Matt Ryder identifies three B2B sales personas: the champion who needs personal benefit framing, the technical contact you should control rather than let dominate, and the decision maker who uses "we" and listens more than speaks. Map these personalities into your process to raise conversion rates.
I'm gonna be going over the roles that people play within a B2B sales environment. So your champion is the person who is your internal advocate within that company that you're selling, who's pushing the agenda forward. And that is actually far more of a B2C type sale because we have to create it to be in their benefit. The tech person, you have to understand, you can't let them just go forward into an autistic rabbit hole. You have a meeting with them beforehand and you go, hey, I will tell you when to talk. I will summarize their question. I will ask it to you. And then you're gonna answer my questions, not theirs. The decision maker, generally speaking, The person who is using plural pronouns, we, ours, us. A lot of time they'll do a lot more listening than talking. But those are like the personalities that you want to be aware of and that you want to start mapping within your sales process.
