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The Alternative Board Blog

Pro Business Tip: Use Buyer Personas to Prequalify Prospects

Apr. 22, 2014 | Posted by The Alternative Board
Marketing Segmentation
Streamlined for Clarity

Do you receive a lot of inquiries from potential customers that turn out to be unqualified? While sales is a numbers game, you need to make sure you remain focused on your core competencies. If you are spending too much time on prospects that aren’t qualified, then your marketing process isn’t doing its job. Make sure your website and other marketing materials are very clear about who you work with.

Every business person knows about target markets, and you have likely defined your target market based on demographic targets such as gender, age, location, etc. Buyer personas take that a step further to include psychographic information based on actual current client and target prospect research to focus on why your target customer makes a purchase decision.

Pro Business Tip: Start developing your buyer personas by asking these 20 Questions When Developing Buyer Personas. Do not rely only on your own answers to these questions, but include your sales team, current clients, past clients, and people who have not become clients. Also consider implementing a survey for leads who ultimately decided to purchase from a competitor or substitute.

By now, you may be wondering what buyer personas have to do with prequalifying prospects. It boils down to the cliché example of the buyer who wants a hole, not a drill. If you take the time to develop your buyer persona, you will have a deeper understanding not just of who your ideal customer is, but what they need.

Want additional insight? Read 4 Step Guide to Strategic Planning now to learn more

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Targeted Messaging

Once you have developed your buyer personas and understand who they are, you can begin to craft your marketing messaging and communications around your ideal customer. Refer to one of our previous business tips articles, Business Tips from the Top: Websites That Attract & Convert to make the most out of updating your website. By targeting your message, you will find that your marketing is generating a lower number of leads, but a higher percentage of those leads will be qualified to move into the sales funnel, thus saving time and money in the qualification process.

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Written by The Alternative Board

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