LITMIR.BIZ

Скачать книгу

      Some marketers will focus on psychographics, another long-standing approach to segmenting markets based on factors such as personality, values, lifestyles, and opinions. This approach might capture the fact that Jim goes to church regularly, is skilled at managing people, and is challenged by keeping multiple balls in the air. But this information has little bearing on how he will evaluate and choose a logistics management supplier. Combined with a few demographics, you might know the kind of neighborhood he lives in and that he likes to spend time with his family, but you'll still have to guess about what triggers his interest to evaluate your solution, the barriers that prevent him from finalizing the purchase, and which of your advantages will impress him.

      The Buyer Profile has gained a lot of traction because it is a useful tool to help you think about your target buyers as real people, with actual families, typical bosses, and human concerns. For the same reason that we find it far easier to communicate via social media when we have a photograph of a person we have never met in person, the Buyer Profile creates a sense of the human connection with people whom we have never met face-to-face. If you've ever built a relationship with someone through social media, you may have noticed that your first in-person encounter feels a lot like running into an old friend. The photograph and details of this person's job or personal life have likely shaped your interactions and created a sense of intimacy despite the fact that you live and work in very different circumstances.