best practice: hello i'm a persona, but i'm lost. can you please help me find my way?
Post on 13-Apr-2017
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Hello I'm a persona, but I'm lost, can you please help me find
my way?Philip Martin,Head of MarketingAmadeus Rail
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I'm a persona, get me out of here!
Philip Martin,Head of MarketingAmadeus Rail
Explain personas to the sales team
Engage with sales using personas
Use personas in negotiation
In the beginningWe had always gone to negotiate business with our customers or prospects a bit like “ok – what do they want?”
We were too company segment focused
People do business, not companies
Receive a RFP* and it goes straight to the product team…
when it comes back it’s a complete mess in terms of it being a sales document…
“ooh can you make this pretty and with lots of marketing messages”
Love hate relationship
*Request for proposalHow can we apply a more human touch?
You cheat…in a sneaky way
How do you convince your sales team to use personas?
Volunteer from the audience please
Building personas from key buyers, stakeholders, key relationships or members of the DMU
Better understand customer needs and challenges
Build a tighter relationship that creates trust and understanding and a long term partnership
1. Name & Job Title:2. Self description:3. Demographics:4. Background: 5. Skills:6. Reports to:7. Career path:8. Responsibilities:9. Goals:10.Challenges:11.Learning:12.Personal relationship:
Persona makeup
Personas and Account Based Marketing
Building personas is a great way to make them valuable in aligning goals with sales.
Understanding together on the way to communicate properly and accurately
Try them out with each other
Break it down into manageable pieces that are driving the request
Providing value
Customer Case study
Discover why are they actively searching to buy something to change what they do today?
Get in early and understand the business requirements
Building a value proposition
Understanding the person’s (DMU) needs, coupled with company goals / challenges
Interviewed our points of contact and then enhanced the findings with website / LinkedIn data
Simple template to put us all on the same page
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Main challenges and opportunities – matching needs only
Challenge #11. Description2. Which sales channel?3. Which service?4. Which product?5. Sales tools:
Challenge #2_ Description_ etc.
DMU_ Persona #1_ Persona #3_ Persona #4
Additional notes for each person…
Customer Negotiation
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Methodology example_ Organise a “review”• x days/hours questions and answers• x days/hours results of review
_ Provide and present value data• Hypothetical approach• Use segmentation and personas
_ Active listening to today’s business• Start with yesterday, then today then tomorrow• No talk of solutions• Pure business reasoning
_ Identify opportunities• Use models to validate and discuss• Repeat customers wishes
_ Present results and proposal• Outside looking in• Ask customer to agree
_ Plan follow up meeting
Manipulation_ Where there is no need for the
customer to buy
Motivation_ Where there is a need for the product
or service_ Selling value to that specific customer
Putting it all together
Consultative selling approach, match the needs, listen 80%
Work with sales and bid team on what to say
Empathy goes a long way
1. Identify DMU, 2. Define DMU Personas, 3. One Pager, 4. Messages, 5. Delivery
Persona understanding brings success
Better alignment & teamwork, understanding of the customer, and therefore a better human matching offer
And a better result…for all
People do business, not companies
Try this at home…practice with people you know or thought you know
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Thank you
You can follow us on:AmadeusRail
amadeusrail.net
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