Brian LaManna breaks down how to book meetings in tech sales: know your buyer persona inside out. Answer four questions for each one: who they are, what problems they face, what metrics matter to them, and a story of how you've helped someone like them before. Use discovery calls, colleagues, case studies, and ChatGPT to build this out.
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You won't book meetings until you deeply learn each persona. Prospects, they're people. People, they're busy. Very few busy people take meetings just for fun. People take meetings because they are intrigued and they think you can help make their life easier or better in some way. Here are the 4 questions we need to answer together. Number 1, who are our target personas? Number 2, what problems and challenges does each of these personas face? Number 3, what are the What are the outcomes or key metrics they are measured by and that they're trying to impact within their organization? And number 4, what's a story, a.k.a. social proof of how we've helped this persona in the past? Then we can build a matrix with the following rows: persona, problem, outcomes, and story. Now here's where to go to find the answers to all of these sections. Number 1, and my go-to, is listening to recorded discovery calls with actual customers. Number 2, asking seasoned colleagues. Number 3, company's internal case studies. Number 4, using ChatGPT or a similar LLM with a good prompt. This is not meant to be just a one-time, 10-minute, get-it-done, check-the-box exercise. If you are new to your org, this will likely take you 2+ weeks between listening to calls, pinging teammates, and doing your own research. Now, if you are a more seasoned rep, the hardest part is refining your thoughts into what is absolutely most important. Would be curious to hear in the comments below Does anyone else do anything similar today?
