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Data.com Connect Presents: Laurie Page - Using Prospecting Personas to Drive Sales Conversations

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Data.com Connect Presents: Laurie Page - Using Prospecting Personas to Drive Sales Conversations

  1. 1. Tweet your learning's using #ConnectWebinars or @ConnectMembers for a chance to win a special prize! Visit Connect.Data.com Sign up (for free) today and get 2 free contacts! /ConnectMembers @ConnectMembers Data.com
  2. 2. Prospecting Personas that Drive Sales Conversations Laurie Page Managing Partner The Bridge Group, Inc.
  3. 3. How do you ramp new Sales Reps on your key buyers?
  4. 4. In onboarding, understand day in the life Prospecting Personas In prospecting, show them you know them In messaging, relevant to their goals In execution, one sheet of music
  5. 5. But there’s a problem.
  6. 6. Good for some. Rough for others.
  7. 7. Built from few deep interviews Detailed: surveys, profiling, focus groups, user data, win/loss analysis I need to understand and move an archetype through their buyer’s journey 100s and 100s of quick interactions Phone + email actionable I don’t want to get hung up on
  8. 8. Skews Female Age 35-45 Edu: 4 year college Married Dual HH Income $140K GOALS / OBJECTIVES Take advantage of products that automate business processes Fulfill requests Implement new processes/technologies METRICS Platform adoption Project timelines met & within budget SLAs – platform availability and down-time IMPORTANT TO CLIENT Ease of implementation, configuration & usage Quality of technical support UNIQUE TO US Training programs Licensing Models – conducive to growth/scalability Technology partner vs. Tool vendor A Marketing Buyer Persona Cathy, Collaboration Manager
  9. 9. Skews Female Age 35-45 Edu: 4 year college Married Dual HH Income $140K Cathy, Collaboration Manager GOALS / OBJECTIVES Take advantage of products that automate business processes Fulfill requests Implement new processes/technologies METRICS Platform adoption Project timelines met & within budget SLAs – platform availability and down-time IMPORTANT TO CLIENT Ease of implementation, configuration & usage Quality of technical support UNIQUE TO US Training programs Licensing Models – conducive to growth/scalability Technology partner vs. Tool vendor Not 100% relevant to sales
  10. 10. GOALS / OBJECTIVES Take advantage of products that automate business processes Fulfill requests Implement new processes/technologies METRICS Platform adoption Project timelines met & within budget SLAs – platform availability and down-time IMPORTANT TO CLIENT Ease of implementation, configuration & usage Quality of technical support UNIQUE TO US Training programs Licensing Models – conducive to growth/scalability Technology partner vs. Tool vendor Skews Female Age 35-45 Edu: 4 year college Married Dual HH Income $140K Cathy, Collaboration Manager Features Not message -able No value statements or questions
  11. 11. From buyer persona to prospecting persona.
  12. 12. Three sentence intro. Net it out for them. Bite. Sized. Chunks. Real customer quotes.
  13. 13. Organizational need Departmental need Individual need. Prospects are people, too.
  14. 14. Where do they fit in the buying process? Key questions Killer value statements
  15. 15. How to create personas that drive sales conversations.
  16. 16. 1. Interview customers 2. Interview customer-facing reps 3. Use quantitative data high-response email templates, effective marketing campaigns, popular ebook/webinar themes 4. Online research
  17. 17. LinkedIn- How do they describe their role? Key accomplishments? Job posts- What key responsibilities and metrics are listed Professional orgs- Often describe the challenges and headwinds the role faces It Isn't Cheating to Use…
  18. 18. Get beyond features Refocus on strategic challenges What gets them promoted? What gets them fired? What are the political 3rd rails? Conduct a ‘reality check’ with customers and customer- facing reps Make Them Sales-Ready
  19. 19. Executive Leadership Product and Marketing SDRs and AEs Customer Success Call in Bench Strength
  20. 20. • Create personas with phone & email in mind • Think CliffsNotes© for Sales • Eliminate product speak • Open-ended questions to uncover need • Quotes and stories • Practice, coach, and role play with reps Operationalize your Personas
  21. 21.  Conduct interviews with customers  Get input from customer-facing reps  Research roles & responsibilities  Focus on organizational, departmental, and personal business challenges  Eliminate product speak  As you get smarter, update regularly Checklist for Success

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