Targeting Customers | The Best Type Of Customers To Target
Three Types of Customers
Type 1: Non-Switchable
Type 2: Switchable
Type 3: Switchable for Reasons of Price Alone
#targetingcustomers
#typesofcustomers
In this video we’re gonna talk about targeting customers and understanding which types of customers we should be targeting. So there was a study done by Harvard University where researchers were able to figure out that there’s three types of customers out there in the marketplace.
The first and probably the most dominant type of customer is what’s called the non switchable customer. And basically what that means is no matter what you do, no matter what you offer, what you pitch, whatever your price points are, they’re not gonna switch from the brand that they’re already loyal.
A great example would be people that love Apple and every product that they offer. So regardless of what the price point is somebody can come out with a $5 phone and somebody’s still happy to pay for a thousand dollars iPhone because they believe in that brand. Immensely. They, if you tell them there’s, a different phone with 35 different capabilities that the iPhone doesn’t have, they don’t care.
No matter what you offer, no matter what you pitch, they’re gonna sta stay brand loyal. And that’s a good thing for Apple, obviously. And that’s probably why, Apple’s one of the largest companies out. However it’s really difficult to sell that customer. So if you’re in the marketplace of selling phones, for example this type of person will never ever change no matter what you sell.
So you might as well just wipe them off your prospect list. The second type is what’s considered a switchable prospect or a switchable customer, and these are obviously a good opportunity to target because they are willing to listen to whatever your strategy is, your pitch is, your price point is, and be willing to change brands based on what they learn.
Now I’m gonna jump to the third type of customer, which is a switchable customer that is focused on price points. And so if you find that somebody is willing to switch based on price points alone, you actually don’t want to target this person because at the end of the day, they’re always gonna be focused on finding the cheapest.
Doesn’t matter how good your customer service is, doesn’t matter how good your product is, they’re looking for the cheapest product or price point they can find. And so there’ll be zero brand loyalty based on that. So if you’re offering a service, if you’re offering a product, whatever it might be. You never want to focus on price point alone because those types of people are never going to be brand loyal and stick with you throughout.
So what this really means is that what we want to do is stick with the right messaging and don’t change your your sales pitch, your messaging, your focus to try and reach anybody other than the people that are willing to. and not focused on price point. So it might not be the right time to sell to somebody, but you want to keep your message the same.
So the messaging has to be right for them. But. It doesn’t necessarily mean that you want to change your tune, your sales message to try and fit those people. They’re gonna buy when the time’s right, regardless of your message. So keep your message consistent on your product or your service offering and not focused on price.
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Hey what's up everybody Adam with DIY Agency and in this video we're going to Talk about targeting customers and Understanding which types of customers We should be targeting so there was a Study done by Harvard University where Researchers were able to kind of figure Out that there's three types of Customers out there in the marketplace The first and probably the the most Dominant type of customer is What's Called the non-switchable customer and Basically what that means is no matter What you do no matter what you offer What you pitch whatever your price Points are they're not going to switch From the brand that they're already Loyal to a great example would be people That love apple and every product that They offer so regardless of what the Price point is uh you know somebody can Come out with a five dollar phone and Somebody's still happy to pay for a Thousand dollar iPhone because they Believe in that brand so immensely uh They if you tell them there's you know a Different phone with 35 different uh Capabilities that the iPhone doesn't Have they don't care no matter what you Offer no matter what you pitch they're Going to stay stay brand loyal and That's a good thing for Apple obviously And that's probably why you know Apple's One of the largest companies out there
However it it's really difficult to sell That customer so if you're in the Marketplace of selling phones for Example Um you know this type of person will Never ever change no matter what you Sell so you might as well just wipe them Off your prospect list the second type Is what's considered a switchable Prospect or switchable customer and These are obviously a good opportunity To Target because they are willing to Listen to whatever your strategy is your Pitches your price point is and be Willing to change Brands based on what They learn Now I'm going to jump to the third type Of customer which is a switchable Customer that is focused on price points And so if you find that somebody is Willing to switch based on price points Alone you actually don't want to Target This person because at the end of the Day they're always going to be focused On finding the cheapest price It doesn't matter how good your customer Service is doesn't matter how good your Product is they're looking for the Cheapest product or price point they can Find and so there'll be zero brand Loyalty based on that so if you're Offering a service if you're offering a Product whatever it might be you never Want to focus on price point alone
Because those types of people are never Going to be brand loyal and stick with You throughout so what this really means Is that what we want to do is stick with The right messaging and don't change Your your your sales pitch your Messaging your focus to try and reach Anybody other than the people that are Willing to listen and not focused on Price point so it might not be the right Time to sell to somebody but you want to Keep your message the same so again if You're selling uh you know gutters it's Uh it might not be the best time to sell When it's bright and it's sunny and Everything like that however you want to Keep your messaging the same as as it Would be if there was a typhoon coming And there was tons of rain coming The messaging should be the same on Rainy days or sunny days because again Those buyers are willing to switch when The time is right for them so the Messaging has to be right for them but It doesn't necessarily mean that you Want to change your tune your sales Message to try and fit those people They're going to buy when the time's Right regardless of your message so keep Your message consistent on your product Or your service offering and not focused On price and again don't try and Persuade somebody that's never going to Change because they're loyal to their
Brand already so hopefully this gave you Some insight into the mentality of a Sales process but most importantly I Want to just talk about the three Different types of customers that are Out there and the ones that you should Be targeting with your marketing Messages and most importantly your Marketing dollars as always if you've Found some value here please like or Subscribe and if you have any questions Or comments I'd love to hear from them So just drop a comment below looking Forward to talking to you in the next Video [Music]
