How Buyer Personas Help Channel Partners Ramp Up Sales
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Article Business.Spectrum.com How Buyer Personas Help Channel Partners Ramp Up Sales It’s a given that channel partners must know their products, but how well do they know their prospects? In this competitive climate, the better a channel partner knows his or her prospect, the more successful they will be in snagging the prospective client’s attention, identifying needs and goals, and providing personalized solutions. But how can channel partners know a prospective client’s needs, goals, and pain points before they even meet? There is a strategy, and that strategy is to create buyer personas—a thorough profile of a typical purchaser of a product or set of products. These buyer personas can guide sales agents through the entire sales cycle. Agents who create accurate and comprehensive buyer personas will be more likely to convert prospects into actual clients. Creating Buyer Personas Buyer personas help agents map out a fictional, yet ideal customer. Each persona is created through a blend of robust data and a reliable, educated guess. It might be helpful to think of these personas as subcategories of differentiated populations within a larger target market. Buyer personas will be detailed, multi-page customer sketches, and they should include the following information: • Demographics (age, gender, ethnicity, household income, level of education, location) • Company title or position and a general job description (CEO, CIO, IT staff, administrative staff) • The individual’s chain of reporting (noting who makes the final decisions for purchases) • Precise differences that may distinguish one buyer from another in the same buyer persona subcategory • Challenges the individual might face (home, work, social life, personal life) • General goals the individual might possess • Trigger words or specific language associated with this persona • Workplace pain points • Possible solutions for the pain points • Possible oppositions the individual might raise about the proposed solutions • Ways the potential oppositions might be countered Agents can gather this information through research, surveys, one-on-one interviews, and knowledge gleaned from past sales and marketing experiences. While compiling such data, agents should include a narrative about what the purchasing product might look like for that persona. What might trigger the individual to make a purchase? How this persona would define a purchase or solution as a successful one?
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Transcript of How Buyer Personas Help Channel Partners Ramp Up Sales
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Business.Spectrum.com
How Buyer Personas HelpChannel Partners Ramp Up Sales
It’s a given that channel partners must know their products, but how well do they know their prospects? In this competitive climate, the better a channel partner knows his or her prospect, the more successful they will be in snagging the prospective client’s attention, identifying needs and goals, and providing personalized solutions. But how can channel partners know a prospective client’s needs, goals, and pain points before they even meet? There is a strategy, and that strategy is to create buyer personas—a thorough profile of a typical purchaser of a product or set of products. These buyer personas can guide sales agents through the entire sales cycle. Agents who create accurate and comprehensive buyer personas will be more likely to convert prospects into actual clients.
Creating Buyer PersonasBuyer personas help agents map out a fictional, yet ideal customer. Each persona is created through a blend of robust data and a reliable, educated guess. It might be helpful to think of these personas as subcategories of differentiated populations within a larger target market.
Buyer personas will be detailed, multi-page customer sketches, and they should include the following information:• Demographics (age, gender, ethnicity, household income, level of education, location)• Company title or position and a general job description (CEO, CIO, IT staff, administrative staff)• The individual’s chain of reporting (noting who makes the final decisions for purchases)• Precise differences that may distinguish one buyer from another in the same buyer persona subcategory• Challenges the individual might face (home, work, social life, personal life)• General goals the individual might possess• Trigger words or specific language associated with this persona• Workplace pain points• Possible solutions for the pain points• Possible oppositions the individual might raise about the proposed solutions• Ways the potential oppositions might be countered
Agents can gather this information through research, surveys, one-on-one interviews, and knowledge gleaned from past sales and marketing experiences. While compiling such data, agents should include a narrative about what the purchasing product might look like for that persona. What might trigger the individual to make a purchase? How this persona would define a purchase or solution as a successful one?
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How Buyer Personas HelpChannel Partners Ramp Up Sales
The Importance of Buyer PersonasAgents who take the time to compile thorough buyer personas for their target markets are more likely to be successful in sales and marketing efforts. They are able to customize their sales and marketing messages to a specific buyer—taking into account not only their needs, goals, and pain points, but their personalities. The time that agents put into creating buyer personas is time well-spent on creating customized sales and marketing pitches for prospects. Thorough buyer personas will enable agents to more easily connect with prospects since they will already be well-versed in the prospect’s goals, needs, and challenges. Simply put, the better an agent understands his or her prospect, the easier it will be for him or her to successfully pitch appropriate solutions. Once agents have robust buyer personas, they will be able to use that persona as a template for other prospects in similar verticals. After all, the challenges that one vertical faces are likely to be similar challenges faced by another.
The Spectrum Business Channel Partner Program supports its channel partners throughout all aspects of the sales process—from helping to create successful buyer personas to assisting channel partners with serviceability, pricing, and complex bid requests. Contact us today to learn more about how we help agents grow their businesses.
