Sales Prospecting: How to Define Your Audience and Tailor Your Message

Defining Your Audience

Defining your audience is a key first step in sales prospecting, to help you focus on goals and ensure your message is getting in front of the right people. The practice of writing out who your audience is will come in handy, as a reminder of who you are talking to when it comes to crafting your message.

Step 1: Identify Your Target Audience

  • List out your target industries, and narrow them down to 2-3 with the highest buying power.

  • Create a list of companies within your 2-3 target industries.

  • Establish which roles/types of people you want to connect with at each company. Try limiting this to your top 3 people. They should be the ones most likely to influence a decision on purchasing your service.

  • Determine where each company and/or role is at in your buying cycle. Potential customers will all be at different stages in the buying process (i.e awareness stage, consideration stage, purchasing stage) and will require different types of information to close a deal.

When you are finished with step 1 you should have a specific list of 100+ people within your target industries.

Step 2: Create a Buyer Persona

  • Once you have your targeted list, dig a little deeper to create a persona for each category of your target audience. Buyer personas are fictional, generalized representations of your ideal customers.

  • Some examples of things to include: age group, income, home life, likes/dislikes, and personal values.

  • This exercise will help you get inside the mind of your ideal audience and relate to them as real humans.

  • Having a well-rounded understanding of your buyer persona is critical to producing genuine messaging and content at any stage of your buying cycle.

Tailoring Your Message

Step 1: Craft an Emotional Message vs. a Factual Message

  • Based on your understanding of your Buyer Persona, determine what their main pain-point and/or challenge is within your industry.

  • Craft a message that taps into those fears and piques the prospective customer’s interest.

                · Example of an emotional message: “Could your company survive if your

                  competitors hired us to make them more productive?”

                · Example of a factual message: “Our candidate submission time is 2X’s faster

                  than our competitors.”

  • Consider showing what valueyou can bring to your prospects, rather than just telling them you are better. The type of value you convey will depend on where they are at in the buying cycle.

Step 2: Test Your Message

  • Deliver your message to your distribution list and measure its effectiveness based on response rate.

  • Test out alternative methods to see where you can improve:

  • If sending an email, try a new subject line

  • Try packaging up your message in a new way (i.e. video)

  • Test out different types of content and see which your audience responds to best

Step 3: Follow-up

Crafting tailored messages is only the beginning, you’ve just layed out the groundwork to warm up your leads. Now that they’ve seen your name and your brand, try reaching out to them again in a different manner. This can be in person with coffee, or over the phone, or even on a video conference.

Sales prospecting takes some effort, but if you lay the groundwork for yourself with a targeted list and a tailored message, you’ll begin to see much more substantial results.




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