Comments on: Buyer personas for business websites – Part four http://www.geonexus.com/2008/12/buyer-personas-part-four/ Aligning Sales and Marketing with the Buyer's Journey Tue, 24 Aug 2010 23:28:58 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: David Crankshaw http://www.geonexus.com/2008/12/buyer-personas-part-four/comment-page-1/#comment-555 David Crankshaw Mon, 05 Jan 2009 21:48:05 +0000 /?p=341#comment-555 Hello Adele - Thanks for taking a look at this series and for your helpful comment about the inclusion of buyer resistance in the construction of personas. David Hello Adele – Thanks for taking a look at this series and for your helpful comment about the inclusion of buyer resistance in the construction of personas.

David

]]> By: Adele Revella http://www.geonexus.com/2008/12/buyer-personas-part-four/comment-page-1/#comment-554 Adele Revella Sun, 04 Jan 2009 23:48:09 +0000 /?p=341#comment-554 Great series of posts on my favorite topic, David. Here is one other component of your spreadsheet that I recommend -- what are the most important reasons why this buyer would resist buying from us? We want the team to see these potential objections and identify any possible messaging or offers we could make on the site to overcome his/her resistance. I often think this is one of the most valuable insights about a buyer persona. BTW, the only realistic way to gain this insight is through detailed, qualitative win/loss interviews with people who chose not to do business with your company. Great series of posts on my favorite topic, David.

Here is one other component of your spreadsheet that I recommend — what are the most important reasons why this buyer would resist buying from us? We want the team to see these potential objections and identify any possible messaging or offers we could make on the site to overcome his/her resistance. I often think this is one of the most valuable insights about a buyer persona. BTW, the only realistic way to gain this insight is through detailed, qualitative win/loss interviews with people who chose not to do business with your company.

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