Build the sales process for ideal buyer persona so it is repeatable across the team.
Building Strategies to Define the Ideal Buyer Persona
A working programme in ideal buyer persona for managers who have to deliver with existing resources.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Buyers now complete much of their decision on ideal buyer persona before speaking to anyone. Discounting solves a problem in this part of marketing and commercial practice today and creates a larger one next quarter. It is designed for mixed groups, so that the wider marketing and commercial practice agenda is examined from more than one functional angle. Most organisations already have a policy on ideal buyer persona; far fewer can show it working. Participants finish able to explain the marketing and commercial practice capability to a non-specialist audience without losing precision. The programme is built to be used, and every section of this aspect of marketing and commercial practice it covers ends in something applicable. Where ideal buyer persona is measured, it improves; where it is only discussed, it drifts. Discussion is anchored to worked examples of this area of marketing and commercial practice rather than to abstract argument. The closing exercise tests whether the participant's plan for this part of marketing and commercial practice survives a hostile question.
Expected Learning Outcomes
Build the positioning for ideal buyer persona around a claim competitors cannot honestly make.
Define the audience for ideal buyer persona precisely enough to exclude people.
Assess the current state of ideal buyer persona against a structured set of criteria rather than impressions.
Diagnose whether a problem in ideal buyer persona is one of design, resourcing or discipline.
Design the customer journey for ideal buyer persona across the touchpoints that actually influence the decision.
Set the minimum documentation for ideal buyer persona that is genuinely necessary, and stop there.
Who Should Attend
Managers of multi-site operations seeking consistency in ideal buyer persona.
Account managers responsible for retention within ideal buyer persona.
Brand and communications specialists shaping ideal buyer persona.
Marketing managers responsible for ideal buyer persona.
Members of committees that take decisions affecting ideal buyer persona.
Agency and consultancy staff supporting clients on ideal buyer persona.
Course Modules
Ideal buyer persona: audience definition and segmentation
2 sessions · 8 pointsSession 1Testing the message on ideal buyer persona before spending
- Assign responsibility for keeping documentation of ideal buyer persona current.
- Anticipate the objections ideal buyer persona will raise and prepare the answers.
- Measure lifetime value from ideal buyer persona, not just first purchase.
- Confirm that reporting on ideal buyer persona reaches the people who can act.
Session 2The claim about ideal buyer persona competitors cannot copy
- Script the three most common objections in ideal buyer persona and the responses.
- Compare cost of acquisition against value in ideal buyer persona.
- Test creative for ideal buyer persona at small scale before full commitment.
- Check that ideal buyer persona still works when volumes rise unexpectedly.
Ideal buyer persona: pricing, value and discount control
2 sessions · 8 pointsSession 1Keeping customers acquired through ideal buyer persona
- Record the rationale for each significant choice made about ideal buyer persona.
- Review whether short-term tactics on ideal buyer persona are damaging the brand.
- Build the report on ideal buyer persona that answers whether to spend more or less.
- Record what was learned when ideal buyer persona did not go as planned.
Session 2Reviewing ideal buyer persona when nothing has gone wrong
- Set objectives for ideal buyer persona in revenue terms with a timeframe.
- Check that records of ideal buyer persona answer the questions likely to be asked.
- Write down the assumptions underpinning the approach to ideal buyer persona.
- Establish the boundary of ideal buyer persona and record what sits outside it.
Ideal buyer persona: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Where the buyer actually decides on ideal buyer persona
- Structure pricing for ideal buyer persona against perceived value.
- Benchmark the organisation's ideal buyer persona against comparable operations.
- Rehearse the briefing on ideal buyer persona that would follow an incident.
- Set the discount authority for ideal buyer persona and require justification.
Session 2Where ideal buyer persona typically breaks, and why
- Design the retention action triggered when a customer of ideal buyer persona goes quiet.
- Agree the attribution model for ideal buyer persona and state its known limits.
- Map the decision journey for ideal buyer persona and mark where the choice is actually made.
- Set out the decisions in ideal buyer persona that require sign-off and by whom.
Ideal buyer persona: positioning and the honest claim
2 sessions · 8 pointsSession 1Qualifying out of ideal buyer persona early and without guilt
- Close out actions on ideal buyer persona rather than leaving them open indefinitely.
- Review whether ideal buyer persona is aligned with the objectives of the commercial team.
- Define the trigger that would require ideal buyer persona to be redesigned.
- Choose the next segment for ideal buyer persona and state why it is next.
Session 2The decisions in ideal buyer persona that cannot be delegated
- Describe the buyer for ideal buyer persona specifically enough to name who is excluded.
- Agree the indicators that will show whether ideal buyer persona is improving.
- Define qualification criteria that disqualify quickly in ideal buyer persona.
- Build the content that answers the buyer's real question about ideal buyer persona.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.