Overview

The better you understand the buying process, the better you are able to match your solution to their specific needs, and support the change process, the greater the value you will be offering to the prospect.

Most B2B sales do not follow a linear process, instead the process operates in a loop with multiple stakeholders or buyers having to be simultaneously engaged.

Objectives

By the end of the course, learners will be able to:

• Discover what a buyer persona is;
• Determine how to connect the dots between marketing target audience profile, marketing persona, and buyer persona;
• Explore the 5 distinct types of buyers and how to engage them;
• Review how to engage with economic buyers and their gatekeepers;
• Identify how to create a buyer persona;