Think Like a Marketer – Part One
Filling your pipeline with qualified sales leads is vital to growing any business. It stands to reason that sales people, business owners, marketers and entrepreneurs should be thinking about who their ideal clients are and how to find more of them. Here are some common questions sales people should be asking.
Who Are My Target Clients?
If you examine your sales revenue over the last year, what you will most likely find is that 80% of your revenue is coming from 20% of your clients. Usually in business not all clients and customers are created equal. Some customers are more profitable and valuable to your business than others. It is this group of highly profitable and valuable clients that you should be focusing your marketing and lead generation efforts on. If 80% of your revenue is coming from these 20% highly profitable clients, image how generating more sales leads from this group of ideal clients, would impact your business.
Why Should I “Target” My Ideal Clients?
Sales people, business owners and marketers need to have a clear understanding of who their ideal client is and what their characteristics are. Why? Without a solid understanding of who they are and what their needs are, it will be difficult to develop a sales prospecting or marketing message that will stick. A generic, broad and un-customized prospecting message will usually fall on deaf ears. Prospective clients will ignore the message, tune it out or not even hear it in the first place. All of this can be avoided if know who your ideal clients are and then customize your prospecting and marketing message especially for them.
How Do I Segment My Ideal Clients?
Your ideal clients may fall into different categories based on their needs and unique characteristics. Because of this you will need to have unique prospecting and marketing messages for each segment. In this way your lead generation efforts will be relevant and applicable to each group and will increase the likelihood that your efforts will pay off.
- Step One: First put together a list of your most profitable clients that you have worked with during the last twelve months.
- Step Two: Sort this list of clients into different segments or groups that represent different needs, characteristics, etc. You may sort the list by the type of product or service they are using as well. Forget the old school method of segmenting your customers by geographic location, size of the company, amount of revenue, etc.
- Step Three: Identify the unique problems, issues, challenges, fears, concerns, worries and pains that each customer segment has. Behavioral science tells us that people buy emotionally and justify their decision intellectually. That means, they are motivated to buy a solution to something that is causing them discomfort, trouble or pain. If you know the pains and problems of your customer segment you will be more able to motivate them to buy from you.
How Do I Build a Buyer Persona?
With a list of your most profitable and valuable clients sorted into different groups and segments, you are ready to build a “buyer persona”. A buyer persona is simply a profile of your ideal customer. This simple framework or blueprint of your ideal customer helps you identify what kinds of businesses or prospective customers you should be focusing on. The more information you have about your ideal customer the easier it is to build a buyer persona. To make the buyer persona more vivid and realistic, many sales people and marketers like to give their buyer persona a name such as “Oscar the Owner” or “Alex the Accountant”, etc. Remember, your buyer persona is a profile of a human not a business. We don’t market to businesses, we market to humans.
What is Next?
With your list of segmented customers and your buyer persona in place you are ready to begin crafting your marketing or sales prospecting messages. You are also ready to start building a list of these ideal clients to focus your prospecting and marketing efforts on. And you are finally ready to start selecting the right marketing and promotional channels to communicate your message to your ideal clients. We will tackle these topics in the next few articles.
In the meantime, if you would like additional resources to help generate more sales leads for your business, you can sign up for the new online course titled, “Think Like a Marketer”. In this course you will learn:
- How to avoiding the most common sales prospecting mistakes.
- How to identify your REAL competitive advantage.
- How to leverage the best tools in your sales prospect efforts.
- How to use different marketing channels to generate better quality leads.
- How to save more time, money and energy!
- How to build trust and credibility with prospects you haven’t even met.
This online course is ideal for sales people, entrepreneurs and business owners who are looking for an additional edge to help them generate better qualify sales leads for their business. We have received wonderful feedback from those who are registered for it. We know you will too. Until next time, remember don’t just sell. Make a difference, create value and do work that matters.
Terry L. Hansen is a popular speaker, consultant, trainer, and author on helping sales and marketing teams improve their ability to create value for their prospects and clients. He is regularly asked to train organizations on strategies to find more prospects, close more sales, and increase customer loyalty. You can follow or connect with Terry on Twitter (@TerryLHansen) or on LinkedIn (Linkedin.com/in/TerryLHansen). To contact Terry please email or call at HansenTerry@gmail.com or 844-205-5054.