How to sell to Enterprise 101 - #1 Lesson Buyer Personas 👇
Ivan Ralic
4 replies
After 7 years I've exited my previous Enterprise-grade SaaS and with my Co-Founder Sandra started Collabwriting 🚀
It's obvious to us that if you understand how Enterprises work it's not that hard to sell to them. We've closed one of the biggest clients with our MVP.
There are 4 buyer personas you have in every Enterprise:
➜ Economic Buyer 🧑🏫 - The one with the cash, you need to show to them how they'll save money, and standout from their same-level colleagues
➜ Gatekeeper 👮 - If you are SaaS it's CIO or CTO, explain to them that you use Google, Azure, AWS and pay more for services to keep them safe. Learn a little bit about ISO27001 & SOC2
➜ User Buyer 🧑🎤 - The user of your solution, you need to understand their need and give them value
➜ Champion (Coach) 🕵️ - They are the insider who tells you what's happening inside and what's the win for every other buyer.
Only when you cover all 4 buyers and give everyone a "win" you get your sale.
Write concrete questions, hacks or advices below👇👇👇👇
Let's start a discussion and make some sales 😄
Replies
Ivan Ralic@ralic
Hack #1 Related to Buyer Personas
Never contact the desired person first. Contact their more approachable colleague first and then ask for the introduction 🙋
People often connect quicker with people similar to them, so find someone you can connect with ease, and then ask for the introduction. That's it, someone they trust or know has suggested the meeting 🥳
Don't forget that you need to bring value and respect their goodwill. Selling is human-to-human, think of wins you can bring to them 😄
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Advice #1 Related to Buyer Personas
Always go for a win-win deals. This is especially important in Enterprises, sales cycles are looooooong, and when you close them you want them to stay with you as long as possible. You can only achieve this by having a clear win-win deal 🤩
Advice #2 Related to Buyer Personas
As already mentioned, every sale has at least 4 buyers. So you need to make at least 4 different win-win deals.
Understand that a win for most people is a personal win and not the company win.
Maybe it's not saving money but looking good in front of colleagues, maybe it's not the usability but the support they will get from you compared to the competition. Ask them what's the clear win from their side, and then make it as big as possible, ignore the other benefits 🎯