<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=290086984736480&amp;ev=PageView&amp;noscript=1">
Search
word-map-thumb

The Alternative Board Blog

What is a 'Buyer Persona' and How Can It Boost Your Sales?

Sep. 13, 2017 | Posted by The Alternative Board Worldwide
Customer Persona Targeting Best Ideal Buyer Action Figures 3d Il

These days, it’s virtually impossible to lump all customers together and try to market to them the same way. Thanks to ecommerce and other consumer-empowering changes in the marketplace, the audiences you aim to serve have moved from one large, undifferentiated mass to many subsets with individual tastes and preferences, needs and challenges.

If you’re not careful, your sales team can waste valuable time and resources chasing after unqualified prospects who don’t really want or need your products. That’s what happens when a business relies upon a one-size-fits-all approach to customer acquisition.

So how can you adjust your sales and marketing efforts to identify qualified prospects and best serve your company’s various niche markets? One key strategy involves building a “buyer persona.”

You already have broad-based demographic information about your customer base. But creating buyer personas “takes 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.”

Here are tips to help construct buyer personas that fit your business and industry:

Organize your search for relevant data. A thorough profile of your customer emerges from numerous sources. Start by asking your current customers why they buy your products or services (as opposed to those of your competitors). What specific problems do your offerings solve? How do these products improve their own businesses and/or lives? Also, reach out to former customers and ask for candid assessments of what you did right (and wrong) when they were buying from you.

Look at trends and solicit online information. Most sales leads follow a certain pattern or trend; the key is analyzing the data to see what those patterns indicate. Have your sales team look closely at which customer appeals are most effective, and with which group of customers. Compile information relating to customer age, gender, location, job title, education level, etc. Make sure the team understands why customers make the decision to purchase your products—and, conversely, why other prospects choose not to buy.

Want additional insight? Download Hiring a Business Coach for Your Small Business now 

DOWNLOAD

Focus on solving problems. One or more buyer personas will emerge from all this data. You’ll have a fairly sophisticated profile of what your customers are like. The key from there is looking beyond who these people are and concentrating instead on what it is they require from you and your business. What problems do they face that you may not have considered before? Are there ways to upgrade your products to better solve these problems?

Create an ideal customer experience. By understanding a buyer persona, you can alter your messaging and the content you share on your website and social media. This will inform every stage of the marketing process, including product packaging and advertising, and customer follow-up after a purchase is made. You know the people you’re selling to, so you can reframe your message in ways that genuinely resonate with them.

Often, crafting a buyer persona will narrow the scope of your sales leads—since you’re not trying to attract everyone with one generic message across the board. There’s always a concern when your team is reaching out to fewer prospects. But by leveraging buyer personas and other pertinent data, the result will likely be a higher percentage of qualified leads, ready to move through the sales funnel, with less time and money spent on the qualification process.

Want more advice on improved marketing strategies for your business? Find out if a TAB Board is right for you!

To learn more about buyer personas and to help streamline your marketing pipeline, be sure to check out our September Business Owner Success Series webinar on that topic!

Read our 19 Reasons You Need a Business Owner Advisory Board

DOWNLOAD

Written by The Alternative Board Worldwide

Related posts

How To Find And Keep Profitable Clients
Aug. 13, 2019 | Posted by Phil Spensieri, TAB York Region
In my previous blog, I discussed why diversifying your client base is important for your business’ profitability. Once you’ve targeted the right people, how do you go about keeping those profitable...
3 Ways To Ensure Profitability By Diversifying Your Client Base
Jul. 30, 2019 | Posted by Phil Spensieri, TAB York Region
Diversifying your client base can offer incredible opportunities for your business, and can serve as a way to protect your business from revenue fluctuations, create ongoing growth, and increase...
7 Tips for Managing Millennials on your Sales Team
Jul. 25, 2019 | Posted by The Alternative Board Worldwide
We often hear that millennial employees are a breed apart, and require a shift in management style and perspective. The same can be said about a millennial sales team and what’s needed to effectively...
What's the Difference Between Business Development and Sales?
Jul. 18, 2019 | Posted by The Alternative Board Worldwide
At first glance, there doesn’t appear to be much distinction between business development and sales. Aren’t both activities geared towards generating more profit for the organization? Isn’t a sales...
A Quick Guide to Crafting an Effective Call-to-Action
Jul. 11, 2019 | Posted by The Alternative Board Worldwide
With all the talk about content marketing and direct mail marketing that businesses must try to keep up with, one essential element sometimes gets lost in the mix. Improving click-through rates to...
5 Customer Acquisition Strategies that Spur Growth
Jul. 9, 2019 | Posted by The Alternative Board Worldwide
Maintaining a strong base of existing clients is essential for every business, but acquiring new customers is equally important. Without an influx of new and prospective customers, a business may...
How Direct Mail Marketing Is Changing
Jul. 4, 2019 | Posted by The Alternative Board Worldwide
Is direct mail part of your current marketing strategies? Using tailored messages to attract targeted prospects is a valued marketing tradition. This encompasses a broad range of materials, including...
How to Generate Word-of-Mouth Sales Referrals
Jun. 25, 2019 | Posted by The Alternative Board Worldwide
Think about how you choose to make your purchase. There’s research you do online, or perhaps you’ve bought a product or service from a particular company before, and you’re comfortable doing so...
4 Tips on Creating a “Customer Experience” Strategy
Jun. 6, 2019 | Posted by The Alternative Board Worldwide
In your company, how much thought is given to the quality of interactions between your customers and your business? The experience your customers have when interacting with your brand can make all...
Turning Loyal Customers into Brand Ambassadors
May. 30, 2019 | Posted by The Alternative Board Worldwide
Gaining loyal customers is just the first step in an effective growth strategy. For many companies, the hunt is on for individuals who are so taken by their products or services that they are willing...