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Explaining the Buyer Persona Interview to Sales Management

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Marketers often struggle to get permission from Sales to interview buyers, and direct buyer interviews are critical to the deep buyer insights that marketers need. These few slides will help you explain the goals to sales management. Learn how to interview buyers at www.buyerpersona.com/masterclass

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Explaining the Buyer Persona Interview to Sales Management

  1. 1. 685 SPRING STREET, NO. 200 | FRIDAY HARBOR, WA 98250 | WWW.BUYERPERSONA.COM The Buyer Persona Interview Explain the Purpose to Sales Management
  2. 2. ©2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED 2 Sales persuades one buyer at a time Marketing persuades markets full of buyers We All Need to Listen First, then Talk
  3. 3. ©2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED 3 We Need 5 Buying Insights What happens to makes this problem an urgent priority What are this buyer‘s expectations for success What barriers prevent this buyer from choosing you What and who impacts this buyer at each step in the decision What capabilities does this buyer evaluate for each of the options
  4. 4. ©2013 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED 4 Insight requires probing. The buyer’s first answer is the one we already know.
  5. 5. ©2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED 5 Our Goal: Align Sales and Marketing Around Who will agree to meet and how to get that meeting Positives to emphasize, objections to overcome What buyers say about each competitor Which buyers are critical at each buying process step How sales tools are targeted for distinct buyer types

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