Work behind any retail counter, and you’ll soon discover there are two types of customers in this world: shoppers and buyers. Shoppers tend to ask a lot of questions, dishevel the counters while shopping and care only about getting the lowest price. They are very picky, think that just because they’ve read Consumer Reports they know more than you and take FOREVER to make a decision for fear of paying too much.
Buyers on the other hand care more about making a right decision instead of paying too much, so they’re not as apt to price shop. They care as much about time as they do money because wasting time costs them money. Therefore, they are more apt to view the business representative as an expert, and lean heavily on her opinion since they have no time for research. If the purchasing experience is pleasant, they tend to become repeat customers as well as “recommenders,” and are the best R.O.I. (return on investment) money can buy. Yes, these type of customers (buyers) don’t come for free, they must be purchased.
If only I could find a buyer! Talk about price, and the “shark shoppers” come swimming. They seek only to devour, and when nothing is left, move on. Buyers are more like the loyal Labrador. The trust gained overtime creates a lifelong relationship. The mind of a buyer is less like an “in basket” and more like a filing cabinet. In baskets temporarily store the urgent things of life. File cabinets permanently store the important things of life. Shoppers love the urgency of half price sales, while buyers abhor them. Speak to the buyer in terms she can see herself experiencing, and become a permanent memory in her mind.
Shoppers love to buy online, but buyers tend to use the web only for research. When a product decision has been made, the buyer scurries down to the local store instead of buying online because waiting three days for something they want “now” is pointless. Buyers aren’t necessarily looking for the best product, but rather the best product they can buy within the time frame allowed. Brand “B” that costs more and is slightly lower in quality than Brand “A” is just fine with a buyer.
Advertise to buyers and watch the money keep falling and falling to the bottom line. I’m very well acquainted with buyers because I’ve developed marketing strategies for many of them over the years, but more importantly I am one myself!
Belief Changer: it’s not how many people your advertising dollars reach that matters, it’s who they reach that matters.
