Marketers often struggle to get permission from Sales to interview buyers, and direct buyer interviews are critical to the deep buyer insights that marketers need. These few slides will help you explain the goals to sales management. Learn how to interview buyers at www.buyerpersona.com/masterclass

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The Buyer Persona Interview
Explain the Purpose to Sales Management

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Sales persuades one
buyer at a time
Marketing persuades
markets full of buyers
We All Need to Listen First, then Talk

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We Need 5 Buying Insights
What happens to
makes this
problem an urgent
priority
What are this
buyer‘s
expectations
for success
What barriers
prevent this
buyer from
choosing you
What and who
impacts this buyer
at each step in
the decision
What capabilities
does this buyer
evaluate for each
of the options

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Insight requires probing.
The buyer’s first answer
is the one we already know.

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Our Goal: Align Sales and Marketing Around
Who will agree to meet and how to get that meeting
Positives to emphasize, objections to overcome
What buyers say about each competitor
Which buyers are critical at each buying process step
How sales tools are targeted for distinct buyer types