Everybody is unique but there are some patterns that everyone follows.
For example, a patient who visits the doctor for treating his cold, the doctor can treat him even if he is seeing him for the first time. Because even though the patient is new to the doctor, the illness is quite typical.
The same goes for the customers as well. The different types of customers are based on their behavior.
Understanding the different pattern types can help in identifying them, learning the correct way to approach them and deal with their problems along with boosting sales,
And if you have no idea where to start that then this article includes all the points you might need.
- Types Of Customers You Should Know About In Business
- How To Approach And Deal With Different Types Of Customers?
- 1. Drivers
- 2. Analysts
- 3. Amiable
- 4. Expressives
- 5. Lookers
- 6. The Discount Seekers
- 7. Researchers
- 8. Impulsive Customers
- 9. Need-Based Customers
- 10. Looking To Switch Customer
- 11. Unsure Customers
- 12. New Customers
- 13. Dissatisfied Customers
- 14. Active Customers
- 15. Churned Customer
- 16. Loyal Customers
- 17. Referral Customers
- 18. Latent Customers
- Similar Posts:
Types Of Customers You Should Know About In Business
There are basically three main categories that you find in the type of customers.
These customers are more based on their personalities and they represent the different customers in this range.
It includes types like :
The second group has the customers who are pre-purchase phrases, they are the customers who are at the top of the sales funnel.
These customers are aware of the business, however, they need time and effort to convert.
This type includes :
- Discount Seekers
- Impulse Customers
- Need-Based Customers
- Looking for Switch Customers
- Unsure Customers
The third group has the customers who did business with you already. Here you don’t have to convert them but the goal is to keep them connected to the business.
Well here are listed customer types along with how to approach and deal with them.
This one includes :
- Unsure Customers
- New Customers
- Assisted Customers
- Active Customers
- Churned Customers
- Loyal Customers
- Referral Customers
- Latent Customers
How To Approach And Deal With Different Types Of Customers?
Well, now you know the types, however, to understand about these types and how you can approach to boost the profits.
This one belongs to Type A customers and is based on personality.
Drivers are one of the most dynamic types of customers of all.
They follow the points:
- Drivers are decisive
- They don’t bother going too much into details
- They don’t analyze too much
- Drivers prefer to make decisions fast, even if it’s bad ones.
- Drivers have the tendency of hating when they have to admit they are wrong.
- Drivers have a weakness of having a low level of empathy.
- They can be harsh and incentives.
How Can You Approach Them?
Understanding the right way of approaching the drivers can be helpful to get more sales.
However, for that, you need to do the –
Drivers hate wasting their time, also they look for professional traits in the brand so they can have value and trust which doesn’t require analyzing things too much.
Keep It Short
Also, they dislike getting into something which consumes too much of their time, they need to get straight to the point.
Show How You Will Help
Don’t spend hours talking about the product, instead, show how you will help in achieving their goal.
Image source: qualtrics
Show the product and how it will benefit the individual.
Don’t Be About Sale
When you push the sales on the customers, they more irritated they get. Especially the drivers, you don’t have to change their minds. Don’t make it about sales every time you approach.
Ignore Small Talk
Some types of customers like to chit and chat, but drivers hate that from the cor.
If you are reaching out to them for offering something, do that only. Don’t bother with the small talk while selling the product.
Pro Tip: When you are dealing with the drivers, don’t focus too much on what you are selling. Make the deal about them, for them, and how it will serve them.
Another type that belongs to Type A customers, but Analysts are the exact opposite of drivers in nature.
They are –
-The analysis is serious and they think a lot about the quality over the quantity.
-They take the time, and also hate when someone pushes them to rush their decisions.
Their strength is attention, they pay a lot to detail.
-Analysts see every tiny small thing that other customers might miss. Also, they pay attention to detail that sometimes doesn’t even matter.
-Analysts have high standards and they look at the product to be perfect.
-Their weakness is overanalyzing.
-They will go through everything, pricing, reviews, and landing pages.
-During this, they hold back the decisions, and once they make them, they don’t change easily.
How You Can Sell To an Analyst
When you are approaching the analyst, you require to cuss on a few plants which include:
Speak Using Data
Unlike other customers, analysts don’t pay attention to promises, or beautiful words in your marketing strategy.
Show them what your data consists of. You can’t convince them by showing how the products help other customers.
It Will Take A While
Since analytical customers put a lot of effort into purchasing, paying attention to every single diesel takes a lot of their time.
Due to this, they tend to have a slow decision-maker habits.
So give them their time, they hate when you put extra pressure to rush things. And also expect this sales process will take quite a time.
Also, prepare for the advanced questions and keep the best answers ready ahead.
Show The Sides
To make the right decisions, analysts need to see both sides of the story. Don’t spare the details, even for you it’s not relevant, keep it honest and detailed.
Get Back On Track
The problem with analytical customers is that they tend to focus too much on details that lots of times they end up off track.
So make sure you know how to get back where they are needed.
Pro Tip: Since the analysts have a lot of curiosity about the product and the process, they ask too many questions. To make it easier for both sides, get the Live Chat and add the canned responses to cover different scenarios.
The third type of customer you will get is Type-A. Well, they have the following traits such as :
- Amiable is friendly and great when it comes to forming relationships with others.
- The type of customer has to establish personal connections before they decide to make their decision.
- Amiable are empathetic and good listeners.
- They tend to avoid having conflicts.
- They are amiable holdbacks and are unassertive too.
How Can You Sell To The Amiable?
To approach the right way so you can get the benefit and sales, well to invest more amiable to your customer, here are a few points that you need to follow.
Focus On Building Connection
Amiable seeks a strong relationship with the brands. To sell them the product, you are going to need connection-building, and welcome them with a friendly and warm attitude.
Assure Them On a Regular Basis
Amiable are not into taking risks; they don’t put themselves in situations which they are not familiar with.
Image source: nicereply
So it’s important that you need to assure them, the best way is to provide a refund in case of not complete satisfaction with the products.
With this, you might have to push down your sales funnel.
Be Their Personal Advisor
Variables need someone who can help them while they make their decisions. It’s important that you act like a personal adviser to help and guide them step by step through the decision-making process.
Pro Tip: Amiables are into more interaction with business. So when you approach them, make sure you encourage them to write.
Expressive are the customers who belong to Type A as well. Unlike others, expressive ones are the emotional ones.
They follow traits like –
- They carry a lot of positive energy, love attention, and talk a lot.
- These expressions have the strength of being social. Outshining, ambitious, charismatic, and persuasive.
- Expressive enjoys interactions and likes to surround themselves with others.
- The opportunities are excellent for them to talk and share what they feel.
- Also, Expressive customers are ready to pay the full price if they are getting complete enjoyment.
- The weakness of such types is they lack the transition.
- Also, they are often talkative and lose focus and their goals.
- They have the intuition which they follow when they purchase and make the final decisions that can easily change them.
How Can You Sell Them?
There are a lot of ways that can be used to approach expressive customers. For that, here are some of the points that you can follow:
Explain The Advantages
Show what the product can do, and the advantages and benefits; you can show the case studies, however, make sure that you don’t press too much on the data.
Also, they prefer to have visual aids and add a personalized approach.
Aim For Long Term
The expressive wants to have a relationship that should be based on trust. Treating them as potential long-term partners instead of one-time buyers.
Also, once they are bound with the brand, it gets hard to get rid of them.
Show The Proof
Social proof is what the expressive care most about, The proof that there are impacts on others after using the products.
Image source: proofblog
Also, you can convince them with solutions that help others. It will also show reliable facts which increase the chances of getting their interest.
Speak For The Experiences
There are different types of customers who value the opinions of others. So when you are approaching this type, you are free to share what you think is best and suitable for them.
Pro Tip : Expressives tend to show more emotions, so focus on the positive sides and boost the experience by adding more personalization.
Lookers are from Type B customers. They are the ones who might become the buyers at some point if you are handling them well.
Lookers follow the traits such as :
- They browse through the products and services. However, they don’t have the intention of purchasing them yet.
- They look for the lowest price for specific products.
- There are chances that some of them landed on your shop sometimes for inspiration.
- The more or less they know, they hope to find more of the answers on your online store.
- Here you need to catch their attention and convince them that the right solution they can find is from you.
How You Can Sell To The Lookers
Well, lookers are hugely based on what catches their attention and the first type of customer who will be the customer in the future. To make sure you do that, here are some of the pointers for you :
Keep Website Attractive
The website should be compelling and attractive for the eyes. Well, the design should be enough so they can grab the attention quickly.
Image source: webfx
Remove The Obstacles
Anything that distracts the attention of your customer will make them leave at first glance. It includes the ads, confusing navigation or pop-ups, or lack of customer support.
Be More Proactive
Your customer service should be proactive, it means that you should know how to reach your visitors and offer help.
Some might says that they don’t need it but since you installed it first, they will appreciate it
Pro Tip: Lookers are the ones who have the highest chances of becoming customers, the point is to hold their attention. So focus on how you can do that.
6. The Discount Seekers
Another type from Category B is the discount seekers who are interested in products because of the discounts as they get the product at a low price.
They are not likely to purchase the regular price.
Well such customers follow traits like :
- These are analyses in nature.
- Also, they look for the best deals to find the lowest and good products.
- Also, they are good researchers and buy products. However, they don’t have any plan because only they find a bargain.
- They are tricky for approval, however, some kind of convincing can help in holding their attention.
Have a look at the Guide For Deals & Discount Marketing.
How Do You Approach Discount Seekers?
Well, they might be tricky and need convincing, but you can handle them well if you know the right way of doing that.
For that here are some of the pointers for you to consider :
Explain The Details
Disco steelers will want to understand what the terms and conditions your offer carries and in detail.
Help them in understanding what they can buy from you and what is the saving money they will get on the real value.
You Can also talk to them in real-time, consider using the boost conversion using the chatbot or live chats.
Highlight What Are On Sale
It will make it easier for the visitors to spot what are the items they are going to get in sales.
Image source: wordstream
There are lots of people who will get the attention and discounts can help in upselling the other products.
Segment And Target
Discount seekers always look for the dead, and if they look when the seasons or seasonal events like Christmas or Black Friday.
You can do the segment and target by sending personalized email campaigns which will help in bringing them to your store.
Pro Tip: Discount seekers actively look for offers, deals, and discounts. That’s why you need to be in connection, communication as soon as you have something for them.
Researchers are the Type B customer, this one has a strong analytical personality.
Well such customers follow the traits like :
They have the balance between the personalities of lookers and discount seekers.
- Researchers are looking for products and hunting for bargains on
- However, unlike them, they don’t pay attention only to the price but they consider the value as well.
- For the research, having an attractive website or good districts does not usually work.
How You Can Approach The Researchers?
Well, researchers are a combination between lookers and discount seekers, however, they have their own personalities too.
So to know how you can approach them here are some of the pointers to follow them.
Highlight The Credibility
The first thing you need to do is earn the trust of the teachers, and for that, you can use the case studies, reviews, testimonials, etc as social proof.
Image source: neilsennormangroup
Those types of customers will look at every single dual so they know if your brand and product are trustworthy or not.
So don’t skim on the details, customer reviews, and high-quality images of the products.
Add The Technical Details
The researchers also look for technical information, schematics, and white papers.
So don’t forget to add the technical details related to your product. Apart from this, add the feature comparisons and other aspects so they can understand more about your offer as well as products.
Focus On Value
You require to convince the researchers that what you are offering is something nobody else will get. Also the more you focus on the value of the product, the better conversions you will get.
Pro Tip: Researchers also need someone to help and be available for them to provide the information. So you can consider using webchat.
8. Impulsive Customers
Impulsive customers are Category B, who make the decision to buy something.
And how much you brag about the benefits of the products won’t affect them.
They follow the traits like :
- Customers like these don’t shop for anything particular or specific.
- They are receptive to the recommendations.
- They don’t care about the product benefits or the information related to that.
- The customer has the best for selling the upsell and cross-sell.
- They have the most line segment that brings huge revenue to the brand.
How You Can Approach The Impulse Customers?
Impulsive customers are hard to predict as you don’t know what clicks with their recruitments. Since they don’t shop for the purpose, it can be tricky to sell.
However, once you know how to sell them, you can find ways to benefit from them.
Here are some of the pointers for them :
Email marketing campaigns will benefit the most as you can keep the impulsive customers in the loop.
Offer the new products and other things to improve their buying from your brand. This approach also improves the profitability of your company in the long run.
Clear Their Way
Get rid of the distraction if you have any, this can make the impulsive customers go somewhere else if they have too much work to handle.
Don’t waste their time when they are feeling impulsive to purchase.
Reducing the steps will help in getting more orders from them.
Add The Urgency
Impulsive behavior works best when there is a time bond offer. This helps in getting much more eager to get the products.
Image source: coredna
Pro Tip: To handle impulse buyers, you need to make it short and simple for purchasing products. Keep it as direct you can, and email marketing is the best technique to connect with them
9. Need-Based Customers
Such customers are again typing B, also unlike others, they have the specific need. They follow the purpose and without that, they don’t purchase things.
Some traits they follow are :
- They are driven by specific requirements.
- Such customers are very specific in what they want.
- Hey, land on different online stores and keep losing. Also, they leave if they don’t find anything that matches their need.
- Such types of customers have a hard time doing the upselling.
- They easily switch to other brands or businesses and it’s difficult to keep them.
How To Approach The Need-Based Customers?
Need-based customers are extremely particular with their purchases.
However, to approach them, here are a few points you can consider.
Build The Personal Connection
Start with positive communication on a personal base so it can build the strong customer-brand relationship
The need-based customers want to be sure that you will die for helping them when they need it.
Explain The Details
Even though the need-based customers are specific, when they are purchasing the product they also look for the product with the details.
Image source: convertieze
So make sure you mention everything beforehand and provide the Live Chat so they can get help throughout the purchase.
Highlight the Offers
Need-based customers are extremely comparative. Since They are looking to purchase a certain product, they do a lot of research on different sites and check other brands too.
To highlight what you are selling that won’t get anywhere else.
Pro Tip: Need-based customers look for the hook before they decide to purchase; if you are able to offer that, they will do that from you. However, highlight what you can offer.
Have a look at the attractive offers Ideas for business
10. Looking To Switch Customer
They belong to category B, and they are one of those who are using the services, but they are not satisfied or happy with them.
That’s why they look for alternative businesses so they can switch to different ones which are more satisfying.
Here are some of the traits that they follow.
- They are unsatisfied and unattended customers of someone’s brand who are like you.
- They look for a lucrative business to switch to.
- You are more addicted as this type of customer spends more on such products.
- They need the nudge, and they follow the direction you want.
How Can You Approach Looking To Switch Customers?
Looking to switch customers are already on the edge of turning into your customer. They need the nudge and something to hold on to.
Here are some of the ways by which you can offer.
Do The Research
This time you are going to need the competition research. The point here is to identify what the customer is looking to expect from you
Also, it means what the competitors might be lacking when you figure it out, emphasize, and feature what others don’t have but you do.
Highlight The USP
What your product has that no one else can offer? What are the benefits and USPs that the customer will enjoy the most?
image source: BCSwebsiteservices
Highlight such points to get the attention of the customers who are looking for a switch.
Offer The Value Proposition
Let the potential customer know why purchasing from you is a better choice, also what they are looking for, and what else you are providing that adds value to the customer.
Pro Tip: Looking to switch customers are all into buying the products; however, they need a little nudge and convincing to get their attention.
11. Unsure Customers
Well, another one that belongs to category B ensures customers have the least amount of money they want to purchase.
However, here are some important traits that need to be understood.
- They are a lot like lookers.
- Ensure customers have less or no idea if they make the purchase or not.
- They have a tendency to be too confused and unsure about the purchase.
- They are less confident about trying new brands and products.
How Can You Approach Unsure Customers?
Unsure customers are not the confident ones, but still, they can be the customer of your brand. They need the right approach to get in your direction.
Well, for that, follow these points::
Offer The Types Of Customer Service
Make it simple and easy for the user customers they can reach you anytime.
Image source: Vend
Tools like live chats and chatbots allow them to connect with you when they are on the buyer journey, and they need help in different stages.
Focus On Value Proposition
Present with unique solutions, provide the services that you can offer to customers, and guide them when they are in different stages.
These will help the customers to build confidence and make the right choice for the company.
Pro Tip: Unsure customers need confidence so they can trust and purchase from you, focus on improving the services and value proposition
12. New Customers
New customers are the third category who are the after-the-purchase type.
They follow different traits such as :
- They are the ones who bought something for the first time from you.
- They are new to learning how to use the product and service you offer.
- The point is to help the new customer as much as possible.
- Help them understand what your value is and offer them to build their confidence.
- Your support can offer the first impression as it can strengthen or break the customer relationship.
How Can You Approach The New Customers?
New customers are the valuable ones; they can bring profit and more interested buyers if they like your services and products.
However, to get their interest, you have to follow the points.
Be The Part Of Success
You can earn yourself a loyal customer. Explain how your product works, also, you will be able to make sure that they know how they can work to use it properly.
For that, you can offer educational resources such as videos, tutorials, blog posts, onboarding emails, etc.
Allow To Better Contact
New customers are curious, and they are more willing to know about the product, so allow them to contact you when they need that. Make sure it’s easy and simple for them.
Appreciate The Relationship
New customers often leave the brand because they don’t feel unappreciated.
Image source: shopify
So they need to remember that you value them. For this, you can use nurturing email campaigns.
Also, you can educate them by using the email newsletter; when they are in your store, make sure to greet and thank them.
Pro Tip: New customers are pretty much into buying the products. However, they need a little more convincing and learn about the products you sell. The more you inform them, the better they will make the purchase.
13. Dissatisfied Customers
Another type from category C, Dissatisfied customers, are the ones who are a little bit more difficult to deal with and also they are hard to please.
There are some traits that they follow, which include:
- They are hard to please and often hard to pursue.
- No one can make them happy, but at least you can try.
- They might be forgiving, but they don’t tolerate negligence or being ignored.
- Dissatisfied customers are an invaluable source from which you can get feedback.
- They can tell you about the exact issues which need to be fixed.
How Do You Approach Dissatisfied Customers?
Dissatisfied customers are the hard ones; they must have had displeasing experiences and something which made them angry.
So approaching them needs to be more careful than anyone.
However, you can follow some of the points, which include:
Be Fast In Reaction
When you are approaching dissatisfied customers, make sure you are approaching them with fast reactions. Don’t let them wait for a longer time.
Image source: textrequest
First, look into truly understanding the complaint, then respond by apologizing, and then offer a solution.
If you handle it well, you will get the biassed customers as the loyal ones.
Be Up To Date
Observe what services are needed and how social media works. There are some helpful resources that will help in identifying what makes your customers unhappy. And make it quick so it won’t get too late.
Listen Well, Carefully
When you are approaching customers, it’s important to be more careful while listening. Be a good listener; more of the customers are pissed because the brand failed to listen to their problems.
And to that, you need to hear them out and never ignore their complaints.
Pro Tip: The dissatisfied customer majors are attached to certain problems; if you are able to identify and solve them, you will be able to get loyal customers for your brand.
14. Active Customers
The next one from category C, Active customers, are those customers who are actively using your product and services. However, they are not loyal customers yet.
There are certain traits that active customers follow:
- Active customers are those who are currently using the products and services.
- They are well aware of your product and know what your brand stands for.
- However, they are not yet loyal ones.
- They have a higher chance of leaving if they get a better deal from other competitors.
How Can You Approach The Active Customers?
Active customers have the highest value, which needs some more nurturing. Also, the brand needs not to take its loyalty for granted.
To approach them, you can follow the points.
Deliver The Good Customer Service
Customer care is the one that can help you in getting better active customers. They will need more engagement as well as interaction. The prime goal should be to make them feel confident and care about them. Also, treat them like VPs, and they will get back to more.
Help To Achieve Success
The customers who are using the products for certain goals. And they look to get the work done.
Image source: convertful
If they notice that you are going the extra mile, they will feel a label that will make you loyal customers.
Pro Tip: Handling active customers is easier than the rest of the customer types. They are all set to become a loyal customer; you need to do more interaction and prove you value them.
15. Churned Customer
Another one from the same category is Churned customers; if something goes wrong or you receive a customer complaint, however, in some cases, the new or active customers can end up leaving the business.
They follow some traits such as :
- Some of the active or new customers leave during the customer churn for certain issues or some problems which are not addressed.
- They are still hoping that you can win them back.
- Here you need to be proactive and quick to identify
How Do You Approach The Churned Customers?
Well approaching churned customers, you need to be more careful and fast as they can be easy to get back.
There are a few approaches that you can consider, such as :
Investigate the Cause
Make sure you segment the churned customers and find out why they left out. Also, there are customer services and the complainants related to that; if you find any, then make sure to address them.
Image source: smartinsight
Fix The Issue
Try to make sure whatever they have to face, it will help in addressing the problem as fast as it can be. Once you get it, it will be easier to fix. And do it much faster.
Pro Tip: When you are approaching churned customers, you need to be more active so they can get their problems fixed.
16. Loyal Customers
Loyal customers are the best customers that you can find in the customer segment.
However, they follow the traits:
- They have the most chances of getting revenue.
- They have more repeat brands and refer to others more.
- The representation of Loyal customers has more advocates.
- Loyal customers have the strength of brand awareness and boost trust.
- You need to focus on working on what worked with them and make them stay with you so you can continue to deliver the experience to others.
How Can You Approach The Loyal Customers?
Even loyal customers are good for your business; you need to understand the right way to approach them so you can get the benefits, and to that; here are a few points for you:
Use The Spotlight
Feature your loyal customers in different segments like case studies, testimonials, and reviews. This will help in making them feel special and appreciated.
Image source: wordstream
It boosts credibility, and also, the customer feels important to the business.
Give Them Something
Loyal customers stay loyal to the brand when they receive something; it keeps them feeling appreciated but also connected with the brand. Returning something like an incentive, you can also boost other customers to become your loyal customers.
Learn From Success
Connect with your loyal customers and learn how they are using your product; this will help in understanding how the product is affecting their life and use this to attract more customers towards your brand.
Pro Tip: Handling loyal costumes needs attention and appreciation. The more you make them feel valued and appreciated, the better returns you will get.
17. Referral Customers
Referral customers are those who come from having loyal customers, and they are referrals.
Some traits that they follow are :
- Referrals are the ones who are using your services or products because of the loyal customers.
- They don’t usually have problems when using the services and products.
- However, some of them might feel lost when they are new here, so you might need to help them.
- These are fresh and have more trust than usual customers that the brand approaches, so it’s a golden opportunity to increase sales and purchases.
Referral customers are ready to purchase, and they have trust in the brand since it’s recommended by a trustworthy person.
Image source: referralrock
However, you need the right approach, and for that, here are a few points that might help you.
The referral customers are new to what you sell and offer; since they don’t know you directly, they have a lot of queries and questions. And for that, you need to take the first step and reach them.
Understand Them More
Referral customers have chosen your brand because they heard from their family or close relatives. Also, they came to you because they believe you have the answer they are looking for. That’s why you need to understand them more and reach out.
Consider the onboarding process, but tailor it for those who are new to your business. Give them the support and help they need to understand and get comfortable so they can make the purchase.
Pro Tip: Referral customers are the cheapest way of getting more customers. Here the brand doesn’t have to work to get their attention as they came on their own but to give them a reason to stay is on you. So make sure to focus on that.
Have a look at the Ways To Get Referral From Your Customers.
18. Latent Customers
Latent customers are another one from category C. They are mainly those who used to t be your customer but now they are not using it. There are some important traits they follow.
- Latent customers stopped using products due to their loss of interest or maybe they switched to another competitor because they have better to offer.
- They might have had a bad experience with you, but instead of telling you, they chose to leave.
- You can identify such customers through their behaviors. They don’t click through the emails you sent them or haven’t tried the products for a long time.
- If you fail to recover them, they might end up being the churned customers.
How You Can Approach The Latent Customers
Latent customers are still your customers if you know the right way of approaching them, well it includes points like :
Get in touch with them to understand the reasons why they left. Get the problem and identify the reasons first before you offer the services again.
Latent customers are usually those who have less trust or bitter prices. It’s important to make them believe that you have understood the problem and are solving it. They need you to listen to them and act fast.
Offer Something For Them
You have the history of shopping they did with your brand, there might be things they specifically looked at.
Image source: guides.co
You can make their shopping personalized by offering discounts or offers on products they used to buy.
Pro Tip: The ideal way to get them back after you gain their trust is to offer something which is valuable to them. Make their comeback special and exciting.
- Ultimate Shopify Store Product Photography Guide
- Ultimate Guide On Social Media Paid Promotion For Small Businesses
- Top 50 Shopify Stores That Are Earning Huge
- Beginner’s Guide On Guerrilla Marketing for Small Business
- 50 Checkout Page Strategies To Improve Conversion Rates
I am a certified and awarded marketing expert. I’ve spent the last decade reading and writing marketing books and blogs as well as my articles helps people to start their business from scratch or boost their existing business.