The world is full of all types of customers. You have your great loyal customers, the price hunters, the never satisfied, and we can't forget the I know everything customer. All of these customers take a different approach to earn their business, except what we like to call the two percenters. The two percenters will never buy from you regardless of how well you do your job and exceed the standard customer expectation. There is light at the end of the tunnel, with every customer you work with, you should always be able to learn something from each experience.
The great loyal customers believe in every aspect of the experience, from the first impression all the way to the end of the sales cycle. As long as you do your job and follow the process, you should be able to lock this one down fairly easy. You can't get complacent when you realize what type of customer you have in front of you. It is just as easy to lose them as a customer as it is to keep them as a customer.
Your price hunters can be great loyal customers, as long as they feel that you bring additional value to the deal. Now, you're not going to knock it out of the park because you will need to adjust your pricing, but they will continue to return to you and pay just a smidge higher for the add value. If you recognize this type of customer quickly, your approach should change drastically. Building value in everything is how you're going to lock down this customer. Customers like this tend to know exactly what they are getting into, they have researched every bit of your industry and they are prepared to do some heavy negotiating. By building value in your business and company beliefs, you will be able to justify a higher price within reason.
Customers who are never satisfied will still choose to do business with you depending on how you handle their complaints, uncertainties, and criticism. You will immediately realize this type of customer. Keep in mind they still are in the market for your service or product. Building value is always a must. In this case that is not the focus. You need to be sympathetic to their every issue, not agreeable, that will get you into trouble. These customers always have a bad experience, everywhere they go there is something that they will not be satisfied with. You can still make them a customer for life if you treat them with care.
It's interesting when you deal with a customer who "knows everything". They like to put off the illusion of intelligence so they can try and intimidate or impress you. I like these customers, they are probably the easiest customers to seal the deal with. Let me explain, all you have to do is make them feel like they are right, be agreeable and show excitement. This bolsters their pride and makes them feel like they are on top of the world.
You maybe thinking by the end of this article that we are judging a customers ability to make a justified decision due to manipulation, this is only one way to look at it and not a good way. The whole point of customer success is to make people feel how they want to feel. Who are we to deprive them of what makes them feel good. Tailoring you attitude, personality, and verbiage is an ability that needs to be mastered. It is not manipulation , it is the art of creating a customer for life. We need to understand our clients needs, attitudes, and how they base their decision on who they are going to give their business to. Focus on your customer and who they really are. This will truly connect you with your customer and allow them to open up and reveal their needs.