data.com connect presents: laurie page - using prospecting personas to drive sales conversations
TRANSCRIPT
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Prospecting Personas that Drive Sales Conversations
Laurie PageManaging PartnerThe Bridge Group, Inc.
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How do you ramp new Sales Reps on your key buyers?
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In onboarding, understand day in the life
Prospecting PersonasIn prospecting, show them you know them
In messaging, relevant to their goals
In execution, one sheet of music
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But there’s a problem.
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Good for some. Rough for others.
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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
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Skews Female Age 35-45
Edu: 4 year college Married
Dual HH Income $140K
GOALS / OBJECTIVES Take advantage of products that automate business processesFulfill requestsImplement new processes/technologies
METRICS Platform adoption Project timelines met & within budgetSLAs – platform availability and down-time
IMPORTANT TO CLIENT
Ease of implementation, configuration & usageQuality of technical support
UNIQUE TO US Training programs Licensing Models – conducive to growth/scalabilityTechnology partner vs. Tool vendor
A Marketing Buyer PersonaCathy, Collaboration Manager
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Skews Female Age 35-45
Edu: 4 year college
Married Dual HH
Income $140K
Cathy, Collaboration ManagerGOALS / OBJECTIVES Take advantage of products that automate
business processesFulfill requestsImplement new processes/technologies
METRICS Platform adoption Project timelines met & within budgetSLAs – platform availability and down-time
IMPORTANT TO CLIENT
Ease of implementation, configuration & usageQuality of technical support
UNIQUE TO US Training programs Licensing Models – conducive to growth/scalabilityTechnology partner vs. Tool vendor
Not 100% relevant to sales
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GOALS / OBJECTIVES Take advantage of products that automate business processesFulfill requestsImplement new processes/technologies
METRICS Platform adoption Project timelines met & within budgetSLAs – platform availability and down-time
IMPORTANT TO CLIENT
Ease of implementation, configuration & usageQuality of technical support
UNIQUE TO US Training programs Licensing Models – conducive to growth/scalabilityTechnology partner vs. Tool vendor
Skews Female Age 35-45
Edu: 4 year college
Married Dual HH
Income $140K
Cathy, Collaboration Manager
Features
Not message-ableNo value
statements or
questions
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From buyer persona to prospecting persona.
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Three sentence intro. Net it out for them.
Bite.
Sized.
Chunks.
Real customer quotes.
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Organizational need
Departmental need
Individual need.Prospects are people, too.
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Where do they fit in the
buying process?
Key questions
Killer value statements
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How to create personas that drivesales conversations.
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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
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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…
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Get beyond features
Refocus on strategic challengesWhat 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
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Executive Leadership
Product and Marketing
SDRs and AEs
Customer Success
Call in Bench Strength
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• 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
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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