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Understand Your Buyers: Structuring your buyer persona interview

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Understand your buyers & close the gaps between marketing and sales. Use these tips for structuring your buyer persona interview.

Based on The New Rules of Sales and Service by David Meerman Scott. More info: http://bit.ly/1tKWVWg

Published in: Marketing

Understand Your Buyers: Structuring your buyer persona interview

  1. 1. UNDERSTAND YOUR BUYERS. STRUCTURING YOUR BUYER PERSONA INTERVIEW.
  2. 2. To close the gaps between marketing and sales: marketing staff needs to be the buyer expert, not just the product expert. They need to focus on buyer personas.
  3. 3. It’s not about posters or pretty slides. It’s about having deep and factual clarity about how markets full of buyers think about doing business with the company.
  4. 4. How exactly do we interview buyers to develop buyer persona profi les?
  5. 5. Persona interviews are best conducted by marketing because they learn much by having conversations with real buyers. You want candid feedback about what worked and what didn’t when the buyers evaluated their options – buyers won’t open up when the salesperson is present.
  6. 6. Record the interview or have a colleague take notes. You want your undivided attention focused on the conversation and you want verbatim quotes for the fi nal document.
  7. 7. I suggest only the first interview question is scripted, and after that it’s completely unscripted. —Adele Revella FOUNDER AND CEO OF BUYER PERSONA INSTITUTE Example: “Take me back to the day when you first decided to evaluate [category of solution] and tell me what happened.”
  8. 8. Buyers will give an obvious answer about the pain point they wanted to solve.
  9. 9. Ask follow up questions!
  10. 10. Example:“You probably always wanted to achieve [benefit] or eliminate [problem]. What actually happened to make you decide that this was the right time to invest in a solution?”
  11. 11. Next, go structured but unscripted. Walk buyers through every step in the buying decision, from the fi rst day all the way to the point when they made their decision.
  12. 12. Keep asking follow up questions!
  13. 13. When marketers have deep and factual clarity about how markets full of buyers think about doing business with the company, that’s when marketing is ready to deliver tremendous value to the sales process.
  14. 14. GET UP TO SPEED WITH THE NEW RULES OF SALES AND SERVICE. Available now wherever books and e-books are sold. LEARN MORE: www.wiley.com/buy/9781118827857 MORE

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