Every customer has different needs and comfort levels. Be there to help, not sell and you will attract and keep customers.
What works best for you?
Many businesses and vendors sell every possible combination of “things.” Sadly, few think how they work with that customer long-term. Over the years, we have given this a lot of thought by working with clients with horizon-wide needs, personalities and modes of operations. Ultimately the deciding factor is the customer’s needs at any given time. In this article, you will see why you need these 3 types of customers.
Over the years we have developed our Three Customer Models:
1. “Complete Do-It-Yourselfers”
This is our smallest segment of customers (and will probably be your smallest segment, too), where there are resources and budget constraints drive this decision. Provide the setup and framework for more self-reliant businesses or where timeliness dictates instantaneous response. For example law enforcement and child safety organizations would fall into this model, they need to have instantaneous response 24/7/365. If you are a retail model (online or brick and mortar), these are the order/ship clients with little interaction, which can be cost effective from a labor standpoint.
2. “You Do Some, I Do Some”
Next is the largest segment of our client base. Maybe this will work well in your model, too. But for us, this is great for maintaining incremental sales. When there are multiple stakeholders and highly collaborative projects, this works well. When you have high-profile, high-impact projects where speed, participation, accountability and transparency are required by all parties, consider this model. This works best for consulting, upcharge/add-on opportunities and made to order work.
This especially works well for the client who:
- has some resources to self-manage and engages on as “as needed” basis
- have projects or tasks they don’t have the resources or comfort level to perform
We are engaged on an as needed basis and bill accordingly.
3. “You Are The Expert, Please Handle It For Me”
Lastly, this is our “up and coming” modality for clients. Many times clients have to trust you with small things before they can trust you with big things. Coincidentally, as the working relationship matures, this is the natural transition from the previous two models. Many times a meeting or even a simple email, are sufficient due to the trust that quality work will show up on time and on budget. This also works well when you are a clear expert in the field where the client has little time nor experience to solve specific challenges.
Conclusions on why you need these 3 types of customers.
Now you know why you need these 3 types of customers. We know you know what works best for you. We know that that trust, rapport and confidence is not easily given and is certainly not cultivated overnight. This is a vital mix for any company and provides a steady stream of work easily scheduled for fastest client delivery. Lastly, I am convinced you will see professionalism, high quality, accountability and integrity at every turn. Contact me today to start working together on your next project.
To Your Success,
William R. Wheeler
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