Kategorien entdecken

In der App öffnen In der App öffnen In der App öffnen
Das sind die Blinks zu

Buyer Personas

How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business

Von Adele Revella
15 Minuten
Audio-Version verfügbar
Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business von Adele Revella

It’s hard to sell to people that you don’t know. Buyer Personas (2015) gives you the tools you need to truly understand your customers – their motivations, their quirks, their reservations – so that you can fine-tune your messaging to become a maximally effective seller.

  • Marketing executives
  • Company leaders who are looking for a product market
  • Anyone who wants to be a better communicator

Adele Revella is the CEO and founder of Buyer Persona Institute, and a leading authority on buyer personas. In addition to running the Institute, she is also a marketing and business leadership speaker, consultant, blogger and workshop facilitator.

 

[Adele Revella: Buyer Personas] copyright [2015], John Wiley & Sons [Inc. or Ltd. as applicable] Used by permission of John Wiley & Sons [Inc. or Ltd. as applicable] and shall not be made available to any unauthorized third parties.

Kennst du schon Blinkist Premium?

Mit Blinkist Premium erhältst du Zugang zu dem Wichtigsten aus mehr als 3.000 Sachbuch-Bestsellern. Das Probeabo ist 100% kostenlos.

Premium kostenlos testen

Was ist Blinkist?

Blinkist ist eine App, die die großen Ideen der besten Sachbücher in einprägsame Kurztexte verpackt und erklärt. Die Inhalte der über 3.000 Titel starken Bibliothek reichen von Sachbuch-Klassikern, über populäre Ratgeber bis hin zu diskutierten Neuerscheinungen. Basierend auf wissenschaftlichen Erkenntnissen wird jeder Titel von speziell geschulten Autoren aufbereitet und dem Nutzer als Kurztext und Audiotitel zur Verfügung gestellt.

Discover
3.000+ top
nonfiction titles

Get unlimited access to the most important ideas in business, investing, marketing, psychology, politics, and more. Stay ahead of the curve with recommended reading lists curated by experts.

Entdecke die Kernaussagen zu diesem Titel:
Entdecke die Kernaussagen zu diesem Titel:
Entdecke die Kernaussagen zu diesem Titel:

Buyer Personas

How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business

Von Adele Revella
  • Lesedauer: 15 Minuten
  • Verfügbar in Text & Audio
  • 9 Kernaussagen
Jetzt kostenloses Probeabo starten Jetzt lesen oder anhören
Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business von Adele Revella
Worum geht's

It’s hard to sell to people that you don’t know. Buyer Personas (2015) gives you the tools you need to truly understand your customers – their motivations, their quirks, their reservations – so that you can fine-tune your messaging to become a maximally effective seller.

Kernaussage 1 von 9

Knowing your customer helps you provide them with what they’ll buy.

Imagine you’re selling sofas – big, expensive, cumbersome sofas. Now imagine you’ve taken your product around to tiny, high-rise rental apartments in the inner city. How many do you think you’ll sell? Probably none.

Not knowing your customers’ wants and needs is a recipe for disaster. So when you enter a new market, it’s important to conduct in-depth research to understand your customers.

If you don’t do your homework, your prized products may end up gathering dust instead of bringing in revenue. Surprisingly, this is exactly what happened to Apple when they launched the 3G iPhone in the Japanese market.

In 2007, Japanese consumers bought 5 million mobile phones. The following year, when Apple introduced their 3G phones, they sold only 200,000 units – a mere four percent of the Japanese market share – and sold mostly to established Apple users. So what caused this massive failure?

Japanese consumers were used to shooting videos and watching TV programs on their phones, and iPhone 3G didn’t even have a video camera! Apple failed to realize that buyers in the Japanese market had different needs than those in the US and Europe, and suffered for it.

To learn about your customers’ needs, you have to ask them directly. Unlike Apple, the Turkish-appliance company Beko conducted interviews with prospective customers before launching their dryer in the Chinese market.

As a result of these interviews, Beko’s marketing team learned that a large portion of Chinese consumers believe that “there is a spiritual component when garments are exposed to the sun.”

So Beko designed their dryers for the Chinese market by making it possible to stop the drying cycle halfway through, allowing customers to dry their garments in the sun. Their diligence was rewarded; Beko dryers are selling very well!

Mit Premium freischalten Jetzt lesen oder anhören

Inhalt

Mit Premium freischalten Jetzt lesen oder anhören

Bringe mehr Wissen in deinen Alltag!

Sichere dir jetzt Zugang zu den Kernaussagen der besten Sachbücher – praktisch in Text & Audio in nur 15 Minuten pro Titel.
Created with Sketch.