BuyerDNAWhy BuyerDNA is essential for the success of your sales messaging and touch patterns

September 15, 2021by insideout
BuyerDNA is an evolutionary new theory designed by inside sales experts to help elevate your sales plays through the use of data.

As any successful sales rep will know, the key to performing well is persistence and the ability to adapt. There is no one-size-fits-all approach to inside sales, and this should be reflected in your strategies. At InsideOut, live experimentation and testing is fundamental to everything we do, leveraging data to formulate and refine sales messaging and touch patterns. BuyerDNA is a crucial element, giving sales reps the insight they need when devising new sales strategies.

This blog will explain what BuyerDNA is, how to create profiles using this methodology, and how it can help boost the success of your sales messaging and touch patterns.

What is BuyerDNA?

Where did the idea come from?

In the world of sales, there are myriad methodologies when it comes to prospecting, many of them based on buyer psychology and assumptions surrounding particular demographic factors.

At Inside Out, we have pioneered a data-driven approach to better understanding prospects, providing actionable insights to help workshop those winning sales plays. If you’re an experienced salesperson, you should already be familiar with ideal customer profiles (ICPs) and buyer personas, perhaps using them to tailor your own sales messaging and touch patterns.

ICPs generate profiles based on factors such as company’s budget, revenue, and size, as well as the industry they operate in, their geographic location, and any legal reasons that might limit their potential customer base. In creating an ICP, you already have plenty of information to help better customize your sales outreach efforts.

Meanwhile, “buyer personas” attempt to create character-like personas or “a semi-fictional representation of your ideal customer or target customer”. Instead of dealing with raw facts, this process encourages you to investigate elements such as the behaviors, goals, and motivations of your prospects. By doing this, you can equip yourself to better personalize your messaging.

What does InsideOut’s BuyerDNA methodology do differently? We fuse together elements from both ICPs and buyer personas, supporting knowledgeable assumptions with data and analytics from your sales and marketing. In doing so, we can hone our focus and eliminate guesswork, providing a living asset for your inside sales team – one that can react to the constant change in buyer behaviors.

Creating BuyerDNA profiles

How long does it take to create a BuyerDNA profile, and what do you need? An initial 30-minute discovery call is required with InsideOut for us to outline the data you will need, how to get it, and who will be responsible for this. The BuyerDNA session itself can take up to 90 minutes as we go through a comprehensive list of questions to make sure your profiles are accurate, mining as much valuable information as possible.

A more detailed breakdown of the creation process can be found in our article How to build your BuyerDNA.

The more transparency and openness you are able to offer, the more accurate the information we can provide. However, there will be a cutoff point. Where some aspects of building your BuyerDNA can benefit from analyzing granular pieces of data, this won’t be necessary to answer every question.

It’s important to remember that the aim of creating BuyerDNA profiles isn’t just to assign labels to the clients you already have. We’ll help you understand the parameters of what defines a theoretical ideal customer for your business that you want to attract. The BuyerDNA process will equip you with the actionable insights needed to reach and communicate with these prospective customers and help them tackle any challenges and pain points.

How can it improve sales messaging?

Generating your BuyerDNA will create the most detailed profile of your prospects possible.

The reason why this matters is because it will help you understand their challenges and pain points more effectively. Not only that, it will equip you with data that helps influence your sales messaging and communicate more effectively. Without knowing who your customers are, the industry they work in, or the specific challenges they need to overcome, you may as well wear a blindfold when engaging in your sales outreach.

The data you collect from generating your BuyerDNA will allow you to create messaging that is specifically personalized to your prospect.

Personalization is a widely used practice, yet so many salespeople get it wrong. Prospects can easily sense whether you are being genuine in your communication or if you’ve lazily attached their name and a generic opening to a prefab email.

To engage them, break down their BuyerDNA and determine what they are most likely to engage with. They may respond to a specific tone of voice, or even something as simple as using emojis in the subject line. More importantly, BuyerDNA will establish which pain points to focus on in your opening. Demonstrate that you understand the specific business challenge they are facing, while succinctly explaining how your solution can help.

There are other ways BuyerDNA can help. They can aid you when immersing yourself within a prospect’s industry, helping you to identify who they network with, what their personal hobbies and interests are, and what causes they support. These insights can feed back into your messaging, helping to build a rapport and show you have genuine interest in helping them overcome their challenges.

How can it improve touch patterns?

The content of your sales messaging is only one part of your sales strategy. Establishing the correct touch pattern is just as important. Without engineering your touch pattern, there’s a high chance that your prospects won’t even engage with your messaging, let alone book an appointment, demo, or move through the sales pipeline.

But what do we mean when we use the term “touch pattern”? Think of it as a blueprint – a series of “sales touches”. A touch can be an email, phone call, or social interaction (either digital or physical). Touch patterns need to be specifically designed to ensure you have the best possible chance of closing that deal.

Converting a prospect in a single call isn’t unheard of, though is very uncommon in the world of inside sales. There is no magic number, though some still use the Rule of Seven in their sales outreach, operating on the assumption that someone needs to see your product or service seven times before they consider purchasing.

Therefore, you need a touch pattern to plan a follow-up, determining when and how to contact your prospect, steering them towards a conversation.

What factors impact this?
01234567890                     .Where are your prospects based?
01234567890                     .Which communication channels do they us?
01234567890                     .Do they require a multi touch?
01234567890                     .When do they spend time in front of the screen?
01234567890                     .How many follow-ups are required to engage them?

These are all important questions to ask, and each of them can be answered by looking at your BuyerDNA profiles.

If your prospect matches the BuyerDNA of a current or previous customer, use that data to help determine the best way to reach them. For example, if they have matching roles in the same industry with similar backgrounds and personal traits, you may want to adapt that existing touch pattern. This process can help provide intel on the availability of your contacts, their movements, and the times/days they are most likely to respond to your sales outreach.

Taking a more data-driven approach when forming both sales messaging and touch patterns will provide actionable insights to help boost your inside sales performance.

buyer dna sales messaging touch pattern

BuyerDNA: best practices

Remember that while useful, you shouldn’t rely solely on the data you collect when creating your BuyerDNA profiles to formulate sales messaging and touch patterns.

It’s also important to remember that data doesn’t lead to guaranteed results. Any assumptions you make based on the information sourced from the BuyerDNA session should be tested. It’s only through live experimentation and tracking the results that you’ll understand what strategies you should then incorporate in your sales plays.

Finally, you should always consider your BuyerDNA to be a living asset. Having established a framework for collecting and analyzing data, you should regularly update your BuyerDNA profiles to make sure the insights they provide aren’t outdated. In doing so, you can continue to swiftly adapt your sales touch pattern and messaging, proactively responding to changes within your markets, and adapting to buyer behaviors.

0123456789001234567890                     /0123456789001234567890In order to be a successful inside sales rep, you need to know when to balance data with your own experience and gut instinct, adopting an 80/20 split.
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