Knowing Your Customer

In the past, psychology-of-selling texts have advocated grouping customers according to their moods, appearances or actions. This resulted in classifying customers as stubborn, timid, deliberate, easy, quiet, slow, impulsive, etc. As a matter of fact, people cannot and should not be classified at all. Customers’ buying moods vary just as much as any other aspect of their lives, so a “stubborn” customer one day can be an “easy” customer at another time.

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