Align Your Team With Your Target Buyer
If you want to successfully align your sales process with your buyer’s needs, start by
holding yourself accountable. Is your sales process meeting your buyers’ needs? Is it
matching their expectations?
You’ll have to do some research to answer these questions. Start by mapping buyer
roles at each stage of the process. How many people are generally involved from the
buyer’s side? What are their jobs? Where in the process do they need to be involved?
Sketch that out for each stage of your sales process, and then interview reps and
buyers to identify the friction they’re facing. You want to make sure you’re engaging
with prospects on their terms and through their preferred channels. Make it easy for
them to get in touch whenever and however they want. Where in your sales process
are you not delivering on that promise? What changes would your team need to
make to move close to that ideal?
On the next page, you’ll find a sample Recommended Interventions sheet. Each row
represents a step in a hypothetical sales process, and each column represents a
hypothetical member of a buying team. In each cell, the sources of friction have been
noted, along with interventions that could reduce that friction.
Study the example, then go to the following page and fill in the blank sheet for your
own process. If you find a single intervention that could solve for multiple cells,
prioritize it as your top recommendation.
Once you’ve identified your top three recommendations, start investigating what’s
required to implement them. Once you’ve implemented all three, repeat this process
and see if new sources of friction are now apparent. Continue iterating on your
interventions until you’re providing a truly frictionless experience to your buyers.
Intervention Recommendations (SAMPLE)
Decision-Maker
Champion
Influencer
Budget Holder
Qualification
Friction: Before a lead is
qualified, they have limited
access to the sales team.
Intervention: Experiment
with live chat and a “Talk to
Sales” form.
Friction: We don’t
have any ROI
information online.
Intervention: Create
a page explaining the
ROI of our offering.
Proposal
Friction: Proposals
take too long
Intervention: Invest
in a proposal tool.
Friction: Proposals
take too long
Intervention: Invest
in a proposal tool.
Negotiation
Friction: Finding a
meeting time that
works for everyone.
Intervention: Invest
in a meeting
scheduling tool.
Friction: Finding a meeting
time that works for everyone.
Intervention: Invest in a
meeting scheduling tool.
Friction: Finding a
meeting time that
works for everyone.
Intervention:
Invest in a meeting
scheduling tool.
Friction: Finding a
meeting time that
works for everyone.
Intervention: Invest
in a meeting
scheduling tool.
Purchase
Friction: Payment
process is confusing
Intervention: Simplify
Top Recommendations:
1. Get a meeting scheduling tool to simplify booking a meeting.
2. Get a proposals tool that will empower reps to create their own proposals.
3. Update the website to be more prospect-focused (add live chat, “Talk to Sales” form, ROI studies).
Intervention Recommendations
Top Recommendations:
1.
2.
3.
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