Client classification and Hunt's ladder laws
Posted: Mon Jan 27, 2025 9:12 am
To actively and successfully use the Hunt ladder, it is important to understand its laws:
Every potential buyer starts climbing the ladder from the first step, without even realizing his true need.
A successful result can only be achieved if business opportunity seekers email list the client completes all levels without skipping any.
The purchase only occurs at the fifth step, but not earlier.
The first four levels provide the client with the necessary information to make a positive decision. However, his final choice has not yet been formed, since he is in search of the best option.
If a company keeps these laws in mind, the chances of creating long-term and successful relationships with its target audience will increase significantly.
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Hunt also classified all customers according to their behavior and level of development. As a result, three main types of consumers are distinguished:
Cold. Does not have a strong interest, so the company should not offer him clear terms of cooperation. The consumer does not even realize the existence of the problem, which means he has not yet thought about its solution.
Warm. Starts to look for possible solutions, since he has identified the presence of a problem situation. The client studies data on goods and services, evaluates opportunities and risks.
Hot is already ready to make a purchase, so he actively plans and chooses a specific company.
Each client at each stage has unique needs, so the interaction with them will differ.
Examples of Hunt's Ladder Needs
Let's climb the Awareness Ladder again:
First, no problems were found.
Second, the problem is identified and the search for solutions begins.
Third - all possible solutions have been found, we choose the best one.
Fourth, we have decided on the final product or service.
Fifth - purchase of the selected product.
The term "Hunt ladder" will help to better understand an example from a real business. Here we will give several of them at once:
A woman with small breasts.
A man whose hair is falling out on his head.
Noticeable varicose veins.
Overweight guy.
Now let's look at the situations outlined in terms of Ben Hunt's ladder of awareness.
At the first stage, no problems are found among people; carelessness reigns.
Situation #1 . Small breasts
If a girl does not pay special attention to her breasts when forming her figure, then upon reaching a certain age and build, she begins to develop a complex.
Situation #2 . Hair loss
Hair loss often occurs in middle-aged men. Many of them do not even realize the approaching problem at first or do not attach much importance to it. Men are sometimes unaware that there are various means to prevent hair loss at an early stage. Thanks to advertising, they understand the problem and begin to think about it.
Situation #3 . Noticeable varicose veins
Bluish veins protrude on the legs, but do not interfere with a person's life. Many do not pay attention to this, since varicose veins do not catch their eye. Therefore, they are not going to think about the causes of the disease and the methods of treatment.
Situation #4 . Overweight
The weight gain does not affect the person's physical condition in any way, since he does not have severe shortness of breath or excessive sweating. Therefore, no problem was found.
Every potential buyer starts climbing the ladder from the first step, without even realizing his true need.
A successful result can only be achieved if business opportunity seekers email list the client completes all levels without skipping any.
The purchase only occurs at the fifth step, but not earlier.
The first four levels provide the client with the necessary information to make a positive decision. However, his final choice has not yet been formed, since he is in search of the best option.
If a company keeps these laws in mind, the chances of creating long-term and successful relationships with its target audience will increase significantly.
Recommended articles on this topic:
Company Marketing Plan: Double the Company's Profits
KPI for the sales department: how to calculate and implement
How to get 3 times more clients for 2 times less
Hunt also classified all customers according to their behavior and level of development. As a result, three main types of consumers are distinguished:
Cold. Does not have a strong interest, so the company should not offer him clear terms of cooperation. The consumer does not even realize the existence of the problem, which means he has not yet thought about its solution.
Warm. Starts to look for possible solutions, since he has identified the presence of a problem situation. The client studies data on goods and services, evaluates opportunities and risks.
Hot is already ready to make a purchase, so he actively plans and chooses a specific company.
Each client at each stage has unique needs, so the interaction with them will differ.
Examples of Hunt's Ladder Needs
Let's climb the Awareness Ladder again:
First, no problems were found.
Second, the problem is identified and the search for solutions begins.
Third - all possible solutions have been found, we choose the best one.
Fourth, we have decided on the final product or service.
Fifth - purchase of the selected product.
The term "Hunt ladder" will help to better understand an example from a real business. Here we will give several of them at once:
A woman with small breasts.
A man whose hair is falling out on his head.
Noticeable varicose veins.
Overweight guy.
Now let's look at the situations outlined in terms of Ben Hunt's ladder of awareness.
At the first stage, no problems are found among people; carelessness reigns.
Situation #1 . Small breasts
If a girl does not pay special attention to her breasts when forming her figure, then upon reaching a certain age and build, she begins to develop a complex.
Situation #2 . Hair loss
Hair loss often occurs in middle-aged men. Many of them do not even realize the approaching problem at first or do not attach much importance to it. Men are sometimes unaware that there are various means to prevent hair loss at an early stage. Thanks to advertising, they understand the problem and begin to think about it.
Situation #3 . Noticeable varicose veins
Bluish veins protrude on the legs, but do not interfere with a person's life. Many do not pay attention to this, since varicose veins do not catch their eye. Therefore, they are not going to think about the causes of the disease and the methods of treatment.
Situation #4 . Overweight
The weight gain does not affect the person's physical condition in any way, since he does not have severe shortness of breath or excessive sweating. Therefore, no problem was found.