Know your characters: understand your clients to connect better and sell more jobs
Download as PPTX, PDF•1 like•405 views
The document discusses strategies for developing buyer personas to better understand customers and improve sales. It emphasizes identifying common characteristics of best and worst customers to develop semi-fictional representations of ideal buyers. This involves analyzing demographics like age, income, and education as well as psychographics like personality, values, and interests. The document also provides tips for prequalifying leads, conducting initial consultations, presenting design plans, and obtaining reviews and referrals.
Know your characters: understand your clients to connect better and sell more jobs
- 2. 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
- 3. 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.
- 4. 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
- 5. 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!
- 7. 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
- 9. PREQUALIFYING THE LEAD BECAUSE NOT EVERYONE LOVES YOU
- 10. 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!
- 11. PREQUALIFYING LEADS Do you still need to prequalify if you’re charging for the consultation?
- 12. SCENARIOS The excellent referral The shopper The “doesn’t believe in paying for design”
- 13. THE INITIAL CONSULTATION ENOUGH ABOUT ME, LET’S TALK ABOUT ME
- 14. THE INITIAL CONSULTATION Purpose Agenda Logistics Outcome P.A.L.O.
- 15. 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
- 16. 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?
- 17. PLAN PRESENTATION IT’S TIME TO START THE MUSIC, IT’S TIME TO LIGHT THE LIGHTS
- 18. 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?”
- 19. MORE QUESTIONS FOR THE PANEL How do you fire a problem client? Dealing w/ hostile and abusive clients
- 20. GETTING REVIEWS AND REFERRALS ON A SCALE OF 9 TO 10, HOW MUCH DO YOU LOVE ME?
- 22. SCENARIOS Asking for a review Asking for a referral Addressing a negative response
- 23. SCENARIOS What scenarios have YOU encountered that you’d love to see our esteemed panelists take a crack at?