During your journey in business as an entrepreneur, you will probably come across 4 types of clients. To be successful, you will need to understand these 4 types of customers and understand how to sell to them. The 4 types include cheap clients, difficult clients, sophisticated clients and affluent clients. The first two types are the undesirable clients, while the second two clients are types of clients you want. Without realizing it, your marketing message might actually be attracting the first two undesirable types of clients. Keep reading to learn more about these 4 types of clients:
1. Cheap Clients
Cheap clients buy based on price. You have probably dealt with a lot of cheap clients in your time. “How much do you charge?” is one of the first questions they will ask you, without even knowing the details of the service you’re offering. Don’t you just hate it when that’s one of the first questions? They don’t even know what you do yet. They don’t know the value you provide.
Cheap clients will try to talk you down in price. They might even pretend their colleague told them your price was lower, and they thought it was lower. They will ask you, “what is your best price?” and when you tell them, they’ll say something stupid like “holy crap! But I can get someone on Fiverr to do that for 5 bucks!”
Cheap clients are very demanding, but they don’t truly appreciate the service you are providing. They will often put price ahead of quality, even though their business might suffer because they chose the cheap option. Don’t make the mistake of thinking that if you offer them a cheap “introductory price” and bend over backwards to show them how valuable you are, that they will then agree to pay you more. They will not agree to pay you more – ever. It’s not in their nature. It’s in their nature to be cheap.
2. Difficult Clients
Difficult clients are not necessarily cheap – they’re just difficult. If they’re having a bad day, they’ll take it out on you. They’re not pleasant, they don’t smile very much, and they’re generally difficult to deal with. These customers carry a negative energy with them, and their tone is often very rude or impatient.
Difficult customers ask a lot of annoying questions, and say things like, “I don’t have time for this” and “could you redo that?” You don’t want this type of client, because they make life harder, but you’ll likely have to deal with them.
3. Sophisticated Clients
Sophisticated clients buy based on information. They have money, but they’re sophisticated, they’re educated, and they know what they’re buying. This is the type of client who will appreciate the value of your service, because they understand the value. Sophisticated clients make your life easier because they will approach you knowing what they want, and having done their research. They will be clear with you about their needs.
Remember that sophisticated clients buy based on knowledge. You will build trust with them by giving them information, and by educating them on your service. They will often need time, because they’re thoughtful, not impulsive. They’re intelligent, so they’ll want to do some more research before making their decision. However, once a sophisticated client makes a decision, they stick with that decision. And, unlike other types of clients who say “let me think about it” and never get back to you, the sophisticated type will actually get back to you.
Sophisticated customers will ask a lot of questions, but their questions will be very different from the questions the cheap or difficult customer will ask. The sophisticated type will ask intelligent, logical questions. They’ll ask about features and benefits, the terms, and they’ll ask logical questions about the timeline involved.
4. Affluent Clients
Affluent clients buy based on feelings. They can afford your service, so if they feel good about it, they’ll buy. Don’t make the mistake of offering an affluent customer a deal or a discount. They don’t want or need a deal. Affluent customers will think that there’s something wrong with you or your service if you’re offering them a discount. You also don’t want to make the mistake of trying to educate an affluent type too much. Save the discounts for the cheap type, and save the abundance of information for the sophisticated type.
Now that you understand the 4 types of clients and how to best sell to them, you’re going to start changing your sales technique depending on who you’re dealing with.