Who Actually Buys

Who this book is for

Người làm marketing ở Việt Nam, trong doanh nghiệp hoặc ở agency, từ người làm một mình cho công ty nhỏ tới người dẫn một đội năm bảy người. Người đọc là NGƯỜI LÀM NGHỀ, không phải chủ doanh nghiệp: họ chịu trách nhiệm về kết quả nhưng thường không giữ ngân sách.

Sound familiar?

• The persona is built from demographics, so it can't explain why anyone buys.
• Hasn't spoken directly to a single buyer in six months.
• Customer knowledge sits with sales and support, and marketing never reads it.
• Every meeting describes the customer differently and nobody can be proven wrong.

Each chapter answers one question

1. Chapter 1: Is my customer profile fact, or the boss's opinion?

   Where does the data for my customer persona come from?

   A persona without a source is an opinion, and the opinion of the most senior person wins.

2. Chapter 2: Can ten conversations beat a thousand surveys?

   When did I last talk with someone who just bought?

   Ten thirty-minute conversations give more than a thousand-person survey.

3. Chapter 3: Do they buy the product, or the moment?

   What happened that made this person look for a solution that very week?

   What decides is not the product but what happened in their life just before.

4. Chapter 4: After the interviews, does anyone read them?

   Which decision has my research actually changed?

   Interview notes sitting in a document nobody opens are wasted research.

5. Chapter 5: What do non-buyers know that buyers won't say?

   For people who looked but did not buy, why did they not buy?

   People who say no tell you more than people who say yes, and they are asked far less often.