Who are cold customers, hot customers and warm customers, and how do these customer categories differ from one another? You've probably heard these terms before and want to understand them: what is the nature of your customer base? Unfortunately, there is some confusion about this, and even some marketers misinterpret some of it. With the help of the experts at Step Link, we've broken down the customer categories.
Cold customers
Cold customers are people who are not interested in your company and who do not buy goods or services from you. They are likely to be unaware of your company and its activities. As a rule, this is the most difficult type of customer. Working with them is one of the least favourite tasks for sales managers.
You've probably already heard of ‘cold calling’. This is what we call communicating with customers who have never been interested in your company. Managers are obliged to call people and offer them their products or services, explained the dropshipping experts at Step Link. At the first stage of communication, a person who doesn't want to buy anything should be placed in the category of people who at least listen. Cold’ customers are often cautious and suspicious of new offers. Your task is therefore first to interest them, to arouse their interest, and only then to offer them your product or service.
Warm customers
Warm customers are people who are interested in your company or the product it produces.
These are customers who are thinking about buying, but haven't yet made up their minds:
which product model to choose ;
which brand to choose;
whether they will buy from you or one of your competitors;
how much they are prepared to spend on the product, etc.
This category of customer is considered to be the most numerous, note the managers at Step Link. They know they want to make a purchase, but have not yet made a final decision. A potential buyer is someone who no longer needs to be persuaded. But they need to be helped to take the plunge and encouraged to buy related products. These customers need to be recommended, advised and cajoled, and your product needs to be presented in the best possible light.
Where do you look for these customers? On specialist forums, in social networking communities dedicated to a particular product, and other resources whose purpose is directly related to what is offered in the company's catalogues.
Who are hot customers?
Hot customers, unlike lukewarm customers, already know exactly what they want to buy. They've already chosen the model, the features, consulted the product reviews, etc. If the user belongs to the ‘hot’ category, you don't need to look for them, they'll find you themselves. All that's left to do is complete the deal - offer them something that will dispel any lingering doubts in no time at all.
Potential customers are directed straight to the purchase of the service or products on offer. As a rule, they don't need to be persuaded. The salesperson's job is to avoid making any mistakes that might turn them away from your company.
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