Welcome back to our discussion on optical
KYC (Know Your Customer), where understanding your clientele is the key to
success in the optical retail business. In my previous post, we
viewed cost-sensitive and value-sensitive customer types and how the latter are
well-suited to drive our optical business. You can read more about them here.
Let us continue with the next two types.
3) Affluent Buyers
How To Identify?
·
Make Themselves Known: They express their preference for the best right away.
·
Direct Approach: They do not like to skim the store and
prefer you to cut the chase.
·
Interest in
Details: Seek in-depth
information about the products and may disregard comparisons.
·
Appearance: Not necessarily adorned in expensive attire or
driving a luxury car.
How to Approach:
Affluent buyers base their purchases on three primary criteria—functionality,
comfort, and exclusivity.
To cater to this exclusive club:
1.
Highlight
Functionality: Emphasize what
the differentiator is.
2.
Ensure
Comfort: Offer products that
enhance ease and comfort.
3.
Offer
Exclusivity and Personalization: Present
proprietary brands that command respect in the optical world.
Analysis:
Affluent buyers
may not be the key drivers of the business but they play a role in motivating
overall store improvement. In addition to stocking premium products, being
updated about trends and developments in the optical field will be useful to
cater to this type of customer.
Presenting them with a vanity brand may not
break the ice many times. Their preference for minimalistic styles may make
them purchase a Silhouette as opposed to the flamboyance of a Ray-Ban.
A cushy leather
sofa or mesmerizing lighting or interiors may not draw them in, but an emphasis
on the buyer and product and providing a
personalized, respectful experience is key.
You cannot push
a value buyer into this club. They don't cross over to other types of buyers. Remember, I used the word ‘exclusive’ for this
type.
Important Note: If you manage to nudge a
value-sensitive buyer into this category, the purchase may be driven by pride,
and they could feel guilty about spending too much. In such cases, there's a
risk of losing that customer permanently.
4) Difficult Buyers
How to identify?
·
Express
Dissatisfaction: May display
dissatisfaction right from the reception.
·
Negative
Comments: Pass negative and
personalized comments on staff attitude.
·
Confrontational: May attempt to question personal details about you,
such as your education.
·
Negative
Vibe: Strong negative vibes
are evident.
How to Approach:
Difficult buyers most often come without the intention to
buy. Dealing with them requires a
strategy to avoid unnecessary conflicts and time wastage:
·
Stonewall: Be firm and avoid engaging in unnecessary
arguments.
·
Polite
Disengagement: Politely
disengage from interactions, focusing on the “next patient.”
·
Avoid
Business: If possible, avoid
conducting business with them to prevent future complications.
Avoid offering explanations, refrain from saying
sorry, and resist the urge to provide comfort. Engaging in these actions might
inadvertently encourage their behavior to persist.
Important Note: It’s
crucial not to confuse difficult buyers with genuinely dissatisfied customers
who may express concerns for valid reasons. Dissatisfied customers are
to be respected as they point out your deficiencies, and help your services shape
up well. One should be thankful to them for speaking up directly rather than on
social media, as they expect to see that their feedback has been acknowledged,
and if possible, implemented.
This concludes our exploration of
different customer types in the optical business. It’s essential to note that these
are my observations and may differ from yours and I welcome you to share any
additional insights or perspectives you may have.
Key Takeaways
In the realm of entrepreneurship, effective salesmanship
is paramount. For a beginner, talking about sales or negotiating prices may
induce discomfort or feelings of guilt, but it’s crucial to understand that
customers often appreciate a skilled and transparent sales approach. The
ultimate goal of any successful sale is reaching a stage of double gratitude,
where both the buyer and the seller mutually thank each other for a satisfying
and beneficial transaction.
Thank you for joining me on this journey through Optical KYC. I hope you find these insights valuable in enhancing your optical retail experience. If you have any thoughts or experiences to share, feel free to let me know. Here’s to prosperous and customer-centric business practices!
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