Customer Behavior

Understanding your customer and tailoring your sales presentations to fit the specific needs of the individual customer is a key secret to success. This is accomplished, in part, by understanding that all customers fit into one of four specific categories.

All customers fit into one of four categories—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 short cut 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, make-up 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.