Tip:
Highlight text to annotate it
X
What shopping mode does your customer operate in? And how does this influence your marketing
message?
Tom Wanek, here, and you're watching Wizard Marketing TV, where business owners learn
persuasive tools and techniques to spark miraculous growth.
Keep watching, and learn how to speak more persuasively to your customers once you determine
their shopping mode.
[intro]
Like a computer operating system, every person on the planet shifts into one of two completely
different modes when shopping: relational or transactional.
In order for you to craft a clear and compelling message, you've gotta know which type of shopper
you're speaking to. So let's get knee deep and learn the difference between each shopping
mode:
Relational shoppers: Think long term
Consider today's transaction to be one in a series of many
Do not enjoy comparison shopping or negotiating Fear only "making a poor choice"
Hope to find an expert they can trust Consider their time spent shopping to be part
of the purchase price And are likely to become a repeat customer
Transactional shoppers: Think short term
Care only about today's transaction Enjoy the process of shopping and negotiating
Fear only "paying more than they had to pay" Are willing to spend lots of time doing their
own research Consider themselves the expert
Hinge every transaction on price And are a terrific source of word-of-mouth
advertising
As you can see, a relational shopper operates on a completely different system from that
of a transactional shopper.
What's even more wonky is that we're all bi-polar. Every person has a relational mode and a transactional
mode of shopping, and will shift between the two depending on the product category.
You might be a relational shopper in one product category and a transactional shopper in yet
another. For example, my wife, Lydia, will tell you that I am a relational shopper when
it comes to buying clothing, computers and jewelry.
Yet, I do a one-eighty and become transactional when shopping for groceries, cars and furniture.
So which shopping mode are you targeting with your current marketing efforts? Relational
or transactional?
Much of your decision depends on the customer experience you provide. In other words, I'm
talking about identifying your company's DNA here—things like your culture, staff, selection,
pricing and much more. Now align who you are with the shopping mode of your customer.
If your goal is branding, and you want to become the company your customer thinks of
first—and feels best about—when his or her moment of need arises ...
If you're mildly-obsessive about delighting your customer ... if you hope to retain your
customer for a lifetime ... then you're likely going to want to target relational shoppers.
But no matter which direction you take, just remember the old adage,"Try to please all
and you will please none." It's more profitable for you to boldly choose who to lose, communicate
who you are, and tell the world what you're all about.
The rest will take care of itself. Capiche?
Wizards, because I love you so dearly, I wanna hear from you. Comment below and send your
questions about marketing and advertising to tom@tomwanek.com. Don't be shy. I'll give
you an answer right here.
Remember, we're in this together. I've got your back. I'll see ya next time.