Understanding your client’s personality will lead you to attracting the one’s that will grow your business. Knowing the four types of buyers will help you attract the correct ones. Here they are:
They will drive you crazy if you don’t have any patience for slow decision-making clients. They want to see everything and are afraid to make a decision because there might be something better they missed.
I learned a long time ago, to write down everything you show them, especially the first few things. After many months or years, they will go back to your first presentation. My first Thinker client came back to me six months after my first presentation (of many) and wanted to see it again. I didn’t write it down because I didn’t think she liked it. It took another six months to try to recreate what I thought she wanted. That job never got totally finished; she was too busy thinking.
Go slowly with this type and don’t show them too much at a time. They over think everything. I found this type to be very frustrating and hard to work with. Take this client if you have nothing better to do. To me, they are time wasters.
I love this type, they are ready to buy and get it done and over with. They need you to take charge and get it done for them. They are dream clients, but don’t slow them down or they will move on. If you aren’t organized or know your stuff they will sense it and go shopping.
To attract a Doer, you must be one too. What groups would the Doers belong to? Chamber of Commerce, Rotary, Lions Clubs, United Way and on and on. Are you a member of any of these groups? Why not?
They are what the name says, struggling. They cannot make up their minds and will drive you nuts. When I started my design business I thought I could deal with all the personalities. I soon learned I could, but why would I want to? I wanted a successful business and this group would not get me there. Where do you want to be in your business?
What groups do Strugglers hang around? Anything that is free and they don’t have to make a decision. Don’t go there unless, again, you have nothing better to do.
Fasten your seatbelt, buying is an investment and price doesn’t matter, just get it done. If you don’t move at their pace and get it done when they want it done, they will move on. You are not there to build a relationship, but to get it done. They will give you full credit if you are good and make them look better.
WHO ARE YOU?
So knowing and understanding the four types of buyers, who are you attracting? Where are you going to attract them? You are in the driver seat; you can decide whom you want to work with. I guarantee you, during these tough times, I don’t have time to waste with Strugglers and Thinkers. They will drain all of your positive energy and not grow your business. Who are you? What kind of shopper are you?
Once you decide what type of shopper you are working with, you need to understand the look they want to achieve. I have divided these four types of customers into two groups based on the looks they try to achieve.
Less is best for this group, and they are very minimalist in their design selections. You can tell them by how they dress and the lack of accessories in their rooms. The color scheme is probably monochromatic in whites, grays or taupe. You will not see a lot of pattern, color or accessories in their homes or on them. A watch and perhaps a wedding ring and that might be it.
I love this group and am one myself. You won’t see me with just a watch and one ring. I have 10 fingers, let’s decorate them. While I was studying fashion design the rule was to dress and then accessorize yourself. Once you are finished, take three things off. Never, I put five more on.
I have always said, “If I can’t hide my hips I will decorate them, or put enough jewelry on you can’t see them.” It works for me, but would scare the restrained elegance client.
HOW TO APPROACH EACH GROUP
You need to be able to work with both groups. When I started out in my design business, I had a hard time working with the restrained elegance clients. I could give them so much more! They didn’t want it and I was out the door. They live there, you don’t.
Doing a presentation for restrained elegance clients is very easy. Don’t show them too much. Don’t present large patters, prints or heavy colors. Respect who they are and how they want to live. You can do what you want in your own home.
Controlled clutter people love it all. If you are a restrained elegance person, you will have trouble doing a presentation for this client at first. You will feel it is too much and perhaps they need to have a garage sale before they add any more to their homes. But they want it. Bring it on and let them decide. This is a case of more, much more, is better than too little.
In general I have found that the Achievers and Doers are controlled clutter types, or out of control clutter types. They have done a lot of different things and have memories and prove it through accessories. Thinkers and Strugglers might be restrained elegance due to the fact they have such a hard time making up their minds. They don’t tend to buy much and it isn’t ever an impulsive purchase. They buy a picture for over the fireplace and that is where it will live forever. It takes too much energy to think about where else it could be placed.
Whatever you are, I can’t stress enough to work with the other personalities and give them what they want to see. It is not all about you, it is all about making your client happy. The next article will be more about the personalities of people and how they affect your business. Again, we will look at narrowing down the list to determine the personalities to work with and the ones that will drain you and your business.
For more than 40 years, Margi Kyle has built a business portfolio from the ever-important designer’s perspective. A graduate of the New York School of Interior Design, she has contributed to the industry as an interior designer, television host, mentor, keynote speaker, educator and writer. Kyle received her master’s in interior design and is the executive director for We Make Color Easy, the Dewey Color System.