Do You Really Know Who You’re Selling To? 4 Tips For Targeting Your Sales Assets
Knowing exactly who you’re selling to always has been a key part of the sales process. But as prospects increasingly self-educate using the Internet, sales teams have to make sure they target all email, content and sales assets to the EXACT buyer persona or they risk losing interest and web traffic.
Honestly, this is pretty common news by now. Helping these self-educating customers find their way to your website is critical. But are sales teams really thinking about this? Are they actually taking time out of their day to map their sales assets to different personas? In some cases, the answer is “no,” and that has to change.
For those who have delayed this process, here are four ways to get your stuff in order so that you’re able to know who you’re selling to and target those prospects.
- Do your homework: For perfectly tailored sales assets to work, they have to be well-researched. Figure out where your target customer aggregates and hangs out online, and then listen to them, asking questions periodically. LinkedIn and Twitter are the usual suspects for learning more about people using a role-oriented perspective. Remember, gathering information is a well-educated effort. Collecting data about your prospects helps you position your sales assets relative to their personal situation and the business ecosystem that they’re dealing with.
- Focus on a role, not a person: To drive large amounts of people using your sales assets, develop your persona around an industry and job. Are you selling to a manager at a manufacturing plant, or the CFO of a bank? Regardless, the key is to be as specific as possible. You need to build a profile you’re able to use over and over again.
- Invest more time: You can’t just follow people online and expect to build a quality profile. You need to spend serious amounts of time to understand the attributes of a person and their job to fully understand — and help solve — their business problems. For example, take time to draw a diagram of your target customer. Build relationships with them by interviewing them on their decision-making habits and preferences.
- Use analytics: Generally speaking, people don’t understand some things about themselves as much as a computer understands them. Use business intelligence (BI) tools to figure out what they click on and other online habits. Like marketers, salespeople need new technologies to achieve insight into their customers. These tools empower sales reps to share the right sales assets in a compelling way.
The Tellwise Nutshell (TTN): Research shows that nearly 70 percent of the buying process is complete by the time a prospect connects with a sales rep. That means the time for personalizing your sales assets is now. Don’t expect results overnight. These tactics work best when used in a long-term approach. Consistency is the key to success.