The next step in build a buyer persona is to identify the pain that you resolve for that particular buyer.
What is pain?
Pain refers to what is not working well or could be working better for your buyer. By getting this added to your you will not only improve your ability to grab the buyer’s attention, you will be communicating in a language that they more easily understand.
Each Buyer Persona Can Have Different Pain
The power in implementing more of a buyer persona based sales messaging strategy starts to really show when you realize that your buyers will have different pain points. Even though your product does the same thing for different buyers, it can help them to solve different problems.
Let me give you a quick example. If we sell a piece of software that automates ordering of inventory for a manufacturer, we can identify that this software will save ordering time for the Operations Manager and it provides better reporting for the VP of Operations.
Since we can see that the product helps these two individuals in different ways, we can see how it might make sense to treat them as different buyer personas in our selling pitch. We can also look at the benefits that we provide them to get ideas about the pain that the different buyer personas might have.
We help the Operations Manager to decrease the time spent processing orders. This means it might be the case that some Operations Managers have the pain point of spending too much time manually processing orders.
And we help the VP of Operations to get better reporting. We can use that benefit to think about what it might be like to not use a product like ours and that might be where a VP of Operations has difficulty getting the key inventory and cost data that they need to run the operation and make timely decisions to minimize cost.
How to Use Pain in Your Selling Pitch
Once you identify the different pain points for each buyer persona, you can then use that content in a lot of different places in your sales pitch.
The pain points that you resolve can be very powerful in a cold call script and can be used either at the beginning of the call to communicate how you can help, or you can use them as a last resort option to share with the prospect when they are trying to shut you down.
Your pain points can also be used to make great prospecting emails and voicemail messages. Sharing a few pain points in your message can be a great way to sound more like a consultant and less like a salesperson and this can help you to improve your ability to get in.
And please note that, focusing your sales pitch more on pain is a good step forward. But taking that one step further to have a different with different pain points being mentioned for the different buyer personas that you sell to is where you will begin to separate yourself from the rest.