The main thing within a company is to have the Buyer Person (BP) defined . This, which seems very obvious, is sometimes the part most forgotten by the company, basically because it defines its potential client based on assumptions that are made and not based on real and significant data that come out of an investigation.Throughout this post I will tell you how to create this ideal or potential client based on interviews, an optimal technique to deepen the analysis of the consumer.list_altIndex of contents
How to create your buyer persona
Tips for conducting interviews
The buyer persona is the ideal type of client you have in your business. To define it, it is necessary to establish certain points that give personality to that archetype that we have in mind: sociodemographic danish mobile phone numbers , online behavior, profession, personal data and what relationship it has with the company would be some of the main points to know.Seeing the importance of creating the archetype of your potential client, would you really base all your strategies based on an assumption of yours? The hunches are fine for gambling, but for your company to succeed you must put aside and change assumptions for proven facts.
In summary, investing time in this process will help us, above all, in three points:Get to know our target customer or our consumers better.Guide the definition of the inbound marketing strategy.Know in which channels they move or what terms they search to find them.Do you like what you are reading? Subscribe to the blog!
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How to create your buyer persona
When creating your buyer persona, the ideal is to follow this methodology, which contains five points:Planning. The first step is organization. For example, who in the company will do this work? What information do we need to collect? How are we going to investigate them (investigation techniques)? How do we collect the extracted Betting Email List ? Who are we going to investigate / interview? Make a list of the most basic questions you have, as they will help you establish a process and a person to take care of it.Investigation. Launch some research actions, such as interviews, or other techniques such as, for example, internal b rainstorming and with the commercial department, group fo cus, surveys, market research or research on social networks, among others. The interview is the most recommended technique, but it does not have to be the one that the company follows exclusively, since it could be complemented with any of the previous techniques.Analysis. Analysis is always the turning point, since it is useless to investigate if we do not analyze the results later. At this point, how are you going to analyze the information collected?Results presentation. Present the results to our team or superiors, with the final objective of improving decision-making and (point 5) defining the strategy.Definition of the strategy. Define our marketing strategy based on the knowledge acquired and our buyer persona.New Call-to-action
These would be the phases to go through in the process of creating a potential client, but in this article we are going to focus on point 2, the investigation, and within this point, on one of the most reliable techniques: the interviews.Consumer analysis: how to really know your buyer persona
How to interview your consumer
To prepare an interview with the aim of knowing your consumer, we would have to see how to start your approach, how to organize it and what to ask in it.Interviews: where to startSometimes thinking about doing interviews can give an image of something expensive, both in time and resources, but if we are well organized, its implementation can be easier.The first thing is to identify who you want to interview.Identify the types of consumers that are of interest (new clients, old clients, frequent clients, dissatisfied clients…). Each has an experience and a vision of the company, so it is important to define what type of consumer you are going to interview.Make a list of possible candidates. List all the people you are going to interview, in this way we will have the sample of the universe that is going to participate in our interview.And segment the list based on its life cycle stage or purchasing situation . This way you make sure you have the different stages covered. As we always said, each consumer is in a phase of the buying cycle, so not all have the same needs or the same affinity with the company.consumer analysis interviewWhen doing this work, we must not lose sight of the final objective, which is to seek to understand the real behavior and the decision-making process that led them to where they are.The second step would be to prepare and document an interview process. In this way we can be more efficient, capture information consistently and, in the case of being a team, we can compare the notes. While it is extremely important to be flexible in the interview (the person should not feel like you are following a structure or script), having a plan will help you in case the conversation starts to derail. Remember to include all the topics that are relevant to identify your ideal target audience.Once we have the basic structure of the interview done, we will go on to prepare the questions . The questions should be open, as we seek to understand the purchasing and decision-making process. You don’t need to know much about the product. What does matter is asking about the doubts or concerns they had during the process, and what resources they used to find the solution.
Don’t try to bring out or reinforce what you already know (or what you think you know), but ask questions to get their story told.
Finally, another necessary step would be to identify the “ Red Flag Topics ”, that is, the topics that can be sensitive or create tensions. Take the time to identify the topics to avoid.
How to organize the interview
Now that we have our list of potential consumers to interview, we have a defined plan and we know what topics to avoid, the next step is to organize the interview.
The first thing is to know who will conduct the interview. To help you decide, a referral would be a person who has not been involved in sales or a business call. An ideal profile would be someone with a sense of curiosity, who wants to understand how things work. Keep in mind that it is not necessary for you to be an expert on the subject, but it is recommended that you know the terminology that the user could use.
The second point to be discussed is how to carry out the interview, since we have two options: by call or in person. In both cases, you must take into account the following characteristics:
Block out more time than necessary and schedule the interview early.
Interview time: 20-30 min. It is important not to take longer than planned, out of respect for the time of the interviewees.
Prepare an agenda and send it to him before the call so he understands the process and knows what to expect.
One of the questions we can ask ourselves is: “How do I get in touch with him or her?”
It starts with a call , preferably at the beginning or end of the workday. The first contact should be by phone, not by email. If he doesn’t answer, I recommend you leave a voice message. If it is an attendant who answers the phone, I would ask for your name and explain exactly why we are calling.
After the call we make a “follow-up” email, that is, follow-up. The content of the email should be exactly what you have told the assistant or voicemail, and it should be right after you have hung up.
Have no news? Call again. If he does not answer you, I do not think it is necessary to put a message again.
Third call? We try, but if they don’t answer again, we leave it.
What to ask in the interview
Once defined who and the process to follow, the big question comes: “what do I say?”
Your first question should be the only definite and fixed question: “Do you remember the moment you looked for …?” An expression in English that illustrates this first question would be “Take me back to the day when…”. This allows us to focus on the history of the assessment and the decision process. A good example would be: “I know your time is valuable, so I’m going to start directly with the first question: let’s go back to the day you evaluated the solution … and tell me what happened.”
It is important to start with a question about the moment in which your client begins to be aware that he has a need and is attentive to the solution he needs (what is known as the “awareness” phase), a situation that is present much earlier that he thought of your product.
consumer analysis what to askThe buyer person may start to tell us the benefits, and it seems that in 3 minutes we have the complete story, but no. We need to understand what has happened so that you will put it on your “To do list” and spend your time looking for a solution like ours.
Let’s move on to the next one: once you have decided to find a solution, what have you done to evaluate your options? For example, he tells you that he has searched the internet, then it will be your opportunity to ask how many sellers he has found, what information he was hoping to find, with what words he has searched, see if he has reviewed social networks, if there was any really helpful website, etc. . In short, all the questions that help you to know your information search procedure.
If we continue to advance through the interview, the next question would be about how many possible solutions have you decided to include in your analysis and what reasons led you to exclude any of the possibilities. Example: you commented that you considered 3 solutions but you mentioned 2 at the end, how did you decide to eliminate the third company?
And we would move on to another essential question: How has it been decided? This question invites the buyer persona to reveal the actions they took, the information they evaluated and the criteria that made them choose your solution or your competitor’s, eliminating the other.
Another point that interests us is to know who else was involved in the process, so we will have information about the influence on the decision. Very often, in B2B decisions there will be several people involved. Example of how we can achieve this: if they have mentioned seeking information with other people, ask again: “You mentioned that you have searched … who else was involved? I don’t need names, just the role of these other people ”.
Concrete examples: HubSpot & InboundCycle
Tips for conducting interviews
Your job as an interviewer is to focus on the interviewee, not on you. So that you can get it right, it is important to take into account the following tips that we have defined in three main blocks: attention, confidence and preparation: