What is a buyer persona?
A buyer persona is a descriptive profile of your target customer. The whatsapp number database profile may consist of data that represents your ideal buyer, such as age, gender, ethnicity, education level, monthly income, hobbies, products they buy, job designation, employment history, marriage information, etc.
Why a buyer persona in the first place? Well, you don't want to sell to someone who won't use or enjoy your products and services. As the saying goes, no size fits all.
Make sure the information you gather is based on facts, not just your instincts. A well-designed buyer persona should make customers flock to your store or website to buy the products or demand the services they want, rather than running around like people you want to buy from. Buyer personas can help you reach untapped markets and attract ideal customers from all walks of life.
Why is it important to identify your ideal buyers?
Detailed customer information will help you assess what your customers think, what they feel, what their problems are, what they expect from your product, and how they plan to use your products. With this information, you can carefully manage your marketing campaigns to achieve better results, rather than shooting in the dark.
Creating a buyer persona will help you better understand buyer behavior and, in turn, allow you to influence their purchasing habits . With this information, you will be able to track every step of the buyer before they make a purchasing decision. With a clearly defined buyer persona, you can allow your sales and marketing teams to select a specific set of target audiences that will have a higher chance of converting into customers.
Buyer personas help you create content that connects with your target audience. Not only from a marketing perspective, but also from a sales perspective, you’ll be sure to talk to interested customers who will not only own your products, but also endorse them as their own.
Depending on the personality of your buyer, you can create more personalized messages for your target group. For example, if you are trying to sell candy to children, you can hand them a flyer that says, “Turn that frowny head around with a fun pack of candy.” On the other hand, if you are selling candy to a working mother, you can send them an email that says, “Make your kids’ day more special with fun packs of _ candy.”
How to create a buyer persona?
Starting your buyer quest with a fixed number is not very thoughtful. While having 4-5 buyers is a good example, it is not appropriate for every product under the sun. Take the time and effort to create multiple buyer personas to keep the sales process simple and repeatable to ensure your company grows. A small set of buyer personas will also ensure that your messaging is crystal clear for whatever demographic you are reaching.
If you owned a grocery store called "Pets Only," an example of a customer would be "Animal Lover Lawrence." Hypothetically, Lawrence would be a 27-year-old man who owns a dog, a ferret, and an opossum. He goes to work at a well-known school as a professor of particle physics. He visits the "Pets Only" grocery store twice a month and spends about $350 on food and other toys for his pets. His hobbies include attending science fairs and fairs around town, and helping kids with their homework.
You can start by talking to existing customers who find your products and services useful and would be happy to recommend it to other customers . You can have candid interviews with customers with whom you have built strong relationships.
Questions to ask customers to determine buyer personas
What is your age?
Where are you from?
What is your gender?
Are you married?
Do you have children?
What is your educational qualification?
What company do you work for?
What industry does your company belong to?
What is the size of your company?
What is your role and responsibilities in your company?
What are your goals in your company?
Can you describe the sales process in your company?
How do you measure your success?
What skills do you need to do a good job?
Who are you reporting to? And who reports to you?
What is your company's annual turnover?
How did you hear about our products and services?
How often do you use our products and services?
What are the biggest challenges you face?
Do our products and services solve your problems?
Would you recommend our product and services to others?
What are the reasons to recommend our products and services?
How do you spend most of your time at work?
What do you do for fun?
Before you begin your buyer persona research, set clear goals for the end result. What do you want to know about your customers? Where will your research data or control group come from? Are the people you’re interviewing relevant to your brand or business? How will you use these personas to improve your marketing campaigns? How will your sales team use these buyer personas’ data?
Creating a Negative Buyer Persona
Buyer personas are a great way to attract the right customers to your storefront. While creating a buyer persona helps you generate more business, creating a negative buyer persona is also important because it informs your sales team of the types of customers you don’t want to go after. You may end up with nosy chatterboxes who want to know every little detail about your product and even learn about its return policy. However, they will leave your store without buying a single product off the shelf.
The simplest example of a negative customer is Petless Pete. If you own a “pets only” grocery store, Petless Pete would be that customer who has never had a pet but has thought about it countless times. When someone like Petless Pete walks into the store, your first question is, “Do you have a pet?” Pete might respond by saying, “No, I don’t know, but I’m thinking about getting a dog soon.” Since Pete doesn’t know when he’ll want to get a pet yet, you’re not going to make a sale by convincing him that abc is the best dog food brand. You’d rather focus your time and effort on finding people with three dogs in their homes than on helping Pete make a decision about getting his first pet.
Having a negative buyer persona reduces the losses your company incurs and improves the overall quality of your customers. For ideal customers, it will shorten sales cycles, preventing you from wasting time on indecisive window buyers.