GREAT METHOD ACTORS engage in an extensive process to get inside the heads of their characters, truly understanding their personas, and because of this process, they consistently deliver stellar performances. Similarly, if your sales force had deep understanding of its potential buyers, not only would this improve its ability to connect in a more meaningful way, this would also allow it to tailor its pitch to make sure qualified prospects become buyers. Understanding your ideal prospect’s persona is like building a fictional version of the prospect, based on real data about your best prospects and customers — like demographics, behavior patterns, buying patterns, decision-making processes, or even life goals. Make sure your ideal buyer persona is objective. Don’t base this persona on your own gut impulses; do the necessary research. Start by identifying a dozen ideal customers and a dozen ideal prospects that are likely to spend 15 to 20 minutes talking with you. If you’re in a referral-based business, consider talking to a few influencers as well. Even though incentives may not be necessary, you might consider offering them gift cards to thank them for their time. Call them to schedule a phone interview, making it clear you’re not trying to sell them anything. Be thoughtful about which questions you ask. For example, you might ask: What is your title? Who do you report to, and what are the titles of those who report to you? What goes on during your typical day? What’s the size of your company? How old are you, how many children do you have, and are you married? What do you do outside of work? What organizations do you belong to? What’s challenging about your job or life? What do you value most at work? What are your common concerns when a company in our category approaches you? Once you’ve gathered this data, look for as many similarities as possible. Next, create a story line for that customer that will be easy for your salespeople to remember. For example, your primary buyer may be a family man with two kids and a golden retriever. He tries to work in a game of golf every few weeks, but it’s tough with all of the kids’ activities. He appreciates candor and hard work in those around him. He makes buying decisions based on trust and relationships, only later comparing features, benefits and pricing. He has big career aspirations, so a solution that will allow him to advance his career will be given serious consideration. While your customer persona may not fit every ideal customer exactly, it can accurately represent the needs of a larger group. Understanding your buyers’ motivations, expectations and goals can help your team deliver a more tailored sales experience, inevitably closing more sales.
