3 Ways Buyer Personas Enhance the Customer Connection

The misconception that the B2B purchase decision is based purely on logic must be set straight. That truth is, we humans rely more on the emotion and instinct from the right side of our brain, than the logical and rationalized reasoning from the left side. Yes, even in B2B marketing. Your challenge is to master this right-brain selling—and connect with the intuitive side of our customers so sales messages resonate with their needs, pressures and preferences.

How? One way is by creating buyer personas of your target audience(s).

Use your sales team’s input and research to categorize your customer base into a handful of representative behavior- and psychographic-driven groups. For example:

  • The Thinker – She likes to feel in control, craves information and wants reassurance that all her needs and details are covered.
  • The Veteran – She has seen it all and understands the industry inside-out. She’s relationship-focused, wants to cut to the chase and only needs high-level details—because she knows instinctively if your company has the right stuff.
  • The Climber – He views his current job as a stepping stone on his way to moving up the corporate ladder. He’s very aware of his image and may want help “selling” this purchase decision internally.

Here are three critical benefits of using buyer personas.

1. Elevate the sales conversation

By personifying your customers, you’re automatically elevating the sales conversation to the emotional and intuitive level—where decisions are made—and moving beyond a mere recitation of features, benefits and price lists. Your team will better empathize with existing clients and prospects, and ultimately create a better buying experience that feels natural, not forced.

2. Align your marketing messaging with purchase triggers

By identifying the hot buttons and purchase triggers of each buyer persona group, you can tailor your marketing and sales messages to the priorities of your key customers. Customize your messaging to the “true value” that each persona group seeks; perhaps like this:

  • The Thinker – She may appreciate having an ROI calculator that demonstrates how your product or service may ultimately lower overall costs.
  • The Veteran – As an industry pro, she may simply need validation that you’ve got her back via quality products, great customer support and everything in between.
  • The Climber – He may want advice and supporting resources for winning buy-in from fellow stakeholders up the ladder.

Don’t forget that other stakeholders hold sway over the purchase decision, not just your contact. Equip your sales reps with supporting messaging to help them speak to the business challenges of all reluctant decision makers and influencers: for example, R&D, purchasing, marketing and operations.

3. Give your sales reps a door opener

Your hard-working sales team—especially the newbies—can always use new strategies for engaging prospects and deeper insights into their purchase mindset. By having a better understanding of the needs and priorities of your customers, you’ll arm your sales reps with inventive ways to start those critical conversations.

As much as we’d like to think the B2B purchase is 100% logical, it isn’t. We can’t forget that humans are emotional beings. By catering your marketing messages and strategies to the right side of your customers’ brains, you can help create breakthrough customer sales experiences that make a difference for your bottom line.

Contact us for help in bringing your selling relationships to life through the use of buyer personas.

About Jim MacLachlan

Tartan Marketing president, Jim MacLachlan, has more than 20 years of experience in marketing management, sales segmentation and strategic selling.

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