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Impact of Changing Product Packaging on Sales Team
We sell advertising products to our market for display on our website. We would like to document all of our products and list the features contained in each product. We currently have a spreadsheet plotting products across the top and features down the left column. That's a start but it doesn't tell us enough, nor does it help us to see the impact to the site of making a change to the product packages for the sales team.
Before developing any sales tools, web content, or marketing materials, we should identify the specific aspects of the products that will directly connect with the urgent needs of the target audiences. Because different types of buyers value different capabilities, we group buyers according to their needs (a type of segmentation), and capture our insights about each type of buyer in a “persona” profile. The persona focuses everyone in the company, from product management through marketing and sales, on a specific buying role and their “buying criteria” rather than all of the details of the product itself.
Once the personas are developed, we build messages for each persona and develop sales tools (including web content) that are highly targeted to each type of buyer.
You can find additional information on buyer personas on my Buyer Persona blog.
Answered by Adele Revella
