Experts in the CPG world are all too familiar with how storytelling can help drive sales. However, being a successful salesperson requires more than just delivering an impressive, data-filled presentation. There is an art to creating content that is tailored to a specific buyer that inspires them to action and keeps them engaged.
At see6 we see on a daily basis how passionate CPG salespeople are about their customers. It's clear that they understand the value of having an intimate knowledge about buyers in order to develop meaningful relationships and craft effective sales stories. However, this must go beyond more than just basic biographical details like educational background or communication style. The secret to success lies within truly understanding specific areas of buyer intelligence which remain effectively unexplored by many, but not those who are truly successful!
Don’t misread this; basic biographical information is very useful in cultivating a strong relationship with your buyer and as a start to personalizing your sales narrative. As the author of the story, you must build a comprehensive understanding of the whole person. For example, here are a few areas that salespeople do not frequently consider:
Accessibility - how confident are you that your buyer will pick up the phone when you call?
Knowledge Base - is the buyer an expert in the category or are they new to their role?
Pain Points - can you make the category buyer’s job easier?
Need for Data - does this individual truly value numbers backing facts up or is brevity enough to persuade them?
Decision Making Authority - how much sway do they have to say yes?
This is just a small sample of things to keep in mind as you draft a sales story. Each one of the areas in the list above should inform HOW you tailor your message to a specific buyer. For instance, if the buyer is new to the category, your story should focus on educating them about particular opportunities and challenges that they need to be aware of in their current position. If you have low accessibility to the buyer, your story should inspire them to pick up the phone next time you call because your ideas showcase your company as a thought-leader in the category.
Through buyer intelligence, you can effectively personalize your sales narrative for your customer, leading to improved sales and fewer objections. Buyer intelligence is paramount to any successful sales story. Taking into account a variety of elements can help build trust with your customer and prove your relevance in the market. Consider these mindfully when forming your sales narrative.
What areas of buyer intelligence inform your sales narrative?