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Buyers personas: what if they became your new best friends to sell better?
It's no secret: to sell well, you have to know who to talk to. You need to work on your targets in order to set up a series of adapted commercial and promotional actions. But what exactly does it mean to work on your targets? How to make sure that they are coherent with the product or the service proposed? How do you ensure that they are not irrelevant so as not to exhaust your sales force in a losing battle?
This is where the buyers personas come into play. A marketing approach fed by the salesperson to structure his sales approach, and essential to integrate in a Mobile Sales Enablement approach.
Ready to meet your new friends?
Buyer Persona: a very real virtual character
A neologism used more and more in marketing departments, it designates a sketch or a typical profile of a customer who is likely to buy your products and services. Like a writer who details his characters in his books, the buyer persona is a typical person with a name, a profile and a professional activity.
Integrated in a Mobile Sales Enablement strategy, the buyer persona is used by marketing to create logical paths within the application, but also in the content. Even for an identical product, the buying motivations can be very different. Whether it's practical functionality, brand trust, industry or digital ecosystem, or price/performance ratio, each buyer persona has its own decision levers. Without this information centralized in your Mobile Sales Enablement application, it will be more difficult for sales teams in the field to adapt their pitches and presentations.
How to build your buyer persona?
A buyer persona is built from four main sources of information:
- Information from the field: feedback from sales reps and the people who come into contact with customers. Those who know these archetypes and who, based on statistical data from the field, can define different sensitivities based on the market, the competition, motivations, but also the external factors that impact the final decision (chain of command, budget, legislative constraints...). The importance of analyzing statistics on the use of your presentation materials and feedback from the field is paramount.
- Information from experience: every organization has its own internal experts. People who have seen the market evolve and the company grow or diversify. Their knowledge is extremely important to put into perspective a historical vision with a knowledge of the market and the stakeholders.
- Information from influencers: it is crucial to gather opinions, advice and criticism from your former customers, your ambassadors, your growth drivers and your professional network. People who have an influence on your organization, but also on your potential customers.
- Information from the customers themselves: by selecting both satisfied and dissatisfied customers, you are sure to get to the bottom of things and identify unperceived motivations or disincentives that may impact your sales methods.
Mobile sales enablement and buyer persona: the winning duo
The proper use of your buyer personas in the design of your Mobile Sales Enablement application increases the efficiency of your teams and the effectiveness of the tool. The expectations of your buyer personas are integrated into sample layouts, logical pathways, dedicated interfaces and even user training tools.
Each buyer persona is unique and so is each sales scenario. Concentrating information in a single tool gives field teams the opportunity to personalize their approaches. They use data from marketing and also feed information back to headquarters to refine the digital tools used.
In addition, your Mobile Sales Enablement application adapts and evolves. A change to a typical presentation or the creation of a new link will be automatically reflected across your entire fleet of tablets. Even better: users will receive a notification to give them the information automatically.
Tablets have revolutionized the act of selling, creating a new customer experience fueled by Big Data, personalized content and precise segmentation. Integrating buyers personas into a forward-looking approach to decision-making and behavioral impacts ensures that the entire sales chain is taken into consideration without leaving your tablet. A good practice that saves time for sales reps and makes marketing work even more efficient.
If you liked this article, I invite you to download our white paper: "All about Mobile Sales Enablement" and to contact us.
Other articles that might interest you:
- Information from the field: feedback from sales reps and the people who come into contact with customers. Those who know these archetypes and who, based on statistical data from the field, can define different sensitivities based on the market, the competition, motivations, but also the external factors that impact the final decision (chain of command, budget, legislative constraints...). The importance of analyzing statistics on the use of your presentation materials and feedback from the field is paramount.
- Information from experience: every organization has its own internal experts. People who have seen the market evolve and the company grow or diversify. Their knowledge is extremely important to put into perspective a historical vision with a knowledge of the market and the stakeholders.
- Information from influencers: it is crucial to gather opinions, advice and criticism from your former customers, your ambassadors, your growth drivers and your professional network. People who have an influence on your organization, but also on your potential customers.
- Information from the customers themselves: by selecting both satisfied and dissatisfied customers, you are sure to get to the bottom of things and identify unperceived motivations or disincentives that may impact your sales methods.
Mobile sales enablement and buyer persona: the winning duo
The proper use of your buyer personas in the design of your Mobile Sales Enablement application increases the efficiency of your teams and the effectiveness of the tool. The expectations of your buyer personas are integrated into sample layouts, logical pathways, dedicated interfaces and even user training tools.
Each buyer persona is unique and so is each sales scenario. Concentrating information in a single tool gives field teams the opportunity to personalize their approaches. They use data from marketing and also feed information back to headquarters to refine the digital tools used.
In addition, your Mobile Sales Enablement application adapts and evolves. A change to a typical presentation or the creation of a new link will be automatically reflected across your entire fleet of tablets. Even better: users will receive a notification to give them the information automatically.
Tablets have revolutionized the act of selling, creating a new customer experience fueled by Big Data, personalized content and precise segmentation. Integrating buyers personas into a forward-looking approach to decision-making and behavioral impacts ensures that the entire sales chain is taken into consideration without leaving your tablet. A good practice that saves time for sales reps and makes marketing work even more efficient.
If you liked this article, I invite you to download our white paper: "All about Mobile Sales Enablement" and to contact us.
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