A Nielsen survey showed that today’s consumer is more open to being “unfaithful” to brands given the endless variety of options and propositions. Once again,
The survey indicated that, “while 53% of Colombian consumers prefer to stick to their favorite brands and only sporadically try a new product, the proportion of unfaithful consumers greenland email address is increasing. Today, 4 out of 10 say they love to try new things (vs. 42% average in LatAm). Globally, we find regions with a higher propensity to change brands such as Asia Pacific (47% willing to try new products), but the willingness of Latin American consumers is now the third highest (above North America and Europe).”
Customer types can be classified according to their behaviour, product or service expectations and consumption habits . Do they plan their purchases or act impulsively? This data provides a global view of how customers think and act based on the offer and the type of experience they receive from brands.
Are we facing a new wave of impulsive customers ? There are ways to prepare for this eventuality, and to do so, knowing the characteristics of customers in general will be very helpful.
To apply empathy – one of the most important qualities in business – you need to know your customer and how best to approach them. Dealing with the dominant and impulsive customer is part of your daily routine, but here we can help you deal with them and make your relationship with them a success.
Impulsive customers are very interested in the purchase, they praise the product and do not want to delay in buying. However, they can back out just as quickly as they buy.
In general, the dominant and impulsive customer is interested in low-cost products, since it is easier to back out of this type of item.
Just as they fall in love with one product, they want another, which leads to losing interest if they don't buy it immediately. As a result, calls with complaints, exchanges or returns are common.
If you want to learn more about how to resolve complaints and claims, we recommend: Complaints and claims: how to manage them efficiently?
Other attitudes of the impulsive client are:
Intense comments: After listening to the salesperson's speech or seeing something in a shop window, they make complimentary comments about the product or express a desire to purchase it now.
Bold: He has no problem asking for a sample, trying it out or asking about the product he wants to buy.
Capricious: works with determination to get what he wants.
Anxious: He doesn't want to waste time with explanations because he is clear about his purchase.
Friendly and conversational : he uses his charms to successfully complete the purchase on his own terms.
7 keys to dealing with an impulsive client
When dealing with an impulsive customer, we advise you to use their characteristics to your advantage. The following qualities will help you deal with this type of customer:
Patience: an impulsive customer may come into contact with you interested in a product and change his mind during the conversation. Be flexible!
Control the offer: offer a limited number of products so as not to lose focus. Do not contribute to their indecision.
Offer alternatives: Among the alternatives, you can offer a more expensive product versus a more basic one. This will set a limit on the consumer's desire and indecision between products.
Give importance to emotions: rather than talking about the characteristics of a product, it is better to refer to the emotions or sensations it provides. According to Carolina Marín , psychologist and expert in neuromarketing, “80% of purchasing decisions are emotional and only 20% are rational.”
Marketing consultant Leyend Velalla says that “emotions are increasingly relevant in purchasing decisions, with brand value and image being key aspects for success.”
Fluency: The conversation must be fluid so as not to create any doubts in the impulsive client.
Quick sale: Once the customer has made the purchase decision, do not offer alternatives that may lead to regret.
Reduce steps: The fewer steps there are during the purchasing process, the faster and safer it will be.
Mastering the conversation with this type of customer will help you take advantage of opportunities. Once you identify that you are dealing with an impulsive customer, you can master the conversation.
Arguments should be clear and brief, and it is important to resolve any problems that may arise quickly and effectively.
