Sales Aren’t Cookie Cutter — Your Sales Strategy Shouldn’t Be Either
If each of your prospects fit into the same mold, you’d have the easiest sales strategy on earth. Prospects aren’t all alike, however, and to get heard you must tailor your messaging to each individual’s unique problems and pains.
Perhaps the most differentiating attribute of your prospects is the role they play within their organization. For instance, people working in the IT, HR and financial departments of the same organization have very different pain points. To effectively grab their attention, you must speak to them in a way that resonates with their individual buyer persona.
Once you’ve differentiated your prospects by role within their organization, segment them further by their rank. Lower-level employees are more likely to be concerned with practical, day-to-day matters than top-level executives, who focus on strategy and profit. Remember that the role of an individual drives how you’ll interact with them.
Also consider that people in the same role across different industries likely won’t have unified priorities. Regulatory concerns, for example, vary greatly between administrators in IT and pharmaceutical organizations.
Use the right persona-development tactics to ensure you’re speaking to the right pains of the right people.
To gain insight into which sales strategy you should use, consider participating in various LinkedIn groups. As you’re scouting the field, get a sense of the language people use, the common issues they bring up and their priorities. The benefit of doing this kind of research in a LinkedIn group is that the peer-to-peer conversations taking place are in their most natural form. This allows you to hone in on relevant details and prospect more effectively.
In general, sellers don’t think analytically enough. It’s important to keep track of what you’re doing and know what works and what doesn’t. If you find one strategy to be highly effective, track how successful it is with different prospects in the same buyer persona.
It might sound daunting to maintain all of this data. Good sales software really helps you get the most out of all the different prospect engagement tactics you use. This technology helps you personalize messages more effectively, communicate more efficiently, and remember when to follow up and what to bring to the table.
The Tellwise Nutshell (TTN): Even if you have the best memory, you can’t keep every detail about every prospect engagement in your head. Buyer personas are numerous and you must craft specific messaging to reach the right people at the right time. Take advantage of the organizational advantages of prospecting software to keep your messages in order and deliver on your promises.
Are you ready to make your prospecting easier? Contact Tellwise today for a free prospecting software trial.