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Episode from the podcastImpact Pricing

Setting Prices Using the World's Best Buyer Persona with Stormie Andrews

Released Monday, 6th September 2021
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Stormie Andrews is the president of Yokel Local. He is a licensed practitioner of Neuro-Linguistic Programming (NLP), an award-winning author, Forbes contributor, HubSpot contributor, recognized buyer persona expert, and HubSpot Certified Trainer. He has also been recognized as a Member of the Year from the American Marketing Association, named as a Top 50 Tech Visionary, and his book, "The World’s Best Buyer Persona® System," became an Amazon Hot New Releases Best Seller.
In this episode, Stormie talks about how the World’s Best Buyer Persona System helps users set them apart from competitors in terms of market positioning where pricing doesn’t have to be one driver.
 
Why you have to check out today's podcast:
  • Find out how to create the next best thing in creating your best buyer persona in the absence of the gold standard
  • Learn how to create a value proposition where pricing isn’t the number one driver
  • Find out the concept of TINB (There Is No B) in the World’s Best Buyer Persona System
 
“It's not about you. It's not about your goods and services. It's about your prospects, your ideal customers, their pain points, their issues. The more time, energy, and effort you put into that, the more in alignment you're going to be as it pertains to your pricing.”
- Stormie Andrews
 
Topics Covered:
01:53 - How he started getting into personas
03:20 - Differentiating sales and marketing
07:02 - Creating multiple personas for each buyer type and making recommendations
07:52 - The next best thing to do when you don’t meet the gold standard to help you create the best buyer persona
09:55 - Using Maslow’s hierarchy of needs as a basis for creating personas
14:01 - How does a buyer persona influences pricing
17:34 - Building personas for different decision makers
21:28 - What could be the CFO’s TINB for a certain product
22:23 - Putting a TINB for a buyer persona
25:50 - The belief systems that are addressed in the World's Best Buyer Persona
27:15 - Stormie’s pricing advice that can have a great impact on one’s business

Key Takeaways:
“As we go through that exercise, we can spend an entire day just on positioning factors, because we have to have unique positioning factors that are designed to resonate with someone, not everyone. And if we can align those positioning factors, put them in alignment with the belief systems, the motivations of their ideal prospects, they're going to be in better shape.” - Stormie Andrews
“When we get into that positioning in the marketplace, we can find that market gap that sets the users of the ‘world's best buyer persona’ that sets them apart from their competitors, they market on that unique positioning that they have within the market. And that becomes their value proposition that can become their TINB (There Is No B), where pricing isn't the number one driver.” - Stormie Andrews
“What if we build a persona where we build resources for the initial influencer, and then we create and build a packet that they can download and give to the CFO that addresses their problems, their issues, their concerns, their motivations. That makes the world or at least that it's designed to speed up the sales process and make for a much smoother sales process.” - Stormie Andrews

Connect with Stormie Andrews:
 
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