To boost your #VSB sales, you need to understand who you’re selling to, and this article can help you with that. Meet Martin on Main Street.
Sell Cloud Phones By Understanding The Buyer’s Persona.
It’s becoming increasingly clear that to stay ahead of the competition these days, an MSP really ought to focus on selling to very small businesses, or VSBs. Focusing your efforts on VSBs is probably your best strategy as an MSP. But make no mistake, this is no get rich quick scheme. It takes hard work and insight.
To effectively sell to VSBs, you must know the buyer’s persona. You’re aware of the basic differences between SMBs and VSBs, but it’s important to go deeper than that. Your customer is a VSB decision maker. Let’s call them Martin on Main Street. If you want to get Martin’s attention, you need to understand who he is and what he needs.
The Making Of Martin On Main Street.
A buyer persona is a profile that represents your target client. In this case, that’s the owner of the VSB. Here’s a template that can help you define exactly who Martin on Main Street is:
Demographics
How old is Martin? Is he a particular gender or ethnicity?
Martin’s Likes
What makes Martin’s life easier? What are his motivations as a VSB owner? Does he have strong business-related preferences, such as having enough staff to accomplish the work of his VSB? Does he have personal preferences that are important to him, such as striking the right work-life balance?
Martin’s Dislikes
What makes Martin’s life more difficult? What are the words, phrases, or ideas that can sour him on a sales pitch? Maybe he dislikes what he perceives as meaningless technology buzzwords or new technologies that seem inordinately complex to him.
Martin’s Pain Points
A “pain point” is a term in marketing that denotes needs or problems that potential customers really want to address. In Martin’s case, it’s important to know what keeps him awake at night. For Martin, let’s say that’s wearing all the hats. As a VSB owner, he feels burdened by all his many responsibilities and duties.
Challenges With Martin
Challenges are the sticking points you may encounter when trying to sell to Martin. These are your challenges to overcome. Martin is the sole decision-maker of his business. For you, this is mostly good, but there are a few situations in which convincing one-man Martin might be far from easy.
The Ideal Martin
In a perfect world, what is the Martin who buys your services like? He’s probably reasonable, trusting, and has a baseline knowledge of the technologies he needs to run his business.
The Not Ideal Martin
You need to prepare for the opposite of Ideal Martin. The Not Ideal Martin may not see the ROI in the services you offer, or he might just be too comfortable with his legacy technology.
Build Your Own Martin
Who is your Matin on Main Street? By analyzing your existing customer base, you can figure this out. Among your customer base, who are the decision makers and what are their likes, dislikes, and pain points? To determine this, you can send customers online surveys and conduct in-person or phone interviews.
The more real data you use to create your Martin’s buyer persona, the better. If you know your Martin’s behavior, needs, and goals, you can create messaging that grabs his attention and increases your VSB sales with recurring revenue.
If you want more information about how to customize your efforts to the buyer persona of Martin, contact D3UC. We’ll give you all the resources and support you need to keep your business successful and growing.
