Just having a great product or service & a proactive sales team doesn’t guarantee you sales. You need to be selling to the right audience, for transactions to actually happen. And to do that… you need to know who your target audiences really are. A customer persona gives you just that.
It’s a profiling of the kind of people you think are or will be your customers. It may consist of information such as the target audience’s age, gender, education, country, designation, hobbies, usual active hours; even whether he’s a dog or a cat person 🙂
Why a Customer Persona?
Simply because you don’t want to spend your time & efforts in selling to someone who’s just not interested or incapable to accept your offer. It’s like selling a car to college students! Selling alcohol to someone who’s just not into drinking. Or offering a steak to someone who’s vegan.
Rather than going by your instincts, try to gather as much information about your target audiences as possible. Always go with facts & proven figures. This will really widen your reach to a lot of untapped audiences & attract the ideal customers who’d want to buy, not the ones expect to buy.
How a Customer Persona will Help?
It helps you design your products & campaigns that your target audience connects with. Preparing a customer persona also gives you detailed insights on your target audience, their behavior, their needs etc.
If you have the right customer persona, you will also be able to send personalized sales pitches to your prospects which will have higher chances of conversion.
Probable Questions to Ask for a Customer Persona
- Age of the customer?
- What’s his gender?
- Where is he from?
- Any children?
- Any pets? Dog/cat/bird?
- Is he into traveling?
- Educational qualification?
- Where does he work? Industry?
- Size of his company?
- What’s his role at work?
- Annual turnover of his company?
- Where did he hear about your products & services?
- His biggest challenges at work?
- Would he recommend your product and services to others?
- What’s his favorite pastime?
- Is this his full-time job or secondary?
There can be many more questions to ask, but here’s a good enough list to start with. Try to get as many answers as you can; The more the better.
Once you have all the data, make sure you have a well-defined strategy of how to design your campaign according to the findings in your customer personas. This is key! Creating a negative customer persona for your sales team to clarify who are ‘NOT’ your customers is also a wise idea & saves a lot of hassles.
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