31 Mar Do You Understand Your Buyer’s Persona?
Understanding your buyer’s persona will be invaluable in helping you and your customer service team to be more successful in closing a sale, and meeting the needs of your customer more effectively too.
If you are a HR Manager, Customer Service Manager, or part of the training team, it is essential that you understand your buyer’s persona. Without this, how can you successfully train your customer service staff?
Understanding your buyer’s persona will allow you to relate to customers on a much deeper level, enabling you and your team to reach out to customers in more effective ways.
Buyers today are inundated with multiple product choices and target marketed through email, social media, television and newspaper advertising. They are influenced by all of this as well as reviews and comments from friends, strangers and business associates – which is why you and your customer service staff need to be one step ahead if you’re going to close the deal.
As part of your training programme to understand a buyer’s persona, it is important to gather as much information as possible on the demographics of your target market.
If your company is B2B, you need to know the problems and issues they face that your product or service will resolve to really sell yourself to the decision maker. This includes factors like:
- Be ready to give quick-fire solutions.
- Be knowledgeable on your product.
- Be ready to get to the point quickly in an informative professional manner, especially if they are busy.
- Be prepared to take time and go into more detail. This will build trust and confidence; even if they are not ready to commit they will take away a positive impression of your company.
Is their reason to buy emotional or rational?
Most people, whether businesses or consumers, base their decision to buy on either rational or emotional reasons – sometimes both. Think about your company’s product or service, and the reason someone would buy from you.
Emotional reasons can often overrule rational. For example, if you are in the painting and decorating business – if a customer has used a decorating firm before who did a great job and gave a great service, they can feel trust and loyalty towards them and will choose to work with them, even if they are more expensive than you.
Building an emotional attachment between the customer and your company products or service will help to ensure that the buyer brings repeat business your way. Not only that, but they will recommend you to family, friends and business associates through reviews, testimonials and social media. Speaking of social media – that’s a great way to build an emotional connection between you and your customers by sharing relatable content and giving your brand a personality and a voice, rather than just a corporate logo.
What buying stage are they at?
Even if the potential buyer is only at the stage of gathering information about their purchase, it is still vital that they get the attention needed. An enquiring customer who is given time, information and expert advice on your product or service is then moved one step further to purchasing.
They will consider their options, comparing product and price with your competitors. But even if you are more expensive, your knowledge and the attention you gave them can give you the upper hand and win you the deal – if you truly understand your customer and deliver what they need.
Who are they buying for?
It is important to give the buyer your time, and find out who they are buying for. A decision to purchase can be more difficult if the product is for someone else. For example, buying a toy for a grandchild – the child’s wants are considered, but the decision to buy is still down to the adult. Interact with the buyer, find out about the recipients’ needs too as well as the buyers – that way you can convince the buyer that your product is the best choice for them and who they’re giving it to and you can then secure the sale.
How knowledgeable is your buyer?
This is an important factor when understanding your buyer’s persona. There is so much information available to buyers today between internet searches, social media, and product reviews. Learn to recognise and access quickly what they know about the company and the product or service they are looking for. More importantly, know everything you can about these things too. The last thing you need is a customer pointing things out on your website that you don’t know about, or telling you more about the products you sell than you can tell them!
Gradvert is one of the leading training providers in the UK, creating bespoke training programmes for businesses wanting to achieve their goals and move to the next level. Get in touch today for help with designing your customer service training programme and understanding your buyer persona more effectively.
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