Episode C1.008 Create a Profile and Buying Persona for Perfect Customer(s)

RESULTS RADIO..."Let's Grow Together"

Introduction
Hope everyone is looking forward to a great week. We have a few announcements to make about growth of the IBGR Network. 

First, we are doubling the number of new and returning visitors to the site. July was twice June’s numbers and we beat July’s numbers over the weekend.

Second, with the addition of Gambia on Sunday, IBGR is now heard by entrepreneurs in 100 countries. That is 51% of all the countries on the planet. 

Third, we have declared war on Covid19. That is not on the disease itself, just a worse variant of the flu. Our declaration is aimed at those politicians and bureaucrats that are making arbitrary, non-science based decisions on economic activity. People with no skin in the game, collecting checks from our taxes are deciding which business lives or dies. If you do your own research, a stark reality will become apparent - what is happening in your country is not based on science - it is based on power and control.

Check these articles out as reference points:

• Sweden Hits COVID-19 "Triple Whammy": No Lockdowns, Low Deaths & Minimal Economic Damage
• Lockdown Restrictions Are A Test To See How Much Tyranny Americans Will Accept
• THE TRUTH ABOUT COVID19 - DON'T LET THE BUREAUCRATS AND POLITICIANS GIVE YOU A LINE OF BULL.

Put all of this together and we are your advocates against the forces of statism and command economies. We understand entrepreneurs are a different breed that don’t live by the leave of others - why? Because everyone at and associated with the station are entrepreneurs. We are building a network of ideas, insights, and tools that will help you navigate the pandemic and beyond.

JOIN our community and Let’s Grow Together!
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Show Objectives - The Why
There are common misconceptions about the difference between ideal customer profiles and buyer personas. They have similarities in that they both include a set of guidelines you can use to qualify leads. Where you’ll see a difference is how and when you use them. Do you need both an ideal customer profile (IPC) and buyer personas? Let’s break it down and figure out where to start.
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Defining both your ICP and buyer personas can help one another. You want to ensure that your ICP is advising you on accounts you should be targeting by defining the qualities that are needed, and your buyer personas inform you as to the kinds of individuals you are creating content for, prospecting, and the types of questions they should be prepared to field.

Key Issues - Owner Perspective

1. What is a persona - generalized representation of ideal customers 
2. Based on market research and insights from current customer base 
3. Selects and deselects - Pay close attention to who to avoid
4. Combined with location in the sales funnel 
5. Background: Demographics -Identifiers - Goals - Pain Points (Challenges)  
6. How we can help: Quotes - Objections - Marketing message - Pitch

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What You Need to Know - The What
An ideal customer profile (ICP), commonly referred to as an ideal buyer profile, defines the perfect customer for what your organization solves for. This is a fictitious company that has all of the qualities that would make them the best fit for the solutions you provide. If done correctly, an ICP can help define the problems you're solving for, align your product/service capabilities with customers’ needs, and assist in laying out your future road map for product/service updates and changes.

A buyer persona is a semi-fictional, generalized representation of your customers that account for the demographics, goals, motivators, and challenges they are facing. Buyer personas provide structure and context for your organization. A company might have anywhere from two to five personas. Buyer personas are based on market research and real data about your existing customers. 

What You Need to Do​​ - The How

1. Create an ideal customer profile: Find out which characteristics your happiest customers share; Prioritize companies with a strong life-time value using CRM; Look for ready, willing and able customers; Document your ideal customer profile framework
2. Create a buying persona
3. Use this information to set up your CRM and create your marketing and sales campaigns and copy.
4. Update your profile and persona as your business grows and evolves. 

Resources: 

• https://blog.hubspot.com/customers/ideal-customer-profiles-and-buyer-personas-are-they-different
• https://blog.alexa.com/10-buyer-persona-examples-help-create/
• https://blog.hubspot.com/marketing/buyer-persona-research
• https://www.digitalcurrent.com/blog/customer-profiles-and-buyer-personas-defined/

Shows

• Previous: Episode C1.007 Potential Customers Level of Satisfaction with Competitor Offer and Experience by Micro-segments
• Next: Episode C1.009 Determine the Lifetime Value of Perfect Customer(s)

 
Written/Curated by Donna Kunde

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