From the course: Selling to the C-Suite
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Define the C-suite buying personas
From the course: Selling to the C-Suite
Define the C-suite buying personas
- The term buying persona is used frequently by our colleagues in marketing. Buying personas are the critical characteristics of your customers and how they make purchasing decisions. If you understand the real persona of the players in the C-suite, it'll help you as a seller understand and bring properly-aligned, problem-centric approaches to your selling opportunities. Our selling approach must go beyond the CEO, and broaden itself to a more comprehensive understanding of the multiple personas that now drive decision-making at the top. Approaching your message development from an intimate view of your executive's goals and challenges means you have to set aside your own agenda for a moment. Now let's be honest, how many times have we walked into a presentation, and not for one second have we thought about one simple question, what problems are our buyers looking to solve? Over the years, we've learned that our C-suite buyers are usually trying to address one of the following issues.…
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