We all know that targeting the right customer is the key to effective selling. But, how can you help your reps channel their efforts in the right direction? What does it take to train your sales folks identify and understand the needs of people interested in your products? Well, you need to use buyer personas to train your sales staff.
What is a buyer persona?
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
Benefits of using buyer personas to train sales staff
1. Discovery of buyer goals is made easy
It is well-known that customers buy products to accomplish their goals. Buyer personas provide valuable insights into the motivations and buying behaviors of your customers, and these go a long way in training your salespeople understand their goals. Needless to say, this information proves very useful to sell products effectively.
2. Training on segmentation can be more effective
I’m sure you’d agree with me that delivering effective trainingto your sales folk on customer segmentation is the key to good selling. You can use buyer personas to help your sales reps segment customers and send the right product message. One of our customers in the ICT space uses buyer personas to segment the customers of its mobile devices into three categories.
- Firms who use the devices as platforms to deliver performance support
- Schools which use the mobiles to deliver m-learning content
- Consumers who take photos and shoot videos using the devices
This information enables the company coach its reps to communicate the product message well.
3. Development of the right content
Content plays a key role in the marketing efforts of the digital age. You need to train your salespeople to come up with the appropriate content that addresses the needs of your customers. Buyer personas help you understand the customers’ needs well, and this helps your salespeople tailor the content to send the right message to your prospective buyers.
4. Identification of Internet ‘watering holes’ is made easy
It is very important to identify where your potential customers spend their time on the Internet to establish connections with them. You can use buyer personas to train your salespeople on identifying the right places on the Internet to find prospects. For example, if your target customer is a senior management professional, there is a good chance that you will find him in LinkedIn groups such as Harvard Business Review.
A buyer persona is a semi-fictional representation of your ideal customer, based on market research and real data about your existing customers. Buyer personas help you train your sales reps understand the goals of your prospects effectively. They help you teach your salespeople how to segment customers in a systematic manner and come up with the right content that addresses customers’ needs. They enable you train your sales reps identify where potential buyers are likely to be on the Internet. Hope you liked this post. Do share your views.