From Facebook to World of Warcraft, the word ‘profile’ has become synonymous with customizing. Could the same come true for buyer profiles?
Think about it.
During the appointment setting process, don’t prospects already choose their schedules and specify the topic of the sales meeting? This and more already indicate that they could very well be making their own profiles.
While it’s true that they may not indicate everything (or even prove contrary) to a prospect’s whole identify, paying attention to them should be as early as possible. Don’t just brush off things like time or method of communication as just minor details. See if they can indicate things like:
- Management style – Will your salespeople deal with a Type A personality or a complete introvert. From the details of the appointment all the way to the tone of voice, you can learn about how a prospect would like to control a conversation. And as a lead generator, it can also help you match up a particular sales rep so that the wrong ones won’t keep butting heads.
- Openness – Does a prospect prefer talking over the phone or would they rather see you all in a web conference meeting? Your appointment setting process should be as accommodating as possible, allowing various forms of communication to facilitate a sale. However, even the simple act of not showing one’s face can indicate how open (or anonymous) they’d like to be.
- Goals – What do they hope to achieve from your company? Their goals could be another indication how they’d like to run their business in general. Do they focus more on sales? Business culture? Are they looking for career advancement or are simply doing this so they can keep their job?
- Position – Of course, you can’t forget the role of knowing your prospect’s job title. It does more than just indicate their authority to make the buying decision. It could also add more to the picture that other details have painted out. It could include style of thinking, their other obligations, and even possible reasons for why their schedule seems so packed.
Speaking of World of Warcraft, geeks can think of this like getting a new player to join your guild. Do you just let your friend make whatever character they want or do you actually take the time to watch them customize and see what kind of role he/she might play in the game? That’s what it means to let buyers create their own profile. Whether they know it or not, it’s another way of expressing their needs and preferences.