how to sell buyer persona services to inbound clients

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www.contentmarketingblueprint.com CMB Partner Office Hours How to sell buyer persona services to inbound clients. Every Tuesday @3pm Eastern www.contentmarketingblueprint.com

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Researching the process a buyer goes through to make purchasing decision is critical to inbound marketing success. This presentation shows why, when and how to sell buyer persona services to your inbound and content marketing prospects and clients.

TRANSCRIPT

Page 1: How to sell buyer persona services to inbound clients

www.contentmarketingblueprint.com

CMB Partner Office Hours

How to sell buyer persona services to inbound clients.

Every Tuesday @3pm Easternwww.contentmarketingblueprint.com

Page 2: How to sell buyer persona services to inbound clients

www.contentmarketingblueprint.com

Today’s Schedule15 minutes: Topic Introduction15 minutes: Open Discussion

Extra time: CMB Partner Questions

Page 3: How to sell buyer persona services to inbound clients

www.contentmarketingblueprint.com

Max TraylorDirector of Client Services Innovative Marketing Resources

@TheMaxTraylor

+MaxTraylor

Linkedin/in/maxtraylor

Page 4: How to sell buyer persona services to inbound clients

www.contentmarketingblueprint.com

Your Hosts

Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources

President| Do Not Call Protection

Stefan SurkaBusiness Development| CMB

Page 5: How to sell buyer persona services to inbound clients

www.contentmarketingblueprint.com

What is the CMB Community?

Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers.

Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint

Page 6: How to sell buyer persona services to inbound clients

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After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article

Page 7: How to sell buyer persona services to inbound clients

www.contentmarketingblueprint.com

Today’s Question:

How can I sell buyer persona services to my clients?

www.contentmarketingblueprint.com

Page 8: How to sell buyer persona services to inbound clients

www.contentmarketingblueprint.com

First, what is a buyer persona?

Page 9: How to sell buyer persona services to inbound clients

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What is a buyer persona?

Is not… superficial qualities

(37 year old male, lives with his mom)

Is… a buying process

(Adele Revella’s “5 rings of insight”)

Page 10: How to sell buyer persona services to inbound clients

www.contentmarketingblueprint.com

Buyer personas as a service.

Page 11: How to sell buyer persona services to inbound clients

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Why is buyer persona insight valuable?

To deliver the right information at the right time

To attract leads that are already in a purchasing process

To convert leads to customers

Page 12: How to sell buyer persona services to inbound clients

www.contentmarketingblueprint.com

When does a company need buyer persona work?

FIRST!

Before they create a content strategy

Before they design a new website

Before they create any new content

Page 13: How to sell buyer persona services to inbound clients

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How to tell when your EXISTING CLIENT needs

buyer persona work

Lots of leads, not a lot of customers

Only creates content for ONE buyer persona

Creates content for too many buyer personas

Page 14: How to sell buyer persona services to inbound clients

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Scope of work

Page 15: How to sell buyer persona services to inbound clients

www.contentmarketingblueprint.com

IMR’s Buyer Persona Service

2-5 interviews with people that have gone through your client’s sales process recently.

Deliverable: Documentation of your findings

Available training: Buyer Persona Institute (buyerpersona.com)

Page 16: How to sell buyer persona services to inbound clients

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Process and Timeline

Process

1. 30 minute meeting to request interviews from client

2. Client/IMC schedules 20 minute interviews

3. IMC conducts interviews

4. IMC creates buying process map

5. IMC presents map to client

6. Client can request modifications or more detail

7. IMC will make necessary modifications

IMC time budget 30 minute call: .5 hours 5 (30 minute interviews):

2.5 hours Build document: 3 hours Presentation: 1 hour Modifications: .5 minutes

Total: 7.5 hours

Timeline: 10-15 business days

Page 17: How to sell buyer persona services to inbound clients

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Client commitment

Time commitment

30 minute call

1.5 hours to secure interviews

1 hour presentation

30 minutes to review buying process document and give feedback

Total: 3.5 hours

Pricing

7.5 IMC hours x $165/hour = $1,125

Price increases:

Number of influencers

Complicated sales process

High value of customers

Multiple buyer personas

Page 18: How to sell buyer persona services to inbound clients

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Downloads in today’s blog

Buyer persona package

Overview of service (copy for proposal)

Detailed process for delivering service

Pricing guide

Sample buyer persona document & training course

Sample 5 rings of insight (buyerpersona.com)

Page 19: How to sell buyer persona services to inbound clients

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What to do with your buyer personas?

It is the foundation for other strategy services:

Brand Messaging

Website optimization plan

Content Marketing Strategy (CMB)

Page 20: How to sell buyer persona services to inbound clients

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Next Session: Tuesday June 10th @ 3:00 PM EST

“3 ways to get appointments with your sales leads”

Special Guest: Erica DelSignore |Sales DirectorSalesBoston.com

Sign up at: www.contentmarketingblueprint.com/2014-

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