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The Surprising Connection Between Your Core Beliefs and the Buying Persona

Jan 16

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1/16/2017 7:00 AM  RssIcon

The Surprising Connection Between Your Core Beliefs and the Buying Persona

What do socks, wrapped gifts and cans of food have to do with success? Everything.

Let’s start here: How do clients choose to buy from you? We often consider identifying prospects and customers by exploring their buyer personas. (A buyer persona is a profile of your client’s attitudes, concerns and criteria that shape them as a consumer.) Our focus on the clients is right and good, but we also need to take time and evaluate our own persona as a company.

You’ve heard it said that the keys to real estate success are “location, location, location.”  And, of course, we’ve all heard the familiar phrase “quality, speed, price: pick two.”  I would suggest our prospects at their core are looking for something more foundational – a gut level feeling when they make a purchasing decision. They want to feel good about making the decision. They want to do the right thing. Part of that feeling comes from the product and its value. Part of that feeling comes from what they think about the company selling that product.

If you asked your clients what they think of you – beyond what you sell and how friendly your salesperson is – what would they say? How do they really perceive you? Do they feel good about working with you? Are they proud to be associated with your organization?

I’ve had the joy of working at Kelmscott for 5 years. The owner supports many wonderful efforts to make a difference in our community. Here’s where we circle back to my original question. At Kelmscott, we have annual drives for socks, coats and Christmas gifts. A team of employees hand out items at the local food pantry. And there is a constant stream of opportunities to support the local Boy Scouts, Girl Scouts (who can say no to Thin Mints?), the PTA and more. The impact this has all made on our culture – and, yes, our success – is immeasurable. Our culture is defined by generosity and giving back. It is this culture that permeates through the employees and shapes who we are as a brand.

People who work at Kelmscott want to work at Kelmscott. We feel good about working for a company that values helping others. Our values channel through the staff into how things get done, the way we care for each other, and, of course, our clients.

In turn, my customers feel good about working with Kelmscott.

What’s my takeaway from this reflection? Building a company that is good to the core is something that comes from being intentional. In any position you hold in your company, from janitor to CEO, you can be intentional about creating a positive impact within and for your corporation.

Why do your clients buy from your company? It just might come down to who you are at your core.

Chris Tews