Research shows that travel agents who sell more efficiently and more often, truly understand who their customers are. A great way to get that understanding is to create a buyer persona – a semi-fictional representation of your target customers based on data. Let’s get to know your ideal customer!
You might be thinking, “Ok. Creating a buyer persona sounds super important but how do I actually make one?”
Well, we’ve got great news for you! Creating a buyer persona is pretty simple – it’s kind of like describing the person you wish every single client you’ve ever worked with was like. So, let your imagination run wild here. Remember, it’s important to have a deep understanding of who they are and what kind of questions and challenges they might face during their buyer journey. If it helps, think of your buyer persona as someone you’re close to, like a best friend.
My Ideal Customer’s Story
If I were a travel agent, I’d target young professionals. Since I’m passionate about the environment and love outdoor activities, I would like my ideal client to have the same interests and values. So, I created Gus. Gus is 25 to 40 years old. He is a freelance web developer, which gives him an opportunity to work from anywhere with a stable Wi-Fi connection. His average income is $75,000 to $120,000 per year. Gus is single and has no plans of starting a family any time soon. He would really like to see the world before settling down so, he travels a lot, for work and pleasure.
Being environmentally conscious means a lot to him so he doesn’t mind putting some extra effort and money to purchase things that are organic, locally grown, and fair trade. He also makes a point to support local businesses. Gus’ biggest concern when travelling is time efficiency – he hates standing in lines because he feels like it’s a waste of his time. He also chooses child-free environments when possible. To him, minimalism and efficiency are always prioritized to luxury. He’s a busy person and values his own time highly which is why he uses a Travel Advisor (me) when planning his personal and work trips. He values someone who is not only able to provide him with an excellent personalized service, but also can predict his needs and tastes to create a top-notch experience every time.
See how specific your target audience can be? Buyer persona helps you understand your customers and leads better, which will make it easier to tailor your content, messaging, and services to their needs, concerns, and behaviors. To make it even easier for you, we’ve created an easy guide that’ll help you through creating your very own buyer persona. And remember, the Agent Engagement Team at TPI is always a phone call or email away.