It’s at least curious to imagine that a person who bought something from you a while ago might not be the same customer who would buy something from you today, right?
However, this is happening more and more frequently. It is not something that only exists in one or another market segment. This applies to any business. If you work in real estate, for example, a couple who bought a property months ago might not be able to buy the same property today.
Whether due to constant changes in interest rates, market value, shortage or excess of properties.
These constant changes apply to all markets, some with greater intensity, others with less, the fact is that no one is immune.
Now you will know exactly what and how to do to identify your Buyer Persona, the ideal customer profile and what to do to identify changes
What is Buyer Persona?
There are several terms used to define what a Buyer Persona is. In practice, it is the franchises: how to expand through marketing digital definition of your ideal customer profile. Every detail, no matter how simple it may seem, has an impact on defining who your best customer is.
Among the information present in the Buyer Persona are:
- Age
- Where do you live (State, City, Neighborhood)
- Education
- Profession
- Marital status
- Hobbies
- What you don’t like
- What do you like most?
Customer Profile Mapping
Consumer purchasing power changes frequently. As does behavior, you need to be aware of changes, even if they are subtle. To avoid losing information and to be able to identify changes in the personalized service and omnichannel experience of your buyer persona (ideal customer), carry out frequent detailed mapping.
Click here to download the persona map we use if you don’t have it.
Choose one of your recent customers and write down their information. Focus on one individual. If you are just starting out and have not made any sales or do not have enough information, describe the profile of a person you consider to be an ideal buyer.
Name, age, where you live, what you like to do, income, etc.
The greater the level of detail, the faster you will be able to identify changes in behavior. Map by product, by segment, by profit, whichever you prefer.
Now that you know exactly what your customer profile is like at this moment, you can make periodic comparisons. Every 15, 30 or 60 days. The important thing is that you will know if anything has changed and thus take preventive actions.
My Customer Profile Has Changed, What Now?
The second step is a simplified b2b reviews of the methods used in Pcontrol , which has helped mainly micro and small companies to not only remain active in highly competitive markets, but mainly to increase their results between 15% and 37%.
Once the behavior has been mapped, it is time to act to adapt to consumer changes or capture customers with the new profile.
But how can we change without losing our essence, vision, mission and values?
It is necessary to pay close attention to detail so that the adaptation brings benefits to everyone in the company.
I have separated two points that are the basis of the Pcontrol method and will directly help you to start applying it in your company today:
How to Identify Behavior Changes?
Consumers change very quickly, so you have to be quick. But act smart.
Acting intelligently means making decisions based on statistical data, not guesswork. Carefully analyzing all the information generated, even the simplest, will keep you one step ahead.
It will be easier to make decisions based on information. After all, if you have done a good mapping, you will be able to monitor the results generated and begin to “predict” possible changes in behavior. You will be able to execute assertive actions, increase revenue and avoid losses.
A practical example of what is described above
One of our clients is a language school. When we first started working with this company, the information we received from the management and sales team was that 80% of the school’s students were students who attended a nearby university.
With the consumer profile mapping carried out, the data showed that this information was wrong and in fact, college students represented just over 35% of the total customers, 42% were employees of companies seeking a salary increase and 23% were young people who had not even completed high school.
When the language school opened, there was a great demand from university students, but this period had already ended and the company still behaved as if this was its main source of customers. Of course, once the change in behavior was identified, marketing actions were also adapted.
Based on consolidated data, it was possible to act directly and with quick results.