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Old 10-03-2014, 10:09 AM   #1 (permalink)
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Different Customer Types & how you sell to them

Throughout the year, important to realize that there is no "one" kind of customer/shopper out there - so need different ways to reach the highest percentage of prospects!

Here is an easy read that summarizes this idea:

http://sbinfocanada.about.com/od/cus...mertypesmh.htm


5 Types:

1. Loyal

2. Discount

3. Impulse

4. Need based

5. Wanderers
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Old 10-03-2014, 10:23 AM   #2 (permalink)
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Re: Different Customer Types & how you sell to them

LOYAL

These we can identify easily.

They are the usually 20% of our customer base that provides 50% of our sales!

We know their name, they come back year after year. We are devastated if they move because we know it will be tough to replace them.


They like to be communicated with. They are the ones that will "comment" on FB posts or retweet things you post. They are good "ambassadors" to recommend your salon to others.
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Old 10-03-2014, 12:06 PM   #3 (permalink)
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Re: Different Customer Types & how you sell to them

DISCOUNT


These seem to generate the most "controversy" among small business owners.


These buyers respond to a "deal". They love a sale! In fact, they rarely buy something that isn't "on sale".

So how do you encourage THEIR spending - without "giving away" stuff to other types of buyers that would buy anyway?

Best ways include:

1. Have an "offer" they have to use. A coupon, text message, "like" to a FB post, etc.

They will go the extra mile to get their "deal". Others won't take the effort. So you are attracting these "deal shoppers" in ADDITION to the customers you will have buying normal packages.

2. Quantity of time/sessions purchases

Have your deal something that improves loyalty to you.

Membership is the best way to do this!

Can also do things like buy 20 sessions, get 5 free, Tan 'till the end of the Year for $xxx, Summer Unlimited for $xxx, etc


3. Quality -- for a deal!

E.g. Half price upgrades, half price packettes, half off single visits (various daily specials you might offer)

Here your goal is to get them to buy EVEN BETTER than they would have - because the deals get even better! (e.g. 50% off a $4 packette only "saves" them $2 ---- 50% off a $10 packette saves them $5!)


These people may get "more than their money's worth" by always buying your 'deals'. But they also DO buy! And you still should be able to make money off of them. As well as they are a walking billboard for your business and how "satisfied" they are since you appeal to the deal lover in them!
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Old 10-03-2014, 12:21 PM   #4 (permalink)
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Re: Different Customer Types & how you sell to them

IMPULSE

Everyone's favorite.

You know who they are and always try to have something to appeal to them that day!

"Hey - we got this great new lotion in"

"I've been using this moisturizer the last few days - I LOVE it!"

"Remember - today is upgrade day....and our top bed is open right NOW!"

"You are down to just 2 sessions - time to buy another package? Maybe our Diamond Membership level - I think it would be perfect for you"


Displays changing, things on the counter or within reach to see and be attracted to.
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Old 10-06-2014, 11:35 AM   #5 (permalink)
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Re: Different Customer Types & how you sell to them

NEED BASED

This is your "event tanner".

"I have Prom in 2 weeks."

"I'm leaving on vacation"

"I'm in a wedding"


Key with these customers is:

a. Have what they are looking for and sell it to them

b. See if you can extend their "need" --- After vacation tanning to keep their color, coming back for their next dance or event, .... Important to give them a GOOD experience - and stay in touch

c. Try to introduce them to something that fits the category of their "need" - that they may not have initially intended. For example, lotion, upgraded equipment, a "double dip", teeth whitening etc

These CAN be converted to loyal customers - pay attention to them!

Last edited by sunsally; 10-06-2014 at 11:41 AM.
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Old 10-06-2014, 11:38 AM   #6 (permalink)
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Re: Different Customer Types & how you sell to them

WANDERERS


These aren't as common in tanning, but they are that person who "wanders in" while waiting for their kid at music lessons in the strip or after getting their nails done. They aren't necessarily thinking they are in the market for your services --- so it is up to you to SELL them on what you have to offer!

Joint marketing with other related or nearby businesses can help attract these
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Old 10-09-2014, 01:45 PM   #7 (permalink)
 
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Re: Different Customer Types & how you sell to them

All of these consumers fall into 2 categories.
Need and impulse
Within the two areas depending on the time of year they may be making a purchase because of an event falls under need.

I don't think loyalty determines a buying habit however it does determine the ability to keep the customer.

Women stay with you based on loyalty where men stay with you based on convenience.

Both will make a need or impulse buy. Staying loyal to a salon is something you see with females the same way they are loyal to a hairdresser. Men stay with you because your salon location is convenient.

There are so many variables within need and impulse.

Sunsally brings up some great points to consider.

Because tanning is a Niche business it is smart to target all types of tanners, even the value shopper. Also remember a properly placed special will draw tanners in all categories.

Being aware of who your tanners are is important. great post Sunsally.
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Old 10-09-2014, 04:42 PM   #8 (permalink)
 
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Re: Different Customer Types & how you sell to them

Quote:
Originally Posted by Steve Underhill View Post
Staying loyal to a salon is something you see with females the same way they are loyal to a hairdresser. Men stay with you because your salon location is convenient.
I do not agree with this statement. I used to own a hair salon and many of the hairdressers I employed had male clients follow them to a different city 15 minutes away from the city they lived in.
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Old 10-09-2014, 05:28 PM   #9 (permalink)
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Re: Different Customer Types & how you sell to them

^^^ Agree.

Men oftentimes choose a salon INITIALLY out of convenience. That said - they don't like to change and revisit the decision over and over. So if you treat them reasonably well and keep an eye on their needs, they can become extremely loyal, repeat customers!

For stylists, if they move, making it "easy" for the guy to follow you (give him the info, contact him to set his next appt at the new place...). For tanning, no reason for him to leave unless you drive him away! Make sure to let him know if a package/membership is expiring and "read" what he prefers (e.g. does he like a lot of chatter and upsell each time or just process and move to his tan quickly?).

They also may help steer their partners and children ("dad tans here and will pay for my package here too....")
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Old 10-10-2014, 02:17 PM   #10 (permalink)
 
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Re: Different Customer Types & how you sell to them

Quote:
Originally Posted by SunseraWarman View Post
I do not agree with this statement. I used to own a hair salon and many of the hairdressers I employed had male clients follow them to a different city 15 minutes away from the city they lived in.
There are exceptions to every rule. However when looking at % of buying habit men make decisions for different reasons than women. There are no hard fast rules but you can play the percentages.
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