Whatever business you are in, you’ll need to appreciate that different types of customers go through different processes in their decision-making. To successfully market your business to both consumers (people who makes a purchase for personal use) and businesses (who buy for the firm’s use), you’ll need understand their different buying processes, what they are looking for and what needs they have. You will also need to target your services/products and delivery message to attract your target audience. You can do market research to establish who your ideal customer might be and target all of your marketing accordingly.
Consumers who are not in business (known as B2C sales) might have special requirements that you’ll need to meet, but they also might want discounts and are more likely to be wandering customers who buy on impulse.
The consumer decision maker is likely to be the one that makes the final decision for themselves or their family and friends, so can be susceptible to impulse buying, whereas a business decision maker may not be the one holding the purse strings and may have to report back to a business owner, finance director or board of directors. Businesses customers (known as B2B sales) are also more likely to deliberately plan a purchase and conduct research before making a buying decision.
In order to attract B2B and B2C purchases, you’ll need to plan a marketing strategy that attracts both types of customers, and if you are selling to consumers, there’ll need to be an impulse buying option too.
If you have a customer who has already bought something from you, they can be classed as a ‘Loyal Customer.’ They have experienced your products and/or services and are so happy with the quality and/or quantity of your product or service and are more than willing to make another purchase. When they have made a purchase they are likely to talk about it to others, recommend it to others or even become one of your raving fans or influencers and gain you new customers as a result. In the case of Write Wai PR & Copywriting Services, we have several loyal customers who have recommended our work to other people. You must look after your Loyal Customers as it costs 80% of a marketing budget to gain a new customer but only 20% of a marketing budget to retain an existing customer.
A ‘Discount Customer’s’ decision is based on how much discount you will give them so you need to factor this into your marketing if you are trying to sell to them. (Write Wai offers discounts to our loyal customers too). You might want to offer a customer a discount before they make a purchase if you work out their long-term value and how many purchases they might make from you in the future.
‘Needs Customers’ are those who have a specific requirement, they carry out research and shop around to see what they can get for their money. Whether it is a consumer or a business customer you are selling to, you will need to show your products and services are value for their money for their quality and quantity. An example of this would be the testimonials from our customers on our website.
‘Wandering Customers’ are those people who wander in off the street or come across your website or social media posts by accident and make an impulse buy. This is less likely to be a business customer as they are more likely to plan their purchase beforehand.
There are considered to be five distinct stages in the buyer’s decision process. These are briefly:
Awareness: the customer realises they need to make a purchase (let’s say they need words for their website).
Specification: The consumer or business’s buying team agrees the exact requirements, price, etc and prepares a detailed specification (in the case of the website, they will have decided how many pages they have to fill, how many words they want on a page and the style and tone of the copy require).
Proposal: The consumer or buying team identifies potential suppliers to meet their needs and asks them for a quote or to write a proposal on how they intend to meet the requirements of the buyer.
Evaluation: The buying team evaluates the proposals and quotes they have received, looking at the product/services, the supplier’s reputation and whether they are offering value for money. At this stage you can influence the buyers’ decision by giving them extra information like case studies and independent reviews of your product/services! You can also offer to cater for their needs in a more bespoke manner than your competitors or offer a dedicated account manager to make sure they are looked after and that deadlines are met (deadlines are important when a Start-up business is looking for the words for their website so that it can launched, for example).
Order: Usually an order will not be placed until the finer details have been agreed, such as the fee has been negotiated, any discounts, payments terms, delivery date, terms and conditions, etc. In the case of copywriters, check if they are willing to make any changes to their words for free or if they charge for changes.
If you would like any further information or details about our services get in touch via our website.