Some people are natural sales people. They are the ones who can sell the proverbial ice to an eskimo. For most of us though, a sales strategy is critical to success.  According to Clinton Obura, Director of Business Development and Growth at Elephant Healthcare, having a value matrix, accompanied by a messaging strategy for each of the 7 players in the sales funnel dramatically increases your chances of closing the sale.

Here’s how it works.

Map the persona of each of the players in the Sales funnel, which includes:

1. Identifying the pain points each player is currently facing. This means doing your homework by researching each player, talking to people who work closely with them, and in some cases, just talking directly to them about their pain points before going for the sale.
2. Aligning the product messaging according to their various functions, clearly showcasing how it solves for their pain points.

“Your pitch should always be customized to the pain points of each player as you go up the decision layers” says Clinton. This is what is called the value matrix.

What this exercise does is that it forces you to think about the personas of the various players. Remember, they they are part of the decision making process and will determine whether your business to business product will be successful or not.

Clinton Obura was a facilitator at Un.thinkable masterclass (our quarterly 10X Growth Leaders Workshop) in July 2020. Click here to apply for membership in Un.thinkable.