marketing

In general, there are two types of customer: transactional and relational. Although, most customers alternate between the two, depending on what they’re purchasing.

A transactional customer cares mostly about the current purchase and its price. For example, you probably have transaction-based interactions with gas stations, convenience stores, grocery stores, auto insurance agencies (at least here in Ontario), carpet cleaners, etc. You don’t really care which business you purchase from, you just want a good deal. Most customer interactions are transactional.

A relational customer, as the name suggests, is more interested in forming an ongoing business relationship. A purchase is based not so much on price but on previous experiences with that vendor. This type of customer wants low risk more than low price. For example, you may have a relationship with your dentist, doctor, favourite camera store, car dealership, hairstylist, etc. A relational customer is often a repeat customer and they tend to spend more.
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There’s a well-known saying that states: “A confused mind always says no.” This also applies to customers who are confused about a sales offer. They will always take their business elsewhere.

When searching through commercial photographers’ web sites, a potential customer can become confused when they don’t understand (i) exactly what the photographer is offering, (ii) the benefits of hiring that particular photographer, or (iii) any of the claims made by the photographer.

A photographer’s web site can create confusion by:

• having too much information or too little information. Oddly enough, the correct amount of information might be related to the photographer’s prices.

• offering too many choices.

• using too much technical jargon.

• showing a lack of consistency in presentation or message.

• having no differentiation from other photographers.

Some businesses intentionally try to confuse their customers. This is done so that one company’s products or services can’t be easily compared to its competitors. This practice can be common among companies that sell a commodity in an oligopoly such as telecoms and home energy companies. How much do you enjoy dealing with these companies?

A confused customer is always an unhappy customer.

Many photographers use one of those dubious haze filters on their lenses to eliminate “haze”. Perhaps putting a clarity filter on their business might be more effective.