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Using Buyer Personas During Pre-Sales Stages

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Buyer Personas do a great job targeting marketing and sales campaigns to reach the most probable buying audience. But it’s possible to make them even more efficient.

Here’s a question: Do you want to sell/market? Or have someone buy? The belief is that if you can sell/market appropriately – the right campaign to the right buyer with the right solution at the right time – buyers will buy. If that were true, you’d be closing a helluva lot more than you’re closing. Sure, Buyer Personas make a difference in your close rate. But it could be higher.

Currently, your targeted campaigns blanket probable audiences and find buyers at the exact moment they are considering buying, merely closing the low hanging fruit. It’s possible to enter earlier and facilitate (and influence) the complete buying journey.

Stages in the Buying Decision Path

Sales and marketing address activities surrounding solution placement: solution pitch details, solution features, etc., vendor details, gathering needs. But neither facilitate the entire decision path which constitutes issues beyond choosing a solution. Some might call these ‘Pre-Sales’ events. I call it the Buying Decision Path, along which sales is merely one of the entry points needed to close a sale.

Briefly, here are the stages buyers go through prior to purchasing a solution (Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it fully details each stage www.dirtylittlesecretsbook.com):

1. Idea stage.

2. Brainstorming stage. Idea discussed with colleagues.

3. Initial discussion stage. Colleagues discuss the problem, posit who to include on Buying Decision Team, consider possible fixes and fallout. Action groups formed. Research begins. New Team members invited.

4. Contemplation stage. Group discusses:
a. how to fix the problem with known resources,
b. whether to create a workaround using internal fixes or seek an external solution, and acceptable type/amount of fallout from each,
c. people who would need to buy-in.

5. Organization stage.

6. Change management stage. Group determines:
a. if more research is necessary (and who will do it),
b. if all appropriate people are involved (and who to invite),
c. a review of all elements of the problem and solution,
d. the level of disruption and change management as per type of solution chosen,
e. the pros/cons/possibilities of external solution vs current vendor vs workaround.

7. Coordination stage. Review needs, ideas, issues of any new members invited aboard and how they affect choices and goals; incorporate change considerations for each solution; delineate everyone’s thoughts re goals and change capacity; appropriate research responsibilities.

8. Research stage. Specific research for each possible solution; seek answers to how fallout or change would be managed with each solution.

9. Consensus stage. Buying Decision Team members meet to share research and determine the type of solution, fallout, possibilities, problems, considerations in re management, policies, job descriptions, HR issues, etc. General decisions made. Buy-in and consensus necessary.

10. Action stage. Responsibilities apportioned to manage specifics of Stage 9. Owners of tasks do thorough research and make calls to several vendors for interviews and data gathering.

11. Second brainstorming stage. Discussion on results of data gathering including fallout/ benefits of each. Favored vendors pitched by Team members.

12. Choice stage. New solution agreed on. Change management issues delineated and leadership initiatives prepared to avoid disruption. Vendor contacted.

13. Implementation stage.

Buyers have to manage these stages (most of which are not solution- or problem-specific) with you or without you. Without being directly involved with behind-the-scenes politics or processes you’re left waiting, pushing product data, and hoping to be there they’re ready. And knowing the details of your Buyer Persona is insufficient.

Do you want to sell/market? Or have someone buy? Right now your efforts to sell and market are bringing in no more than 5% close rate (net). To become the vendor who truly helps buyers buy, to get an early leg-up on the competition and become part of the Buying Decision Team during the Pre-Sales process, sales (entering at stage 1) and marketing (entering at stage 3) can add another layer of skills, tools, goals, and touch points.

Buying Facilitation® is a Pre-Sales Management model that I’ve developed and taught for 30 years. It employs a specific quided approach to lead buyers through their internal politics and change processes, with profoundly different results from using sales and marketing alone. It uses neither sales nor marketing thinking: it employs a new form of question, a different type of listening, and a systems-thinking role consistent with true consulting. And then you can sell or market earlier and faster, to the right people.

I can teach your sales team how to become facilitators, or show your marketing team ways to design the right questions to help buyers traverse each stage of their unique buying journey. See more articles on www.sharondrewmorgen.com. Or call me: Sharon Drew 512 457 0246.

About the Author

Sharon Drew Morgen is founder of Morgen Facilitations, Inc. (www.newsalesparadigm.com). She is the visionary behind Buying Facilitation®, the decision facilitation model that enables people to change with integrity. A pioneer who has spoken about, written about, and taught the skills to help buyers buy, she is the author of the acclaimed New York Times Business Bestseller Selling with Integrity and Dirty Little Secrets: Why buyers can’t buy and sellers can’t sell and what you can do about it.

Learn how to hear buyers effectively with Sharon Drew’s new book What? offered free, digitally at www.didihearyou.com.

Boredom: A Route To Creativity

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We live our lives, these days, with continuous stimulation – on-demand access to movies, articles, friends, books, games and music. With all possible, all the time, how can we hear ourselves think long enough for new and creative ideas to emerge?

I don’t know about you, but my mental commotion from a week of stress causes interminable noise coming from where my ideas should be. And given I’m a thinker, hearing myself think is fundamental. I tried freeing up an hour or two during a week to sit quietly in hopes of hearing my creative voice, but that wasn’t sufficient. I needed a broader time span free of the stimulations involved with daily living. And given my schedule, the only time I had available was weekends. Hence, weekends of boredom.

I now spend at least two weekends a month alone and off-line – off-line, as in no phone, no (on-line) social activity, and no email. A friend said “I would be bored out of my mind!” Precisely.

Do I like being bored? Not particularly. It’s not necessarily fun: sometimes I’m jumping out of my skin and must force myself to not call a friend. But if I can wait it out, I’m on my way to something unimaginable.

How I Create Boredom and Listen to Myself

Here’s my Idea Generating Action Plan for a weekend: I stimulate my mental component with gobs of fresh ideas (reading voraciously, listening to interviews of interesting people and interesting programs on NPR, watching documentaries); I walk 6 miles around the lake to stimulate my physical side; I listen to music and meditate to recruit my spiritual side. And by Sunday afternoon I’m ready to do nothing. To sit quietly and be bored. I sit. And sit. And then, just before I am ready to exterminate myself, the magic happens. The ideas begin to flow.

New ideas. Surprising ideas. Interesting ideas. Stupid ideas. I don’t judge. I just write them all down. This past weekend I began sketching out an Advanced Coaching program (based on my new book What?) to offer meta tools so coaches and leaders could hear clients without bias, assumptions, or triggers, and then know how to make the best interventions. First thing Monday I connected with two coaching schools who may have interest in collaborating. I’m not always this successful. But sometimes I am.

Boredom as a route to creativity is not for everyone. But I think many of us need something extreme to have the space to listen to ourselves, to have a block of time to clear our brain and silence our Internal Dialogue to enable our unique ideas. Some folks do this by going for a long run, or swim a mile or two. New ideas do emerge for me at the gym, but the inspirational ones – the hidden ones – come only after space and silence appear.

How do you listen to yourself? What are you listening for when you listen? Do you allow the time and space for an opening that enables emerging ideas? Ask yourself these questions, then ask the big one: What would you need to consider to be willing to take the time to hear yourself without barriers and literally brainstorm with yourself?

I now have many volumes of Idea Binders. Only about 20% of those ideas made it to completion although I do seek ways for each of them to develop. But if I hadn’t come up with them all, I would not have invented Buying Facilitation®, or invented a new form of question, or coded how we can hear each other without misinterpretation, or written 9 books or 1300 articles, or started up companies.

Try it. At least once – at least when an important meeting is coming up and you want to shine. Spend a weekend alone somewhere in the countryside, with no texting, no email, no telephone, no TV, no people. Nothin’. Then allow yourself to go a bit crazy. The silence of the first day might be a relief. By day two, when you’re jumping out of your skin, you might end up hearing a very creative voice inside. Maybe not. Maybe you will have wasted a weekend and will email me to tell me I’m nuts. But just maybe, you’ll hear yourself come up with the new, new thing. If you do, you can give me an attribution.

If you’re interested in listening without bias or assumptions, download my free book (no sign up required) on www.didihearyou.com. The book, What? Did you really say what I think I heard? is filled with original thinking on how we misinterpret, bias, misunderstand others, and how to close the gap between what’s said and what’s heard. It’s fun, practical, and (I’m told) is a game changer. Enjoy.

About the Author

Sharon Drew Morgen is founder of Morgen Facilitations, Inc. (www.newsalesparadigm.com). She is the visionary behind Buying Facilitation®, the decision facilitation model that enables people to change with integrity. A pioneer who has spoken about, written about, and taught the skills to help buyers buy, she is the author of the acclaimed New York Times Business Bestseller Selling with Integrity and Dirty Little Secrets: Why buyers can’t buy and sellers can’t sell and what you can do about it.

To contact Sharon Drew at [email protected] or go to www.didihearyou.com to choose your favorite digital site to download your free book.

The risk of 9 to 5. And the reality of BEFORE and AFTER.

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95 percent of all salespeople try to fit their sales day into a normal workday. They want their day to be from 9 to 5, maybe from 8 to 5, maybe even from 8 to 6, but very little before that or after that.

The reality is, that 9 to 5 is the riskiest time and the worst time to make sales. Especially a new sale, a sales call, or a cold call to a prospect. People are busy doing THEIR stuff from 9 to 5.

NOTE WELL: If you have a solid relationship with your customer, and are doing ongoing business, you have a good chance of making a daytime appointment. But a new sale, or a new prospect, you have virtually zero 9 to 5 chance.

And salespeople continually beat their heads against the wall, and sales managers continually demand more activity, even as foolish as cold call, in order to get their numbers up, when in fact numbers do not go up from 9 to 5, unless they are with existing customers.

From 9 to 5, people are busy working, not buying. Real salespeople make sales from 7 to 9 in the morning, and from five until seven or eight in the evening, and at breakfast and lunch.

Only about 5 percent of sales people get this. The 5 percent that make all the sales.

My financial planner, Walter Putnam says, “The best thing to know is: the best time to have meaningful conversation. And the best way to find out is to ask the prospect or customer. And get a date at the same time.” In other words, when you ask the question, make the appointment.

This self-assessment will reveal your opportunities or missed opportunities:

  • How many hours a week are you working or networking BEFORE the workday starts? Five hours a week is a great number.
  • How many hours a week are you working or networking AFTER the workday is over? Five hours a week is a great number.
  • Who are you meeting for early morning coffee? Why not have a daily coffee with a customer?
  • Who are you meeting for breakfast? Why not have 2 business breakfasts a week?
  • Who are you meeting for lunch? Have lunch with an existing customer once a week and bring a prospect for them.
  • Where are you networking before 9 and after 5? At least two events or groups per week.
  • Are you a member of a business development group like BNI? At least one group.
  • Where are your face-to-face meetings occurring in order to maximize your exposure, and your sales opportunities? Where are your sales taking place?
  • Who is NOT returning your calls? WHY?
  • Who is NOT setting an appointment? WHY?

These are challenge questions to determine the productive use of time before and after normal work hours. From 9-5 you’re busy chasing people, leaving voice mails, and being frustrated by a consistent lack of progress. More than half of your time will be wasted (you just don’t know which half).

Sales require relationship building. Not just for loyalty of existing customer base, but also to earn referrals and testimonials. Early and late sales meetings net positive outcomes. And early-late prospecting is MUCH MORE relaxed.

What can you do? Here are 7.5 things to enhance your relationships and your sales results. CAUTION: They require WORK.

1. Establish a mutually agreeable game plan with EACH existing customer. Not just how to sell, but also how you will help them.

2. Discover and document ‘best times,’ ‘best topics,’ and ‘most important.’

3. Reach and engage customers and prospects socially.

4. Meet for early morning coffee every day if you can.

5. Send a weekly value message to everyone.

6. GIVE referrals.

7. Seek leadership positions in every group you join.

7.5 Study your struggles and your successes. Identify where your last ten sales came from, because it’s likely your next ten will come from the same places.

The key point of understanding is the difference between a job in sales, and a dedicated, relationship based sales career. Which do you have?

Reprinted with permission from Jeffrey H. Gitomer and Buy Gitomer.

About the Author

Jeffrey GitomerJeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at [email protected].

How’s your networking working? Better if you follow the rules.

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I went to a networking meeting last week hosted by a formal networking organization called Business Network International.

Many of you know this group. They have meetings all over the world. This particular chapter meeting was in New York City, and is populated by sophisticated business people who are on fire.

NOTE WELL: NYC business people, in general, take no prisoners. This BNI chapter takes no amateurs. And their meetings are exceptionally well structured.

I went as a guest – without an agenda – just to meet people and provide value.

HISTORY: I began my networking career more than 25 years ago, so I consider myself a relatively sophisticated meeting attendee. This particular meeting is a pure networking group, rather than a social networking event, like a Chamber of Commerce meeting or an association meting.

The group predominantly meets to give business and get business. My interest was to meet new people, and observe how the meeting was run.

Before we get too deep into BNI and the NYC group, I’d like to review some networking imperatives in case you’re about to go to one of these meetings.

NOTE WELL: Most people take networking for granted, and think of it more as a place to meet friends and clients rather than capture an opportunity. They also fail to realize that people, whether you know them or not, are cultivating an impression of you – not just about you look like, but also based on how you act and how you dress.

Your physical presence, your physiology, and your communication prowess can determine whether the outcome is business or no business.

These are my top 9.5 rules for achieving positive and profitable networking results:
1. I shake and look. When I shake someone’s hand, it’s a firm grasp and a direct look in the eye.
2. I smile. Even in New York City. I found that by giving smile, I get a smile.
3. I ask before I tell. Whether I ask for their name, or a simple “how are you?” I want to hear the other person before they hear me.
4. I give before I get. I have always tried to make connections for others before I ask for one myself.
5. I don’t make small talk. I make big talk. I don’t want to talk about the weather. I want to talk about life and business life.
6. I want to make certain that I take a ‘next step’ if the opportunity is there. Anything from a simple exchange of business cards, to a cup of coffee, to an office meeting, to an invite to a social event, I want to make sure that my objective is achieved before I leave to talk to the next person.
7. Known or unknown? That is the question. I prefer to invest the majority of my networking time with people that I do not know. The reason is that I tend to make small talk with people that I know, and bigger talk with people that I don’t know. My personal rule has always been, small talk leads to small business or no business, and big talk leads to big business, or the opportunity for big business.
8. I like everyone and qualify no one. If you like people, it’s likely they will like you back. If you try to qualify people (by asking them questions about money or circumstance), their guard will go up.
9. Every connection need not be a sale. Make friends, build rapport, and provide value to everyone without prejudging or qualifying them. I refer to it as: “the rule of you never know.” And “you never know” has no time limit. Sometimes “you never know” happens in a week, and sometimes it happens 5 years later. That’s why it’s called “you never know.”
9.5 I am brief. Time allocation at a networking event is not an option. If there are 60 people in the room and the meeting lasts for one hour, you have 1 minute per person if you want to meet everyone. If you take 5 minutes with each person, you can only meet 12 people. The choice is yours, but be aware of time.

I’ve just given you the parameters, the guidelines, and the rules that I have personally been following for 25 years. There are other rules and you can find them in my Little Black Book of Connections, but these are the major ones that will make connections, make appointments, build relationships, and ultimately make sales.

Next week I am going to talk about why the BNI meeting was incredible, and how you can learn from it. Stay tuned.

Reprinted with permission from Jeffrey H. Gitomer and Buy Gitomer.

About the Author

Jeffrey GitomerJeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at [email protected].

Take Charge of Your Meetings!

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Meetings are essential for any business. They give everyone an opportunity to share ideas and be kept up-to-date on important information. However, all too often, poor communication can turn a meeting into a drawn-out, ineffective waste of time. There are several techniques that you can master to transform your communication skills and conduct your meetings like the effective business leader you are. Here are five tips to help you transform your meetings from a waste of time to an effective meeting of the minds:

  1. Speech skills matter! It doesn’t matter how intelligent or innovative your ideas are if no one can understand you. Many people speak more quickly when they’re excited or nervous, which decreases the clarity of their speech. Keep tabs on your rate of speech and make sure you’re not running your words together. Also, enunciate all of the letters in each word, especially the sounds at the ends of words. Missing the final sound of a word can change the meaning entirely and cause confusion.
  2. Speak up: One of the biggest issues in a group setting is miscommunication. If you don’t fully understand someone’s point or miss part of what has been said, speak up and ask questions. Even if it doesn’t seem critical at the time, misunderstandings can be a big waste of time and energy in the long run, and odds are if you are confused, so is someone else. Asking questions and requesting clarification can go a long way towards avoiding long-term misunderstandings.
  3. Remember the two ‘C’s: When speaking in a business meeting, don’t forget to be clear and concise. Remember that the main point of a meeting is communicating information, not trying to impress your colleagues with your oratory skills or large vocabulary. Before you speak, think about what you are going to say and make sure you’re making your point in the shortest, most direct way possible.
  4. Make sure no one dominates the conversation: Everyone has different communication styles and different levels of comfort about talking in a meeting environment. Unfortunately, this can often lead to one or two outspoken individuals dominating the meeting, causing an imbalance in the conversation. While you don’t want to discourage open speech, it’s important to maintain some balance for an effective flow of communication and ideas. If you feel someone has dominated a topic, politely move the conversation along by saying something like, “It sounds like you have some great ideas, and I’d love to chat about them later, but unfortunately we’re a bit short on time right now so we need to move on.”
  5. Be a good listener: Often people are so focused on how they can contribute to the conversation and sound intelligent, they spend their time internally planning what they want to say instead of listening to the person who is actually speaking. This can result in missing key information and misunderstandings. Not only is it essential to really listen, but also to visually communicate to the speaker that you’re listening. Sit up straight, look directly at the speaker, and maintain eye contact. Never fiddle with your phone or check your e-mail or messages; this is not only rude, but gives the impression you’re mentally checked out of the meeting. Now and then, nod to show that you understand. These are all ways to let the speaker know that you are really listening. Remember, you listen with your whole body, not just your ears!

About the Author

Jayne LatzJayne Latz is an expert in communication and CEO of Corporate Speech Solutions, LLC. She has worked as a speech trainer, coach, professional speaker, and has co-authored two books titled, Talking Business: A Guide to Professional Communication and Talking Business: When English is Your Second Language. She was recently featured in The Wall Street Journal and on The TODAY Show.

If you are interested in learning more ways to improve your business communication skills, contact Jayne at [email protected] or visit www.corporatespeechsolutions.com.