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Link: http://systemsnews.com/newsletter/2008/Nltr03-10-08.pdf

What Type of Customers Are You Facing?

Last week we looked at the second type of customer that you will have to deal with: the expert. Each has a different interest in the product and may be interested in the product at different times in the sales lifecycle. Depending on the sale, they may all be roles played by one person or may be separate people.

Now lets look at the last:

The User

Eventually, but not always, you may get to meet the person who is actually going to use the product you are selling. In large companies, users are often a long way down from big purchase decisions. Computer users, for example, seldom specify the computers they use.

When selling to a user, focus on how the product can solve their real world problems. Understand their pain, both from the application and how other products are not sufficiently helpful. Standard selling methods may then be used to move them into appreciation of benefit, features and so on.

Users are usually very busy, and the hassle of learning to use a new product is important. They are also susceptible to irritation that may build up through product limitations. And when the product fails, the warranty and support offered may also be of interest. Always be aware of the user’s fuller lifecycle of contract with the product.