| How many times have you had your vendors | | | | - Listen. British Army Officer and founder of the |
| arrive at your office, ready to do their "Dog and | | | | Boy Scouts Sir Robert Baden-Powell once said, "If |
| Pony" show for the hottest, latest new product | | | | you make listening and observation your |
| that is coming to market? They create an | | | | occupation, you will gain much more than you can |
| amazing presentation, point out all of the great | | | | by talk." Proactively contact your customers and |
| new features, and tell you that this thing is going | | | | ask them what matters to them in today's |
| to sell through like gangbusters. Energized, you | | | | economy. What do they need for support? What |
| quickly put together a marketing mix of materials | | | | types of products and services do their |
| to spread the word about this new product, using | | | | consumers need and want? Then listen to the |
| the vendor-supplied postcards, e-newsletters, and | | | | answers. If you get wrapped up in selling your |
| point of purchase displays. Your message is clear | | | | products for the sake of selling, your message will |
| to your customers - this is the next must-have | | | | fall on deaf ears. Listening is the first step in |
| product. If you don't buy now, someone else will | | | | understanding your customers. |
| trump you. Then, after launching your marketing | | | | - Data mine. If you're not doing this already, you |
| campaign, you call your vendor back and ask | | | | should constantly be mining your database for |
| them why they think no one has bought the new | | | | "likenesses." After you've done some great |
| product from you. The problem? You were so | | | | listening, marry up those customers with like |
| busy putting together a strong message that sold | | | | needs and ideas and create a persona for that |
| the benefits of the new product that you forgot | | | | group. Do you have a number of customers who |
| to determine who it would actually benefit - who | | | | are located in the same geographic location? That |
| cares? You forgot to evaluate and address your | | | | could be another targeted group. Look for |
| buyer persona. | | | | similarities within your customer database and |
| If you look at the recent presidential election, vice | | | | you'll be able to develop different categories to |
| presidential candidate Sarah Palin worked hard at | | | | specifically target. |
| attracting hockey moms to the polls. She was | | | | - Ask for the referral. "You can't get what you |
| going after a buyer persona - a detailed | | | | don't ask for" certainly applies here. If you're |
| description of a profile that represents the real | | | | having a great experience with a particular |
| audience she was trying to attract. In previous | | | | customer, ask for a referral. Chances are that |
| years, the buyer persona "soccer mom" morphed | | | | one particular customer has "friends" with a similar |
| into "security mom" when violence and terrorism | | | | buyer persona. You can add them to your |
| became big issues in the political arena. | | | | growing database and target them with |
| Understanding the buyer persona of your | | | | messages tailored to their needs. |
| customers allows you to build goals, programs, | | | | - Utilize ROI. Like with anything else you dedicate |
| and strategies around your customers' | | | | time and financial resources to, creating buyer |
| decision-making process. Do they always wait for | | | | persona should ultimately provide you with some |
| a sale? Are some of your customers buying in | | | | sort of return on investment. If you create |
| bulk versus one-offs? How is the economy | | | | persona and market to them, but don't see any |
| affecting their budget? What types of marketing | | | | results, how are you going to measure what |
| materials do they respond to the best? | | | | worked and what didn't? What steps will you take |
| Postcards? E-newsletters? Personal phone calls? All | | | | to go back and tweak that persona profile until it |
| of this information is critical in understanding who | | | | works for you successfully? |
| your customer is and what makes him or her tick. | | | | Let's face it. If you are creating a message to no |
| If you truly understand your buyer - or in this | | | | one in particular, it will fall short. You can't market |
| case your customer - then you can put together | | | | to the masses (although some do try). Especially |
| a targeted plan based on qualified likes and dislikes. | | | | in today's economy, you must know your |
| It doesn't matter if you have a great product. If | | | | customers inside and out and take the time to |
| your message isn't targeted at the customer's | | | | get to know them better. You must get to the |
| needs, they'll pass it by. | | | | heart of what customers want, and then craft |
| Here are a few ways to create buyer persona | | | | your messages and programs around that. Not |
| for your existing customers and prospects as | | | | everyone wants the same thing. Making that |
| well: | | | | wrong assumption will cost you! |