Buyer Personas Help Us Connect Better With Ideal Clients

November 24, 2015 8:06 am


Buyer Personas Help Us Connect Better With Ideal Clients

buyerBuyer personas are fictional, generalized representation of your ideal clients.

When used properly, these buyer personas can help us define and internalize the clients we want to attract—helping us craft our services and strategies to fit their needs.

How To Create A Buyer Persona

1.Gather demographic info

You probably have quite a bit of this on hand already—basics like gender, income, occupation, and so forth. This data won’t tell you everything you need to know, but it makes a pretty sturdy skeleton on which to build your buyer persona.

2.Find customer and prospect pain points

What problems or concerns do your ideal customers face on an ongoing basis? If you’re going to be part of their solutions, you need to fully understand what they’re facing.Note: You should be looking for the pain points of multiple types of buyers. It’s unlikely you’ll have a single buyer persona to cater to. If you work with different industries, specializations, etc., separate their data by appropriate category. For example, Pharmaceutical Phil and Engineering Gina will have very different pain points and needs.

3.Set up interviews

You’ll want to talk to current clients, and prospects—even former prospects that went elsewhere for service solutions. Your customers can tell you what you’re doing right and how you fit their needs—as well as how you occasionally fall short. Prospects can offer insights into why they haven’t chosen you yet and what they’re looking for. And the ones that got away might have a lot to share about why they didn’t choose you. Maybe another firm has a deeper understanding of their challenges—or so it seemed at the time.

4.Send out surveys

When facing time or availability constraints, surveys can collect a lot of valuable data. While an interview or discussion can lead to deeper discussion and insights, some respondents may be more willing to open up—especially about negative points—in a survey format.

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