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How do you research your buyer personas for sales development?

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Buyer personas are fictional representations of your ideal customers, based on data and research. They help you understand their needs, goals, challenges, and preferences, and tailor your sales development strategy accordingly. In this article, you'll learn how to research your buyer personas for sales development, using four steps.

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M. Noman Tabish -????

Business Development Manager at ECS Factory & UFT ?Driving Revenue Growth through Strategic Prospecting ?Client…
Anthony T.

Territory Executive
Antonio Torrente Reche

Mánager Mundo Proyectos en Leroy Merlín Espa?a | Retail | Business Intelligence | Startups

1 Step 1: Identify your target market

Before you create your buyer personas, it's important to identify your target market. This is the group of people or organizations that are most likely to benefit from your product or service, and have the budget and authority to buy from you. You can use various sources to gain insights, such as analyzing your existing customers' characteristics and feedback, studying your competitors' offerings and positioning, researching trends in your sector, and defining what makes your product or service unique and valuable.

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M. Noman Tabish -????

Business Development Manager at ECS Factory & UFT ?Driving Revenue Growth through Strategic Prospecting ?Client Acquisition & Multichannel Prospecting
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Developing a thorough understanding of your target market is the first step in developing persuasive buyer personas. You can take your marketing plan to the next level by utilizing insights from several sources and creating personas that connect with your target market.

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Anthony T.

Territory Executive
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Identiying buyer personas before outreach will help you have the right people involved in the process. Its much easier to have the right people involved early in the process instead of chasing them down later.

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Shaun Putter, CMSA?

Driving Business with Data | BCom, LLB (Cum Laude)
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I need you to get specific here. Obsess over your target market. Not only is it a leading indicator of your growth potential (shrinking pie = much combative competition) but, the more in touch you are with this market, the better you will understand the underlying elements that move your prospects. Do not be lazy here. It's the foundation on which you stand as a company.

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2 Step 2: Segment your target market

Once you have a clear idea of who your target market is, you can segment it into smaller groups based on common criteria. This will help you create more specific and relevant buyer personas, and avoid a one-size-fits-all approach. You can segment your target market by demographics, such as age, gender, income, location, education; psychographics, such as personality, values, attitudes, interests; behavior, such as buying patterns, usage frequency, loyalty; and needs, such as pain points, goals, motivations.

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3 Step 3: Conduct buyer persona research

Now that you have segmented your target market, you can conduct buyer persona research to gain more information about each group. Surveys and interviews are great methods to collect qualitative and quantitative data, while monitoring and analyzing social media activity can give you insights into customer challenges and goals. Additionally, utilizing your customer relationship management system can help track interactions and transactions of existing or potential customers.

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Shaun Putter, CMSA?

Driving Business with Data | BCom, LLB (Cum Laude)
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There's two layers to this. The first is understanding what motivates your buyer persona. Get in their head (have a one-on-one with some if you can) and live their issues, hopes, and their reason for working. Next, understand what impact the thing you're selling will have on them. You sell to humans. So motivate human behavior, not corporate behavior. The closer your selling points align with their mission (in a real way) the more onboard they will be.

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4 Step 4: Create your buyer persona profiles

To create your buyer persona profiles, you can use the data and insights from your buyer persona research. These documents should summarize the key attributes and characteristics of each buyer persona group. Give each buyer persona a catchy and memorable name, such as Marketing Manager Mary or CEO Chris. Use a realistic and representative image, such as a stock photo or customer testimonial. Include relevant details about your buyer persona's personal and professional life, such as their role, company, industry, education, family, etc. Describe the main problems or pain points that your buyer persona faces, such as lack of time, budget, or skills. Summarize their main objectives or aspirations, such as increasing revenue or reducing costs. Describe how your product or service can help them achieve their goals. Finally, include any additional information that can help personalize your sales development strategy, such as communication channels or decision criteria.

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Antonio Torrente Reche

Mánager Mundo Proyectos en Leroy Merlín Espa?a | Retail | Business Intelligence | Startups
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Comienza recopilando datos demográficos básicos y luego profundiza en los comportamientos, necesidades y deseos. Una forma de obtener esta información es a través de encuestas, entrevistas y grupos focales con clientes actuales o potenciales. Además, puedes analizar datos de interacciones pasadas, como patrones de compra, comportamiento en el sitio web y datos de redes sociales. Una vez recopilada la información, crea perfiles de buyer persona detallados que incluyan detalles como el trabajo, los objetivos profesionales y personales, los desafíos que enfrentan y las motivaciones que los impulsan a comprar. Crea una historia personal para cada uno para hacerlos más tangibles y comprensibles para tu equipo de ventas.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dan Drucker

Helping Nonprofits Build Lasting Donor Relationships & Impactful Partnerships | Together We Think, Do, Learn
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I'm surprised there's no mention of AI here. It is a tremendous research tool for sales. In something like ChatGPT, you can build very specific buyer personas, have it react and score different messaging approaches. You can quickly find info on industry challenges, company initiatives, positional needs, and any mentions of your target prospects in articles, posts, etc. And you can do it in a fraction of the time vs. traditional research. Time that you can now spend talking to prospects instead of staring at your computer.

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How do you research your buyer personas for sales development?

1

2

3

4

5

1 Step 1: Identify your target market

2 Step 2: Segment your target market

3 Step 3: Conduct buyer persona research

4 Step 4: Create your buyer persona profiles

5 Here’s what else to consider

Sales Development

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How do you research your buyer personas for sales development?

1

2

3

4

5

1 Step 1: Identify your target market

2 Step 2: Segment your target market

3 Step 3: Conduct buyer persona research

4 Step 4: Create your buyer persona profiles

5 Here’s what else to consider

Sales Development

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