In business your focus should be on your customers.
We all know this, yet many do not know that the concept extends far beyond this point. To be a successful business you have to have a customer-focused attitude, delivering the things they need when they need them and doing so with a smile. Customer service 101 in 10 seconds or less!
And yet there is more to the story.
It is not simply a matter of business to consumer and consumer to business as we know it. Instead there is a fork in the road, and which path you follow depends on what the goal of your marketing strategy happens to be.
What we’re about to tell you is most relevant to businesses who are doing business online. Of course you can apply what you take away from this post to other aspects of your business as well so stay tuned!
Customer Type 1: The Buyer
Your type 1 customer is your primary buyer. This is the customer who routinely busy from you or who has recently made a purchase with you for the first time. This customer will return again and again to your business; it could be tomorrow, it could be next year…the point is that they will be back eventually.
Type 1 customers are the people that are normally referred to simply as “customers” because a customer has traditionally been someone who buys something from a business.
Customer Type 2: The Promoter
A type 2 customer is someone who may never have bought anything from you before but still likes to talk about you in a positive way. Or they might have made a purchase in the past and been quite satisfied with it and thus continue to tell people good things about your business long after the fact.
A promoter will not only spread the word about you to their friends and family when they see them face to face, but they will also share their thoughts on the web i.e. social media comments and posts. Don’t be surprised to find that many of the reviews that can be found online are left by these type 2 customers!
Help these customers by making sharing your content easy and quick!
Who Do You Serve First?
Wondering which customer should get you attention?
The answer might surprise you!
You should be serving both types of customers equally, and put all of your customers “first”. If you were expecting to hear us promote one side or the other, we’re sorry to disappoint!
It might seem counter-intuitive to divide your focus this way, after all you won’t be in business long if you’re not serving your type 1 customers and making those much-needed sales!
Type 1 customers are the ones who buy your products and keep you in business and this makes them an essential part of your strategy. Because they are not the only factor in your success you need to bring in someone who can take things one step farther, and this would be where your type 2 customers come on the scene. If you and your type 2 customers work together you can spread the word about your business much farther than either of you could on your own and hopefully reach more type 1 customers in the bargain!
How do you serve a type 2 customer if they’re not buying anything from you?
The answer is startling in its simplicity: If you want to serve your type 2 customers, give them something to talk about. These are the customers who promote you, so give them something to point back to when they talk about your business. It could be an awesome blog post or an amazing new video, or any other content that you can control and they can link back to when they spread the word!
Making the Best of Things: Serving Types 1 and 2 Successfully
Ensuring that both types of customers are served successfully, you need only produce content on a regular basis and publish it in ways that your type 2 customers can use to promote it while also offering your products and services as usual. Common forms are content are some of those that we have already mentioned, i.e. blog posts and videos. Your type 1 customers will also be interested in seeing your content so there will always be a need for more interesting insights from your business!
Video: 2 Types Of Customers – by Larry Anderson
This video talks about two different types of customers. While the two types the presenter mentions are not the same two types we are talking about in our post there are some interesting connections between the two sets.
What do you think of separating your customers into type 1 and type 2 categories?
Do you think it is a good idea, or a bad idea to do so?