5 Ways to Reach Buyers During a Downturn
In a world where the economy is constantly changing, understanding your buyer personas has never been more important. John Golden and Jim Kraus discuss the key factors that marketers and sales professionals need to consider when trying to reach buyers at the beginning of their decision-making process.
Here are five ways you can reach buyers during a downturn:
Understand the buyer journey: It’s crucial to map out the buyer journey and understand what triggers buyers to look at a particular solution, their fears and concerns, decision criteria, and desired outcomes.
Talk to recent buyers: Conducting interviews with recent buyers can provide valuable insights into what success factors are most important and what perceived barriers need to be overcome.
Focus on more than just features: Understanding the buying decision is not just about choosing the right solution with the best features, but also ensuring that all the other factors required for success are in place, such as training and integration with existing systems.
Stay on top of changes: The buyer journey is constantly changing, so it’s important to stay on top of any changes in the market, whether it’s due to the economy, environment, or new competitors.
Update buyer personas regularly: Revisiting buyer personas regularly is crucial, especially during a time when marketers and sales professionals are faced with numerous investment options and requests. This will ensure that you are staying relevant to buyers and showing your unique value quickly.
By understanding your buyer personas and their buying decisions, you can be more relevant to buyers and show your unique value quickly. Talk to recent buyers, focus on more than just features, and stay on top of changes in the market. By doing these things, you can successfully reach buyers during a downturn.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.