The NextGen Sales Process – Incorporating the Buyer

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This session is titled The NextGen Sales Process – Incorporating the Buyer by Sally Duby, GM at The Bridge Group, Inc.

Today we are going to talk about the The good, The bad, and The Ugly, including building a buyer’s persona, and mapping a successful buyer’s journey.

First, let’s look at an example of “The Bad”:

-Discovery 10%

-Demo 24%

-Proposal 50%

-Neogitation 75%

-Closed won 100%

  • The example above is too basic. How do we get from one stage to the next? A true process will help you guide your customers into the next step in the sales process.

  • This process is also very centric and all about me. The process needs to incorporate the buyer.

How do we improve this? Focusing on building the buyer’s persona and mapping out the buyer’s journey.

Buyer’s Persona:

It is important to build a profile of the person you will be having a conversation with. For example, imagine you are meeting with the VP of Operations. You, as a salesperson, may know nothing about what they do. That is why it is important to learn what problems they face in their world.

  • What does a “day in the life” of my buyer look like?

  • What does my buyer care about?

  • What type of problems does my buyer deal with on a daily basis?

If you ask questions throughout the conversation that relate to them, they will open up to you and become more engaged. These become the key points you will want to send as email follow-up after your meeting with them.

Buyer’s journey:

The typical buyer’s journey follows this general road-map:



-Explore options



Sometimes buyers are unaware they have a problem, if you are doing outbound sales, you need to help them identify a problem, and how you can make their life easier. If they are aware, the buyer is going to realize they need to fix it. We need to position ourselves as a fix to their problem.

Make sure this road-map is always focused about the buyer. A great method is to use other customer stories that are similar to them to establish credibility. They want to feel that you know about them and what they are going through, and that you can handle it and work through their issues. It is important to position these fixes to their language and industry.

Take-away keys to success:

  • Outline and understand your key buyer personas

  • Be relevant to your buyer-Talk in their language, and make your material relevant to their industry. Provide success stories of similar people you have worked with, and how you were able to help them.

  • Develop and follow buyer focused sales processes-Don’t just talk about your product and your features, its not about you, its about you buyer. Position your pitch to how your product can fix their issue.

It is important to have a sales process to know where to guide your conversations. Think, the average sales cycle is 45-60 days, imagine you were able to cut this in half.

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