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How to Build Buyer Persona-Based Sales and Marketing Campaigns
Michael HalperFounder and CEO
SalesScripter
Now you are speaking my language.
Their language is not your language.
Try to have business conversations??
Buyer Persona-Based Campaigns
1. Will make it easy to speak your prospect’s language
2. Will make your messaging more about them than about you and your
products
3. Will make it easy for you to have “business” conversations
4. Will allow you to stay focused on the areas where you can help
A campaign is a set of collection of what can be said while trying to drive demand for a product (group of products) targeted to a particular audience.
Phone callsVoicemails
EmailsNetworkingSocial Media
WebsiteEmail Marketing
Marketing Collateral
Salesperson Audience
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Product A
Product B Businesses
Product C
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Product A Manufacturers
Product A Retailers
Product A Medical
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Product A Manufacturers
Product A Retailers
Product A Medical VP of IT
VP of HR
CFOs
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Phone callsVoicemails
EmailsNetworkingSocial Media
Marketing
Product A Manufacturers
Product A Retailers
Product A Medical VP of IT
VP of HR
CFOs
IT Manager
IT Director
VP of IT
Develop one campaign
Incorporate and use campaign and
sales tools
Develop additional campaigns
Step 1: Map Out Your Campaign Coordinates
Step 1: Map Out Your Campaign Coordinates
Inte
rest
Valu
e
Pain
Qua
lify
Cre
dibi
lity
Obj
ectio
ns
Step 2: Identify the value offered
What is Value• Transfer of an intangible attribute from one party to another that has a
positive net worth
• It is not your product, it is what your product helps your clients to do or to achieve
• Examples:– Making something work better – Helping to save time– Helping to make money– Providing valuable information– Making someone’s day easier
Messaging Workflow
Product / Features
1. Inventory management software
2. Automated ordering
3. Order scheduling
Value Delivered to Buyer
1. Decreases time spent ordering
2. Increases ordering accuracy
3. Decreases time gathering information
Product Value
Operations Manager
Call Script
Email Templates
Voicemail Message
Objection Responses
Inte
rest
Valu
e
Pain
Qua
lify
Cre
dibi
lity
Obj
ectio
ns
Step 3: Identify the common problems that you help to fix
What is Pain
• Something not working well – Causing a negative impact
• Something could be working better – Results are not as good as could be
• Are things great, good, ok, or could be better ?– Great or good: probably no pain– OK or could be better: likely pain
Messaging Workflow
Buyer Pain Resolved
1. Spending too much time ordering
2. Ordering errors are occurring
3. Difficult and time consuming to gather information, no visibility
Value Offered
1. Decreases time spent ordering
2. Increases ordering accuracy
3. Decreases time gathering information
Product Value Pain
Operations Manager
SalesScripter Workflow
Call Script
Email Templates
Voicemail Message
Objection Responses
Inte
rest
Valu
e
Pain
Qua
lify
Cre
dibi
lity
Obj
ectio
ns
Step 4: Compose questions that uncover pain
2 Step Qualifying ProcessStep 1 – Pre-Qualifying
• To make sure it makes sense to meet and keep talking
• Takes place in first contact
Step 2 – Qualifying
• Identify if you can consider the prospect and lead are real
• Takes place in first meeting
Messaging Workflow
Questions to Ask Buyer
1. How concerned are you about the time it takes to produce orders?
2. How often are there errors with the orders that are processed?
3. Do you feel like you have access and visibility to the information that you need ?
Pain Resolved
1. Spending too much time ordering
2. Ordering errors are occurring
3. Difficult and time consuming to gather information, no visibility
Product Value Pain Qualify
Operations Manager
Call Script
Email Templates
Objection Responses
Inte
rest
Valu
e
Pain
Qua
lify
Cre
dibi
lity
Obj
ectio
ns
Step 5: Compose building interest points
Messaging Workflow
Product Value Pain Qualify Interest
• Communicate ROI
• Explain differentiation
• Share client story
• Paint a picture of the future state
• Discuss impacts of doing nothing
• Share company facts
Operations Manager
Inte
rest
Valu
e
Pain
Qua
lify
Cre
dibi
lity
Obj
ectio
ns
Step 5: Compose name drop examples
Messaging Workflow
Product Value Pain Qualify Interest Credibility
We worked with Direct Industrial and provided them with health and welfare consulting. This helped them to improve their decisions regarding the benefits and that lead to a decrease in medical coverage costs by 10%.
Ultimate Benefit
Realized
Initial Benefit
Realized
Product / Service
ProvidedPast Client
Call Script
Email Templates
Voicemail Message
Inte
rest
Valu
e
Pain
Qua
lify
Cre
dibi
lity
Obj
ectio
ns
What are Objections
• I am busy right now.
• Who are you with?
• What is this in regards to?
• I am not interested.
• Just send me some information.
• We already use somebody.
• We are not looking to make a change right now.
• We do not have budget/money to spend.
Messaging Workflow
Product Value Pain Qualify Objections
Objection Responses1. How concerned are you about
the time it takes to produce orders?
2. Spending too much time ordering
3. Decreases time spent ordering
4. Decrease inventory cost by 20 to 30%
5. We helped Johnson Materials…
Interest Credibility
Value Offered
Pain Resolved
Questions to Ask
Building Interest Points
Name Drop Statement
Operations Manager
Objection Responses
Objection Responses
If You Want More Help
• https://www.youtube.com/user/LaunchPadSol• Or search Sales Scripter• Over 130 videos• Sales Prospecting 101 Training Program• Webinars• Sales Tips• SalesScripter demo videos• Subscribe
Go to Our YouTube Channel
If You Want More Help
• Five ebooks – Found at https://salesscripter.com/ebooks/– Do’s and Don’ts of Cold Calling– How to Get around Cold Call Objections– How to Build a Value Proposition that Generates
Leads– How to Build Sales Campaigns that Sell– How to Build Email Drip Campaigns that Convert
Sales
• The Cold Calling Equation – PROBLEM SOLVED– Found at
http://www.amazon.com/The-Cold-Calling-Equation-Problem/dp/1468173545
Check Out Our Books
If You Want More Help
Sales Coaching and Sales Consulting
• 2 or 5 hour blocks of one-on-one coaching
• Weekly 30 minutes one-on-one coaching sessions
• Weekly 1 hour one-on-one coaching sessions
• Weekly Unlimited one-on-one coaching session
• Weekly 1 hour group coaching sessions
Contact us if interested – [email protected]
If You Want More Help
10 Week Sales Prospecting Mastery Training Program
• Meet virtually 1 hour per week• Content includes weekly tasks for each participant to perform between classes• Course modules include:
– Building Campaign Coordinates – Identifying Your Value– Identifying Your Pain– Building Your Qualifying Questions– Building Rapport, Interest, and Credibility– Mapping Your Ideal Sales Process – How to Cold Call– How to Use Voicemail as a Sales Tool – How to Deal With Objections– How to Get Around Gatekeepers– How to Be a Better Closer– Improving Mental Strength
$399 per participant
Contact us if interested – [email protected]
If You Want More Help
• Build your scripts and campaigns– Call scripts– Email templates– Voicemail Scripts– Objection responses– Key Questions– And more
• $49 per month / $29 per month with annual subscription– 30 Day Money Back Guarantee
Sign up for SalesScripter
Questions?
Michael HalperFounder and CEO
www.salesscripter.com