Tipos de Cliente
Ao longo da nossa experiência profissional podemos todos afirmar que já tivemos contacto com diferentes tipos de cliente. É uma das coisas que nos dá mais gozo no nosso trabalho, sem dúvida. Este desempenhar de papéis, este contacto com pessoas, este constante improviso entre saber que postura devemos adotar… é um dos desafios que mais prazer nos traz.
Apesar de mantermos a nossa identidade sempre bem vincada, “porque é importante sermos nós próprios” sabemos que é também importante reagir de forma adequada a cada cliente. É quase como pensarmos em nós próprios – os profissionais – como espelhos. Quanto mais parecidos forem os comportamentos, maior empatia há. Não digo com isto para perderem o profissionalismo, ou serem mal-educados com alguém, só porque também foram com vocês. Bem pelo contrário. Senão partir dos clientes que parta de si. Mas se algum cliente for mais risonho e bem-disposto, irá apreciar o seu lado mais divertido; enquanto se for mais formal e conservador, irá apreciar os valores mais tradicionais.
Mas deixando o lado profissional de parte – já abordado em “a relação com os clientes” e “O Cliente tem sempre razão” -, abordemos este tema de outra perspetiva: todos nós somos também clientes e consumidores. E existem vários tipos de clientes…
O Cliente ‘Tou só a ver…
É aquele cliente que adora passear durante horas em espaços comerciais, mas nunca chega de facto a efetuar uma compra. Cada vez que alguém pergunta se precisa de ajuda a resposta já está na ponta da língua: “Estou só a ver, obrigado”. Bem, e quem nunca? E é tão bom quando do outro lado ouvimos apenas “esteja à vontade” em vez de alguém a insistir para uma compra que simplesmente não vai acontecer.
O Gastador
Aquele que gasta e gasta e gasta… compras desnecessárias, mas que talvez estejam a compensar alguma vertente emocional. Há quem compre porque simplesmente sente falta de algo, ou quem compre para se premiar sobre algo – “eu mereço”. Este perfil cede facilmente a compras por impulso.
O Poupadinho
Este é o cliente típico dos saldos, ou dos fins de semana sem IVA. Aquele que espera até à última à espera dos melhores preços. Aquele que considera 9.99€ barato, mas que 10.00€ já é demais. Aquele que quando elogiam a camisola não se fica pelo simples “obrigado”, mas acrescenta sempre “custou 5€”. Este perfil de cliente facilmente se transforma no Gastador e perde a cabeça em feiras de tudo a 1€- e sim, este cliente sou eu…
O Apressado
Sempre impaciente, talvez até um pouco agitado, é necessário ser-se rápido e objetivo com este cliente. Não se consegue identificar com este perfil? Experimente ir a um espaço comercial no dia 24 de Dezembro…
O Estrela
Este cliente quer atenção, quer alguém a dizer-lhe que é aquela a cor certa porque lhe realça os olhos. Numa primeira fase age de forma muito independente, não precisa de ajuda e é como se fosse tudo seu. Quando se lhe desperta o interesse em algo pois então gosta de ser ouvido e que a sua opinião seja apreciada e salientada.
O Negociador
Este cliente quer atenção, quer alguém a dizer-lhe que é aquela a cor certa porque lhe realça os olhos. Numa primeira fase age de forma muito independente, não precisa de ajuda e é como se fosse tudo seu. Quando se lhe desperta o interesse em algo pois então gosta de ser ouvido e que a sua opinião seja apreciada e salientada
O Decidido
É aquele cliente que fez o trabalho de casa. Ele já pesquisou bastante sobre o produto, já o comparou com a concorrência e está pronto a fechar o negócio. Entra, paga no que quer, paga e sai. Fácil e simples!
O Confuso
Geralmente não sabe o que quer, nem sabe expressar o que quer. Demora uma eternidade para tomar uma decisão, comparando tudo e todos. Este tipo de cliente requer bastante paciência e atenção dos profissionais. Quanta maior segurança conseguirem passar no atendimento, melhor.
Com certeza que consegue identificar mais tipos de cliente, mas o importante a reter é que existem vários perfis. Da mesma forma que no seu dia a dia interage com diferentes pessoas, com diferentes personalidades, aqui é igual. Conhecer o seu cliente permite-lhe ser mais persuasivo ao comunicar e, em suma, um melhor profissional.
E então? Em qual destas 8 personagens se revê? Consegue identificar mais tipos de cliente? Conte-nos a sua experiência como profissional com alguns destes perfis.
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