In business and entrepreneurship, there are various types of customers you will come across. You need to have a firm understanding of the dynamics to build your clientele. Many people make the mistake of using an umbrella approach when handling any customer. I know that some enterprises do not even know there are different types of customers. That is why this article is going to be highly valuable to your business strategy. By having the following 7 different types of customers in mind, you will revolutionize your brand.


Every customer starts at this stage. This is the stage at which someone can become your customer or might just walk away. There is a 50-50 chance of them settling for you or not. They might not even yet realize that they need what you have to offer. Given their delicacy, you need to be tactful in approaching them. You must wow or charm them by giving them invaluable information about your brand. Potential customers can walk in if you have physical outlets. Every single person that steps into your premises is a potential customer. Your first contact with them can also be via online means such as your website or social media. The goal is to make them see value and usefulness in what you are selling.


There comes a point when a potential customer graduates into a new customer. This is someone who would have just made their first purchase. The next goal would be to make them repeat purchase customers. You need to put the effort into ensuring they will come and purchase more. You need to put in place an onboarding framework that guides you in welcoming new customers. You need to keep in touch with new customers from the moment they make a purchase. For instance, get their contact details and send an email or SMS thanking them for making a purchase. People adore this because very few brands get to do this. Afterwards, keep in constant touch with them and also make it easy for them to get in touch with you.


Your loyal customer is immensely important to your brand. These are your customers that make repeat purchases. They are also instrumental in the word of mouth marketing and referrals. They are in essence your brand ambassadors or influencers. You must open up a door for some of them to officially become your influencers, particularly social media influencers. You must also create a platform that especially recognizes them and gives them a voice in building your brand. For example, you can create social media groups to accommodate your loyal customers. Let such people be the first ones you fill in on any major developments. Periodically gift them with any goodies e.g. branded wear to show your appreciation. Strive by all means to always keep them happy and vouching for your brand.


Need-based customers are quite picky or particular when looking to buy. They will be having a need and will have a considerable picture of exactly what they want. You cannot trick such people into making purchases before they are convinced you to have what they want. To capture and satisfy such customers you need to actively listen and serve them with excellence. You should be ready to answer all sorts of searching questions from such customers. If you slack around they will not hesitate to explore other options. Need-based customers can effectively become loyal customers if you satisfy their needs. Be agile when dealing with them for any slight mistake can push them away.


These are customers who buy when they are psychologically compelled to. These are people who can get in touch with you because they randomly came across your products or services. Impulse buyers can be captured both offline and online. You need to be able to visually appeal to them – it is mostly about visual appeal. I have written about psychological hacks before – they are your fishing rods and bait for impulse buyers. These are tricky customers though because they can change their minds just before checkout. Thus you need to make the checkout process as smooth and fast as possible.


These are customers who are always looking for discounts. In principle, they are price-sensitive customers, so much that they almost solely focus on the price. It is not particularly to satisfy such customers as they only love you when you have discounts. Of course, if you can offer discounts almost all the time you can keep them loyal. Otherwise, there will be times when they go elsewhere in search of discounts. If you can figure out ways to provide competitive prices that is how you can capture and keep discount customers.


These are people who come in touch with your brand by chance. They might randomly stumble upon your outlet, website, social media page, and so on. They are not looking to make a purchase and probably did not even know you existed. These are people who can end up asking you questions with no prior intention to buy anything. This means that how you interact with them or how you answer their questions is how you either win them over or lose them. You must find something to offer them about whatever interaction you have with them.

I just gave you some information to use in your strategic planning for your startup or business. Running a business or startup all boils down to customers. Those who fully understand how to score and keep customers emerge victorious. From now on never treat people homogenously, treat people about what type of customer they are.