Look for the intersection between what matters to buyers and what companies have to say. Adele Revella shares what you need to know about your buyers story in order to reach them.
Adele Revella is CEO of Buyer Persona Institute and author of Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business (Wiley 2015). Adele’s unique perspective derives from decades of experience as a sales and marketing executive, trainer, researcher and entrepreneur.
Adele Revella is CEO of Buyer Persona Institute and author of Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business (Wiley 2015), recently named a Top 5 Business Book by Fortune Magazine. Adele’s unique perspective derives from decades of experience as a sales and marketing executive, trainer, researcher and entrepreneur.
Think Like A Journalist Quote
“To win in 2015, smart marketers need to see through customer’s eyes, understand buyer personas, educate buyers, tap big data, and offer content mapped to the buyer’s journey. That’s the way to win.” George Stenitzer, Founder, Crystal Clear Communications.
If you understand better than anybody else your buyers’ expectations and questions and you answer them, you’ll find the intersection of what you (the brand) want to say and buyers’ interest based on what they hope to hear and are searching to find.
Adele worked in sales technology for more than 30 years and then became a sales person. She discovered the importance of listening before she pitched. Adele made 400% of quota that year.
When It Didn’t Work!
Adele shares an interesting story about her years in ecommerce. She interviewed buyers about how her company’s technology would help them but despite her efforts, nine months later the company went out of business because the product couldn’t do what the customers wanted. Find out what Adele learned from this when it didn’t work moment.
What You Need To Know About Your Buyers’ Story
buyer persona…an example buyer..represents your market or a segment of it.
it’s not enough to describe buyer and demographics.
most critical part of buyer persona…interview people who have recently made a purchase and understand their decision to buy
5 buying insights:
- priority initiative …buyers mind…
- success factors…outcomes…what will change
- perceived barriers…buyer objections…why won’t they buy
- decision criteria… attributes that buyers think are important
- buyers’ journey… where they go …why are they looking
Company website: www.buyerpersona.com
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