Nobody goes into business long enough without acknowledging the reality of risk. Whether it’s investment, B2B buying, or hiring, every action (and more) has this element of uncertainty, a chance of going off-course.
Although, there are can also be far too many different approaches to this reality. For lead generators, understanding this is important because you want your prospect to experience the feeling of guaranteed safety that makes it easier to win sales.
The only way you can figure this out is by creating buyer personas.
Okay, so maybe you’ve already created personas many times in the past and maybe you also recognize their value when it comes to targeted marketing. Have you ever used them though to understand a prospect’s approach to risk? Here are a few key differences:
- Fear vs Desire – Most personas are built around pain points and budget constraints. You’re focused on just how much a prospect wants a solution. In spite of that though, it’s different when that desire is overshadowed by fear. Where does the fear of a business decision come from though? That’s right. It’s from the same department responsible for analyzing risk.
- A different kind of personal – As you’ve already guessed, a prospect’s attitude towards risk can make for a very personal question. It corresponds to the missing half of your persona’s psyche. You may already know what they want but you still don’t know why they don’t want the opposite. Unless you know this, what’s to keep you from accidentally confirming their fears?
- Information paralysis – Finally, knowing a prospect’s attitude towards risk can either paralyze your own decision to set a sales appointment or release you from that same paralysis. The latter is achieved when you understand what’s going to set off the red flags in your prospect’s brain. Don’t be afraid to use a persona as a sort of map of warning signs. Better to know you can never bring up a particular topic than try to waste your time arguing why not.
The sheer diversity of buyer personas should already tell you that pleasing everyone isn’t going to be easy. Still, at least you’re not inundated by catering to the same prospect with the same demands. You won’t get out of that rut though if you stick to only knowing what a prospect wants but not understanding how much risk they’ll take for it.