How to sell buyer persona services to inbound clients
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Transcript of How to sell buyer persona services to inbound clients
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www.contentmarketingblueprint.com
CMB Partner Office Hours
How to sell buyer persona services to inbound clients.
Every Tuesday @3pm Easternwww.contentmarketingblueprint.com
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www.contentmarketingblueprint.com
Today’s Schedule15 minutes: Topic Introduction15 minutes: Open Discussion
Extra time: CMB Partner Questions
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www.contentmarketingblueprint.com
Max TraylorDirector of Client Services Innovative Marketing Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor
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www.contentmarketingblueprint.com
Your Hosts
Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources
President| Do Not Call Protection
Stefan SurkaBusiness Development| CMB
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www.contentmarketingblueprint.com
What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers.
Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint
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www.contentmarketingblueprint.com
After the Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article
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www.contentmarketingblueprint.com
Today’s Question:
How can I sell buyer persona services to my clients?
www.contentmarketingblueprint.com
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www.contentmarketingblueprint.com
First, what is a buyer persona?
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www.contentmarketingblueprint.com
What is a buyer persona?
Is not… superficial qualities
(37 year old male, lives with his mom)
Is… a buying process
(Adele Revella’s “5 rings of insight”)
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www.contentmarketingblueprint.com
Buyer personas as a service.
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www.contentmarketingblueprint.com
Why is buyer persona insight valuable?
To deliver the right information at the right time
To attract leads that are already in a purchasing process
To convert leads to customers
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www.contentmarketingblueprint.com
When does a company need buyer persona work?
FIRST!
Before they create a content strategy
Before they design a new website
Before they create any new content
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www.contentmarketingblueprint.com
How to tell when your EXISTING CLIENT needs
buyer persona work
Lots of leads, not a lot of customers
Only creates content for ONE buyer persona
Creates content for too many buyer personas
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www.contentmarketingblueprint.com
Scope of work
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www.contentmarketingblueprint.com
IMR’s Buyer Persona Service
2-5 interviews with people that have gone through your client’s sales process recently.
Deliverable: Documentation of your findings
Available training: Buyer Persona Institute (buyerpersona.com)
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www.contentmarketingblueprint.com
Process and Timeline
Process
1. 30 minute meeting to request interviews from client
2. Client/IMC schedules 20 minute interviews
3. IMC conducts interviews
4. IMC creates buying process map
5. IMC presents map to client
6. Client can request modifications or more detail
7. IMC will make necessary modifications
IMC time budget 30 minute call: .5 hours 5 (30 minute interviews):
2.5 hours Build document: 3 hours Presentation: 1 hour Modifications: .5 minutes
Total: 7.5 hours
Timeline: 10-15 business days
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www.contentmarketingblueprint.com
Client commitment
Time commitment
30 minute call
1.5 hours to secure interviews
1 hour presentation
30 minutes to review buying process document and give feedback
Total: 3.5 hours
Pricing
7.5 IMC hours x $165/hour = $1,125
Price increases:
Number of influencers
Complicated sales process
High value of customers
Multiple buyer personas
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www.contentmarketingblueprint.com
Downloads in today’s blog
Buyer persona package
Overview of service (copy for proposal)
Detailed process for delivering service
Pricing guide
Sample buyer persona document & training course
Sample 5 rings of insight (buyerpersona.com)
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www.contentmarketingblueprint.com
What to do with your buyer personas?
It is the foundation for other strategy services:
Brand Messaging
Website optimization plan
Content Marketing Strategy (CMB)
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www.contentmarketingblueprint.com
Next Session: Tuesday June 10th @ 3:00 PM EST
“3 ways to get appointments with your sales leads”
Special Guest: Erica DelSignore |Sales DirectorSalesBoston.com
Sign up at: www.contentmarketingblueprint.com/2014-
webinars