3 types of buyers – 24% tightwads There is almost always pain associated with making a purchase. Apart from anything else, there is pain associated with the requirement to part with money. Research suggests that almost regardless of the sector, there are three categories of buyer, at least in so far as the pain they […]

3 types of buyers – 24% tightwads There is almost always pain associated with making a purchase. Apart from anything else, there is pain associated with the requirement to part with money. Research suggests that almost regardless of the sector, there are three categories of buyer, at least in so far as the pain they experience when making a purchase: Unconflicted – 61% Tightwads – 24% Spendthrifts – 15%   Unconflicted customers are average spenders. Their ‘buying pain’ takes time to kick in. Tightwads are people who will spend less than average. Their ‘buying pain’ kicks in early. Spendthrifts are big spenders. They tend to spend a lot more before ‘buying pain’ sets in. Clearly, the group that offers the low hanging fruit is ‘Spendthrifts’, while the group that will be most difficult to convert and sell up is the ‘Tightwads’. Given that all markets tend to have all three…