How to Understand Consumer Character and Behavior to Increase Sales

As a businessman, taking an approach by understanding the character of consumers is an important thing to do.

Why is that? This is usually because each consumer has their own uniqueness, so it is necessary to approach it with different methods.

If you are a seller and then you try to generalize all potential customers, then you are making a big mistake.

To get the best results, a seller must have different approach methods depending on who the potential customer is.

By studying the characteristics of existing consumers, you will be able to maximize the final results you want to get from potential consumers.

The final result is a purchasing decision made by the potential consumer.

Consumer Character from the Seller’s Point of View

Potential Consumers

This type of potential consumer must be a priority for your target market . Technically, potential consumers are not yet your consumers, but they have the potential to become consumers.

Make sure you provide complete and best service and information to potential consumer types.

These types have usually shown their interest in the product or service you are selling, either through filling out a contact form, asking questions to your marketing channel , or at least visiting your website and subscribing.

For these potential consumers, you can do a little provoking to make them make a decision to buy as soon as possible.

One way is to give them discounts.

Of course, providing discounts to potential consumers will be a very effective method.

However, make sure you also clearly show the value of the product or service you are selling to potential consumers before giving a discount.

You have to put more emphasis on things that attract their attention, and make sure that what they are looking for can be obtained through your product.

New Consumers

This time, you will be dealing with people who have just bought your product.

New consumers will usually enter an adaptation phase when trying to make their first purchase, so you need to ensure that this adaptation phase runs smoothly.

Even though you have succeeded in getting them to buy your product, you can’t just leave them.

You have to ensure that every new customer feels comfortable and happy when using the product or service you sell.

To ensure new consumers feel comfortable and happy, you need to provide direction to new consumers.

Usually the process of giving directions is carried out by providing a complete explanation about the product and how to use it or how it works.

Apart from that, after providing a clear explanation, you also need to provide a contact who can be contacted.

The contact number you provide will make it easier for new consumers when they experience problems with the product they just purchased.

Impulsive Consumer

This type of consumer is the type of consumer who can make decisions quickly, depending on the right conditions.

You don’t need to be overly persuasive to convince impulsive types of consumers.

What impulsive consumers need is convenience.

The easier the steps provided to be able to buy your product or service, the greater the chance that impulsive consumers will decide to buy.

Example: If you offer goods delivery services, then the convenience you offer, such as the ease of tracking goods sent, or the ease of picking-up goods will be one of the important things that will encourage impulsive consumers to make purchasing decisions.

So, to get these impulsive consumers you have to ensure that all the processes that occur are automatic and easy to use.

This will make you one step ahead among your competitors.

Plus, if you get questions from consumers who are impulsive, give a quick and short but clear response .

Discount Consumer

This type of consumer is a consumer who has seen the value you offer from a product or service, but is still reluctant to buy it at the existing price.

To deal with this type of consumer, their persuasive efforts may be in vain.

What you can do is give them some discounts or offers.

However, when the discount you give has run out, you may find it difficult to keep them as customers.

This type of consumer will usually leave once the discount given has expired and is no longer valid.

Therefore, to increase your chances of keeping this type of consumer as a customer, you need to show him that he is not only getting the product at a discount, but also getting extraordinary customer service with his purchase.

Make sure to add value to the product that will make consumers think twice before switching to another company.

Loyal Consumers

You certainly hope that all your consumers are loyal to your product or service.

Loyal consumers will usually keep coming back to you, and can even become brand ambassadors for you with the possibility of word of mouth marketing that occurs.

Loyal consumers will recommend your products or services to their friends and family.

Therefore, this type of consumer has a tremendous influence on your business.

Always give them the best in terms of products and after sales service , and see the results that will be given.

Understanding Consumer Behavior

Get to know who and what the character of your consumers is

In this digital era, consumers have become more diverse.

Not only that, consumer segments can start to become more specific.

So actually, to know exactly who your consumers are so that later you can clearly understand customer behavior.

You can get to know consumers through their demographics and psychographics.

For example, by building customer profiles.

Ask yourself as many relevant questions as possible about your customers.

For example,

Are they women or men?
Do they have their own house ?
How often do they go on vacation?
Here are some examples:

A single woman, aged 35 who lives in a Jakarta city apartment and earns more than 120 million per year.
Couple in their thirties with no children, living in Bandung.

Young mother with two children in the city of Surabaya and has a total family income of less than 80 million per year.

A retired couple in their 70s in the city of Yogyakarta, has 6 grandchildren and has a fixed pension income from the government.

Get to Know What Consumers Want

Apart from consumer characteristics, an important thing to understand consumer behavior is knowing their needs and wants .

Your consumers have wants and needs.

They will be happy to receive any information that can help their problems.

Starting from looking for their own business to living a healthy lifestyle, they could be looking for these things.

By knowing and understanding what consumers care about, you can create content for their needs.

So, when they start to engage with the content information you provide, you can come in and understand how your product can solve their problems.

Find out how consumers perceive your product

One way you can find out consumer perceptions is by conducting a survey.

That way, you will get insight and feedback that is useful for analysis.

By knowing the information above, it will be very useful for business people to cover up errors in the products they own.

You can also use the results obtained from this to adjust the way you communicate with consumers.

You also know how consumers experience the product, and what their complaints are.

What are their reasons for consumers switching to competitors?

And what makes them loyal to a product?

Use survey tools such as Surveymonkey, Salesforce Marketing, Google Forms and even social media polls.

Understand the Type of Content Consumers Like

Next, let’s play in the field of marketing, especially content marketing.

Content marketing can be useful for converting these customers to use your product and increasing business sales.

Create content that will be useful for them.

Consumers will like this content, because it can help them find out the information they need.

Once they feel that you can be trusted in providing relevant information to them.

You can insert information that your product can help them solve their problems.

That’s how content marketing converts into sales.

Analyze the Consumer Purchase Process for Your Product

The final way to understand how consumers behave is to make yourself like a consumer.

You can see how consumers journey until they finally buy the product you are selling.

This includes how consumers are exposed to information about your product from the start.

Are consumer transactions running smoothly?

What is their experience every time they access your product?

Reviewing and analyzing how the consumer journey is best done once a year.