I always say that if we were all the same, what a boring world we would live in. People are different — what they like, what they don’t like — that’s why it’s important to remember that you can’t take a one-size fits all approach to consultative selling. It’s important to find your ideal customer by defining the buyer persona(s) that you want to sell to.
Defining Your Buyer Persona
What Are Buyer Personas?
Buyer personas are generalized representations of your ideal customers. By defining buyer personas you’re able to better understand your current customers and target potential clients by using content that appeals to their specific needs, behaviors and concerns.
Over are the days of taking orders for 25 branded coffee cups or pens from anyone who sends an inquiry to your general information inbox. Sometimes it is difficult to uncover who at a company is responsible for purchasing promotional products. Defining your buyer personas is important because it provides a road map for personalizing marketing and messaging to your ideal customers.
How Do You Define Your Buyer Personas?
The strongest buyer personas are based on a combination of market research as well as insights from your actual customers through surveys, face-to-face interviews, etc. You may end up with multiple buyer personas, but we’re going to help you lay the groundwork for your main persona. In addition, you should also consider defining your negative personas (customers that you no longer want to concentrate on).
- Interview your current customers either in person or via phone. Make sure to interview a variety of customers — customers you love working with and others that may be difficult to work with. Be sure to record (with their permission) or write down exact quotes from your conversations. Here are some questions to ask:
- What do you like and dislike about my products and services?
- How did you first hear about my business?
- Have you read the content that I’ve created?
- How do you normally see my content? How do you normally view content in general — not necessarily just my content.
- What challenges do you currently have that I can help you overcome?
- What are the ultimate goals of your campaigns that involve promotional products?
- How can I assist you to meet the goals you’ve set for the year?
Make sure to ask them specific questions about their promotional products purchasing information. If you’ve built this relationship, you may know all of this information, but it is always good to rehash it.
- Send a survey out to your current client base.
- Use website forms to capture company and demographic information about who is visiting your site.
- Interview your sales reps and other employees about their interactions with customers and prospects.
Compiling the Data You Collected to Define Your Ideal Buyer Persona
When your buyer persona is defined, you will essentially end up with four overarching categories that define the personas:
- Who they are based on demographic and personality.
- What motivates them, what their goals are, what their frustrations are and how they prefer to receive content.
- Why they do business with you.
- How you can serve them in the future.
Having clearly defined buyer personas is an important step in your overall approach to marketing and selling. Read more on setting yourself up for success with AIA’s Marketing 101: Setting Your Promotional Products Business Up for Success e-book, which can be downloaded from here.