Do you want the power to read your customer’s minds? Well, maybe not exactly. But you'll be able to reveal insights about your customer's decisions. You'll know what your customers are thinking about when they see your products or services. What makes them buy? What makes them not want to buy? You can learn all about your customer’s buying triggers by knowing your business’s buyer personas.
You can use buyer personas in your marketing to help your salespeople do a better job of serving customers by knowing their buying triggers. As a business owner, you can ensure your sales team's activities involving the customers will fit well with their needs. When you give the right attention to your customers, you'll impact their buying decisions. Especially when you know their pain points, they can feel like they trust you.
If you haven’t already thought about what your business’s buyer personas are, it’s a great way to discover your customer’s preferences. By predicting what their buying decisions could be, you can choose to increase your sales engagement with them so they’ll likely buy from you.
“When you combine the Buyer Profile with Buying Insights, you will have clear guidance for the decisions you need to make to win their business.” ― Adele Revella, CEO of Buyer Persona Institute
A buyer persona is an understanding of your ideal customers. Every business has their buyer personas to get to know who their different buyers are. You can find out more about buyer personas through your existing customer’s data, such as your market’s demographics and interests. You can even track all their emotional buying triggers to see what they care about most. For example, you might be serving a Busy Bob and Tired Tom as your clients.
Busy Bob could be your typical businessman who likes to spend his entire day at work. He has a family to support and is the primary provider for the house. He’s always working hard, and it’s not easy trying to sell him something if he can’t even catch a break.
Tired Tom is sick of failing many times in his career. He needs to find solutions fast that he can be comfortable with. He’s always looking for a way out of his current situation until he’s satisfied. He also wants to move out of his parents’ home as soon as he can.
You see how these two different individuals can be your buyer personas. It’ll be easier for you to engage in the sales conversation when you find out their buying triggers too. Perhaps you can sell to Tired Tom faster since he’s actively looking for solutions. And maybe it’ll take you a couple more tries before you can catch Busy Bob’s attention.
By knowing what your buyer personas are, you’ll unlock all the buying triggers that’ll help you convert your leads better. Here are examples of 7 buyer personas and how to read their emotional buying triggers in your sales engagement:
When you come across someone skeptical of your business, they might think to themselves, "I'm not sure." They’ll have a lot of questions to ask before they can make a decision. They are very conscious of their decisions. They want to make sure they can trust you and won't regret their decision. They’re proud of being skeptical because their goal is to feel safe knowing they’ve made the right choice, whether it’s to buy or not to buy.
This type of person is a critical thinker, and it'll take a while for your salespeople to close them. So be sure your sales team will be patient enough to go through the time and effort with the overly skeptical leads. You can tell if a person is skeptical over the phone if they don’t sound too comfortable revealing information about themselves. And they might prefer communicating through emails instead. Remember not to sound too friendly too fast, and to build trust first so they’ll feel more comfortable knowing you can help them.
Some leads prefer to buy only when there’s a promotion going on. They might’ve been ready to buy earlier but still waits until there’s a better deal. Promo chasers are leads who would only buy again if there’s a coupon available. These types of customers are not as loyal to your business. They’re willing to forget how great your brand is if there are no deals for them.
You might only have a chance to win this customer whenever you launch a promotion. Promo chasers will feel good after they buy, knowing how great a deal it was. So when that happens, here’s what you can do to grab their attention and get them to buy:
Relationship builders are leads who are willing to interact with you. Social interaction and engagement will excite them during the sales process. And they're not afraid to dominate the phone conversation. You can have your salespeople ask relationship builders a few questions, and they won't stop talking.
When you’re selling to a relationship builder, it’s best if you can paint the big picture for them and keep away from talking about the technical details. They like to know you’re listening to their ideas and joining in on their enthusiasm - it shows them you care. Sometimes they will even go off-topic about business and start mentioning something about their personal life. So be sure your salespeople are matching their tone whenever they get on a sales call with a relationship builder. If the selling sounds too much of a downer to these leads, then they might not end up buying.
Decision-makers are decisive and directive. They like to solve problems and are results-driven. These types of customers want to win, so they may come off as a little pushy and overbearing when they want something from you. They can also be demanding if they wish to have something done their way. Though it’s good to be decisive because they’ll have a clear vision of what they want. According to Forbes, data shows that being decisive will give you a higher potential than others in the workplace.
If you’re trying to sell to a decision-maker, your salespeople should show they can be decisive too. Be confident and show a willingness to take risks to get the help the customers need. They want answers right away. If this customer is a good fit for your business, you can succeed in winning the sale by not overcomplicating things. Decision-makers could dominant during a sales call. Don’t waste time trying to get a decision-maker to understand complicated issues. Be concise and agree with them as much as possible. Remember, they prefer things their way.
Buyers who like to collaborate are the opposite of decision-makers. They’re more easygoing, understanding, and considerate. These types of buyers are looking to solve problems with other people. So if you ever get on a call with someone collaborative, it's most likely they'll be respectful of you and your sales team.
Trying to sell to someone who’s a collaborator will need you to build and engage in the relationship with them. They want to know what you can do to help and all their buying options for the best solution. Try to answer any questions or needs to understand better what collaborators are looking for. Your salespeople will need to show thoughtfulness during the sales call. And if the call is taking longer than you expect, don't show frustration. Collaborators might not be ready to buy at that moment but will buy when they’re more ready. It could take them a while to decide because they want to run things through with other people first, such as their business partners or family members.
Analytical buyers like to think about past successes to predict their future success. They’re problem solvers who want to examine every situation from different angles. They like to know how things have been working for other buyers. Data and facts are what analytical thinkers seek. It's less likely they want something new if there's no proof of it working before. They could still buy new products they’re unfamiliar with, but it would take them longer to decide. It would cost them risk and a lot of time to process if it’ll be the right decision for them. That’s why they prefer to follow the rules, procedures, and standards to feel more trust in your business.
Before you get on a call with an analytical thinker, always prepare yourself to have data out in front of you. It’s most likely they’ll ask for backup information and other relevant details about your products or services. They might need some time to think about their buying options. So it’s best to be patient and don’t criticize this type of buyer. If any of your salespeople are too pushy towards an analytical thinker, then you'll immediately lose the sale.
Deep innovators are the opposite of analytical thinkers. They can care less about rules procedures. They don't even care about how the way things were working before because they like to develop new ideas and strategies. They prefer being independent and solving problems in their creative approach. They don’t need structure and want to figure things out on their own. When they see a problem, they're more than happy to keep searching for possible solutions.
When you sell to innovators, they would like you to discuss and produce ideas with them. Even if you have an organized structure for them, you should allow them to be creative in some way. They like to see new ways of doing things. Innovators could also be a little disorganized. So whatever you do, don’t stop their creativity. Your salespeople can hold off on telling innovators that they have to follow the rules to make things work. Instead, you can show them how your business can help achieve their ideas if they decide to work with you.
We've listed out 7 buyer personas you can observe from and learn how to read their emotional buying triggers in your sales engagement. Discover what your buyer personas are for your business so your sales team will better understand each lead’s needs during a sales call. They’ll be able to close more deals for you and sell to returning buyers with knowing their previous emotional buying triggers. Every buyer has different preferences, and it’s up to you to find out what they are. If you need to hire more closers who know your market’s buyer personas and their buying triggers well, you can always find a sales pro here.