Understanding Customer Behavior

Understanding Customer Behavior

by Jerry Deveney

I recently participated in an educational forum geared toward increasing sales through the better understanding of customer behavior. The agenda was filled with the typical propaganda that suggested the use of abstract concepts. Many of these ideas were difficult to visualize and even harder to implement in the real world.

However, there was one topic of discussion to which I honestly could relate. It dealt with tailoring or customizing your sales presentations to fit the specific needs of the individual customer. This was accomplished, in part, by understanding that all customers fit into one of  four specific categories.

Normally, I'm skeptical and don't give too much credence to the latest new-age psycho-babble. After all, I grew up believing that four-out-of-five dentists surveyed recommended sugarless gum for their patients who chewed gum. That was of course until I heard that the fifth dentist recommended jaw breakers and rock candy; however, this presentation was both logical and understandable. The character analysis struck a cord with me, and I quickly realized that it could be readily adapted to the indoor tanning industry.

Examining The Four Groups

The study claimed that all customers fit into one of four categories. All people are either belongers, emulators, achievers or socially conscious. Once you identify which category your customer or potential customer fits into, you can adapt your sales presentation accordingly.

The first group, the "belongers," are the patriotic type who believe in America first. These people have a need to belong and be included. They are the type that will patronize your salon because their friends do and they don't want to be left out.

In addition, belongers believe in unity and community. They go along with the pack. They also like things that are simple and easy to understand. Belongers are easy to recognize. They drive sensible cars, dress conservatively and are very family-oriented. Belongers also are very easy to deal with.

When making a sales presentation to a belonger, drop the names of other customers who live in their neighborhood or share similar interests. Present belongers with the tanning packages and lotion products that are the most popular sellers. Catch phrases such as "this is my favorite" and "here's what everyone's buying" will help close the sale. Once a belonger becomes a customer of your business, they enthusiastically will encourage others to do so as well.

The second group is classified as "emulators." To emulate means to strive to equal or surpass. Emulators want what others have, and they often try to imitate the rich and famous.

Emulators are extremely image-conscious and focused on outward appearance. To the emulator, everything revolves around sex and sex appeal. Their purchasing decisions are based on a product's ability to enhance their appearance and attractiveness. They lack a strong work ethic and therefore always are looking for a shortcut to achieve fame, fortune and success. Consequently, they often live from paycheck to paycheck, although you wouldn't know it by outward appearances.

Emulators will max-out a new credit card within one week after receiving it. In addition, they overspend on things that are not essential while complaining about a 5-cent increase in the price of a gallon of milk. They want the best of everything, but often are forced to purchase knock-offs and imitations. Emulators also tend to over-accessorize. Look for lots of jewelry, makeup and the excessive use of fragrances. They lease flashy vehicles, consider the purchase of a time-share vacation an investment and count cash advances on credit cards as part of their actual net worth.

When selling to an emulator, it's important to enthusiastically discuss the end results that will be achieved by using a particular tanning system or lotion. Use catch phrases such as "a few sessions in this tanning system and people will think you just got back from Cancun." When selling a lotion product, try phrases such as "this product will really get you noticed." Since emulators spend freely, you may wish to demonstrate the most expensive products first; however, always have a backup product ready if you sense them balking on price.

The third group of customers are the "achievers." Achievers are the real article. They strive for success and achieve their goals. Since they are truly successful and not just putting on a show, they don't waste time. They want a quick, no-nonsense sales pitch that gets right to the point. They immediately want to know the bottom line on features, benefits and pricing.

Additionally, achievers have all the earmarks of success. They own the highest-quality cars, live in the best neighborhoods and vacation first-class. While the achiever is not overly concerned with the dollar amount of a product, they will not waste money. They will pay only for value and results.

Achievers do not want to be part of the crowd. They strive to be unique by purchasing products that they believe will separate themselves from the pack; however, achievers should not be classified as snobs. They simply relish the rewards of hard work.

This group will purchase tanning packages on your top-of-the-line equipment and highest-quality lotion products. When dealing with an achiever, always remember to sell from the top down. Statements such as "this product's not for everyone," and "this is the Mercedes of tanning systems" trigger their hot buttons. Achievers are most likely to purchase long-term packages.

The last group is "socially conscious," and can be sub-classified into two categories: the hippie drop-outs and the social drop-ins. While each group may have their own ideas on how to achieve their goals, their agendas are similar. They want to fix the world and are environmentally aware.

The socially conscious crave information about your products and services. They want to know how and why things work. They feel it is their duty and social responsibility to interrogate you and your staff. The socially conscious are value-driven and are always looking for a good deal. They are frugal with their money and have been known to develop hand cramps from clipping coupons.

While this group normally is the hardest to sell, you can gain an advantage by offering packages and products that include free tanning sessions with each purchase. To be most effective, you should itemize in writing the actual savings. For example, if you include two free tanning sessions with the purchase of a bottle of lotion, be sure to specify the actual cash value of the free sessions.

Before you try to psychoanalyze each of your customers and pigeonhole them into their respective categories, remember that no study or methodology is perfect or all-encompassing. Many people cross over from one group to another. They may exhibit the traits of an achiever when it comes to buying a home. However, when it comes to donating to a charity, they have the heart of the socially conscious.

Therefore, initial emphasis of your sales presentation should focus on identifying and then fulfilling the needs of each individual customer. An important point that this study does reveal is that a canned or rehearsed universal sales presentation will fail at least 75 percent of the time. Thus, it is essential that you realize the differences and similarities between customers and structure your sales presentations accordingly.

For practice, I suggest that you analyze the habits and lifestyles of several existing customers with whom you are familiar. Consider which category they fit into and develop a sales strategy for each. At the same time, have a friend or family member read this article and then attempt to identify which category you fit into. I myself emulate a socially conscious achiever who just wants to belong. Your actual mileage will vary.

Jerry Deveney is director of marketing for Sun Industries, Inc. He can be contacted directly at (800) 643-0086, ext. 188. Ideas and opinions are for comparison only and do not represent a guarantee of income.