The four faces at your counter

By Mike Dandridge

THE secret to a successful distribuI torship is twofold.

(l) Know your customers' preferences.

(2) Continually work toward satisfying those preferences.

The challenge. of course. is to determine what are those preferences. Such an undertaking may seem daunting, if not impossible.

Fortunately, there are psychological profiles that offer insight into the decision-making process of certain personality types. Known as personas, these personality types can be divided into four core categories: the Conductor, Illuminator, Resistor and Adaptor.

The Conductor

When this customer walks up to the sales counter, he's in a hurry to get material and get back to the job. The Conductor is the most likely to complain after a distributor rearranges the sales counter. Knowing where everything is displayed gives him a sense of control, and the Conductor likes to be in control.

He also likes to negotiate. Holding up a drill, nut driver set, or the latest piece of test equipment, he asks, "What's my price?" Highly competitive, the Conductor looks for products that give him an edge. Don't try to sell him because he resents feeling pressured. Instead, be knowledgeable about your product, give him the nofrills bottom line, and let him decide.

The Conductor enjoys a good argument, so be aware of his sledgehammer-subtle attempts to start a debate over new school products versus old school. Often this individual is a foreman or the owner of the company.

Since the Conductor likes to be in charge, this customer is the least frequently found in the counter as it is more his style to send someone else to pick up supplies. Better yet, he would rather the distributor bring the material to the job site. Get the Conductor in and out as quickly as possible.

What to lookfor:

Fast-paced walk

. Functional clothing; work shirt, boots

Any sign of authority

Serious facial expression

The Luminator

This customer likes to announce his arrival, shouting something like, "Are we having fun yet?" as he crosses the threshold into the branch. He enjoys sales counters that are lively and active, and if yours is boring, he'll go somewhere else.

All customers should be greeted as soon as they enter the sales counter, especially the Luminator. He likes attention and if he doesn't feel like he's receiving it, again, he'll go somewhere else.

Why cater to this person? Because he's everyone's favorite customer. The Luminator is likable, his enthusi- asm contagious. He likes to have fun, and he likes to spend money. His material list, composed on the back of a fast-food sack or a 2x4, is only a suggestion, a starting point. He provides a running commentary as he recites each item on his list. often taking off on unrelated tangents. It's up to the salesperson to keep the Luminator on track. Ask questions that lead back to the order at hand.

Sell new product to the Luminator by pointing out the "cool factor" ofthe item. The Luminator makes the most spontaneous and impulse buys of all four personas.

What to lookfor:

. Well dressed; usually a bright color

. Broad smile; upbeat Natural conversationalist

The Resistor

He is the skeptical buyer who needs reasons to buy. The Resistor will ask questions. Like the Conductor, the Resistor values time, so deal quickly in meeting the needs of this customer. The Resistor looks for organized merchandising and will read the bullet points on the features and benefits poster.

The Resistor's material list will be neatly written on a scratchpad or notebook, something that is always with him. Some of the younger generation might even have the list in a PDA.

The Resistor follows rules and expects any company with which he does business to do the same. The Resistor is methodical and believes in processes. He will not leave your branch after a transaction without the proper paperwork.

The Resistor likes to deliver quality work and is willing to invest in the materials required to complete a project the "right way." Sell new product to the Resistor by featuring the item's practical benefits such as labor savings or time efficiency. The Resistor lives on a schedule and is the customer most likely to place "will call" orders. Have his orders ready.

What to lookfor:

Steady-paced walk

. Unreadable facial expression; pokerfaced

Neat appearance; creasedjeans

. Pens in shirt pocket

The Adaptor

The Adaptor's easy-going nature is identifiable by the way this customer strolls up to the sales counter. Unhurried, the Adaptor will gladly let another customer cut in line ahead of him. While waiting, he will gradually weave through all of the sales counter displays. If there's a stool nearby, the Adaptor will straddle it and casually make himself at home.

The Adaptor doesn't believe in the confining structure of lists, convinced that he thinks better leaning against your counter and allowing the list to flow from him orally while a salesperson jots down the materials, one item at a time.

Yes, this person can be time consuming and costly. Some distributors may consider whether or not this customer is profitable enough to warrant spending the extra time. But, chances are, the Adaptor works for someone else, and there's more to consider than the purchases made at the counter. If a distributor decides to invest the time it takes to cater to this individual, it will reap a loyal-beyond-reason customer.

The Adaptor is looking for an expert he can trust. When choosing between two products this customer will ask, "What do you think?" Sell new products to the Adaptor by emphasizing labor-saving features.

What to lookfor:

. Casual dress; T-shirt, baggy jeans

Slow-paced walk; saunter

Relaxed, pleasant facial expression

Actions, Not Words

No one fits perfectly into a person- ality profile. All four of these personas are generalizations. There isn't a personality profiling system that can accurately measure and predict a person's decision-making process based on behavioral styles.

The importance of looking at customers in this way isn't to confine them into categories. Rather, it's to serve as a reminder that each customer is different and has his or her set of preferences when it comes to buying.

It's been brought up more than once in this column that customers care about what you do, not what you say. The same truth can be applied to your customers; pay attention to what they do, not what they say they do. By learning our customers' preferences through their actions, we can tailor our sales floor and showroom to have a broader appeal to all personality types, over the counter.

* Mike Dandridge is a keynote speaker, founder of High Voltage Performance, and author o/ Thinking Outside the Bulb. Reach him at (254) 624-6299 or via www.highvoltageperformance.com.

Builders, Consumers Pick Favorite Windows

Marvin ranked highest in satisfying builders and remodelers with windows and patio doors and Pella fared best in satisfying consumers, according to two new studies by J.D. Power & Associates.

Among the 2,677 builders and remodelers surveyed, Marvin scored particularly well in five areas-product, warranty and repair service, delivery, sales and marketing support, and ordering process. Next came CertainTeed, with high marks in ordering process and credit/billing process, and Simonton.

For the more than 3,000 consumers questioned, Pella performed exceptionally well in operational performance-which includes ease of use and operation, energy efficiency, and ease of cleaning-and in ordering and delivery. Following closely were Andersen, with high marks in operational features, appearance and design features, and Milgard.

"While product quality and price are important, the key differentiator in satisfaction among consumers who purchase patio doors and windows is service - particularly with ordering and delivery," said J.D. Powers' Jim Howland. "Orders that are received on time and that contain the correct components allow consumers to complete their home improvement projects according to their projected time frames and to avoid costly and inconvenient delays."

Roughly 45Vo of consumers installed the windows or patio doors themselves or with help from family or friends. About 307o hired an independent contractor or remodeler, while 207o used an installation service provided by a home improvement retailer. Only 5Vo of consumers report using an installation service provided by the manufacturer.