This is one of my favorite topics, buyer types, both tortoises and hares. Who they are, what their indicators are and how we need to properly market to these people, so we can sell them effectively in this world.
The two buyer types that you were going to constantly come across are your slow buyers and your fast buyers.
And while neither is better than the other. It is important for us to dig into the details on each. In order for you to understand what kind of content and material you need to prepare and have available in your business to properly nurture both people to make a buying decision. Let’s dig into the comparison of both.
If you did not know, the other half to HerHQ, Hollie, is a tortoise. Tortoises are super analytical, wants every detail possible prior to making a decision and often will sit on the sidelines for four times, the amount of time than a hare would. They want proof, receipts and validation that the investment they’re going to make is going to produce an ROI that they are happy with.
Tortoises often will also need more time and attention to warm up and build rapport. You are going to often have to make the first step to have a conversation with this person and the fun, but not fun fact is that 80% of buyers are tortoises. Meaning they take a long time. They want all the details they want all the behind the scenes.
It’s still gonna take them a little bit of time to build trust and build up that relationship with you before they’re willing to move forward.
Now hares. I am a hare. Hares are fast buyers. They are an emotional buyer and will find something, have an immediate point of connection and feel called to make the purchase immediately.
Hares don’t need all the time. They don’t like to sit on the sidelines. Hares often react the most to FOMO or this fear that they’re going to miss out. If they do not make a purchase now. Hares will also often make a purchase in 24 hours or less of a conversation, whether that be a sales call or a DM style conversation where they get an invitation to move forward.
They make their decisions entirely on feeling and connection. The thing about hares is that they can often build instant rapport. They are more trusting. They are more eager to learn immediately, how they can take the next step, where in comparison, tortoises are not going to be that way, they’re going to take longer.
Now, sadly only 20% of the population are hared. So that is much different comparison. What we often see is that most businesses are set up to only serve hare buyer. Which means that we are missing out on 80% of the population to sell to.
Let’s dig into some content specifically that you will want to have set up in your business to make sure that you can properly nurture and convert both tortoises and hares.
Content for tortoises specifically: these folks really want to see things like case studies, testimonials, ROIs, screen recordings, examples of your work.
They want to see:
a, what kind of work and result you produce and
b how you interact with your client.
Both buyer types, you’re gonna see this a commonality is that they do want to get to know you as a person and build that trust.
If you are using Instagram to connect with your ideal clients, is that stories here are absolutely vital for you to be able to show up, show your personality and connect with tortoises. In addition to the story, they are going to want to see proof time and time again that you actually can do and provide what you say you can do.
Hares are: all of the above applied to from tortoises will never hurt a hare to convert, but in reality, Hares are looking for one piece of validation on ROI. So they literally may read one case study and say, oh my gosh, like this is the person, but they are really looking for relatability.
a ,They want to know that in addition to doing what you say, you can do that.
b, They’re going to get along with you because again, hares are going to make that emotional buying decision. They want to know, if we work together, I want to like you, and I want to feel that we’re going to get along.
What hares really thrive on is your stories being active, updated, and personal, not a bunch of, re-shares not a bunch of gifs, right?
For example, clips of your day and parts about you that are unique and special to you.
Hares want a fast way to learn more. Hares, really thrive on what we would call our service guide funnel. This is how they can quickly download information about your offers and then immediately within that download, book,,a call to chat with you.
Hares are going to go through your service guide funnel in most likely two days max. Whereas a tortoise might download that same guide and sit on your email list for up to four months before they make a purchase.
To reitterate, what we often find is that service providers often have marketing set up that only serves hares, meaning we’re losing out on 80% of your buyer types out there.
So what we really want to lean into is you. Making sure that your content plan and structure is set up to convert both tortoises and hares. If you need guidance, assistance, and overall strategy on how to do this click below to learn more about how our Foundations program can help you do just that.
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