Businesses often underestimate the power of understanding the clients’ mindset or how to identify a buyer’s persona. A strong sense of business intelligence can mean the difference between success and failure. Buyers are very fickle, emotional and impatient. Understanding their needs will make it easier to engage with them on an emotional level and tap into their psychology to find out their biggest wants and needs.
To understand how to identify a buyer’s persona and map their customer journey, think of a buyer like a balloon. On top of the balloon is the typical characteristics of a typical buyer: motivated, creative, goal orientated, and so forth. But inside that balloon is the core characteristics of a buyer: needs, wants, goals, and so on. Only once you have fully understood and mapped this core persona of the buyer will you be able to unleash the hidden characteristics within the balloon, such as their innate creativity, intelligence, motivation, and so on.
As you start to understand your customers’ psychology and understand their needs and wants, you will need to learn how to identify a buyer’s personality. This is not as easy as it sounds. There are many competing models, many methods, and even marketing systems that make it complicated. Fortunately, there are some steps that can help.
In order to understand the customer journey, start by asking your customers open-ended questions. These questions will provide a window into their customer psyche. For example, what are their biggest frustrations? What would they like to see as a result of a new product or change? The more information you gather from your customers, the more you will be able to understand their emotions and motivations.
From the information gathered, map the customer journey based on their preferences. Look for commonality and consistency. If a certain event or customer requires an adjustment to be made, make the adjustment if you believe it will benefit the customer’s experience. Otherwise, you are wasting your time and money creating products and services that will be ignored.
The next step on how to identify a buyer’s persona and map their customer journey is to focus on one core issue. Then, find out what would motivate a person to solve this problem. An issue that is addressed in depth usually results in positive word of mouth. If you address an important issue, but do not provide a plan to achieve the results you want, you are wasting your time.
Next, dig even deeper into the problem and identify your target market. Focus on their key challenges and needs, but do not go into detail. Tell them why this problem is important to you and provide an easy solution to their dilemma. People love to get their hands dirty and will be very interested in learning more about your solution and how it benefits them.
One last step on how to identify a buyer’s persona and map their customer journey is to develop your sales script. A good sales script will identify who your customers are, why they are important, and how they are motivated to buy. Start with a short story and tell them how the story begins. End with a story of why and how they should take action to solve their problem. It should be very short and straightforward.
How to identify a buyer’s persona and map their customer journey is only part one of building trust. The final step is to make sure that everyone in the company is on the same page. Make sure that every department and position are committed to the same cause, and is actively supporting each other. This includes supervisors as well as your staff. You don’t want to have a division between departments and everyone is trying to support each other.
There are many ways to use marketing psychology to identify your customers, but the core principle is to identify their persona and then build that persona as you communicate with them. You must provide them with a reason to buy from you. Once you have identified the persona, you then need to encourage and listen to them. A good way to do this is to talk to your customers about one of their problems. Ask what they need help with and then highlight your solutions to their problems.
One great question to ask is “Where were you when we needed you? When was the last time you had a problem? Were you even willing to get out of bed and deal with it?” The key is to identify what your customers need and connect with them on a personal level. It takes work to do this, but once you do you’ll be able to know how to identify a buyer’s persona and map their customer journey