miller heiman strategic selling blue sheet

The Concept of Buyer Personas and Organizational Psychographics

When it comes to B2B marketing, the concept of 'Buyer Personas' has become increasingly popular in recent years. However, the authors of Strategic Selling took a more nuanced approach by introducing the idea of organizational psychographics (or organisational personalities) into the mix when thinking about ideal customers.

Strategic Selling recognizes that effective salespeople often intuitively recognize that vendor and customer company cultures have a powerful influence on the likelihood that they will agree to do business with each other. This is because these factors only become obvious when we are in active dialogue with each other.

The methodology identifies four particularly important roles involved in any large and complex buying decision: economic buyers, user buyers, technical buyers, and coaches. The economic buyer is responsible for giving the final approval for the purchase of a product or service, while the user buyer is focused on the job to be done and the problem to be solved.

Understanding these different buyer influences can help salespeople tailor their approach to each individual's needs and concerns. By recognizing the importance of organizational psychographics, businesses can better navigate complex buying decisions and build stronger relationships with their customers.

'Miller Heiman Strategic Selling Blue Sheet'

Miller heiman strategic selling blue sheet