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3 Groups To Consider When Targeting Your Sales Assets


When sales reps work to identify their target persona for sales assets, there are a thousand different decisions to sort through immediately.   

“What’s the person’s job title, income, location and education? When is the best time to send them material? Do they use a smartphone, Twitter or mobile apps? How do they like their eggs?” 

OK, maybe that last one is a bit of a stretch, but you get the point: These standard questions must be thoroughly investigated before starting on a single asset. However, one thing that seasoned sales reps often forget to ask about their target buyer is this: Are they an end user, decision-maker or an influencer? 

The purchase decision criteria are completely different for each one of these groups. 

  1. End users make purchases that improve their lives. For example, they buy many products driven by the consumerization of IT. 
  2. Decision-makers make purchases that allow them to comply with their set of business metrics. 
  3. Influencers use a combination of life improvements and metrics to drive purchases. This group consists of business or product development people who have a vested interest in sales but are not directly in those organizations. 

At Tellwise, we’ve found that many sales reps find it difficult to develop unique sales assets for each one of these three groups. In fact, most organizations struggle to have assets at all! Refining assets to this level is a very high-level activity. 

For those who haven’t yet developed online sales assets to attract and build a relationship with potential prospects — and, let’s be honest, this includes most people — you’re probably not ready to decide between end users, decision-makers and influencers. This kind of effort is more like icing on the cake. If you’re just getting started baking the cake, we have a few suggestions just for you here and here.

For those sales reps ready to make this kind of tweaking to their target personas, it’s best to always gear sales assets high in the organizational level. If that doesn’t work, it’s easier to go down in the organization than to go up. 

In our experience, the maximum return for buyer personas seems to be catering more to decision-makers and influencers. In other words, if you have to choose, these two groups represent the best places to start.

The Tellwise Nutshell (TTN): The first step to addressing end users, decision-makers and influencers is to realize that — like it or not — these three groups directly or indirectly impact the sales decision. You must understand that your buyers do fall into each of these groups, and anything you’re able to do to better reach them is definitely worth the effort. 

To learn more about creating great sales assets, check out the Tellwise Tipsheet.

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