I am in Vermont and yesterday entered a promising art gallery.
A woman behind the counter explained this was a collective of 13 local artists. I looked around quickly and said, “everything looks wonderful” but then more or less kept moving through the store. She then saw me standing over a display of earrings and asked if I was looking for a gift. I nodded and said, “I think so.”
She then smiled and said, “Do you know there are two kinds of customers?” I said, “I don’t, what are they?” She said, “There are gatherers who enter the store and look at every piece of art and there are hunters who know what they are looking for.” I said, “That’s brilliant.” She added, “Thinking like that helps me understand my customers.” I said, “I’m pretty sure I’m a hunter.” She didn’t respond, but just smiled.
In our work many of us run our own version of an art collective and it’s helpful to consider how customers approach our store. There are those who might stay awhile and look at everything we offer, but there are also customers looking for something in particular. They are two different “animals,” so to speak, and it would be wise to notice and to treat them differently.
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