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#72 2 steps to understand your prospects better

#72 2 steps to understand your prospects better

2 ways to understand your prospects better

September 16, 2022

Reading time: ~1 min

Proven strategies to grow cyber security sales

Enjoy this email….because who doesn’t want a bluebird every week???

2 ways to understand your prospects better

Want to improve your results and those of your sales team?

Then do much less product training and much more training on prospects.

I bet if you asked 100 sales teams in cyber security how they were trained and enabled…you’d find 90% has to do with products and only 10% with prospects.

To me, this is all wrong.

First and foremost, we should be experts in our prospects.

We should know about all the personas we sell to (not just the CISO). We should know….

Fears
Hopes
Desires
Frustrations
What gets them fired
How they are measured
What gets them promoted
What do they DO every day
How are they compensated
What they hate about their jobs
What they love about their jobs
What's going to make their jobs easier
What are the enormous time sucks in their day
What other teams are they in conflict with, and why
What happens to get them to work nights and weekends
How are they affected by significant industry transformations (e.g., cloud migration, digital transformation)

If you know this, you will be a much more effective seller.

But how do you get to know this (because your company isn’t training you!)

Take one customer or prospect out to lunch weekly. One person, not a team. Tell them you want to understand more about the world they operate in, and then ask them the questions above. Imagine doing this for a year; you will have talked 1:1 with 50 people and learned about their world.
Every time you get product training, ask yourself (and the trainer) which personas care about the features and why.

Beyond the obvious, how will this help you be successful?

No one else you are competing with is doing this. 95% of the people reading this newsletter won’t do it. Your knowledge about your prospects will be unmatched.
When someone believes you truly and intimately understand their world and problems, they are MUCH more likely to believe you have the solution. So when you are in selling mode (not research mode), the people you talk to will see that you GET IT! “This person gets me.” “They speak my language.”

Invest in yourself and your success by following this simple 2 step process.

Time for a dad joke break...

I was wondering why the baseball kept getting bigger and bigger. Then it hit me.

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