How Defining a Buyer Persona Leads to B2B Appointment Setting Success

Appointment setting without a clearly defined buyer persona is a recipe for low success rates. By the same token, identifying your buyer persona can lead to not only more appointments but more sales, as well.

Failing to identify your ideal buyer persona not only leads to fewer and less productive appointments, there are other drawbacks, as well. Namely, it deprives appointment setters the opportunity to hone their message and approach, leading to lost opportunities.

Many businesses may wonder why a specific buyer persona must be developed. After all, isn’t it enough to generally understand what type of buyer they should approach?

The fact is, the more personas ( or types of buyers ) you approach, the more diluted your message will be. To put it another way, the more targeted your persona, the more targeted your message. And the more targeted your message the more successful your appointment setting and, when it comes time, sales efforts are likely to be.

So how can you determine what your perfect buyer persona is? Ask yourselves the following questions to find out:

  1. Who are they? This includes things like age, gender and geography. When it comes to B2B buyers, consider the size of companies you are looking to sell to, as well.
  2. What’s their problem? Why does a buyer need you? If you can’t answer this question you aren’t ready to identify your ideal buyer persona.
  3. What are their priorities? Is money the first thing they are concerned with? Are they looking for ease of ordering? If your product or service isn’t in line with their priorities, figure out how to make it that way.
  4. What do they value? Are they growing their company? Concerned about the environment? Out to make a quick buck? If you don’t know what a business values you can’t effectively sell to them.
  5. What sets them apart? This question gets to the meat of the buyer persona. It can be easy to look at all mid-sized health insurance companies as the same, for example. Your job is to figure out what makes the ones you are approaching different.

Once you have answered these questions you will better understand your ideal buyer persona. This will make it easier to secure appointments with these buyers. Further, you will have gone a long way toward understanding how to sell to these B2B customers – something your sales team will thank you for!