Marketing,Relational,and,Trans marketing Marketing to Relational and Transactional Shoppers
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You know who your target market is, and you know what you want to say, but do you know how you should say it? When people are shopping for a certain product, about half of them shopin whats known as relational mode and the other half shop intransactional mode. But, no one shops in one mode all the time. Thesame person can shop in the two modes at different times, depending onthe item that he is shopping for. Knowing how to reach each of thesetypes of shoppers can significantly increase your sales. Relational mode According to ad wizard Roy H. Williams, a customer thatshops in relational mode means she shops for something for reasonsother than price alone. She might frequent a grocery store because shelikes the customer service she doesnt go there because they are thecheapest in town. A customer in relational mode has many characteristics: 1. Thinks aboutthings for the long run. 2. Shops at one place frequently. 3. Doesn'tlike to negotiate or comparison shop. 4. Is afraid of making a poorchoice. 5. Wants an expert opinion. 6. Considers time spent shopping tobe part of the purchase price. 7. More likely to become a repeatcustomer. Relational customers think emotionally. Use the following tactics to draw them in: 1. Show your vulnerabilities. Your personal vulnerabilities, not yourbusiness vulnerabilities! If you share your business feelings hopes,dreams, failures that youve learned from, youll grab the relationalshoppers. And be genuine and truthful in your statements being liedto will not encourage a relational shopper to purchase from you again. 2. Use the owner as the spokesperson. Dave Thomas of Wendys is a goodexample. He stood in front of his product to personally guaranteevalue. 3. Dont use expiration dates. Creating a sense of urgency in your adslike Hurry sale ends Saturday! wont motivate these shoppers.Knowing that you will always be there when they need you is whatmotivates them. 4. Use words and phrases that show you are competent. Remember, theseshoppers are looking for an expert. Of course, calling yourself anexpert wont work they want to form that opinion themselves. Theseshoppers biggest fear is not making the right choice, so calm thatfear by showing how you can guide them on the right path. Transactional mode When people shop in transactional mode, they arefocused on getting the best price. They want a bargain. They believethey already know enough about the product to make a wise choice,without any input from the business or an expert. The characteristics of a person in transactional mode: 1. Thinks aboutthings in the short term. 2. Doesnt care about future transactions. 3.Enjoys negotiating and the shopping process. 4. Fears overpaying. 5.Spends, or is willing to spend, much time investigating the purchase.6. Doesnt need an expert because she is one. 7. Bases every buyingdecision on price. Customers in transactional mode respond quickly to advertising quicker than relational mode shoppers. Use the following tactics todraw them in: 1. Use expiration dates. This type of shopper responds to deals thatdont last forever. Theyd rather shop somewhere where they feeltheyre getting the best price and that those who wait will lose out.These shoppers will respond to your color printing ads or weeklynewspaper inserts that tell them to hurry or theyll miss a deal. 2. Reduce your price or offer a discount or coupon. The better thebargain, even if its only perceived, reels in these customers. Manyretail stores jack up their prices and have everything on sale all thetime. These stores are appealing to transactional shoppers. 3. Discount a quality brand. Again, this deals with the bargain idea.Low prices and sales are expected at a place like Target for clothes,but if Saks Fifth Avenue has a sale watch out! 4. Be specific about your offer. These shoppers will be skeptical ofads that say up to 50 percent off they want to know the exactamount theyll be saving. They wont be as motivated if you just givethem a vague sale tell them exactly how much of a sale theyregetting.
Marketing,Relational,and,Trans