{"id":633,"date":"2015-04-08T00:00:00","date_gmt":"2015-04-07T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/04\/08\/zelite-visjo-prodajo-zacnite-s-personami\/"},"modified":"2023-04-28T09:08:00","modified_gmt":"2023-04-28T07:08:00","slug":"zelite-visjo-prodajo-zacnite-s-personami","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/zelite-visjo-prodajo-zacnite-s-personami\/","title":{"rendered":"\u017delite vi\u0161jo prodajo? Za\u010dnite s personami!"},"content":{"rendered":"<p>Na\u0161a stranka je kralj. Od nas pri\u010dakuje, da ji bomo znali ponuditi konja, ko ga potrebuje. Da ji v pravem trenutku zagotovimo iskrega vranca in ne simpati\u010dnega osli\u010dka ali mo\u010dnega vola, jo moramo poznati. In kraljestvo bo na\u0161e.<\/p>\n<h2>Persone nam omogo\u010dijo, da razmi\u0161ljamo in se obna\u0161amo kot na\u0161e stranke<\/h2>\n<p>Persona predstavlja\u00a0<strong>skupek uporabnikov, ki imajo podobne vzorce obna\u0161anja pri nakupnih odlo\u010ditvah, uporabi tehnologij in produktov, podobne preference pri storitvah, pre\u017eivljanju prostega \u010dasa in podobno<\/strong>. Ali kot pravi\u00a0<a title=\"Tony Zambito: Kaj je persona?\" href=\"http:\/\/tonyzambito.com\/buyer-persona-original-definition-matters\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tony Zambito<\/a>: persona nam pove,\u00a0<strong>kdo<\/strong>\u00a0je na\u0161 kupec,\u00a0<strong>kaj<\/strong>\u00a0si \u017eeli dose\u010di,\u00a0<strong>kako<\/strong>\u00a0razmi\u0161lja,\u00a0<strong>zakaj<\/strong>\u00a0se odlo\u010da tako, kot se, ter\u00a0<strong>kako<\/strong>,\u00a0<strong>kje<\/strong>\u00a0in\u00a0<strong>kdaj<\/strong>\u00a0kupuje.<\/p>\n<p>Obna\u0161anje in motivacija sta dostikrat nepovezana s spolom, starostjo in drugimi demografskimi zna\u010dilnostmi. Pri nakupu avta bosta Jan, 41 in Tanja, 26, ki ju zanimata varnost in prostornost za njuna novope\u010dena dvoj\u010dka (vsak ima svoj par) vedla bolj podobno, kot recimo taista Tanja in Anita, 25, obe iz Ljubljane, vendar pa Anita \u017eeli statusni simbol za k njeni novi slu\u017ebi.<\/p>\n<p>Tako se\u00a0<strong>direktorica marketinga<\/strong>\u00a0pri Volvu aktivnosti neprestano spra\u0161uje: \u201c<em>Bi bilo Janu to v\u0161e\u010d<\/em>?\u201d*<\/p>\n<p>Taisto vpra\u0161anje si postavljajo tudi\u00a0<strong>vodja razvoja<\/strong>\u00a0pri vsakem na\u010drtovanju novosti,\u00a0<strong>vodja prodaje<\/strong>\u00a0ob zastavljanju aktivnosti in nenazadnje\u00a0<strong>CEO<\/strong>, ko snuje\u00a0strategijo in preverja vizijo podjetja.<\/p>\n<blockquote>\n<h3>Poznavanje kupca, njegovih pri\u010dakovanj in obna\u0161anja, je nepogre\u0161ljivo za vsebinski marketing, vse zaposlene in za uspeh podjetja kot celote<\/h3>\n<\/blockquote>\n<p>Persone so ljudje, ki so vpleteni v nakupni proces na\u0161ega produkta\/storitve\/re\u0161itve in ga lahko pospe\u0161ijo ali ustavijo. Odvisno, ali jim bomo dali prave informacije ob pravem \u010dasu. Zato je vredno investirati svoj \u010das in persone res temeljito\u00a0opredeliti. Kako razmi\u0161ljajo, kaj jih te\u017ei in pesti, kaj jih navdu\u0161i, katere \u010dasopise berejo, koliko jogurta pojedo na teden .. no, to zadnje morda ni klju\u010dno. Razen, \u010de prodajate jogurt.<\/p>\n<p>U\u010dinkovita persona:<\/p>\n<ul>\n<li><strong>je resni\u010dna oseba s cilji in vrednotami, ki\u00a0<\/strong><\/li>\n<li><strong>predstavlja eno skupino strank<\/strong><\/li>\n<li><strong>na podlagi njenih klju\u010dnih potreb in pri\u010dakovanj in\u00a0<\/strong><\/li>\n<li><strong>daje jasno sliko o pri\u010dakovanjih in uporabi na\u0161ega produkta\/storitve.<\/strong><\/li>\n<\/ul>\n<p>Persone lahko delimo na nakupne (<em>buyer<\/em>) in uporabni\u0161ke (<em>user<\/em>), ki se razlikujeta, \u010de \u010dlovek, ki kupuje, ni enak\u00a0uporabniku\u00a0re\u0161itve\/storitve\/produkta. Recimo v B2B svetu se poka\u017ee ta dvojnost. A na tej to\u010dki je bolj pomembno, kako persone sploh oblikovati.<\/p>\n<h2>Kako izgleda persona za vsebinski marketing?<\/h2>\n<p>Pustimo Jana, da se ukvarja z nara\u0161\u010dajem in si predstavljajmo, da ponujamo IT re\u0161itve, denimo\u00a0CRM sistem. Ena klju\u010dnih person bi izgledala takole:<\/p>\n<div class=\"row\">\n<div class=\"col-sm-6\">\n<p><a href=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/04\/Persona-Marko-2.jpg\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-2357\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/04\/Persona-Marko-2-300x179.jpg\" alt=\"Madwise Persona Marko\" width=\"300\" height=\"179\" \/><\/a><\/p>\n<\/div>\n<div class=\"col-sm-6\">Oblika predstavitve (format) in poglobljenost je lahko razli\u010dna, odvisno od uporabnika (na na\u0161i strani). nedvomno pa velja, da bolj kot poznamo na\u0161o persono, bolj\u0161e informacije ji lahko zagotovimo.<\/div>\n<\/div>\n<h2>Kako se lotimo izdelave person?<\/h2>\n<p><strong>RAZISKAVA<\/strong><br \/>\n<strong>Pogovarjajmo se z obstoje\u010dimi strankami.<\/strong>\u00a0Nekje 30 intervjujev je \u0161tevilka, ko se za\u010dnejo oblikovati vzorci obna\u0161anja glede na uporabo dolo\u010dene znamke\/storitve\/produkta. \u010ce se le da, intervjuje izvedemo pri stranki v slu\u017ebi, saj tako dobimo \u0161e dodaten kontekst in razumevanje obna\u0161anja. Videli bomo, kako se obna\u0161ajo v naravnem okolju, kateri \u010dasopisi ji le\u017eijo na mizi, \u2026 morda celo kaj o konkurenci. Poleg 1 na 1 intervjujev je tu seveda \u0161e internet \u2013 marsikaj o industriji in trendih lahko najdemo.<\/p>\n<p><strong>GRUPIRANJE<\/strong><br \/>\n<strong>Na podlagi skupnih vzorcev obna\u0161anja pogrupiramo in oblikujemo persone.<\/strong>\u00a0Dolo\u010dimo jim krovne skupne zna\u010dilnosti. Idealno za obvladljivost in plasti\u010dnost bi bilo oblikovanje 3-5 person. Saj vemo,\u00a0<strong>ne naslavljamo \u201cvseh\u201d<\/strong>. Zdrava kme\u010dka pamet pa je seveda za\u017eelena. \u010ce imamo paleto re\u0161itev, ki potrebuje 8 razli\u010dnih sogovornikov, jih bo pa\u010d 8. \u010ce naslavljamo samo in izklju\u010dno \u0161efa finan\u010dne slu\u017ebe, si ni treba zmi\u0161ljevati \u0161e dveh person, da bomo zadostili zgornjemu vodilu.<\/p>\n<p><strong>PERSONALIZACIJA<\/strong><br \/>\nKarakteristike imamo, a\u00a0<strong>\u010de ho\u010demo ustvarjati fantasti\u010dne marketin\u0161ke vsebine, delujo\u010de prodajne nagovore in odli\u010dne produkte, je fino \u010drkam na papirju vliti nekaj \u017eivljenja in mesa<\/strong>. Ime je zelo za\u017eeleno \u2013 z zgornjim Matejem\u00a0bomo la\u017eje komunicirali kot z nekim generi\u010dnim vodjo prodaje. \u010ce vemo, kako Matej\u00a0izgleda, bo pogovor \u0161e hitreje stekel.<\/p>\n<p><strong>KOMUNIKACIJA<\/strong><br \/>\nPotrudili smo se in opredelili na\u0161e persone \u2013 a da resni\u010dno za\u017eivijo,<strong>\u00a0jih morajo poznati vsi v podjetju<\/strong>. Razvoj bo ustvaril veliko bolj\u0161i produkt, \u010de bo imel pred seboj Mateja, ki \u017eeli z dvema klikoma dostopati do vseh informacij. Matej\u00a0bo veliko bolj zadovoljen s podporo, ki mu bo hitro pomagala po telefonu in ne bo zahtevala dveh e-mailov in izpolnjevanja obrazca za opredelitev napake.<\/p>\n<h2>Kako pa NE delamo person?<\/h2>\n<p>Izdelava person ni enostavna naloga in hitro se \u017eelimo zate\u010di k bli\u017enjicam. Morda se nam ne ljubi izvajati 30 intervjujev in mislimo, da saj stranko pa res poznamo in lahko persone naredimo kar sami, takoj zdaj. Zato \u0161e nekaj navodil, \u010desa ne delamo, \u010de ho\u010demo zagotoviti rezultate za na\u0161 posel:<\/p>\n<ul>\n<li><strong>Ne delamo\u00a0persone na podlagi enega\u00a0\u010dloveka.<\/strong>\u00a0Da, ima ime sliko, a persona predstavlja segment strank, ki se podobno vede. Vredno je dejansko dobiti informacije strani ve\u010d predstavnikov segmenta.<\/li>\n<li><strong>Ne baziramo persone na stereotipih.<\/strong>\u00a0Podobno kot zgoraj. Ne sklepajmo, pustimo strankam, da nam povedo relevantne informacije o sebi.<\/li>\n<li><strong>Ne dopu\u0161\u010damo nekonsistenc.<\/strong>\u00a0Matej\u00a0je dru\u017einski \u010dlovek, najbr\u017e ne vozi Audija TT.<\/li>\n<li><strong>Nismo generi\u010dni.<\/strong>\u00a0To je \u017ee bilo povedano, a si zaslu\u017ei ve\u010dkraten poudarek. Matej\u00a0je star 36 let in ima MBA, ne pa 31-50 let z visoko\u0161olsko izobrazbo. Za Mateja\u00a0vemo, kako se obna\u0161a.<\/li>\n<\/ul>\n<p>Ker verjamemo v persone in vemo, da bodo pomagale tudi vam, smo vam pripravili enostaven obrazec za izdelavo u\u010dinkovitih person. Prenesite ga in s pridom uporabljajte. Povratne informacije ali predlogov za izbolj\u0161ave pa smo vedno veseli.<\/p>\n<p>* Jan je izmi\u0161ljena oseba za ta \u010dlanek. Volvo persona je najbr\u017e Hjalmar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Na\u0161a stranka je kralj. Od nas pri\u010dakuje, da ji bomo znali ponuditi konja, ko ga potrebuje. Da ji v pravem trenutku zagotovimo iskrega vranca in ne simpati\u010dnega osli\u010dka ali mo\u010dnega vola, jo moramo poznati. In kraljestvo bo na\u0161e. Persone nam omogo\u010dijo, da razmi\u0161ljamo in se obna\u0161amo kot na\u0161e stranke Persona predstavlja\u00a0skupek uporabnikov, ki imajo podobne [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":1048,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,10],"tags":[],"class_list":["post-633","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-izdelava-digitalne-strategije","category-lead-generation","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u017delite vi\u0161jo prodajo? Za\u010dnite s personami!<\/title>\n<meta name=\"description\" content=\"Persone so temelj vsebinskega marketinga. Pa tudi vsakega drugega. 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