The Importance of Persona Based Selling
While buyer personas could be considered a handy tool to use as a reference point for sales and marketing teams, they can represent much more when used to their fullest potential.
In an increasingly technology-dependent salesforce, where the sales floor might be a Teams channel or where sales pitches happen virtually, both salespeople and buyers are facing unique challenges. The buyer is looking for more personalization than ever, while some technological developments champion a colder, less personal approach.
With data and information at our fingertips, the sales industry has continued to grow and develop in response to this. However, while data does provide unique, and invaluable, insight into who we are selling to and the effectiveness of our approach, it can be easy to forget that there are real people on the other end.
This is where persona-based selling comes in. Using both valuable data to inform a buyer persona and a personalized approach to depict the characteristics, persona-based selling marries both processes. This could prove priceless when saving time.
Not only does persona-based selling unite the two approaches, but it can also prove highly beneficial to multiple teams within the business.
For example, not only will a buyer persona help salespeople to visualize and pinpoint exactly who they are selling to, it will allow them to tailor their pitch towards a more targeted approach. Marketing strategies will also become more insightful, which could see targeted campaigns reaching greater levels of engagement.
A buyer persona can be a truly powerful tool if created and used correctly, and certainly shouldn’t be disregarded as an outdated sales tactic.