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TV Expert Interviews / Marketing / Jun 2, 2023 / Posted by Jim Kraus / 59

Unlocking the Secrets of Buyer Personas in a Downturn Economy (video)


5 Ways to Reach Buyers During a Downturn

In a world where the economy is constantly changing, understanding your buyer personas has never been more important. John Golden and Jim Kraus discuss the key factors that marketers and sales professionals need to consider when trying to reach buyers at the beginning of their decision-making process.

Here are five ways you can reach buyers during a downturn:

Understand the buyer journey: It’s crucial to map out the buyer journey and understand what triggers buyers to look at a particular solution, their fears and concerns, decision criteria, and desired outcomes.

Talk to recent buyers: Conducting interviews with recent buyers can provide valuable insights into what success factors are most important and what perceived barriers need to be overcome.

Focus on more than just features: Understanding the buying decision is not just about choosing the right solution with the best features, but also ensuring that all the other factors required for success are in place, such as training and integration with existing systems.

Stay on top of changes: The buyer journey is constantly changing, so it’s important to stay on top of any changes in the market, whether it’s due to the economy, environment, or new competitors.

Update buyer personas regularly: Revisiting buyer personas regularly is crucial, especially during a time when marketers and sales professionals are faced with numerous investment options and requests. This will ensure that you are staying relevant to buyers and showing your unique value quickly.

By understanding your buyer personas and their buying decisions, you can be more relevant to buyers and show your unique value quickly. Talk to recent buyers, focus on more than just features, and stay on top of changes in the market. By doing these things, you can successfully reach buyers during a downturn.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Jim is the President of Buyer Persona Institute (BPI) and a leading authority on buyer personas and buying insights. BPI’s buyer persona research and workshop methodologies have become the gold standard for thousands of marketers in hundreds of companies worldwide that rely on these studies to reveal everything a prospective buyer needs to know and experience to have confidence in their solution. Marketers use these insights to develop strategies and messaging that drive more leads, improve conversion rates, and helps sales hit their numbers.


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