Listen & Learn
Understand the Different BuyersIn any sales situation, there is probably more than one person involved. Even if you are dealing directly with one individual, there is probably a team of people surrounding your contact with various levels of influence on the purchase decision. As explained in StartupNation’s 5 Steps to Successful Selling (a step-by-step guide), there are four main buyer types:
- The Fiscal Buyer - person that writes the check
- The Practical Buyer - the person that looks for all of the technicalities as to how well your product or service solves their specific challenge
- The Consumer Buyer - the person, or persons, that will use your product or service.
- The Coach - the person that coaches you through the sales process of the others. These can be all one person, they can be a committee of people or anything in between, but every role will be played in every sale. Let’s break each role down and also discuss why it is important to get each one’s buy-in in order to make the sale.
Understand the Different Behavioral StylesIn addition to the different buyers involved in a purchase decision, there are also a variety of behavioral styles among buyers. The more that you can discern the behavioral style of each buyer, the better you can customize your communications to that person and subsequently increase the likelihood that you’ll facilitate a purchase. According to the RAIN Group, the behavioral styles include:
- Relationship-based and Interactive
- Stability and Security Focused
- Change Agents with a Sense of Urgency
Build PersonasTo maximize your sales, you will want to go beyond the generic personas of buyers and to customize very specific and detailed buyer personas for your specific base of prospects in your particular market. If you have any experience in your industry, you probably know a great deal about the prospective customers most interested in what you have to offer. Start with demographics, such as gender, age, location, income level, and education level. If applicable, determine job related details such as the industry, type of company, size of company, job title and job description. A good buyer persona will also specify their goals, pain points, priorities, and psychographic characteristics. The more detailed your customized personas are, the more you’ll understand the best prospects to target and the more you’ll be able to customize your approach for increased sales.
Buyer Persona Development