how to identify buyers needs

You know the saying: You never know someone until you’ve walked a mile in their shoes. For marketers, that saying couldn’t be more spot on.

Learning how to identify your buyers needs by figuring out how your buyer thinks, acts, investigates, and decides on a purchase is invaluable when shaping your marketing campaigns. It lets you connect on a deeper level and guide your buyer along the purchase process in a way that feels smooth and natural.

Before you put together your next marketing campaign, you should know these five factors about your buyer.

1. Action Triggers

Identify what it takes for your buyer to take the next step
What does it take for your buyer to take the next step?

What was it about your business’s communications that triggered your buyer to take action with your brand? Was it your price? Did your customer service team shine at just the right moment?

Understanding what inspires a prospect to take the next step with your company is critical. It’s a defining moment in her relationship with your business and one that you can’t ignore for future transactions. Understanding what gets your buyer to act will help you shape your messaging and craft stronger marketing campaigns.

2. Benefits

What benefits will your buyer experience when she makes the purchase? How will she consider this buy a “success?”

Knowing what the benefits are when buying your product or service allows you to position your messaging a little bit differently. You strengthen the way you talk to your prospects because you know how this purchase will improve their lives. You resonate on a much higher level with the people interested in your brand because you know the “why” behind the purchase.

3. Objections

What would cause your prospect to not buy? Why would your prospect choose a competitor over you?

No matter how outstanding your product might be, someone will find a reason not to buy it. Whether the objection is fiscal or emotional, you need to know what could stand in the way of your buyer making a purchase.

You need to know what could stand in the way of your buyer making a purchase. #DemandGen @mygroovedigital

4. Reasoning

What criteria does your buyer use when making her decision about whether or not to work with your brand? This typically pertains to the features of your product or service but sometimes it can have something to do with your company’s attributes or culture.

Consider Tom’s shoes for example. Tom’s donates one pair of shoes for each pair someone buys. Many buyers purchase the shoes for the comfort and fashion. Although those are important attributes of the product, most of Tom’s buyers also consider the social responsibility of the company.

The growth in popularity of the brand means that more and more people are checking out the Toms Shoes range for themselves. The company understands that people are looking for something a little different, and also knows that its target audience has a certain expectation of brand experience, so it’s built its business accordingly. – Footasylum.com

To get an accurate gauge as to why the customer bought from you, listen to their criteria in their words. Ask them to compare and evaluate your product against the competition and then pull out the top attributes that attracted them to your business.

5. Experience

No matter how simple a purchase might seem, there’s always an experience that a person goes through when deciding to buy. This can be something as simple as seeing a coupon and going to the store with the kids, or something more complex. You might already know the sales cycle of your product, but how well do you know what this experience is like through the buyer’s perspective?

identify your buyers needs with questionsAsk your buyer the five core questions:

  1. Who was involved in the decision?
  2. What resources were used to make the decision?
  3. Why did they look for or talk to those resources?
  4. When did they know they were ready to buy?
  5. How did they make the final purchase?

Understanding what happens with your buyer from start to finish will help you gauge exactly what the process is like for her.

Final Thoughts

Knowing your buyer inside and out is vital to your long-term success. To learn more about how to understand your buyer on a deeper level, download our free guide, “The Ultimate Marketing Guide for High Growth Companies.”