rs never hurt. It does mean, however, that the price must reflect the value, and people must feel as though they’re getting good value for their money.

• Specific Features and Additional Information: “What’s in it for me?” is the age-old question that everyone asks before they spend their hard-earned money on anything. That means that any important information about the product or service must be easy for the customer to find, and any signage or sales people available should be put to good use to highlight features and bonuses.

• Service: especially when it comes to customers who dislike shopping, a key point in the decision making process is the

The key to understanding the how to sell anything is understanding what goes through a potential buyer’s mind. By tapping into their thought process, you unlock the secrets to selling them exactly what they want. Of course, since we’re all consumers in one way or another, this isn’t as difficult as it sounds. In fact, once you examine the different types of shoppers out there, it’s easy to anticipate their needs and the critical moments in their minds as they decide on one product over another.

First, then, it is essential to look at each of the types of shoppers, to get a better idea of the critical points in their decision making process:

• Economic Shopper: this is the kind of customer whose main focus is on the price of a product. Their main motivation is getting the most value for their money—and often they’re willing to go to great distances to save. You can get these customers into your store with a sale, but will have to display generally low prices for good value if you want to keep them.

• Personalizing Shopper: often the most pleasant customers to work with, these are the kinds of people who enjoy shopping, and who enjoy interaction with sales staff. Customer service is their main motivation, and they know what they like.

• Ethical Shopper: these customers will avoid stores or companies for ethical or personal reasons. If your store contains products which they judge unethical, they simply won’t shop there. Close communication with your suppliers and carefully choosing your stock will help you appeal to these very discerning shoppers.

• Apathetic Shopper: everyone knows someone like this—these types of customers dislike shopping in general, and will often choose the most convenient retailer. Shopping can often be tiring and troublesome, so appeal to these kinds of customers with great customer service that gets them what they want and on their way quickly.

From here, we can see that there are really four critical moments in any buyer’s mind that every retailer should keep in mind:

• The Initial Impression: this is where you’ll have the chance to win over shoppers of all kinds. Their initial impression of your business, your products is formed quickly, so make sure it’s a good one. Displays and space vary depending on the business, but always keep the customer in mind when designing or placing anything so as to make this first impression a good one.

• Price: for all types of shoppers, the price of an item or service is of the utmost importance. This doesn’t necessarily mean that everyone’s out for a bargain—though sales and lower prices than your competitors never hurt. It does mean, however, that the price must reflect the value, and people must feel as though they’re getting good value for their money.

• Specific Features and Additional Information: “What’s in it for me?” is the age-old question that everyone asks before they spend their hard-earned money on anything. That means that any important information about the product or service must be easy for the customer to find, and any signage or sales people available should be put to good use to highlight features and bonuses.

• Service: especially when it comes to customers who dislike shopping, a key point in the decision making process is the

onomic Shopper: this is the kind of customer whose main focus is on the price of a product. Their main motivation is getting the most value for their money—and often they’re willing to go to great distances to save. You can get these customers into your store with a sale, but will have to display generally low prices for good value if you want to keep them.

• Personalizing Shopper: often the most pleasant customers to work with, these are the kinds of people who enjoy shopping, and who enjoy interaction with sales staff. Customer service is their main motivation, and they know what they like.

• Ethical Shopper: these customers will avoid stores or companies for ethical or personal reasons. If your store contains products which they judge unethical, they simply won’t shop there. Close communication with your suppliers and carefully choosing your stock will help you appeal to these very discerning shoppers.

• Apathetic Shopper: everyone knows someone like this—these types of customers dislike shopping in general, and will often choose the most convenient retailer. Shopping can often be tiring and troublesome, so appeal to these kinds of customers with great customer service that gets them what they want and on their way quickly.

From here, we can see that there are really four critical moments in any buyer’s mind that every retailer should keep in mind:

• The Initial Impression: this is where you’ll have the chance to win over shoppers of all kinds. Their initial impression of your business, your products is formed quickly, so make sure it’s a good one. Displays and space vary depending on the business, but always keep the customer in mind when designing or placing anything so as to make this first impression a good one.

• Price: for all types of shoppers, the price of an item or service is of the utmost importance. This doesn’t necessarily mean that everyone’s out for a bargain—though sales and lower prices than your competitors never hurt. It does mean, however, that the price must reflect the value, and people must feel as though they’re getting good value for their money.

• Specific Features and Additional Information: “What’s in it for me?” is the age-old question that everyone asks before they spend their hard-earned money on anything. That means that any important information about the product or service must be easy for the customer to find, and any signage or sales people available should be put to good use to highlight features and bonuses.

• Service: especially when it comes to customers who dislike shopping, a key point in the decision making process is the

or companies for ethical or personal reasons. If your store contains products which they judge unethical, they simply won’t shop there. Close communication with your suppliers and carefully choosing your stock will help you appeal to these very discerning shoppers.

• Apathetic Shopper: everyone knows someone like this—these types of customers dislike shopping in general, and will often choose the most convenient retailer. Shopping can often be tiring and troublesome, so appeal to these kinds of customers with great customer service that gets them what they want and on their way quickly.

From here, we can see that there are really four critical moments in any buyer’s mind that every retailer should keep in mind:

• The Initial Impression: this is where you’ll have the chance to win over shoppers of all kinds. Their initial impression of your business, your products is formed quickly, so make sure it’s a good one. Displays and space vary depending on the business, but always keep the customer in mind when designing or placing anything so as to make this first impression a good one.

• Price: for all types of shoppers, the price of an item or service is of the utmost importance. This doesn’t necessarily mean that everyone’s out for a bargain—though sales and lower prices than your competitors never hurt. It does mean, however, that the price must reflect the value, and people must feel as though they’re getting good value for their money.

• Specific Features and Additional Information: “What’s in it for me?” is the age-old question that everyone asks before they spend their hard-earned money on anything. That means that any important information about the product or service must be easy for the customer to find, and any signage or sales people available should be put to good use to highlight features and bonuses.

• Service: especially when it comes to customers who dislike shopping, a key point in the decision making process is the

oments in any buyer’s mind that every retailer should keep in mind:

• The Initial Impression: this is where you’ll have the chance to win over shoppers of all kinds. Their initial impression of your business, your products is formed quickly, so make sure it’s a good one. Displays and space vary depending on the business, but always keep the customer in mind when designing or placing anything so as to make this first impression a good one.

• Price: for all types of shoppers, the price of an item or service is of the utmost importance. This doesn’t necessarily mean that everyone’s out for a bargain—though sales and lower prices than your competitors never hurt. It does mean, however, that the price must reflect the value, and people must feel as though they’re getting good value for their money.

• Specific Features and Additional Information: “What’s in it for me?” is the age-old question that everyone asks before they spend their hard-earned money on anything. That means that any important information about the product or service must be easy for the customer to find, and any signage or sales people available should be put to good use to highlight features and bonuses.

• Service: especially when it comes to customers who dislike shopping, a key point in the decision making process is the

rs never hurt. It does mean, however, that the price must reflect the value, and people must feel as though they’re getting good value for their money.

• Specific Features and Additional Information: “What’s in it for me?” is the age-old question that everyone asks before they spend their hard-earned money on anything. That means that any important information about the product or service must be easy for the customer to find, and any signage or sales people available should be put to good use to highlight features and bonuses.

• Service: especially when it comes to customers who dislike shopping, a key point in the decision making process is the service provided by retailers like you. Whether that means spending extra time with a chatty fellow, or getting a hurried young lady in and out quickly, going the extra mile when it comes to service means happy customers that come back to buy from you again.

By understanding more about your buyers, you’ll find you have a great deal more success selling to them. No matter what kind of product or service you provide, a better rapport with your customers—and their repeat business—begins with a better grasp on just how they shop.