In big-ticket B2B selling, sales cycles can be long and frequently require educating customers on the ROI and value of your solution at many levels of the organization and in various departments – sometimes all at once. To weave the complex web of customer engagement that is required to close most deals, it is often most effective to identify the type of buyers you are speaking to by developing buyer persona profiles.
In our last post, we discussed the importance of developing buyer persona profiles and how to use them our sales enablement platform with spotlights. Today, we’d like to give more weight to this idea by giving a few examples of a buyer personas and what content to feature in those sales enablement spotlights to be effective.
1. The Subject Matter Expert – Every company has one. They are the buyers who are known by everyone else at their company as the expert on your product type before you even walk in the door. Sometimes they have previously worked for or with a vendor, or have organically developed “street cred” in the organization as the go-to resource. They already have preconceived ideas about you and your competition (correct or incorrect), and they will already have a firm grasp on their perceived business problem. However, they will want to know how their competitors’ approach solutions to that problem. An SME DOES NOT want an exhaustive information dump or 101 level education, so your goal in their spotlight is to present straightforward information that brings their knowledge up to date.
What to Feature in SME Spotlights:
- Side-by-side comparisons of your product with the competition
- New and/or upcoming product enhancements showing the product benefits
- Case studies (only if they are relevant – for example, companies in their same industry or of similar company size)
- Value/ROI calculations
- Audio/Video references from a company similar to the SME’s
2. The Researcher – These stakeholders are the type that feed off information overload and won’t make a decision until they feel they have done an adequate job of looking at the problem from all angles. This means they want a lot of information from you to sway their opinion, but are also looking to see how you are different than your competitors.
What to Feature in Researcher Spotlights:
- Case Studies
- White Papers
- Press Releases
- Data Sheets/Product Sales Sheets
- Analyst Reports
- Comparisons to the Competition
- Audio/Video testimonials from happy customers
Again, these are just a couple of examples to get you going and demonstrate how you can leverage buyer personas to select collateral pieces in RO|Enablement spotlights. We could go on with specific sales enablement spotlights that feature personas like: The Penny Pincher, The Techie, The Everyday User, The Short Attention Span Guy, etc…but you get the picture.
Each organization has their own unique buyer persona profiles based on their unique business model and product mix that must be accounted for when developing marketing contact and building spotlights. The main message is, no matter what the buyer persona, no matter what stage in their buy cycle, there can be a sales enablement spotlight made that speaks to them with the right information at the right time to make you most effective as a solution provider.