Posted by Bethany Handy ● May 4, 2014

The Importance of Creating Buyer Personas for Your Sales Team

the_buying_cycle_and_b2b_buyer_personas

Your sales team helps you notice trends in the market in order to figure out how you should advertise, where, and to whom. However, before they look for trends, they have to pinpoint exactly what market they are researching. This is where buyer personas come into play. These are a type of profile that indexes factors such as the gender, age, profession, education, financial situation, and motivations of potential customers. There may be other factors that you want to include in this profile but these are the general points of interest.

For Your Sales Team Only

Gathering this information may prove a bit difficult in today’s politically correct society. There are a lot of customers that may feel like factors such as gender, age, and education are offensive ways to organize information. If you use public surveys or e-mail questionnaires, make it clear that the information requested is for factual purposes that will provide your customers with a better product.

The Foundation

Building a business requires a foundation. Your buyer persona is exactly that for your sales team. It is the baseline by which they will gather the information that your marketing team needs to provide efficient advertisement. Each component feeds the next and the buyer persona is where it all begins.

The Factors

The factors of the buyer persona are all important. The sales team will use each one for different purposes during their analysis of market trends.

  • Gender. This is among the factors that some customers may feel shouldn’t matter but it does. Your sales team may find it difficult to analyze market trends for feminine hygiene products among men. It’s something that they simply wouldn’t use and that’s just an extreme example.
  • Age. In the market analysis, you’ll need to know the majority age of your customers. Your sales team doesn’t need to look into the trends of senior citizens who buy college textbooks if barely any of them are doing so.
  • Profession. This not only helps your sales team determine more about the financial brackets that your customers can shop within, but it also helps to determine the hobbies and habits among these customers. This matters because it shows when and why these customers will buy certain products.
  • Education. Similar to profession, this helps the sales team determine how much time and money customers have to shop with as well as what they like. Example: it’s improbable that a high school dropout will be interested in purchasing professional medical equipment.
  • Financial situation. This helps the sales team determine the price structure that a customer can shop within. Example: Customers who fall in a low salary bracket most likely won’t be purchasing a new sports car.
  • Motivation. This will determine how often a customer will shop for your products. Example: Parents of newborn babies will shop often for disposable diapers.

The Big Picture

All of these factors and components come together to create the big picture. This picture is what your sales team will use to search for potential buyers. It gives them a reference to what they should look for and creates a more effective analysis for everyone involved.

101 Buyer Personas

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