Building Buyer Persona Based Sales and Marketing Campaigns

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

Marketing

Product A

Product B Businesses

Product C

Marketing

Product A Manufacturers

Product A Retailers

Product A Medical

Marketing

Product A Retailers

Product A Medical VP of IT

VP of HR

Marketing

Product A Retailers

Product A Medical VP of IT

VP of HR

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 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

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

2. Increases ordering accuracy

3. Decreases time gathering information

Product Value Pain

Operations Manager

SalesScripter Workflow

Call Script

Email Templates

Voicemail Message

Objection Responses

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

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

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

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

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?

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

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

• 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

• The Cold Calling Equation – PROBLEM SOLVED– Found at

http://www.amazon.com/The-Cold-Calling-Equation-Problem/dp/1468173545

Check Out Our Books

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 – info@salesscripter.com

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 – info@salesscripter.com

• 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

SalesScriptermhalper@salesscripter.com

www.salesscripter.com

Building Buyer Persona Based Sales and Marketing Campaigns

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