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Define a persona to optimize your sales

Published on: 02/08/2023
By: Erwan Coatnan de Kerdu

Is your company having trouble selling its services or products? Maybe your sales arguments are not convincing enough! Fortunately, there are many ways to improve your marketing strategy.

In this article, we will focus on the persona (also called buyer persona, personae and marketing persona) and show you how understanding your customers can help you optimize your sales.

Buyer persona: what exactly is it?

To sell services (or products) and make a company prosper, you need to convince many prospects, but facing the competition, it is not always easy to stand out. Therefore, whether it is to attract potential customers, obtain their loyalty or conquer new customers, you will have to arouse their interest and this requires an understanding of their different needs. The more you understand your customers, the more you will adapt your commercial strategies accordingly and increase your sales!

But how can you understand their needs and expectations? Simply by creating a buyer persona! Indeed, this fictitious profile represents a target group (or an ideal customer) and allows you to carry out a behavioral analysis in order to establish the right commercial strategy.

More concretely, the marketing persona allows you to :

  • Target the needs of your prospects to offer them adapted services and products.
  • Improve your understanding of consumers.
  • Create a relevant and persuasive message.
  • Establish targeted and adapted marketing campaigns.

How to create a Persona?

To create an effective persona, you need to collect a lot of information to answer the following questions

  • What are his main characteristics (age, gender, name, surname…)?
  • What are their needs?
  • Do they have any interests? If yes, which ones?
  • What motivates him or her, or on the contrary, prevents him or her from moving forward?

To answer these questions, you will have to do a lot of research on the targeted customer profile. For this, there are various solutions:

Searching the database

The database is aptly named because it is full of information about your customers. By analyzing the periods of connection, the purchases, the geographical zone… you will obtain essential data to adapt your marketing strategy.

Interviewing customers

Your customers are in the best position to answer your questions in a relevant way! By learning more about them (their tastes, needs, expectations…), you will be able to create a very realistic persona and perfect for an efficient strategy.

Take the time to analyze reviews

Many consumers leave reviews on the services or products offered by a company. By analyzing the reviews about your company, you will get valuable information about their consumption habits.

Establish a persona to define an effective selling point

What is a selling point?

The selling point is what will make you stand out from the competition. It is what attracts customers to your company rather than another. It must therefore be interesting and relevant!

Here are some examples of selling points:

  • The provision of new services.
  • The quality
  • A very low price

Buyer persona and selling point

To define a good selling point, it is important to take into account the expectations and needs of your potential customers, and this is where the creation of the persona comes in. Indeed, if your services or products are aimed at a certain type of customer, the creation of a persona will allow you to analyze their motivations (price, product quality…), their preferences… in order to establish a sales argument perfectly adapted to this clientele.
Let’s take a concrete example: you own a company that offers high-end cosmetics and your target customers are wealthy women. You then establish a fictitious profile from the data you have in order to define the needs, obstacles… of this target clientele. From there, you can make deductions. In this case, it appears that this clientele favors quality over price: your selling point will therefore be the quality of your cosmetic products (and not a good price).

The buyer persona: the key to your success

If you think that creating a buyer persona is a waste of time, you are wrong! It is an indispensable support to optimize your company’s sales, because it allows you to increase and retain your target customers. Don’t neglect it


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