TSE 1077: Which Type Of Customers Are The Best?

A sudden influx of new leads seems like a dream come true, but you often have to determine which type of customers are the best in order to assess whether it's really a good thing. If you haven't yet grabbed a copy of The Transparency Sale: How Unexpected Honest and Understanding the Buying Brain Can Transform Your Results by Todd Caponi, get it before he joins us on the podcast in the near future. In the book, he discusses the three types of buyers. The active buyer The active buyer is looking for a solution. He understands the problem and he wants to solve it. These are your inbound leads. They understand their problem well enough to initiate research to try to find a solution to the problem. They may seek a quote for your product or service, and they are proof that your marketing is working. These buyers are finding your website. These buyers are also more than likely going to commoditize you. They are likely considering three to five different vendors and because they don't have all the details about your company, they are going to try to differentiate you based on price as well as features. Although they know they have issues that they must solve, they don't care about the intricacies of your company. They simply need to solve a problem and get the best deal possible. The passive buyer The passive buyers recognize that a problem likely exists but they aren't prioritizing it. In his book, Todd compares it to the small problems at your house that need to be addressed eventually but that aren't a priority right now. Maybe the handle on your door is broken or the blinds need to be repaired. It isn't the end of the world if you fail to complete them. Passive buyers will eventually get around to solving the problem. The status quo buyers These status quo buyers are happy with things as they are. They aren't thinking about the future; they've learned to operate just fine the way things are. Imagine the guy who has a flip phone and doesn't see the need for a smartphone. He doesn't want to change, perhaps because he doesn't recognize that better options exist. Or maybe he's worried that the smartphone will be too complicated and he won't be able to learn it well. Change feels too complex, so he decides to stay with the status quo. But what if someone could educate him and teach him to use the cell phone? Challenging buyers In my own experience, many of my most challenging leads were the active buyers. You might be thinking that these are the kinds of buyers we'd most like to have, and that would be the case if they were always perfectly ready to buy. If my company was always the front-runner, that would be a great situation for us. But we're not always the front-runner, and sometimes we're simply an after-thought. The buyer is likely considering several companies before making a decision because that's how the buying department has structured its purchases. The question becomes can we persuade them to buy once we're having a conversation? Best customers From my coaching and training experience, and based upon Todd's recommendations, we've discovered that the status quo buyers are often the best ones. [Tweet "The customers who don't know that better options exist are ripe for you to educate them. #EducateCustomers"] Your job is to teach them and help them to recognize unconsidered need. Consider the book