The 5 Rings of Buying Insight you must understand in order to craft targeted campaigns that speak to your buyers’ deepest needs and concerns

Where to make marketing investments for maximum impact – and which marketing sinkholes to avoid

How to distinguish your most receptive prospects from the least likely buyers who waste time, resources, and money

Which product and service characteristics have real meaning for your buyers – and merit your most intense sales and marketing focus

Who you should recruit for interviews (Hint: the best interview subjects may not be the ones you expect…)

How to effectively reach, persuade and schedule interview subjects painlessly

Which subset of subjects you absolutely should not approach for an interview

The best times to reach a buyer – and what to do when you go into voice mail

How to get buyers to share information they have not shared with anyone before

The only two things every successful interview must have (and one surprising thing it should not – a script!)

The most important things to listen for – and how to get more of the good stuff, fast How to turn “jargon” into your secret weapon for drawing deeper information

How to probe each phase of the decision-making process, from trigger to purchase

The one thing you should never ask if you’re to sustain trust and confidence

How to address the two most common reasons people don’t buy the solutions you’re marketing

How to build a powerful composite buyer persona from your interviews, easily

How many interviews to conduct to develop an actionable persona

What the acid test is for whether or not to develop further interviews

How to build a true persona-based message that resonates with buyers Which proof points to use – and which to avoid

How to identify the top three priorities and success factors and the top three buyer concerns

How to determine the number of buyer personas you need to build (Hint: it’s fewer than you think)

A fool-proof way to win the hearts and minds of salespeople with your personal work