Win-Loss excels at producing insights relevant to your Buyer Personas. Think about it: when was the last time you refreshed your Buyer knowledge? Has anyone outside of the marketing team actually battle tested your Buyer Personas recently? Probably not, right? Time to do something about that! In this post we’ll talk about how Win-Loss can help you refine and rework your Buyer Personas, first with an overview of personas and then into Win-Loss’ place in the mix.
Buyer Persona Overview
Buyer Personas are archetypal representations of ideal customers. They are built on a real-world understanding of the real-world people who influence decisions in your market. Buyer Personas are a market-driven guide-post for your entire organization to refer to whenever they need to think of your customer base.
Buyer Personas generally include the following attributes
- Job Role and Title
- What a typical day looks like
- Skills and knowledge required for the role
- Biggest challenges
- Reporting and team structure
- Associations and social networks
- Personal demographics
- Education background
- Career path and goals
- Company size
Most organizations have more than one Buyer Persona and each reflects the different types of customers with which you customers you deal. Often teams give their personas catchy relevant names that speak to their specific attributes.
Buyer Personas and the Buying Journey
Buyer Personas are powerful because they help focus your organization’s attention to what is actually important for your actual customers. Think for a moment about how useful an understanding of the specifics above would be to your organization if your go-to-market strategy and tactics were aligned to with those same specifics. You can then parlay your knowledge of the steps your Buyers take on the Buyer’s Journey into an improvement of your Buyer’s experience. How does it help their experience? If you know what they need, you have it ready and available to meet their decision criteria. And a market-focused buying experience based on real-world demographics, motivations, goals and behaviors is a powerful thing.
The Win-Loss Format is Ideally Suited to Buyer Persona Development
Win-Loss is at its best when it is conversational, inquisitive and curious. This format is ideally suited to persona development. In fact, win-loss is a critical component of getting the right context to properly understand the language used by your Buyers, put forth the right emphasis on their needs and to provide the right solution. If, as a vendor, you speak their language and know what will make them successful, you can differentiate just by speaking directly to the needs and goals. You’ll speak with your market in language they understand on the content topics they care about.
Keep Your Personas with You During Interviews
Keep your Personas handy before, during and after Win-Loss Interviews. Read them beforehand and have them top-of-mind as you interview. Then read them right after. Do they align? What aligns with what you have and what does not? Are there outliers? As you continuously interview Buyers, keep track of these things over time and update accordingly. It’ll help to keep your personas fresh and up-to-date.
Win-Loss Agency Interviewing Team Tip
Here’s a great tip from our interviewing team: When interviewing, get the demographic stuff out of the way early so that you can keep the conversation flowing once you get to the more qualitative stuff. You want to actively challenge your personas and make them better, but don’t get too bogged down in details for too long. It can slow your interview down. If you need to, come back to demographics at another point in the interview. Keep that interview flowing!