This video provides a high level view of why you should commit to understanding your buyers at drill down levels and how to begin to do the work.
We believe that knowing your audience well enough to build credible “Buyer Profiles” and “Buyer Personas” is the first step to serving them well and selling more.
When you understand the narrative of the audience you serve you know the gains and opportunities they celebrate, you are intimate with the challenges and the pains they endure. When you know your audience well enough to tell the story of a day in their life as well as they can, that is when you are ready to market and sell to them.
This short video provides perspective on the extended value proposition offered by a well built buyer profile. When we do the work to build our profiles so they are accurate pictures of the people in the markets we serve, those very same profiles become central to the success of the content we produce, the marketing campaigns we run and the sales proposals we present.
When a Fortune 500 company runs a marketing campaign they employ “Big Data” resources to direct their messaging at precisely who they are trying to reach. Today with easy access to information each small and mid sized business has the very same opportunity to run highly optimized data driven marketing and sales campaigns. The only caveat is that you must do the work, the heavy lifting that goes into building buyer profiles and personas. In order to build buyer profile and to understand your buyer’s persona requires diligence and continued commitment to do the work. Diligence because the work is hard. Commitment because the people in the markets we serve are dynamic and in flux as they respond to an ever changing marketplace.
I read an article this morning with this title “Do sales people need to be thought leaders? I say that the sales representative of today needs to be a leader and so much more. This rebuttal addresses what happens when you do not encourage your sales rep to do the work to establish herself as a leader within the industry and line of business she serves.
Today’s sales landscape is very different than it was in the last century. In the 1900’s prospecting, following up, closing deals, objection handling and closing again was what was done because it worked. Back then salespeople had the upper hand, they had most of the information. During much of the last century salespeople were indispensable (I’m referring to those well trained salespeople from notable companies like Xerox and IBM).
Today’s buyer is the most empowered buyer ever, because now they have easy access to information due largely to the ubiquitous nature of social and mobile media. This HBR article excerpt says: “your customers including the ones you haven’t met—already know all about your offerings. On average, prospective buyers in business-to-business settings have completed 57 percent of their due diligence work before they engage a sales representative.” Where does this leave salespeople?
Well without having something thought provoking, insightful or compelling to share with the customer team doing the due diligence it’s difficult to insert yourself into the buying cycle. Here’s what the average sales representative is relegated to when the sales manager says (1) Keep prospecting and the DM says, We have already selected our best 3 solution providers, (2) Keep following up with the DM! DM says stop with the spam, it’s not wanted, (3) Keep closing, refer to items #1 and #2, their nothing to close.
When you do not encourage today’s sales representatives to do the hard work to establish their LEADERSHIP within the industry they serve you set them up to be consistently left out meetings with the economic buyer #LeadersOpenDoors.
Please join the conversation and share what you believe.