The 4 Different Types of Customers and How to Win them Over
Last month, we explored 3 Loyalty Building Tactics that keep your customers coming back. This week, we are taking a deeper look at exploring the 4 most common types of customers and how to recognize them and respond to them in a way that offers a suitable balance of detail and speed.
Understanding customers’ non-tangible needs when they enter a salon is the key to outstanding service
Type I: The Thinker
The thinker needs to hear all of the details before making any decisions. These folks love to discuss their situations and problems at length and ask plenty of questions. It is important not to rush them or make light of their queries.
They say: “I'm new at this. How does this work? How is this different than waxing or plucking?”
You say: “Threading is an ancient method of hair removal. A cotton thread is doubled, twisted, and used to roll over areas of unwanted hair. The hair is plucked at the follicle level. It provides more control in shaping eyebrows and is gentler on the skin than plucking or waxing. It can pinch slightly, but this lasts only for a second.”
Don't say: “Don't worry, it will be fine.”
Do's: - Give them space to absorb the facts - Provide a lot of detail and explanation
Don't: - Make light of their questions or brush them off - Rush them
Type II: The Feeler
The feeler is concerned and needs to be reassured that everything will be OK. They might begin statements by mentioning their feelings, or by things will impact their family or friends.
They say: ”I'm so disappointed. I wanted to be out of here by 2:30 and it's now 2:45. Now I'm running late to my event tonight and I have people waiting on me who will be upset.”
You say: “I'm really sorry we have made things difficult. Let me personally look into this for you. ”
Don't say: “Everyone else has to wait too- your event isn't my problem.”
Do's: - Show understanding and moral support - Demonstrate to them that they are being treated fairly
Don't: - Disregard their feelings - Ask them what their point is
Type III: The Entertainer:
The entertainer loves to chat and will occasionally get sidetracked. They enjoy small talk and will discuss whatever is on their mind.
They say: “It's a beautiful day out! I can't wait to get to that picnic on the beach. We're having a BBQ”
You say: “That sounds amazing. Let's get you all fixed up here so that look great for your day at the beach.”
Don't say: “I'm sorry, is there something I can help you with?”
Do's: - Engage and humor them - Gently guide them back to the point of the conversation
Don't: - Push them to get to the point
Type IV: The Controller:
The controller has little time for chit chat. These folks like to get to the point quickly by asking their question and explaining exactly what they want. They need fast answers or frequent updates when an issue cannot be immediately resolved.
They say: “I would like to make an appointment for Saturday at 2pm”
You say: “We don't make appointments here, but if you arrive at 20 minutes to 2 on Saturday I will put you on our wait list and ensure we are able to serve you at this time.”
Don't say: "It might be possible, but it all depends on the wait that day. We'll give it a try and see”
Do's: - Give them the facts and talk to them about results and outcomes - Be succinct and precise
Don't: - Get into detail or bore them with explanations - Get personal. These folks like to stick to business - Ask irrelevant questions