5 Types of Customers and How to Sell to Them - How To Sell High-Ticket Services

TL;DR

Learn to market to five customer types and avoid one.

Transcript

if you want your marketing to work then you need to create the right kind of marketing for the right person which is why in this episode I'm going to be showing you the five different types of customers and how to market to each and every single one of them and maybe most importantly I'm going to tell you the one type of customer you want to avoid ... Read More

Key Insights

• Marketing should be tailored to different customer types rather than a one-size-fits-all approach to achieve better results.
• The unaware customer doesn't recognize their problem, requiring broad marketing to educate and entertain them.
• Problem-aware customers recognize their issues but need guidance on solutions, making emotional marketing effective.
• Solution-aware customers are researching solutions, so marketing should highlight product benefits and comparisons.
• Product-aware customers know about your product but need convincing through expanded benefits and comparisons.
• Most-aware customers are ready to buy, requiring compelling offers and marketing tools like discounts to close the sale.
• Avoid marketing to unaware customers due to high costs and inefficiency; focus on those already aware of their problems.
• Tailored marketing strategies can significantly improve conversion rates and overall marketing effectiveness.

Questions & Answers

Q: What is the main challenge in marketing to unaware customers?

The main challenge in marketing to unaware customers is their lack of recognition of any problem or need for a solution. This requires marketers to invest in broad and often expensive educational campaigns to raise awareness, which can be inefficient and costly. Thus, it's generally more effective to target customers who are already aware of their problems.

Q: How should marketers approach problem-aware customers?

Marketers should approach problem-aware customers by emphasizing the pain and emotional aspects of their issues. This involves highlighting the severity and impact of their problems to motivate action. Emotional marketing is effective here, as people often make decisions emotionally and justify them logically later, making it crucial to connect on a personal level.

Q: What marketing strategies work best for solution-aware customers?

For solution-aware customers, marketers should focus on providing detailed comparisons of different solutions, highlighting the benefits and unique features of their products. This stage is about guiding the customer through the decision-making process by presenting your product as the best option through comprehensive information and persuasive arguments.

Q: Why are most-aware customers considered the best target for marketing efforts?

Most-aware customers are considered the best target because they are at the final stage of the buying process, having recognized the problem, explored solutions, and identified your product as a viable option. They are ready to purchase, needing only a final push through compelling offers, discounts, or bonuses to complete the transaction.

Q: Why is it recommended to avoid marketing to unaware customers?

Marketing to unaware customers is often avoided because it requires significant resources to educate and inform them about problems they don't recognize. This process is both time-consuming and costly, with a low likelihood of immediate returns. Instead, focusing on customers already aware of their issues is more efficient and effective for driving conversions.

Q: What role does emotional marketing play for problem-aware customers?

Emotional marketing plays a crucial role for problem-aware customers by making the problem and associated pain more real and urgent. By connecting on an emotional level, marketers can motivate customers to take action, as people tend to make decisions based on emotions and then rationalize them with logic. This approach increases engagement and conversion rates.

Q: How can marketers effectively reach solution-aware customers?

Marketers can effectively reach solution-aware customers by providing comprehensive information about the available solutions, including detailed benefits and comparisons of their products. This involves presenting your product as the best option through clear, persuasive content that addresses customer needs and preferences, ultimately guiding them toward a purchase decision.

Q: What incentives can be used to convert most-aware customers?

To convert most-aware customers, marketers can use incentives such as discounts, bonuses, limited-time offers, and other compelling deals. These incentives create a sense of urgency and added value, encouraging customers to finalize their purchase. Leveraging these tools effectively can help overcome any final hesitations and drive conversions at this crucial stage.

Summary & Key Takeaways

• Adam Erhart explains that effective marketing requires understanding different customer types and tailoring strategies accordingly. The types include unaware, problem-aware, solution-aware, product-aware, and most-aware customers. Each type requires a unique marketing approach, from broad educational campaigns to targeted offers and incentives.

• Unaware customers are the hardest to market to due to their lack of problem recognition, making broad educational and entertaining content necessary. Problem-aware customers need emotional marketing to highlight their pain points, while solution-aware customers require detailed product comparisons.

• Product-aware customers need reassurance about your product's benefits, while most-aware customers are ready to buy and require compelling offers. Erhart advises against targeting unaware customers due to high costs, suggesting a focus on those already aware of their issues for better marketing results.