Are your prospecting emails and sales calls not getting a response? Or are you having a few great conversations with a prospect only to be met with silence once the proposal is presented?
It can be frustrating to know you have a solution to a problem your target audience is currently facing, but are unable to gain their attention and close the deal.
So, what can you do to get potential customers excited to talk business and eager to make a purchase?
The answer is reducing friction throughout the buying process and tailoring your message to each specific audience, or as we like to call them, Buyer Personas.
What is a Buyer Persona?
A buyer persona is a fictionalized characterization of your best customer(s) based on information about them and how they use your product or service.
Creating buyer personas should go beyond outlining the groups you sell to— they should include an in-depth behavior assessment and feature ways you can attract and delight them throughout each stage of your buying process.
At the end of this blog, we provide a step-by-step template to help you create your own Buyer Personas.
Be Helpful and Authentic
Do you understand what an engineer cares about versus what an operations manager cares about? And are you presenting them with the appropriate resources (like blogs, case studies, and white papers) that address their specific pains?
A key part of getting prospects excited to talk business is building trust and showing them they’re more than another contact in your database.
If your interest in them is genuine, then they are more likely to be open about their concerns and be receptive to in-depth conversation. Here’s what you can do:
- Speak their language by using the terms they use
- Give them resources they care about
- Answer their questions preemptively
Provide Value Before You Extract Value
How would you feel if someone proposed to you on the first date? It would probably scare you away! You should always provide value before you extract value.
Don’t jump stages. If you have a prospect in the awareness stage who is just visiting your website for the first time or is someone you’ve only had one brief conversation with at an industry event, you may not know exactly which buyer persona they fit in and how you should best assist them.
The key to closing deals is being able to build a relationship with each audience who uses your product or service.
Ready to Create Your Buyer Personas?
Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow-up, and really anything that relates to customer acquisition and retention.
When creating buyer personas, don’t just focus on demographics. Here are some questions to get you started.
- What do they care about?
- How do they make decisions about what they buy?
- Where do they spend time online to learn about new topics?
- How do they like to be communicated with?
- What needs to happen for this persona to feel satisfied?
- What aspects of your product do they find the most confusing?
- What are their objections?
Download this Buyer Persona eBook and Template for more information.