What is a Buyer Persona? How Does Understanding It Close Deals?
You may have heard the term “buyer persona” tossed around the sales and marketing world and wondered, do I need to make a buyer persona for my business? Buyer personas are a valuable tool to help you understand the unique needs, interests, and goals of your customers. With the help of your buyer persona, you can finesse pitches to fit certain prospects’ needs, and understand how to develop your product to fit an ever-changing market.
Ultimately, a buyer persona is an essential aspect of building your sales strategy. At the end of the day, using your buyer persona will help you reach a wider audience and close more deals.
An Overview of Buyer Personas
A successful buyer persona is a fictional representation of your ideal customer. To create a buyer persona, you need to delve into data about your past customers, like buying patterns, shopping habits, interests, and other pertinent details. Unlike the Ideal Customer Profile, which functions as an umbrella-term and is geared towards understanding your client base in broad strokes, your buyer personas summarize smaller sub-sections of clients.
For example, your company might have “college student Dan,” “work-from-home Martha,” and “young entrepreneur Pete” as your buyer personas. These representations help you understand various niches within your particular customer base. With this knowledge, you’re more prepared to tailor your sales pitch to appeal to a certain demographic.
Tips On Developing Your Buyer Persona
Now that you understand how a buyer persona functions, it’s time to talk about creating your own unique buyer persona. The first step is to gather information for each persona such as age, geographical region, budget, interests, and engagement level. You’ll also need to conduct research with current clients, potential prospects and your marketing department to discover what motivates sales and attracts new business After that, the success of your persona relies on understanding the unique qualities that make customers interested in your product.
- Start Small – Rome wasn’t built in a day, and you don’t need to rush to complete a whole assortment of buyer personas in a day either. Start with a customer demographic that makes up a large part of your buyer-base and go from there. Chances are, you’ll discover details that will inform other buyer personas as you do research for your first one.
- Focus on Behavior – While demographics do help you understand how customers interact with your company, focusing on buyer behavior is more useful for fleshing-out your personas. In this context, behavior describes elements like the way buyers interact with your brand (social media, email, phone etc.) how long they interact before they make a purchase, and if they are likely to be a repeat customer.
- Don’t be Afraid of Change – Buyer personas will naturally evolve as the market changes, your brand develops, or customer interest shifts. Don’t be afraid to do a buyer persona makeover every now and then.
How Do Buyer Personas Help Boost Your Sales?
Buyer personas offer you greater insight into your client’s needs. This is why so many companies still swear by using buyer personas to get a read on the current market and hone their marketing strategies.
- Understand Your Marketing – Understanding the habits of key buyer demographics will help you fine-tune your marketing strategies. For example, say you have a healthy email marketing campaign underway but aren’t getting much traction. With the help of your buyer persona, “young mom Melanie,” you might realize that most of your target engagement happens through social media. This way, you can redesign your marketing campaign to appeal to a broader swath of your target audience.
- Give Your Sales Team a Leg Up – Buyer personas help you understand what makes your customers tick. This, in turn, helps your sales team understand the best ways to communicate with prospective customers. With the assistance of studying buyer personas in advance, sales reps can enter meetings knowing the most viable strategies to close the deal.
- Develop New Products – When you understand the interests of the market, you can tailor new products to meet customer’s needs. This helps your business maintain a competitive position within the marketplace, and encourages continued customer satisfaction. It’s also helpful to understand customer’s needs when updating existing products. Take notes of FAQs, requests, and buying trends to understand how your business should evolve.
Working in Tandem with a Lead Generation Service
Part of successfully implementing a buyer persona is using the information to pursue qualified leads. With the help of LeadJen’s outsourced sales development team, you won’t need to worry about lead generation. LeadJen’s team of experts is dedicated to finding the right leads for your business. With flexible payment options and personalized services, LeadJen will work with you to fulfill specific goals and provide qualified leads that match your target demographic.
It’s time to put those buyer personas to good use. Join LeadJen today and start the journey to reach your professional goals.