Who are customers and what types are there?

Customers come in different types, each with its own character and behavior. It’s important to understand who you are dealing with in order to build effective communication and ensure maximum comfort for everyone. They may be interested in promotions, new products, or looking for the best deals, while others may require a more personalized approach. Each of them has unique expectations from the brand or service.

Customers can be different: new, regular, loyal, dissatisfied, emotional, reserved. They differ not only in behavior but also in expectations from the company.

Working with customers is not just communication; it’s an art. The ability to recognize who you are dealing with and choose the right approach is what sets a professional apart from someone who simply follows standard scripts.

But how can you understand who you are dealing with, and which methods work best for different types of customers? Let’s figure it out.

Types of customers in sales: who are they and how to work with them

Every customer comes with their own expectations, motivations, and behavioral traits. Some take a long time to analyze before making a purchase, others act on emotions, and some look for the best value. Understanding these differences helps build effective interaction strategies and increase sales.

The Mood Maker
This type of customer has no clear goal. They enter a website or store just for the mood. They are interested not in buying, but in the process of browsing products, enjoying the aesthetic pleasure of looking at items. They like to study trends, follow new arrivals, but do not always have a specific desire to buy anything.
To interest such customers, you need to create a stylish, appealing interface that offers emotions, as well as content that captivates: interesting articles, brand stories, interviews with designers or experts.

The Bargain Hunter
This buyer is always looking for the best deal. Their main criterion is the price-to-quality ratio. They usually compare options and choose the one that offers the most value for the least cost.
To convince this type of customer, offer various promotions, loyalty programs, and purchase bonuses. Don’t forget to highlight the advantages of the product, such as durability or additional features, which make the purchase worthwhile in the long run.

The Thorough Researcher
This type of customer is a true analyst. They carefully examine product features, compare prices, read reviews, and study all available information before making a purchase. For them, facts, details, and convincing arguments are crucial.
To engage such a buyer, offer detailed descriptions, technical specifications, quality certificates, as well as video reviews and product comparisons. Clarity and justification in presenting information will help them make a decision.

The Discount Fan
This customer cannot pass by a discount. They often buy things they don’t need, but the attractive promotion or discount catches their eye. Without this tempting offer, they may not even notice the product.
For these customers, you need to create a sense of urgency by offering time-limited promotions, sales, or bonuses for regular customers. The key is to emphasize the benefit and emotionally charge them to make the purchase.

The Anxious Buyer
This person constantly doubts their choice. They may hesitate between several options or worry about possible risks. To convince such a buyer, you need to create conditions for their comfort by providing more information about the product, its advantages, and guarantees.
This category of buyers often requires personalized support, so it’s important to offer consultations, assistance in selection, and confidence in their decision.

The Premium Buyer
This category of customers is willing to pay more for high-quality service and exclusivity. They value individual attention, comfort, and attention to detail. They often don’t mind the price if the product or service meets their high standards.
For these customers, it’s important to offer personalized proposals, special service conditions, and quick responses to any requests. They are looking for a sense of exclusivity and are willing to pay for it.

The Fast Shopper
This type of customer wants to make a purchase as quickly as possible and doesn’t like to spend too much time choosing. They know what they want and care about speed and convenience.
To satisfy their needs, offer a simple and convenient purchase process, minimize the number of steps when placing an order, and ensure clear product displays.

The Satisfied Regular Customer
These customers return because they like the service and the quality of the products. They trust the brand and can become loyal ambassadors of your brand.
It’s important to reward them for their loyalty by offering personalized discounts, bonuses, and special offers. Creating a loyalty program that makes them feel part of a privileged group will help maintain their attention and interest.

The Emotional Buyer
This customer makes purchases based on emotions. They may make a decision based on a sudden desire or a spontaneous reaction to an advertisement or a tempting offer.
With these buyers, you need to work by creating vivid emotional content, beautiful visuals, and appealing calls to action. Creating a sense of “here and now” can motivate them to buy immediately.

The New Customer
This is someone who is coming to your brand for the first time. They haven’t formed an opinion yet, so it’s important to quickly build trust. To do this, offer attractive initial conditions or discounts on the first purchase, and clearly explain the benefits of the product or service.

The Loyal Customer
This customer returns again and again because they are satisfied with the product and service. To maintain loyalty, offer bonuses, discounts, or special loyalty programs. A personalized approach will help strengthen the relationship.

The Potential Loyal Customer
This is a buyer who hasn’t yet become loyal but could be if you maintain contact, offer relevant proposals, and assist with product selection.

How to Retain Customers

Retaining regular customers is one of the key factors for business success. To build long-term relationships and increase profits, use the following strategies:

• Consultative approach. Build trust by offering customers not just products, but the best solutions for their needs.
• Loyalty programs. Encourage regular buyers with bonuses, discounts, or gifts.
• Emotional brand component. Share your values, history, and mission. If they align with the customer’s beliefs, it will create a solid foundation for long-term relationships.

Working with Dissatisfied Customers

Disappointed customers may be unhappy with the product, service, or the overall interaction with the company. It’s important not only to respond quickly to issues but also to demonstrate openness.

If you build communication correctly, even a dissatisfied customer may return and stay with the brand for the long term. Here are a few ways to achieve this:

• Personalized post-purchase support. Individual assistance makes the customer feel that their issue is important.
• Different communication channels. Provide convenient ways for customers to express their concerns directly to you.
• Acknowledging mistakes. Honesty and quick resolution of issues increase trust in the brand.

The key is to build open and trusting relationships with customers, even if something goes wrong.

The NovaTalks customer support platform allows you to integrate all communication channels into one interface. This means your team can work with messengers, calls, online chats, and emails without needing to switch between different systems.

Don’t lose any inquiries — all channels in one place, and it’s all automated for the convenience of your employees. Thanks to the integration of all communication channels into one NovaTalks system, your customers receive fast and seamless service, which directly affects satisfaction and loyalty.

If you want to see how it works in practice, we offer a free 14-day trial version. This way, you can assess how the platform can reduce your business expenses and improve the customer experience.