best practice: hello i'm a persona, but i'm lost. can you please help me find my way?

17
Hello I'm a persona, but I'm lost, can you please help me find my way? © 2015 Amadeus IT Group SA Philip Martin, Head of Marketing Amadeus Rail

Upload: b2b-marketing

Post on 13-Apr-2017

205 views

Category:

Marketing


0 download

TRANSCRIPT

Page 1: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

© 2

015

Amad

eus I

T Gr

oup

SA

Hello I'm a persona, but I'm lost, can you please help me find

my way?Philip Martin,Head of MarketingAmadeus Rail

Page 2: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

© 2

015

Amad

eus I

T Gr

oup

SA

I'm a persona, get me out of here!

Philip Martin,Head of MarketingAmadeus Rail

Page 3: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

Explain personas to the sales team

Engage with sales using personas

Use personas in negotiation

Page 4: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

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

Page 5: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

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?

Page 6: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

You cheat…in a sneaky way

How do you convince your sales team to use personas?

Page 7: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

Volunteer from the audience please

Page 8: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

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

Page 9: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

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

Page 10: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

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

Page 11: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

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

Page 12: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

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

Page 13: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

Page 13

© 2

015

Amad

eus I

T Gr

oup

SA

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

Page 14: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

14

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

Page 15: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

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

Page 16: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

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

Page 17: BEST PRACTICE: Hello I'm a persona, but I'm lost. Can you please help me find my way?

© 2

015

Amad

eus I

T Gr

oup

SA

Thank you

You can follow us on:AmadeusRail

amadeusrail.net