The 3 Types of Clients You Have
As a long term marketing consultant, I’ve been in touch with lots of clients and their respective customers. For me it’s very important to understand their personality, how interested they are and the level of resources and effort you need to both reach and convert them.
In the following you’ll understand why I divided in 3 types and what are their most commons pros and cons, especially when it comes to interacting with them and spending resources to.
The Very Interested Client
This is the client that already wants your product or service. You can easily find them, and sometimes they’ll be even looking for you. But it comes with a price: they are disputed by everyone and it can make things very expensive when it comes to marketing costs.
Since the Very Interested Client is already looking for your solution, they think they need it. Go ahead and thank your competitors for that, other companies opened the market for you and that’s the reason why sometimes you’ll need less resources to find this kind of prospect.
However, the main disadvantage of this audience resides in the fact that everyone’s aiming them, including every competitor you have. The majority of ads you see will be targeting these clients which already show some tendencies or appeal for the respective solutions — or even similar products or services because, you know, consumers consume and everyone is trying to sell something for them.
And that’s why we have so few clients who haven’t been targeted by a marketing campaign or are already someone’s lead. The proportion of clients like these ends up being something between 1 to 5% of the whole available market and that’s precisely why you should avoid spending heavily financial resources in marketing campaigns that aims the public that already wants your product.
The Less Interested Client
Representing about a quarter of the whole market is a group of clients that wants your solution but also need some kind of stimulation. Actually most of them just need a reminder, because they’re not yet looking for it. This clients requires a different approach, including techniques, skills and investments that are not required by those from the first group.
Reaching this group will require a little more time planning in order to find and connect to them, but that’s when the things start to get more interesting. You will find that there is a lot of potential customers everywhere and they are just waiting for you to offer a must-see product they probably didn’t even know about, but now they really need it.
Also, since everyone is competing for the perfect lead you’ll find much less concurrents, which gives you the leverage of setting higher prices while investing less money in marketing campaigns. This strategy will leave you with more financial resources to invest in your company or product branding, e.g.
The Not Interested Client
This portion of the market is defined by approximately 70% of every person eligible to buy your product or service.
The problem is: they don’t wanna to.
Yes, the truth is that they don’t wanna buy right now, even if they could (or maybe should). For an illustrative example, imagine a company that would succeed by choosing better suppliers, but doesn’t know it yet. Nobody is interested in showing them because it requires a lot of effort and, when it is not done correctly, ends up generating almost no leads.
Again, since there is no much interest in this market portion you’ll be free for applying even higher margins while having almost no competition. It’s your chance to even open up a new customers niche or getting in touch with an audience that your concurrents doesn’t even considered to exist before.
Doing it requires more effort but not exactly more money invested because there are multiple ways to find this type of clients and as I told you before: you can find them everywhere — then you’ll just need to send them the right message at the right time.
Which One is the Better Type?
Everything lies on your strategy and how much available resources you have to put in, but since you understand what is your right kind of clients it will get easier to get in touch with them.
After getting their attention you must basically give ’em good reasons on why would they need a product (or service) like those you provide. There is a lot of strategies for that but showing them customers who are already satisfied must do the job.
I hope this article helps you understand that potential clients and customers are not so evident and you can always find new ones where nobody is looking for. Thanks for reading and keep in touch for more articles about business and marketing.
