Most don’t know the 5 Types of Customers and How to Sell to Each of Them??-Part-2
Author: Mayur Bardolia
Why you can not sell to everyone in the same way?
Your product will fail miserably if you market your product without finding out how much your customers know.
By the end of this podcast, you will find out your customer’s level of AWARENESS or understanding around the product you’re selling…. And you will effectively speak to your target audience. This will help you to increase your sales without wasting money. Find out how.
This is the second part of the two-part series. Before you read this part, You should read or listen to the first part. Go to this page
This is the second part of the two-part series of ‘Most don’t know the 5 Types of Customers and How to Sell to Each of Them?’. If you haven’t listened to the first part, you should listen to understand fully.
We have discussed 3 out of 5 levels of awareness.
What are the levels of awareness? A rough idea of how much your target knows about his or her problem and the solutions available in the marketplace.
We started with the first level where your target is clueless. These targets don’t know they have a problem.
They don’t know a solution exists. And they most definitely don’t know about you and what you have to offer. We discussed what to do if your customers have no clue about your product.
Then we moved to the next level of awareness ‘Problem aware target’ where the targets are aware of their problem.
It’s there. They can feel it. They can even start to understand it. But they don’t yet see the connection between their *problem* and the *solutions* available on the marketplace. This audience is looking for someone that solve their problems. We found out how we can drive them towards you if they are at this level of awareness. Then in the 3rd level of awareness which is called ’Solution aware target’ where Your prospect knows the result he wants, but not that your product provides it. This is the stage where most products that need to be restored, repeated or replenished.
Now, in this episode, we are going to discuss three things.
We are going to talk about the rest two levels of awareness.
- 4th Level of awareness called Product-Aware
- 5th level of awareness called The Most Aware
- Step-By-Step Guide) How To Determine Your Target’s Awareness Level
Last week, my wife Dhruvi wanted to buy a new smartphone.
I decided to jump on amazon. When I searched for smartphones, there were hundreds of smartphones. I was presented models from Samsung, Motorola, Nokia and various brands including Apple iPhone. All of these brands were known to us. There were also some other brands, which are not as popular compared to other brands. I checked their features and they were offering good features at a comparatively lower price.
Still, I wasn’t so convinced.
I didn’t choose those brands which were less popular. I decided to buy from either Samsung, Nokia or Apple iPhone. I knew other brands but I didn’t want to take risk of getting disappointed.
This is the level of awareness where the target knows the product but doesn’t yet want it.
It’s called ‘Product Aware’ level. Here, your prospect isn’t completely aware of what your product does, or isn’t convinced of how well it does it or hasn’t yet been told how much better it does it now.” These targets know you and your solution. And they also know about what your competition is offering. But they’re on the fence. And haven’t yet taken the action. At this stage, the market is getting noisier and noisier and it seems difficult to grow.
Your audience is much more aware… And tired from all the ads being thrown in their face.
They’re also likely familiar with your competitors’ offerings, but they haven’t yet made the jump to purchase anything from anyone yet. This is most often because they’re just not sure which solution is best for them.
At this stage, you have narrowed down their options.
For example, If you having the Super Awesome Fashion Brand, you are inclined to your target audience buying fashionable clothes, rather than other alternatives who sell ordinary clothes. But don’t forget, within the fashion brand category, there are still a lot of other options — Marks and Spencer, H & M, etc. You’re simply one of their options.
Here is where you identify what the top players in the field are missing and then fill that gap.
Or in other words, you need to come in strong where your competitors are falling short. Be the superhero and get the bigger market share. For example, when Memrise (https://www.memrise.com), the award-winning language-learning app, entered the market, they were up against big players like Duo Lingo and Babbel, each having their own loyal follower base and impressive user experience design. To stand out, Memrise gamified language learning by implementing an evidence-based memory system that uses spaced repetition… And combined it with interactive videos and user-generated content to improve their learning experience. They became known as the language app that makes memorizing fun, and therefore increasing the chances of a user retaining what they learned. Which is the main struggle with new languages, right?
So, find out what you or your product can deliver better than anyone else.
Demonstrate the benefit of your offer with a well-crafted marketing message and sales pitch. That takes us to the last level of awareness, called Most Aware Target.
Almost every single day, I receive the calls from the companies who try to sell me insurance policies, credit cards, pre-approved loans, stock market deals etc. etc.
It’s annoying to me. I have to politely decline but it makes me mad for some time. They try to sell me hard. They want to help me but I just know them. I know what they sell very well. You too might be receiving or received such calls. You know these products. You are constantly bombarded with such messages.
If your product is known to your customers and there are hundreds of products just like yours, your customers are in the level called ‘Most aware target.
At this level, “The customer knows of your product—knows what it does—knows he wants it. At this point, he just hasn’t gotten around to buying it yet.” These targets know your solution and want to buy it. But At the highest market sophistication level, people are not listening. It’s no longer about what you sell… but WHY you sell it. You’ve heard me say “your product doesn’t matter” – well, you have stage 5 to thank for that!
Your market is so aware at this point that they’re looking for reasons to count you OUT.
Yes, you heard that right. They are looking for reasons to NOT buy from you so they can clear out the mental clutter and narrow down their options. So, this is where you dig deep into understanding specific segments, needs and personalities within your target audience, so you can offer a brand experience that’s as personalized and exclusive as possible.
In other words — you need to figure out what makes your brand memorable and keeps people coming back for more!
Your goal is to stick around!. That is when you become “iconic”. Some great examples of markets at this stage include fashion, cars, mobile phones, computers, cosmetics, and fitness… And those that have made it this far have some serious brand loyalty on their side. For example — are you on team iPhone or Android? Mac or PC?
So, think about what makes you iconic.
What is the best thing that separates you from everyone else in your market? That takes us to the last part of this podcast and this two-part series where we will find out, How To Determine Your Target’s Awareness Level.
So, we have discussed 5 levels of awareness where our customers might be at.
And you might be asking, “But wait, Mayur! We don’t even have a product or service to sell yet. How are we supposed to figure out if our target knows our solution?” If you already have a product or service you want to sell using the 8-step process I have shared in my book ‘Offer-craft’, then you can apply the above levels easily. But if you don’t, no worries. Since you don’t have a product or solution yet, our target’s awareness would only live in Levels 1-3.
Let’s find out How To Determine Your Target’s Awareness Level?
How to know how much your customers know about your product?
Step (1) Dive deep into the problems you’re solving.
Note: These are the problems you need to know your target customer has. You can find in the book ‘Offer craft’ in detail. It’s a very important process. Without doing it, you will most probably fail to market and sell.
- Is this a common problem?
- Does my target know he/she has this problem?
- Are targets easily able to realize they have this problem?
If not, they’re in the clueless level. They don’t know you and your product. Make a note.
Step (2) Dive deep into the solutions available in the marketplace.
- Is my target familiar with the solutions available in the marketplace?
- Do targets understand the differences between the solutions?
If so, they’re most likely in the solution aware target (or greater). These targets are aware of their problem. It’s there. They can feel it. They can even start to understand it. But they don’t yet see the connection between their *problem* and the *solutions* available on the marketplace.
Step (3) Dive deep into your offering (if you already have one).
- Are we well known?
- Are we selling to cold/warm/hot traffic? (Cold = doesn’t know you. Warm = know you (etc. on your email list) Hot = love you and buy from you all the time).
- How likely is it the target will have seen our prior advertising? (most of you will be completely new and going after cold traffic who hasn’t seen your advertising before because you’ve never advertised).
Then take the “intelligence” you gather. And group your target into one of the above 5 levels.
- Level 1 Clueless Target
- Level 2 Problem-Aware
- Level 3 Solution Aware
- Level 4 Product-Aware
- Level 5 The Most Aware
Remember: you may not have an offer/product to sell yet.
We’re just doing upfront “intelligence” work to determine what type of offer/product/marketing would resonate the most with our target and generate profit. Do this exercise.Hardly anybody does this (even though it takes just 30 minutes or so). So make sure you do it. It’s boring. But critical. Why? It helps you craft great and profitable marketing promotions and sales pitch with complete ease. In fact… The answers to these questions will help you determine how to effectively makes customers buy from you. So, go and do it. That takes us to the end of this podcast.
What’s the one thing you can do today?
It’s strongly recommended to listen to this part-2 as well as part-1 to know how much your customers know about you and your product. If you don’t get it, you will waste your money and time. And you don’t want that. The more accurately you know your audience, the more accurately you can present. That will save money, time and frustration. So, go and do the exercise.
Next: Crafting a good sales pitch is not easy, but it’s one of the most important parts of the business. What if you have to give a sales pitch in the shortest notice even if you don’t know how to create a sales pitch?
The One-Liner Report:
Why Customers Don’t Listen? – How to get them to listen to you with your One-Liner?
This report will show you how to explain your business in just one-line so that your customers listen and understand you as quickly as possible. Click on the button below and get a detailed ‘The One Liner Report’. It will take only 15 minutes to read.