Use the survey findings to build a longer discussion framework (more like an agenda than a questionairre) and conduct fewer but longer person-to-person interviews, using open ended questions.
Spend as much time as you are allowed by
the buyer to dig into the world of the buyer. Often 5-10 deep dive person-to-person interviews with belarus cell phone database your buyer personas will yield amazing levels of insight.
The topics to cover that generate buyer insightAsk about the business objectives.
Get the buyer to focus on just 3 core objectives that they dedicate time, budget and political capital to achieve. When looking at the results see if your product or service addresses these objectives. If not it may be necessary to move up or down the hierarchy until it resonates.
Implications
What happens to the buyer or the organisation if they are succesful in meeting their objectives. Will they get promoted, will the firm achieve record sales? What happens if they fail? Will the buyer lose their job or a promotion or will the company have to downsize?
Barriers to overcome
What’s stopping your buyer from achieving their objectives. Are the barriers something you can influence or are they out of your control? Are there any internal issues that might prevent a change or a decision being made.
Buying journey
This is the key area to understand. Ask the buyer to explain precisiely how they go through their buying process. What specific events trigger action. Who else is involved at the different decision stages. Uncover if the interviwee is the economic buyer (who holds the budget), the user of your product or service or is a technical buyer (procurement or finance). Getting perspectives from all influ