is to look at your ICP’s ICP — your customer’s customer. I tried this approach during the SaaS (software as a service) industry downturn, which hit my own SaaS company hard. I realized that if you were a SaaS business and most of your customers were also in SaaS, it was pointless for me to reach out to you because you were getting clobbered with similar offers. But if most of your customers were outside of SaaS — say, retail — you were actually doing all right. Once I made that shift and started looking at my customer’s customers, I saw that there were opportunities again.
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Align with your customers’ priorities
Many people only care about the aspect of a product or service that’s relevant to them. This concept applies to sales, too. If you’re going through a deck of 30 slides, your prospect probably won’t pay attention to everything in that deck. They only want to hear about the part that they think is useful.
Focus on the areas where your offering aligns with the company or america phone number list individual’s priorities. Your job, as a sales professional, is to figure out what everyone’s area of interest is. What’s the technical buyer’s area of interest? The economic buyer’s? The executive suite’s? Is there a center on the Venn diagram where it all comes together? Once you figure that out, you can lean into the common ground.
Here’s an exercise you can try:
Dig into a specific buyer persona, like a retail chief information officer (CIO). Have all of your environmental impact sellers do research on that persona’s perceived priorities and challenges for the year. Then, set up teams and have them create a series of sales cadences based on what they’ve learned about that persona, with each team taking on a specific email leads database cadence based on channel — a 10-touch email sequence, a 10-touch phone sequence, and so on. Test these cadences and bring the whole group back together to review responses from prospects. Once you see how they performed, you’ll have solid insight into what resonates with specific personas.
