Webinar for AIPMM

©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©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

buyer #3
EXPECTATIONS
buyer #2
EXPECTATIONS
buyer #1
EXPECTATIONS
your company’s
CAPABILITIES
Where are your tigers?

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

who
(buyer insights)
how, when, why
(buying insights)
source of winning strategies

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.

your buyer’s
EXPECTATIONS
your company’s
CAPABILITIES
align
here
to engage
buyers
and win
their
business
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

How to kick off the call
Take me back to the day when
you first started looking for a
______ solution.
What happened?

Keep probing for insight
The buyer’s first answer is
the one you already know.

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?

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?

5 Rings of Buying Insight™
Drivers for decision to make a purchase or
solve the problem
Priority Initiative Insight

How buyers think about the benefits they will
experience from this investment
Success Factors Insight

What obstacles we must overcome
Perceived Barriers Insight

Which company or solution attributes matter
Decision Criteria Insight

How decisions get made and who is involved
Buyer’s Journey Insight

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

Which choice will you make?
Destination BDestination A

your buyer’s
EXPECTATIONS
your company’s
CAPABILITIES
align
here
to engage
buyers
and win
their
business
STRATEGIES AROUND:
WHO to target
HOW to engage
WHAT to say
CLARIFY WHAT
MATTERS TO
YOUR BUYERS:
Interview buyers
who solved the
same problem
on decision stories
CHOOSE A STARTING
POINT:
A strategic initiative
Be willing to change
Start small and make a big
difference

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

Development expense and/or timing?
Opportunity cost?
Sales training?
Marketing / customer acquisition?
What’s the cost of trial and error?

BEWARE of TIGERS
Never Considered
Chose Competitor

your buyer’s
EXPECTATIONS
your company’s
CAPABILITIES
align
here
to engage
buyers
and win
their
business
STRATEGIES AROUND:
WHO to target
HOW to engage
WHAT to say
CLARIFY WHAT
MATTERS TO
YOUR BUYERS:
Interview buyers
who solved the
same problem
on decision stories
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

Sales persuades
ONE buyer at a time
Marketing persuades
MARKETS full of buyers

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

This book is dedicated to every
marketer who questions the
wisdom of making stuff up.
- Adele Revella

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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