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Diligent Sales Leaders Know Their Buyers

As sales leaders climb the corporate ladder, there’s a common tendency to drift away from the ground-level nuances of how their buyers think, feel and behave. This occurs as their roles become increasingly strategic and complex. However, it’s crucial to remember that the most successful go-to-market (GTM) strategies stem straight from a deep-rooted understanding of the market, customer attitudes, preferences, and the ability to sense both macro and micro shifts.

Is it time we as sales leaders re-establish this connection? Here are a few actionable ideas for you to not only reconnect with your buyer’s psyche but also to keep your finger on their pulse continually.

Step into your Buyer’s Shoes

Choose one category of buyers that your organization targets. To immerse yourself into their mindset and environment, create a file called “In their own words”. Consider it the diary of your chosen buyer, encapsulating the full spectrum of their thoughts, feelings, and behaviors relating to your product or service.

The 30-Minute Weekly Exploration

Every week, dedicate just 30 minutes to dive into the world of your buyer. You could interview real buyers or internal subject matter experts, reflect on detailed sales notes, customer emails, reviews, and every available resource that lets you peek into your buyer’s world. Make sure you capture as many direct quotes as you can to create a vivid, real-time buyer persona.

The Revelation: The Buyer’s World in their own Words

What stands out from your weekly exploration? Were there any surprising discoveries or refreshingly new insights? What are some assumptions about the buyer that got broken during this exercise? Be sure to document these in “their own words”.

The Collective Wisdom: A More Complete Buyer Composite

Invite a few people from your management team to join you in this exercise. Pool your insights and experiences together to create a more comprehensive understanding of the buyer. This collective wisdom will not only help you all reconnect with your buyers but will also ensure your GTM strategies remain truly customer-centric.

In conclusion, this simple yet effective exercise could be the missing piece in your sales strategy, giving you the opportunity to think like your buyer, innovate, and ultimately win their hearts. So, when are you starting your ‘In their own words’ exploration?

 

 

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