A Wren Says

We are now on to the third of the customer roles: The Payer. This is one you are probably most familiar with, because after all, your products cost money. At the base, the payer’s concern is affordability. Yes, one question is “Can I afford this thing at the current set monetary value?” But they would also ask, “What is its psychological value to me? Am I willing to pay this price?”

When you appeal to the payer role, your first thought might be to just lower prices, but that doesn’t necessarily solve their concerns. With whatever price you set, you need to convince them that the rate they will pay is not only justified. How you go about doing that will be dependent on your industry and individual product category. However, you can choose add messaging that helps customers understand your pricing decisions. For example, if you use a premium price point, talk about the quality of your materials and the hours that go into the craft.

Remember, as you think about all of these roles, they all work together. As you try to appeal to the payer, you also need to think about the value the end user will see in your product, as well as how the seeker and buyer. Demonstrate value that can be understood by all of the roles.