Buyer Personas, Revised and Expanded, 2nd Edition

11Adjust Strategies to Deliver the Knowledge and Experience Buyers Want

When figuring out your messaging strategy and what to say to buyers, you will want to look across your buyer's Priority Initiatives, Success Factors, Perceived Barriers, and Decision Criteria. These are your buyer's most important requirements and should have a prominent place in your messaging, particularly when you have unique capabilities to address them.

The opportunities to leverage Buyer Persona insights go beyond messaging, however. Because the 5 Rings of Buying Insight reveal everything your buyers need to know and experience to have confidence buying from you, you should leverage each insight in other important ways. Since we can't cover all the creative ways in which we've seen organizations use these insights, we'll focus this chapter on the major ideas or ways of thinking you can use to develop your own strategies.

It's worth noting that a single thread cuts across all of them. That is the fundamental buying truth we covered in Chapter 1: the organization that does the best job of making a buyer feel CONFIDENT and SECURE in their buying decision usually wins the business. Without much difficulty, you should readily see how everything we'll discuss here contributes to that overall objective. It's also a filter you can use to develop your own strategies and how you decide to leverage Buyer Persona insights to influence buyers.

Another lens to look through is how we can use the 5 Rings of Buying ...