Peel Back the Onion: When You Know Your Buyers' Personas, You'll Sell More—An Interview with Mike Schultz

RainToday.com's Podcast: Marketing & Selling Professional Services

Don't make the mistake of thinking all buyers are the same. Each has their own buying preferences. But if you take the time to understand their persona and adjust your sales process so that they're comfortable, they'll be more inclined to buy from you.

"How one person likes to buy can be vastly different than how another person likes to buy. And one isn't necessarily good or bad; they're just different," says Mike Schultz, President of RAIN Group and author of Rainmaking Conversations. "But if you really understand one [buyer persona] versus the other and introduce flexibility and open-mindedness into your selling, you'll make more sales."

A cookie-cutter approach to selling simply won't work, stresses Schultz, who is presenting a webinar June 2 titled, Who Are You Selling To? Strategies for Selling to the 8 Buyer Personas.

"People aren't the same, and I think there are average [sales] results out there for a reason. Because some people don't choose to peel the onion back a little bit further, try a little bit harder, and go one level deeper to make sure that they can help someone be successful," he says.

Listen as Schultz describes the qualities of some of the buyer personas, the challenges of selling to them, and how to accommodate their needs so that you sell more.