them to gather the facts they need.
Never make a statement that you can’t back up – have the facts and figures ready. Appeal to the Analytical Thinker’s logical approach and give them as much detail as possible in a clear and concise way.
If there are any awards or achievements behind your brand, this is the customer who will want to know about them.
The Dominating Director takes no prisoners and knows what he wants. This customer is not one to take advice and prefers to deal with people who don’t crack under pressure. The Dominating Director likes to get to the point and values prestige, honesty and results.
When this customer wants something, they want it now so you can skip the small talk and tell them what they want to hear. These customers are very clear on their goals and prefer to find products that are high-quality yet affordable.
The Approach: Not only should you be concise but if you really want to grab the Dominating Director’s attention, you’re going to need to be persistent but be able to follow through on your promises. This particular customer finds choices appealing so give them all of the options so that they can make the final decision for themselves.
The Dominating Director enjoys an enthusiastic and direct approach because it matches their personality. The more you can compliment this personality type and make them feel heard, the better your chances of securing them as a new customer. Instead of standing in the way of their goals, be the brand that is going to help them achieve their goals.
This customer is all about building connections and being a part of a group. Relationships, honesty and reliability are important to them and they love a good conversation.
The Empathiser takes the time to relate to others and would prefer to stay away from arguments. They’re generally not the people to make decisions and are excellent at holding grudges.
The Approach: The Empathiser is the client that wants to get to know the people behind your brand. They respond to messaging they can relate to so brands need to take a friendly, personalised approach if they want to appeal to this particular customer. The Empathiser appreciates it when brands take the time to get to know them and understand their needs and preferences.
Show them what you can do to make a difference in their lives in a meaningful way and that your brand is trustworthy if you want to win them over. This customer does not respond to pressure and loves to offer their opinion so involving them in some way is always a good move.
As the name suggests, the Creative Socialiser is outgoing, fun, creative and loves meeting new people. These customers love to be in the spotlight and prefer to live bold lifestyles that include bright, stylish clothes, extravagant holidays and unique cars.
The Creative Socialiser isn’t really bothered with details and doesn’t always have a great attention span. They’re optimistic, emotional and generally make impulsive decisions. These customers are good at persuading others, which means they know how to spot smoke and mirrors.
Unlike the Empathiser, instead of being loyal to one brand, the Creative Socialiser prefers to explore and have more options.
The Approach: If you want to appeal to the Creative Socialiser, you’re going to need to stand out, be creative and encourage them to take action.
These customers respond well to influencers as they value the opinions of others and want to be a part of something bigger. Make the customer journey as simple as possible if you want to appeal to a Creative Socialiser. They need to know exactly what to do each step of the way and want to have fun doing it. Using psychological pressure with this particular customer actually works really well.
Understanding your customers is not something that will happen overnight, it’s going to take some time, patience and a little trial and error before you can find a unique approach that works for your brand. The results are well worth it though!