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Webinar for AIPMM

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Product managers and product marketers need buying insights, not fluffy buyer persona profiles, to understand what they need to do and say to influence buying decisions.

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Webinar for AIPMM

  1. 1. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Adele Revella The Real Reasons Customers Buy, or DON’T Buy (and what you can do about it) Steve Rankel
  2. 2. 2©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Today’s Topic: Discovering buying insights your buyer’s EXPECTATIONS your company’s CAPABILITIES align here to engage buyers and win their business
  3. 3. buyer #3 EXPECTATIONS buyer #2 EXPECTATIONS buyer #1 EXPECTATIONS your company’s CAPABILITIES Where are your tigers?
  4. 4. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. your buyer’s EXPECTATIONS your company’s CAPABILITIES align here to engage buyers and win their business Discover buying insightsBUILD COMPETITIVE STRATEGIES AROUND: WHO to target HOW to engage WHAT to say
  5. 5. 6©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. who (buyer insights) how, when, why (buying insights) source of winning strategies
  6. 6. 7©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Buying insights tell us how to answer the buyer’s questions INITIATE Is it a priority to invest in this now? 1. RESEARCH What do we need to think about? 2. EXPLORE Who might have what’s important to us? 3. ASSESS Which of these is the best match? 4. JUSTIFY Can we approve this investment? 5.
  7. 7. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. your buyer’s EXPECTATIONS your company’s CAPABILITIES align here to engage buyers and win their business Discover buying insightsBUILD COMPETITIVE STRATEGIES AROUND: WHO to target HOW to engage WHAT to say CLARIFY WHAT MATTERS TO YOUR BUYERS: Interview buyers who solved the same problem Avoid scripts, probe on decision stories Establish factors that affect buying decisions
  8. 8. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. How to kick off the call Take me back to the day when you first started looking for a ______ solution. What happened?
  9. 9. 10©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Keep probing for insight The buyer’s first answer is the one you already know.
  10. 10. What the buyer might say We needed to be able to respond quickly when the legal department needed access to emails. PULL THE THREAD: That need had to have been there for a while. What happened to make this a priority?
  11. 11. This is a conversation So what did you do first to identify your options? PULL THE THREAD: You mentioned that you visited several websites. What questions did you find answered there?
  12. 12. 13©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. 5 Rings of Buying Insight™ Drivers for decision to make a purchase or solve the problem Priority Initiative Insight
  13. 13. 14©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. 5 Rings of Buying Insight™ How buyers think about the benefits they will experience from this investment Success Factors Insight
  14. 14. 15©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. 5 Rings of Buying Insight™ What obstacles we must overcome Perceived Barriers Insight
  15. 15. 16©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. 5 Rings of Buying Insight™ Which company or solution attributes matter Decision Criteria Insight
  16. 16. 17©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. 5 Rings of Buying Insight™ How decisions get made and who is involved Buyer’s Journey Insight
  17. 17. 18©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. 5 Rings of Buying Insight ™ Drivers for decision to make a purchase How buyers think about benefits What obstacles we must overcome How decisions get made Which company or solution attributes matter
  18. 18. 19©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Which choice will you make? Destination BDestination A
  19. 19. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. your buyer’s EXPECTATIONS your company’s CAPABILITIES align here to engage buyers and win their business Discover buying insightsBUILD COMPETITIVE STRATEGIES AROUND: WHO to target HOW to engage WHAT to say CLARIFY WHAT MATTERS TO YOUR BUYERS: Interview buyers who solved the same problem Avoid scripts, probe on decision stories Establish factors that affect buying decisions CHOOSE A STARTING POINT: A strategic initiative Be willing to change Start small and make a big difference
  20. 20. 21©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Choose a starting point Launch of new products, services or solutions or entering new markets Motivate salespeople at QBR or training Growth of the business is stalled Competitors are winning too frequently Market changes are reshaping the business
  21. 21. 22©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Development expense and/or timing? Opportunity cost? Sales training? Marketing / customer acquisition? What’s the cost of trial and error?
  22. 22. BEWARE of TIGERS Never Considered Chose Competitor
  23. 23. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. your buyer’s EXPECTATIONS your company’s CAPABILITIES align here to engage buyers and win their business Discover buying insightsBUILD COMPETITIVE STRATEGIES AROUND: WHO to target HOW to engage WHAT to say CLARIFY WHAT MATTERS TO YOUR BUYERS: Interview buyers who solved the same problem Avoid scripts, probe on decision stories Establish factors that affect buying decisions CHOOSE A STARTING POINT: A strategic initiative Be willing to change Start small and make a big difference STRATEGY TO WIN YOUR BUYER’S TRUST: Segment based on insights into buyers’ expectations Eliminate activities and words that don’t work Prepare internal teams to be concise and relevant
  24. 24. 25©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Sales persuades ONE buyer at a time Marketing persuades MARKETS full of buyers
  25. 25. 26©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Align Sales and Marketing Which competitive differences matter Who wants to meet and how to get that meeting Concise, relevant campaigns and sales tools Positives to emphasize, objections to overcome
  26. 26. 27©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. This book is dedicated to every marketer who questions the wisdom of making stuff up. - Adele Revella
  27. 27. 28©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. www.buyerpersona.com Free ebooks and blog Twitter @buyerpersona Facebook.com/buyerpersona Custom buyer persona research studies and implementation workshops Pre-recorded workshop for persona interviewing skills

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