Fun fact: 71% of companies that exceed revenue goals have documented buyer personas
Let’s say you were to separate discussions with an end user, a manager, and a VP from the same company.
Would you give them all the same elevator pitch? How about asking the same questions? Would you introduce features & benefits in the same way?
The answer is almost 100% of the time going to be resounding no.
This is because everyone has different priorities, different pain points, and different ideal solutions.
Each of these factors shape each role into their own “buyer persona” (if you’re not familiar with the term, just think of it as a general mock profile of a role you commonly sell to).
Now, let’s be clear on why it’s worth the time and effort to actually build these profiles.
Documented buyer personas:
Maybe these reasons are why 71% of organizations who achieve quota have documented personas.
If you feel it’s time to create or revise your personas, download our pre-built worksheet.
DOWNLOAD
Get Your Free Buyer Persona Template
In reality, there’s likely 10-12 buyer personas or more that could be generated for your business.
If you’re starting from scratch, it’s best to keep it simple and stick with 2-3. To start thinking through various stakeholder profiles, consider the following:
Be thinking about what an average day looks like for a given CXO you’re working to get in front of. And don’t forget to consider what a typical workday looks like for your end users! Are they more strategy-oriented? Focused on process adoption? Carrying out initiatives, or creating them?
At the end of the day, organizations make purchases to solve challenges or to carry out strategic initiatives. So, acquaint yourself with where your prospects “Point A” is and what their “Point Z” is.
With an understanding of each stakeholder profile, their day-to-day, their challenges, and their desired future outcomes, now comes the fun part. It’s time to wrap it all up and shape your delivery! Consider what your solution delivers and how it differs from your competitors. And don’t forget to follow a framework for each of your buyer personas. Here’s a story-telling style format just for you:
“In working with other [Personas/Roles], such as the [Role] at [Similar Company], I found that their big picture objective is [initiative] and found themselves struggling with [pain point] during their [day-to-day responsibilities]. To remove the roadblocks and drive towards their [objective/initiative], they evaluated a variety of vendors and ultimately selected us and implemented [your solution]. This is because of our ability to deliver [main value driver] and our unique ability to [unique differentiator]. At the end of the day, we achieved [desired outcome] by [increased/decreased key metric].”
This is just one of many possible examples of how personas help in actual practice.
To sum this up, we covered an important stat on buyer personas, why they’re critical to have, and how to build them for yourself.
Now, it’s time for you either map out your first sales buyer persona or add (or simply refresh) to your existing group!
DOWNLOAD
Get Your Free Buyer Persona Template
Director of Growth
January 16th, 2020
Co-Founder
Copyright © 2020 FoxBound
GET YOUR FREE COLD-EMAIL CHECKLIST
We analyzed 3M+ emails and identified 9 key characteristics across top-performing campaigns. Grab a checklist and uncover what we found!
We use cookies to deliver a better browsing experience, personalize content, and analyze website traffic. By continuing, you agree to the usage of cookies. Learn more here.