Accomodating Various Customer Buying Behaviours

In the buying process, we are often faced with customers who come with needs and problems, and then asked to be offered products that are suitable for them. However, it is not uncommon for customers who come in and directly refer to a specific product they need

Toni Keskinen has divided customers into 3 types according to their behavior in the buying process.

The Learning Customer, is a customer who comes with minimal product knowledge, but has needs or problems. For instance, a customer comes to a cell phone store and states that he/she needs a cell phone that would be the most comfortable if he/she uses it in outdoor activities, as some of his/her cell phones are always scratched, broken or damaged due to falls.

The Decisive Customer, is a customer who can immediately make a decision to purchase or not, because they come with the choice of product and specification that has already been planned. Usually, they have independently researched and even compared certain products or brands. If the same example is applied, then the customer came by the cell phone store this time and stated that they want to buy a certain brand of cell phone with the detailed specifications that they need

The Impulsive Customer, are those who easily make buying decisions even though they have not done careful research on the product yet. It could be because the product purchased is relatively cheap, they have trust in the brand, there are ongoing promotions, and other considerations. Impulsive customers who come to cell phone outlets may just be passing by or dropping off a friend, then become interested in a certain type of cell phone, briefly consider it, and then make a purchase.

An organization must have salespeople who understand these different types of customer's buying behavior, so that the sales process will be effective. Probing techniques, which are always tough in selling skill training may not perfectly suit impulsive or decisive customers.

The same applies to sellers who are only busy with gimmicks and ongoing promotions, and might not succeed in winning the hearts of decisive customers who have decided what to buy.