The market always works the same. Entrepreneurs provide customers with services or products. So far everything seems and is, in fact, simple. But when we talk about the relationship between a customer and the supplier business, there are many things that contribute to the good synergy between them.
There are many companies that provide services based on the values already established (see more here). But there are a few mentions to attract and satisfy more customers as well as to find the “loyalists”.
There will never be a product or service that will satisfy every customer, because we all have different visions and expectations. It is important for the business owner to organise the needs of loyal customers in order to increase their sales.
For a better understanding of the idea, there are several types of clients, but the perspective from which we will look at the situation results in two categories:
a. Passive customers
Passive customers are those who do not have a particular affinity for the brand from which they buy but are interested in the product itself.
b. Active customers
Active customers are those who belong to the brand and will follow with interest all the products and services offered.
For a better understanding of this phenomenon, let us take as an example a company that sells clothing and footwear. A passive customer will buy a pair of boots because he was attracted to the product itself and not the brand. An active customer will buy two T-shirts and a jacket because he resonates with the brand’s values.
Here comes the categorization of customers according to their interest, this factor contributing greatly to the sustainable development of a business.
If a customer in category a. will have a positive feedback on a product and a customer in category b. will have a negative feedback, who should we listen to when we focus on a product change? Normally, I would say that everyone’s opinion matters, but it’s not the same in sales. If a passive customer likes the product but will never buy it from the same brand again, this means a drop in sales, instead if we manage to satisfy the loyal customers, they will surely return to buy again.
If the sale is done through an online store, things are simplified because there are many tools that makes it possible to gather information directly from customers. (See how much an online store costs)
Whether we are talking about a system where people who have bought products can post comments and reviews about them, or when purchasing the products, an email will be sent to customers asking them for their opinion on the product, it is important to gather all the information based on the previous point in the article, we generate statistics on product quality and what we should change to increase sales.
Let’s imagine this scenario: We have a very good business idea and have opened our own online store to sell toys, objects and educational equipment for children up to 7 years old. The next step would be to address the buyer audience correctly.
In the case of online stores, there is a set of means and options that make effective targeting possible. Whether we talk about S.E.M. (search engine marketing) or S.M.M. (social media marketing), we do not want the budget of our advertising campaigns to be wasted without any results (see more about S.E.M. and S.M.M.)
Thus, before any action, we need to calculate a little to whom we will address with our online store. Will we address children aged 1-7? No way. What about teenagers up to 20? Also, wrong. After a brief research, I found out that the average age of women who give birth to their first child is 30 years. The conclusion is simple, we will surely address the public for 30+ years.
When it comes to customers, one thing is clear: there will be no two alike. But it is important to be able to categorize and know which of them to focus on when selling a product or service, because without the right customers, a business will have no chance to stand on the market.