#20: UNDERSTANDING THE COVERT CUSTOMER

Chip Royce, Flywheel Advisors

Time to read: 6 minutes

In the world of B2B sales, there’s a type of customer who’s like a hidden puzzle piece – the Covert Customer.

We’re not talking secret shoppers.

These customers are like secret agents, keeping their intentions and actions hidden from view.

Let’s explore this mysterious persona and the problems it poses for businesses trying to connect with them.

What is a ‘Covert Customer‘?

Imagine this: Some customers like to stay hidden, quietly researching without sharing much about themselves.

That’s the Covert Customer. Companies have a hard time understanding them because they collect information secretly, without any evidence.

Think about a software developer looking for solutions. They could seek advice online or from friends, without revealing too much about their company.

Or picture a company purchasing agent, checking out suppliers without showing their identity.

These are Covert Customers, keeping their moves discreet.

Cracking the Code of the Covert Customer

For companies, Covert Customers create a puzzling challenge. Their hidden actions mean less information to work with. It’s like trying to complete a puzzle with missing pieces.

Companies struggle to understand what these customers need and how to talk to them.

For instance, imagine someone looking to buy a new software tool for their business. Instead of shouting about it, they’ll quietly search online, read reviews, and gather information. They’re like online ninjas – researching without drawing attention.

Now put yourself in the marketer or sales executive’s shoes. You’re building an offer something to a customer they can’t see. It’s like trying to hit a target with a blindfold on.

Who Are Covert Customers?

The Covert Customer is usually a tech-savvy Gen Z or Millennial.

They became accustomed to researching while growing up in a digital era.

Because they grew up with the internet and mobile devices, prefer self-guided research in online spaces.

You’ll find that covert customers:

• Always do thorough research before contacting a company
• Are cautious because they think businesses care more about themselves than customers
• Are careful and ask their friends’ opinions before deciding to buy something

This behavior challenges B2B companies seeking to connect with this elusive persona.

Strategies to Unmask the Covert Customer

1) Find Insights in Your Data

Think of your data as a treasure trove of insights.

Businesses can discover customer interests by analyzing the actions of undercover customers.

It’s like deciphering a secret code – the patterns and actions reveal their preferences.

Just remember that your data is likely incomplete.

The signals you get here are starting points, not conclusions.

2) Build Trust

Covert Customers are cautious. They’re not going to jump into a relationship with any business.

So, building trust is key.

Give them useful information, be honest, and show you’re not only interested in their money.

3) Engage in Revenue R&D

Revenue R&D is the process of structured experimentation of different marketing and sales strategies to identify the most effective ones.

Experiment with new methods, try various messages, and see what connects with the Covert Customers.

It’s like tailoring your efforts to fit their style.

4) Sell Through Multiple Channels

Businesses should use different channels, just like spies need different tools, to reach Covert Customers.

Mix up emails, social media, and maybe even some old-school tactics.

Invest in partnerships and indirect channels.

Cast a wide net to catch their attention.

5) Try Account Based Marketing

Account Based Marketing is like crafting a personalized experience.

Instead of going after a big crowd, focus on specific individuals.

Show them you understand their needs and provide solutions tailored to them.

Solving the Covert Customer Conundrum

In the end, Covert Customers present unique challenges for B2B companies.

Their discreet nature makes it hard for businesses to know how to approach them. But armed with data insights, trust-building, creative strategies, and personalized efforts, companies can turn these enigmatic customers into loyal partners.

So, the next time you come across a Covert Customer, remember these strategies.

Reach out in a way that resonates with their style.

Finding the right approach for the Covert Customer is like cracking a secret code.

It opens doors to a new world of engagement.