Defining Your Buyer Personas
Whoever coined the phrase “familiarity breeds contempt” was certainly not a growth executive. In today’s über-competitive landscape, the uninformed sales pitch will likely be stillborn, and with good reason.
The single greatest competitive advantage comes when a company knows and understands their customers better than their customers know and understand themselves. Before you can fully understand the value of knowing your customer, consider the dangers when you don’t.
The failure to understand your customer deeply enough:
- Forces you to focus on your product or solution, throwing you into the middle of the commoditization trap.
- Creates confusion and increases the risk you take in all aspects of your business.
- Stifles your ability to create real value in the sales process, as you’re limited to only what your customer can understand.
- Eliminates predictability, as you’re forced into a reactive position with your customers.
- Makes your marketing and sales pitch sound like everybody else’s.
- Lengthens the sales cycle and lowers your probability of success as you’re prone to make critical mistakes in the sales process.
With Imagine we’ll lead you through the process to gain the understanding you need about your customers so that you can design messaging and actions that stand out, influence and drive measurable results.
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Developing Your Point-of-View Messaging
An effective Point-of-View Message will:
- Demonstrate your company's capabilities and understanding of your prospect's world.
- Immediately set you apart from your competition.
- Highlight the true value you deliver, and sets the stage for a "What's it worth" conversation, instead of a "What's it cost" conversation.
Your primary challenge today is being heard. Unlike the proverbial tree falling in the empty forest, you’re competing in a marketplace that makes Times Square seem tranquil and quiet.
A Point-of-View Message is crucial to win the attention and engagement of prospects at any stage of the buying or selling journey. A Point-of-View Message is rooted in knowledge and application, defining:
- The problem you solve
- The best way to solve the problem
- Why you’re the best choice