38% of salespeople say getting a response is getting more difficult. This boils down to knowing their target buyers inside and out.
I'm reading HubSpot's Annual State of the Inbound (2017) report and there are few things came to mind.
- First - we all fall into a pattern of believing that things that we know about, everyone knows about.
- Second - as a salesperson, our unique insights or understanding that we have learned from our career are worth sharing.
- Lastly, we've got to feel comfortable that those changes are not for the worst, but it transforms us on how we must adapt and learn to re-map our sales approach and strategy.
In the course of the report, there are 13 sales challenges presented, however - these three emerged as the utmost challenge.
- 👨👩👧 38% of salespeople say getting a response from prospects is getting more difficult
- 👨👩👧 35% goes to closing deals
- 👨👩👧 30 % goes to prospecting a good leads
As a salesperson myself, I can say that sales is just as complex as marketing. Both of these departments have witnessed and undergone to this compelling event.
As we have seen the best of these two worlds, b/n sales, and marketing - yet these challenges came as no surprised.
In the age of the customer, salespeople or marketers must share the same responsibility and burden in looking or identifying their ideal customer profile.
In other words, both must become a trusted advisor
This leaves down to "knowing your target buyer's inside and out".
As important in identifying the businesses or individuals problem or addressing a need, the same significance should place when it comes to knowing your target audiences/buyers.
At a higher level, target audiences can be quickly defined however, there's no supporting precedent to uncover their interest and urgent concern.
For example, the target audience which has a need for a data provider. We could identify those target persona by looking at their role/title.
Linkedin is a great source to tap and could be the pivotal reference. Some profiles have the description of what their functions are inside the organization. See the example below.
Another way to examine and find if buyers could be a potential lead is by looking at their previous companies and the role they've held and for how long they have stayed or rendered on the role/job function.
At last, the key contributing and supporting factor to see their interest and what keeps them late at night is by recognizing the contributions and key achievements they have done or achieved. It is the best indicator that they have the buying power or could influence the buying decision process.
This offers a good starting point to create a messaging and compelling message.
This wise words coming from Mark Evans says a lot than just knowing the reason.
According to him, there has to be a more granular approach to target audiences.
Becuase a product can appeal to a variety of buyers who may have different needs and goals. It means a one-size-fits-all marketing and sales approach may not work because it’s not focused enough.
However, by clearly identifying target audiences or buyers, it becomes easier to capture someone’s attention because their needs and goals are front and immediate.