A critical part of solution selling is understanding your buyer in great detail. It’s not enough to say ‘the VP of Marketing.’ You should think about this carefully and empathetically. Developing a set of personas will help you identify your prospect universe and sell to them in a much smarter way. First, start with the kinds of companies you typically sell to. Are they large companies in the Fortune 500? Are they under $1B in revenue? Are they under $500M in revenue? These distinctions will have massive implications on the way the marketing organization is organized, the number of resources they have internally, their marketing budgets and the pain they are experiencing. Are most of your clients in specific verticals? Are they in certain geographies? What are the titles of your clients? Who typically hires you, and who else is involved in the decision? Regarding your typical buyer – what is he hired to do within the organization? What could he potentially be fired for? What is he concerned about day to day? Aside from the day to day metrics he is trying to reach, what is his aspiration within his organization? How is he trying to transform his company? What is holding him back? How are you supporting this transformation through your service offering? How could you evolve your service offering to help him even more? 

1 comment (Add your own)

1. Debbie wrote:
Enjoying the blog, Teri! Hope your business does well, great insights here :-)

11.29.11 @ 8:19 PM

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