Do I need to know
about a buyer persona? It is extremely important for HVAC business owners
to understand their typical target market characteristics. In so doing, they
will gain deeper knowledge of buyer needs and expectations.
This knowledge will be crucial in developing HVAC services
that are not only customer-centric, but also effective in solving customer
So, What is a buyer
persona? It is a fictional representation of your typical target customer.
This fictional character bears all the qualities of your prospects. The
qualities of your buyer personas are acquired through in-depth research and not
Beyond just understanding your customer needs, creating credible buyer personas assists your marketing efforts in tailoring your promotions for particular segments of the target market.
In simple terms, understanding your buyer personas will greatly enhance your marketing strategy, as the content you create is well targeted and personalized.
What are the 4 buyer personas?
For you to target your marketing efforts effectively,
understanding the four main
buyer personas you are likely to encounter in the market is vital. Get to
understand how your target market behaves when buying your services by taking a
closer look below.
Humanistic buyer persona
This buyer persona can best be described as a paranoid
buyer. As opposed to being pragmatic about their purchase, they rely heavily on
their emotions. If they do not feel a special kind of bond with their sellers,
they tend to hesitate a lot.
A person who relies on their feelings to make buying
decisions may need more than a casual sales pitch to close the deal. For such
buyers, concrete proof is everything. It is important to engage them personally
and provide some demonstrations, if possible.
Spontaneous buyer persona
This type of buyer easily responds to reflexes like, ‘Buy
Now!’, ‘Clearance Sale’, or ‘While Stocks Last’. They react quickly to emotional
triggers like excitement and validation that drive them to make an impulse
They tend to emulate what their friends or influencers have
or are buying, just to feel in the same boat. Even if it was not in their initial
budget, they will still find a way to acquire the service right away without
thinking of the consequences or details of the product.
Methodical buyer persona
These buyers ride on solid facts and comparisons. They
heavily rely on other buyers’ reviews to buy from you. They are also extremely
cautious and will always research your services to find out all the fine
details of why they should consider you over the next service provider. They
always demand evidence of how your services can solve their problems.
Once you succeed in persuading them however, they become the
best buyers who stick with you even for repeat business. In other words, they
are easily convertible into loyal buyers.
Competitive buyer persona
These types of buyers love to be in control of their buying
decisions. They cherish value for their money and hence proving harder to
convince. They do not appreciate being rushed into a buying decision and will
always take their time to perform strict background checks on your service
before committing to buy. They always want to find out what makes you better
than the competition.
Where does the typical HVAC customer fit?
Having understood the buyer personas you are likely to
encounter in your business, let us now apply the behavioral patterns of the
different personas to your HVAC clients.
When dealing with customers needing an installation service,
you are likely to encounter competitive, humanistic, and methodical personas.
Why? Because an installation service is highly technical and
detailed. Such buyers will probably require more information about the
installation process, costs, alternative designs, or structures as well the
warranty terms in order to gauge value for their money.
A client seeking for repair services is more likely to
display the qualities of spontaneous and humanistic buyers.
Depending on the magnitude, frequency, and type of repair, a buyer may be spontaneous because they need a broken emergency fixed immediately to continue using the item.
For lengthy repairs, a buyer is likely to be humanistic, as they only need a repair service they can trust and identify with maybe from the neighborhood. They value relationships and would rather go with a referral from a family or friend.
Maintenance being a frequent service may attract humanistic
buyers and methodical buyers since they value relationships. Most clients
outsourcing maintenance services do it regularly hence a relationship built on
trust is what a humanistic and methodical buyer values and may keep contacting
the same service provider each time.
How do you optimize for these buyer personas?
Having identified and segmented your different buyer
personas, you ought to also think about realigning your service delivery to
better address each buyer’s needs optimally. Here is what you can do to achieve
Research alongside the customer
If a methodical buyer researches your service before opting
in, seek to understand where they source their information. Where do they perform
their service comparisons? This will enlighten you more on how you need to
package your service when approaching them.
A humanistic buyer who is always skeptical about buying your
service can offer you great insights into what exactly they need to clear their
doubt. Look for any particular patterns in those discussions and optimize your
Look for shared buyer characteristics
If a competitive buyer shuns your service more than once or
in case you encounter multiple competitive buyers in your marketing, strive to
establish the common links between such buyers. Request for their feedback
where possible and evaluate your offerings once more.
Document new buyer personas
Each time you encounter a new buyer out there, make sure to record a description that best fits their persona into a log somewhere. The more logs you enter, the more profile clarity begins to shape up for your marketing.
You are likely to discover striking similarities amongst clients and classify them under a certain persona type. This way you repackage their service offering altogether.
How many buyer personas should I have?
How much effort are you willing to put into your market segmentation? That should help you clarify the number of buyer personas you need for your HVAC business.
As you segment your target market, you should always have in
mind that too much of something is poisonous! Over-fragmenting your personas
can potentially override your basic marketing strategy and message. Remember,
consistency is key in winning over your target audience, and splitting your
marketing efforts too much may deny you that.
Here is a tip. If your HVAC business provides more than one
service, it is advisable to broadly classify these services without overlapping
them. With a clear niche classification, go ahead and carefully develop a
unique persona for each niche.
Under each niche, having two to four personas is sufficient,
as long as all your service areas are fully represented. As a litmus test, make
sure you are able to maintain consistency of focus on the promotional message
for each particular niche.
It is much easier to capitalize on content personalization
when you are dealing with only a few unique personas for each classification.
How do I make buyer personas?
Developing a dynamic persona that paints a true image of the
specific buyer personas of your clients is a systematic process that requires
more than just basic input. The process borrows from in-depth research to
understand the behavioral patterns of your target audience. Here is how you can
Know your business
Begin by understanding your key challenges, your business objectives,
and how you intend to incorporate your personas in your marketing strategy.
This is a great way to discover new opportunities for your marketing efforts.
Interview customers and prospects alike
Speak to your customers to understand why they prefer your
brand to others. Multiple user interviews on customers and prospects will
enlighten you further on their perspective. Also, examine your sales teams’
feedback about the different customers they attend to.
Track your customers’ journey
Research your customers’ journey to understand their
distinct characteristics and behavioral patterns. Analyze trends on how they
find and consume your content.
Draft persona templates
Develop a persona template that outlines all the different aspects
that you and your team may need to learn about your target audience buyer personas.
This template can always be used to construct new customer personas in future.
Name your personas
Assign unique names for the personas created. This will
eliminate confusion in defining them across departments.
What should buyer personas include?
What makes up your ideal client? Your buyer persona template
should have the following tenets:
Basic personal information
This includes the name, age, address, personal interests, persona
photo, and any other relevant background information.
This includes employer, job title, level of authority, as
well as level of influence on key decision-makers.
Buyer market segment
This includes the specific target audience segment
encompassing a buyer.
Clear business objectives
This includes focused and targeted business goals you hope
to achieve from a particular buyer persona.
Key buyer problems
This includes specific challenges that affect the buyer’s
This describes the tone to be adopted in addressing
different buyer personas based on their career orientations.
Buyer concerns and queries
These are the specific questions that define the customer’s
history with you and how they relate to their personality.
This includes the mode of communication a particular buyer
prefers, along with the tone, as well as message structuring. This should also
highlight the keywords that resonate with the persona’s needs.
What is an example of a buyer persona?
Now that you understand the behaviors that inspire your buyer decisions and the kind of marketing strategy that will appeal to your target audience, let us look at a practical example of a buyer persona. Mr. X is a renowned HVAC consultant at ABC HVAC Consultants. Below are his personal and career proclivities:
Age: 50-60 years
Marital status: Married with two boys, 12 years and 17 years
Education: Postgraduate Masters Degree
Interests: HVAC enthusiast
Location: Mid vale
Job: HVAC consultant
Experience: 25 years and counting
Duties: Installations, Repairs, and Maintenance Consultancy
Key competencies: Industry knowledge, Expert analysis, Customer service
Reports to: Managing partner
Leads: 15 to 25 HVAC technicians
Annual turnover: $ 12M
Expectations and Challenges
Success definition: Job satisfaction
Mostly values: Family, Church, Friendship, Job security
Greatest challenge: Technology disruption, Managing people, Work-life balance
Desired communication: Phone, Email
Researches services via: Internet
Industry news updates: Email Newsletters
Social media preference: LinkedIn, Facebook
What message is the persona trying to convey?
Mr. X’s persona presents a detailed picture of who he really is. It vividly depicts the target audience Mr. X will fit in (HVAC Consultants segmentation), his family details including his children’s ages as well as his level of education.
The persona also presents the industry and company Mr. X works in as well as his role, giving you a hint as to the tone of voice you can use to address such a professional. Looking at his challenges, he mentions ‘Technology disruption’, which is rather vague. He should have at least broken it down a little to include the specific disruption that troubles him.
For example, talking about ‘Evolving workflow systems’ would have been clearer as a specific challenge.
Lastly, the fact that Mr. X likes to receive industry updates via email newsletters, provides a helpful hint as to the channel of marketing messages he will most likely access. From Mr. X’s persona, you can now begin to work on your marketing message by crafting it around his behavioral patterns.
When it gets to him, such a message will resonate well with his needs at a very personal level, and he is highly likely to stick with your business as a loyal client.
Are you still asking yourself, Do I need to know about buyer personas? The evidence is clear
enough. We have just illustrated to you how being specific, personal and
intentional can help guide your marketing efforts. Now that you know how to
build your own personas, take the initiative of reaching out to your target
audience in the most personal way.
If you are not sure where to begin, involve an expert to design your different buyer personas.