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Types of Potential Customers & How to Make Them Buyers

Individuals are unique, and no two people can be identical. However, people tend to have common characteristics that make them similar to each other. That's how human beings navigate and create lasting bonds with others.

The same goes for customers.

Your customers aren't identical; however, there are a few characteristics to help categorise them into groups, which can further aid in creating suitable strategies for the target audience.

Are these categories important?


To target five people, you can create five different messages; however, what happens when you want to target thousands or lakhs of customers? What will you do to make customers from an age group or families buy from your brand?

Three Stages of Customers

Before you understand the types of customers, focus on the stages in which customers operate. There are three.

  1. Awareness Stage: Customers know about your brand, but there's no assurance of purchase unless they have a strong impulse.

  2. Evaluation Stage: Customers will compare options, and evaluate the pros and cons of the purchase.

  3. Purchase Stage: Customers who make a purchase are the ones who decide whether to come back or not.

(Source: Miro Medium)

These three stages help us group seven types of customers. Each is unique and crucial for any business.

Seven Types of Customers

Awareness Stage

I. The Lookers

The first of your potential customers, they have landed on your page and are browsing for inspiration. They don't need a goal to buy, but are crucial as they can get interested in your offerings and make a few purchases.

Ensure to have a clear and user-friendly website for them. Categorise everything that you offer for a better recall. Don't go for a hard sell; it might push the lookers farther from you. Create relevant content and welcome messages for them. Focus on creating an impression rather than making a purchase.

II. Impulse Customers

The second type of customer, these impulse buyers or impulse customers like your brand and know about its existence.These customers will purchase out of impulse, which can make convincing them to buy from your store tricky. The marketer needs to convince them before the urge wears off.

You need to clear all hurdles from their way and ensure nothing will distract them. Stay in touch with such buyers and send them emails with time-bound offers that showcase urgency. Another way to urge these individuals to shop is to reduce their choices because the paradox of choice can reduce their impulse. With engaging stories and regular messages, impulse buyers will become loyal customers.

(Source: Smart Karrot)

Evaluation Stage

III. Discount Seekers

All of us, at some point, have been discount-seekers. These are the ones who will shop from your brand when you offer a discount. They are not seeking a particular product or service but will do so if there are perks.

You can engage them with a discount on the first purchase or free samples with the first order over a particular amount. Focus on offers and their benefits. Sharing personalised offers, birthday discounts, or special offers based on their purchase patterns will entice these consumers to buy from you.

(Source: Tada)

IV. Need-based Customers

These customers will never browse without purpose. Need-based shoppers know what they want and leave once they get it. They might be aware of your service and product and might even find it interesting; however, they will return only when they need something.

Build a strong connection with such consumers and offer top-notch customer service. Guide them through each step and lead them to purchase. Your message must focus on problem-solving while dealing with such customers. Sell a need to them, and they will buy your products or services.

Purchase Stage

V. New Customers

These consumers are ready to purchase from your brand. They are excited to try something new and don’t require any pushing. For them, focus on after-sales and other ways of retaining these clients to make them loyal buyers.

Answer their questions and resolve their doubts. Appreciate them for giving your brand a chance. Under-appreciated customers will switch to a different brand. Focus on retention and repeat purchases.

VI. Dissatisfied Customers

Every brand will have a few dissatisfied customers. These customers have the potential to impact your business reputation.

Dealing with them may be challenging, but is very important. However, acknowledge their feedback and be quick to react. Resolve the issue as soon as possible and offer excellent client servicing. When you resolve dissatisfied customers' grievances, it enhances brand reliability.

VII. Loyal Customers

The best customer segment! With repeat orders and exceptional preference for your brand, these loyal customers are true gems for any brand.

Recognise and reward them for supporting your business. Include their stories and their relationship with your brand, and share them with your audience. Reward them with gifts or give referrals.

(Source: Sitel)

Each customer type is different; identify which one you're dealing with and accordingly select your strategy. It will help you increase the number of loyal customers.

Do you want to learn more about how to persuade your customers? Head to our Blog: The Psychology of Persuasion & How it is Used by Ad Agencies.


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