This step is fairly easy as there are only two questions to answer: 1) what product is the sales message for and 2) who is the target buyer for the sales message.
Getting the user to enter the target buyer type is important for a couple of reasons. First, when you change the type of buyer, the answers on the next steps of Value, Pain Points, and Questions could potentially change. But more importantly, in the scripts and emails that the software creates, we will refer to the type of buyer in many different ways:
- The reason for the call is we help small businesses increase efficiencies.
- When we talk to other CFOs, they often have concerns about getting real-time reports.
- Can we schedule a call to discuss how we have helped other manufacturers to improve production quality?
The target buyer type could be the type of organization, department, industry, title, etc. Here are some examples:
- Type of organization
- Small businesses
- Multinational corporations
- Doctors offices
- Finance departments
- IT departments
- Operations departments
- Human resources departments
- Sales departments
- Marketing departments
- Construction companies
- Retail businesses
- Health care providers
- Government agencies (local, state, federal)
- Educational institutions
If you go back to the examples of how we display the buyer type in scripts, notice that all of the examples have the buyer type in a plural form –
The reason for the call is we help small businesses to increase efficiencies.
With that, when you enter the answer for the target buyer type, enter the answer in a plural form so that it shows up in the scripts and emails in the correct way.