4 Types of Customers and How to Sell to Them - How To Sell High-Ticket Products & Services Ep. 5

Summary

The speaker discusses four types of clients: Cheap Clients who buy solely based on lowest price; Difficult Clients who are demanding and unpleasant to work with; Sophisticated Clients who are educated, do research, and ask thoughtful questions; and Affluent Clients who buy based on emotions and feelings rather than logic. The speaker advises entrepreneurs to structure their business and marketing to attract Sophisticated and Affluent Clients rather than Cheap and Difficult ones in order to find more rewarding customers.

Takeaways

• 😊 There are 4 types of clients: Cheap Clients, Difficult Clients, Sophisticated Clients, and Affluent Clients.
• 😤 Cheap Clients buy purely based on lowest price and don't appreciate value.
• 🙄 Difficult Clients have a negative attitude and make unreasonable demands.
• 🧐 Sophisticated Clients educate themselves and ask thoughtful questions.
• 💰 Affluent Clients buy based on feelings and don't need deals.
• 👍 Most entrepreneurs subconsciously target Cheap and Difficult Clients in marketing.
• ✨ Want to attract Sophisticated and Affluent Clients instead.
• 🛒 Extreme Couponers exemplify being ultra cheap consumers.
• 😠 Don't bend over backwards for Cheap Clients hoping they'll pay more later.
• 🎯 Structure marketing to appeal specifically to your ideal target clients.

Q & A

What are the four types of clients mentioned in the transcript?

The four types of clients mentioned are: Cheap Clients, Difficult Clients, Sophisticated Clients, and Affluent Clients.

How do Cheap Clients make purchasing decisions?

Cheap Clients buy primarily based on price. They are very price sensitive and demand the lowest possible price.

What characterizes Difficult Clients?

Difficult Clients have a negative attitude. They complain a lot, are demanding, and make things unnecessarily difficult. They seem to be having a bad day and want to make your day worse.

How do Sophisticated Clients approach purchases?

Sophisticated Clients research thoroughly before making purchasing decisions. They know exactly what they want, ask intelligent questions, and make informed choices.

What motivates Affluent Clients' purchasing decisions?

Affluent Clients buy based on feelings and emotions rather than logic. As long as it feels good and they can afford it, they will buy it.

Which type of client do most entrepreneurs try to target?

Most entrepreneurs subconsciously try to target Cheap and Difficult Clients without realizing it. Their marketing message attracts these types of clients.

What's the issue with trying to give Affluent Clients a deal?

Affluent Clients don't care about getting a deal. If you offer them a discount, they may wonder if there is something wrong with your product or service.

When selling to Affluent Clients, what approach works better than educating them?

Rather than educating Affluent Clients, build an emotional connection. Help them imagine how good it will feel to own your product.

As an entrepreneur, what types of clients should you aim to acquire?

As an entrepreneur, you should aim to acquire Sophisticated and Affluent Clients rather than Cheap and Difficult ones.

How can understanding these four client types help your business?

Understanding these four client types can help you craft marketing messages that attract your ideal clients. It also helps you serve clients better based on their preferences.