In any business, it is crucial to identify your primary audience, which also applies to telemarketing. As discussed in our recent post, creating a personalised pitch is one of the 3 aspects of successful B2B telemarketing.
Apart from just knowing who your audience is, you have to go further than that and find out if you can fully understand them. You need to know their motivations, how they are similar or different, and many other details.
A buyer persona can help you achieve this. Check out our guide below on how to create an effective one for your telemarketing.
Step-by-Step Guide To Creating a Buyer Persona for Telemarketing
Here is a guide to help you create the ideal buyer persona for B2B telemarketing
- Start With Your Internal Team
It would be best if you started building your buyer persona from the information you already have. The first point of contact for that is your employees. It would help if you had everyone on the same page, including customer service, marketing, and sales. Before going out, you must consult your team members about goals, pain points, and common behaviours noticed in customers.
Hold discussions with personnel in customer service, marketing, and sales to get their ideas on the type of customers that buy your products. The sales team is essential because they interact with customers every day, and they will have information about some of the factors that make prospects make a purchase or not. Ask the sales team the following questions:
- What are the most popular objections from prospects?
- What types of customers do you usually meet?
- What are some of the reasons why customers select your business over competitors?
- Why do different types of customers usually make a purchase?
Ask your marketing team the following questions:
- Describe the marketing campaigns that showed the most success.
- What questions do customers ask frequently?
- What methods do you currently use for marketing?
- Describe the failed marketing campaigns.
- What pages on the website/blogs get the most impressions?
Ask your customer service team the following questions:
- What are customers saying about the product?
- What are the most common questions from prospects?
- What skills do customers need to have before using our product?
- What are current customers saying?
- Check Your Existing Customer Data
As we said previously about building personas from the information you have access to, your present customers are those you can contact directly after your employees. This usually means the people that are already engaging with your brand. Many of these people have already bought into your brand and are already part of your target personas. You should take information from people on both sides – those who love the product/service and those unhappy with it.
A great way to find these people include:
- Website visitors
- Insights from employees
- Social media followers
- Competitor’s customers
- Email subscribers
Analytics tools can help you get some information, such as social media followers and website visitors. Another excellent reason for starting with existing customers is the best bet is that you do not typically need to offer incentives for information. Many customers like people hearing their point of view, so interviewing them is a win on both sides – you can get information for your buyer persona and keep them happy.
You should also include former customers in this information gathering using the criteria: industry, region, product, customer lifetime value, number of employees. You can constantly tinker with this criterion based on the kind of product/service you are offering. This will help you identify the customer most profitable to you, their likes, and how you’re not meeting their needs.
- Making The Call
After obtaining a baseline of those that engage with your brand, you can further your research by calling them since we’re talking about telemarketing. At every call stage, stay attentive to the prospects’ issues and make them feel heard. Inform them that you are looking for feedback, and this should prompt them to be more open to sharing information, especially with existing customers.
- Analyse and Categorise Customers
You should get a lot of information where some will match, and others will be vastly different. You need to narrow down the group of people purchasing your product and their reasons from the information you have gathered.
- Put The Information on a Template
We’ve talked a lot about where to get information for your buyer persona. However, the data to collect can be a bit challenging. It is crucial to have a buyer persona template, as we will give one below so you’ll know which information to collect.
You should collect this information under four main headings, which include:
- Purchase Behaviour
- Challenges and Pain points
As expected, this will have all the basic personal details to form a compelling buyer persona. The identity information should generally include:
- Job Title
- Phone Number
- Work Phone Number
Challenges and Pain Points
This section should include some of the concerns your ideal customer may have. You can get this by answering questions like:
- What keeps your customer awake at night
- Why do new customers use you – what headache of theirs do you solve?
You should also try and get a little bit of understanding of the objectives you want. Typical questions that you will ask include:
- What does success look like for you?
- What would that success do for your team / company?
- What do you want to achieve with our service?
Depending on the type of product or service you sell, other relevant aspects that can help you build your buyer persona include:
- Familiarity with Product
- Frequency of product use
- Motivation for choosing the product
- Personality tendencies and traits
Throughout the process, never underestimate the need to keep all team members aware of your procedures for approaching customers and the right questions to ask. The experience from speaking with one member of your team should be similar when communicating with another.