| Autore |
Kraus Jim
|
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa |
Newark : , : John Wiley & Sons, Incorporated, , 2024
|
| Descrizione fisica |
1 online resource (237 pages)
|
| Disciplina |
658.834
|
| Altri autori (Persone) |
RevellaAdele
|
| Soggetto topico |
Consumer behavior
Marketing - Management
|
| ISBN |
1-394-30869-8
1-394-23634-4
|
| Formato |
Materiale a stampa  |
| Livello bibliografico |
Monografia |
| Lingua di pubblicazione |
eng
|
| Nota di contenuto |
Cover -- Title Page -- Copyright Page -- Contents -- Introduction: Listen First, Then Speak -- Understanding Your Buyer's Story -- More Than Just a Profile of Your Prospective Buyers -- Will This Approach Work for You? -- How the Book Is Organized and What's New -- Part I The Art and Science of Buyer Personas -- Chapter 1 Understanding Buying Decisions and the People Who Make Them -- Where Buyer Profiles Fall Short -- What a Family Vacation Can Teach Us About the Buying Decision -- Some Background -- My Mindset -- The Initial Search -- Evaluating Options -- The Decision -- How Lagoon Oasis Earned My Business -- Focus Your Buyer Personas on the Buying Decision -- High-consideration Buying Decisions -- Multiple Stages in the Buying Journey -- Types of Buying Insights Needed -- Next Steps -- Chapter 2 Focus on Insights That Guide Marketing and Sales Enablement -- A Unique Opportunity -- Why Interested Buyers Don't Buy -- What the Best Sellers Do to Overcome Buyer Indecision -- The Marketer's Opportunity and a Dilemma -- Buying Situation 1: Choosing the Best Option (No Customer Inaction Present) -- Buying Situation 2: Inability to Make a Decision -- Buying Situation 3: Preference for the Status Quo -- 5 Rings of Buying Insight Define Your Buyer Persona -- Buying Insight 1: Priority Initiatives -- Buying Insight 2: Success Factors -- Buying Insight 3: Perceived Barriers -- Buying Insight 4: Decision Criteria -- Buying Insight 5: Buyer's Journey -- Chapter 3 Decide How You Will Discover Buyer Persona Insights -- A Straightforward Approach to a Complex Question -- One-on-One Interviews -- Recent Buyers -- Is This Another Kind of Qualitative Research? -- Using Salespeople to Build Buyer Personas -- Survey Research Will Enhance Your Buyer Personas -- How Social Media Contributes to Buyer Personas -- How Does AI Fit In?.
Part II Interviewing for Buying Insights -- Chapter 4 Setting Up Your Buyer Persona Study -- Persuade Stakeholders That You Need Buying Insights, Not "Buyer Personas" -- Overcome the "We Know Our Buyers" Objection -- When You Don't Have Time for Buyer Persona Interviews -- How to Design Your Buyer Persona Study -- Study Design Question #1: What Buying Decision Will Be the Focus of Your Buyer Persona? -- Study Design Question #2: What Are the Key Characteristics of the Prospective Buyers You Are Targeting? -- Study Design Question #3: Which Buyers Should You Interview as Part of Your Study? -- Buyer Persona Case Study: Buying an MRI Machine -- An MRI Machine Is a High-consideration Buying Decision -- Designing the MRI Machine Buyer Persona Study -- Chapter 5 Gain Permission and Schedule Buyer Interviews -- Use Your Sales Database to Find Buyers to Interview -- Sometimes You Want to Avoid Your Internal Database -- Using Professional Recruiters to Set Interview Appointments -- Which Buyer Should You Interview? -- Interview Buyers Who Chose You as Well as Those Who Didn't -- Buyer Group 1 -- Buyer Group 2 -- Buyer Group 3 -- Buyer Group 4 -- Contacting Buyers to Request an Interview -- Making Initial Contact via Phone -- Following Up with E-mail -- Knowing When to Move On -- Chapter 6 Conduct Probing Buyer Interviews -- Who Should Conduct the Interview? -- Prepare for Your Buyer Interview -- Get It on the Record -- "Take Me Back to the Day . . ." -- Use Your Buyer's Words to Probe for Insight -- Go Slowly to Capture the Whole Story -- Ask Questions That Keep the Conversation Flowing -- Case Study: An Example Interview with Tim -- Look for Insight When Buyers Use Jargon -- Make Your Questions About Your Impact Count -- Probing on Who Influences the Decision -- Asking About the Perceived Value of Your Differentiators.
When Features Affect Decisions, Look for Insight -- Be a Respectful Listener -- Part III Creating Your Buyer Persona -- Chapter 7 Mine Your Interviews for Buying Insights -- You Need Fewer Interviews Than You Think -- Steps for Developing Buying Insights from Your Interviews -- Step 1: Mark Up Your Interview Transcripts -- Step 2: Organize the Story Based on Buying Insights -- Step 3: Summarize the Main Point of Each Quotation -- Step 4: Select Buyer Quotes for Each Buying Insight -- Using AI to Mine Your Interviews for Insights -- Chapter 8 Communicate Buying Insights for Impact -- Presenting the 5 Rings of Buying Insight to Others -- Building the Buyer Profile -- Identify Top Themes That Will Resonate with Buyers -- Chapter 9 Conduct Survey Research to Enhance Buying Insights -- Ways to Enhance Your Buyer Persona with Survey Research -- Confirm the Accuracy and Validity of Your Buyer Persona -- Determine Which Buyer Expectations Are the Most Important -- Test Value Proposition and Market Messaging Concepts -- Identify and Understand Buyer Segments -- Who Should You Survey? -- Surveying Recent Buyers and Prospective Buyers -- Part IV Aligning Your Strategies to Win More Business -- Chapter 10 Decide What to Say to Buyers -- Will Your Current Approach Work? -- Hold a Messaging Strategy Workshop -- Ask for Pre-meeting Contributions -- Develop a Complete List of Capabilities That Matter -- The Moderator Is a Proxy for the Buyer -- Apply Two Filters to Identify Message Themes and Proof Points -- Evaluate Your Capabilities vs. the Competition's -- Assess the Relative Value of Your Capabilities to Buyers -- Bring in the Copywriters and Creative Teams -- Chapter 11 Adjust Strategies to Deliver the Knowledge and Experience Buyers Want -- Empathize with Buyers Through Priority Initiatives -- Build Buyer Trust and Confidence Through Success Factors.
Differentiate Through Perceived Barriers -- Answer Important Buyer Questions Through Decision Criteria -- Design Marketing Activities to Enable Your Buyer's Journey -- Prioritize Assets That Align with the Buyer's Journey -- Changing the Conversation with Salespeople -- Share Insights, Not Buyer Personas -- Deliver Buying Insights Through Sales Playbooks -- Chapter 12 Start Small, with an Eye to the Future -- Where to Begin Your Buyer Persona Initiative -- How to Earn Your Stripes as a Strategic Resource -- Communicating Insights That Affect Other Teams -- Using Buyer Personas to Guide Strategic Planning -- Start Small and Make a Difference -- Acknowledgments -- About the Authors -- Index -- EULA.
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| Record Nr. | UNINA-9910879500603321 |
Info
Buyer Personas, Revised and Expanded : Gain Deep Insight into Your Customers' Buying Decisions and Win More Business
