THE WINS understanding who your buyers are develop a targetable buyer description you can use to close
more sales learn to use personas and commonalities to overcome common
obstacles during the sales process
BUYER PERSONA
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
BUYER PERSONA Identify your best (and worst) customers Look for patterns as you go Identify characteristics they share.
Neighborhood Gender Marital status Profession Income level Education level
BUYER PERSONA
Psychographics: the study of personality, values, opinions, attitudes, interests, and lifestyles demographics=who, psychographics=why psychographic traits of your clientele can transcend
demographic categories!
BUYER PERSONA
White collar professional Within 10-15 years
of retirement Recently married FINANCIALLY LIQUID Values quality Enjoys DIY projects Myriad non-garden
interests
Doctor Bob
PREQUALIFYING LEADS
Is what they want something we provide? Do they value what we do? Do they value it enough to PAY FOR IT? Use a script!
SCENARIOS “tell me everything I should do. Hey can you draw that out for
me? How about I take notes?” The idea dump (squirrel!) “IDK, you’re the designer, that’s why you’re here. Tell me what
you’d do.” “I’m not giving you a budget because….” Client has a limited budget but HUGE ideas Client specifies a low initial budget but you think they’ll spend
more
MORE QUESTIONS FOR THE PANEL
Do you design to their budget, OR to their wish list? When do you find you need to say NO to a client or prospect?
SCENARIOS
“I don’t get it” – client is oblivious, can’t even find his house on the plan
Objects to cost, shuts down “won’t this look too different from what the neighbors have?”
MORE QUESTIONS FOR THE PANEL
How do you fire a problem client? Dealing w/ hostile and abusive clients
SCENARIOS
What scenarios have YOU encountered that you’d love to see ouresteemed panelists take a crack at?