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21-Sep-2017 19:40

Will they be looking to move to another company or progress within their current firm? What the state of our buyer’s finances do tell us however, is what they can afford, and how easily they are likely to make purchasing decisions. Along the way, I’ve learned – relearned, actually – the importance of understanding your customers on a deep level. One of my favorite tools for understanding my customers is the buyer persona, but what I’ve found is that most people who use this strategy don’t take it far enough. What did they want to be when they were growing up?

That said, remember that when it comes to putting food on the table, the decisions we make are often out of necessity rather than choice – and the face we show at work may not be an accurate reflection of the person we are at home or with friends. What was their first ever job (remember that this may overlap with school or college)?

Simply knowing someone’s age, gender and geographic location isn’t enough – you’ve got to go deeper.