know-your-audience's-motives

Last time we talked about getting to know your audience for the sake of sales. Now, we’ll go a bit deeper and discuss getting to know your audience’s motives.

Donna Flagg authored an article in 2010 for Psychology Today on what makes an effective salesperson. She narrowed it down to three things: their ability to communicate, educate, and affect their target audience.

As you can see, being great at sales has nothing to do with genetics, but with passion for what you do. That, and having the right information at your disposal. Recently we have talked about learning what you need to know about your product and painting a picture of who your target audience is. Now, we’re going to take it up a notch.

What Makes Them Buy?

If there’s something I’ve learned when it comes to selling, is that those who are great at it know how to establish a relationship with their prospects based on nurture and trust.

Whether they build that relationship in one day or “forever and a day”, they manage to show how much they want to help their clients solve the one (or multiple) problems they have now. This is known to laypeople as being empathetic.

That is exactly the message your digital network must carry throughout your channels – regardless of their purpose. You need to show whoever is interested in buying your goods that you genuinely care about helping them out.

And to display this sentiment across your different platforms, you must know first what motivates your audience to buy your product or service.

Get to Know Your Audience’s Motives

In addition to having a clear view of who your target audience is, you need to know and understand what influences their buying decisions.

To make the right choices when you’re building your sales and marketing strategy, you must know:

  • what motivates them to buy your product or service
  • their purchasing patterns
  • how the prospects see themselves
  • how they prefer to make their purchase
  • and how they buy.

Marketing to the Thoughts of Your Prospects

To acquire this information, go back to the documents you collected at the start of this process, and answer the following questions:

  • How many different buying influences does your strategy need to appeal to?
  • How do they see themselves as buyers? Are they leading-edge, tech-savvy, good house keepers, or smart shoppers?
  • What concerns them most when making purchases? (price, quality, convenience)
  • Why do they need your product or service?
  • Why do they need it now?
  • Where do they usually buy their products or services?
  • When do they do it?
  • How often do they buy?
  • How quickly do they make their buying choices?
  • What kind of companies do they prefer to deal with? (small businesses, large corporations, local, socially responsible, etc.)
  • How do they pay? (credit card, cash, purchase orders, online, etc.)

Now you’re one step closer to building a consumer-driven digital media network. There’s only one piece of information missing: your market trends. Which we’ll discuss next.

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