Subphase: Committing to a solution
Compared to the end of the Education phase (committing to change), you also have to make the insights you have gained concrete here. This means that in this phase you decide to enter the final phase with the preferred selection (possibly with an alternative as a backup). Insight into this will once again arm you against a lot of political nonsense, an endless pot of syrup and all the frustration that comes with it.
Phase 3: Selection
The third phase is about closing the loop. The need for change is clear (Education), the alternatives have been weighed (Solution) and now you have to make the actual purchase.
You rarely make major decisions alone. However, there is often someone (or a body such as a committee) responsible for the actual purchase. This could be a purchasing manager, CFO, or general manager, for example. These are usually not the people who initiated the journey. And they are certainly not often the people who took on the guatemala phone number research in the Solution phase. This subphase is therefore about internally justifying the choice made.
Returning to the example of protective clothing. A safety engineer (responsible for safety in a factory) may have been the driving force behind a journey to purchase other protective clothing. He or she may have done all the research, in collaboration with other personas (such as the users of the clothing or operational management). However, the purchase of the selected new clothing goes through the purchasing manager. He or she has nothing to do with the interests of the safety engineer. He or she mainly wants to see a well-founded case for the expenditure that he or she has to make (and possibly also has to justify to management). In this subphase, it is therefore about making and presenting that case.
Subphase: Making the selection
Now that everything is clear and accounted for, the new products (or services) still need to be actually purchased. The contracts need to be signed and the delivery (of the protective clothing) is planned.
What is a persona?
A persona is a representation of a generalizable role that influences or can influence the buyer journey. How you represent a persona depends heavily on the intended user. The level of detail also affects the generalizability (and therefore scalability).