How Can Your ICP Jumpstart Buyer Persona Development
ICP and Buyer Persona are phrases that get thrown around pretty often, but what do they mean and how can they help sell more efficiently?
What Is An Ideal Customer Profile?
An Ideal Customer Profile (ICP) is a snapshot of what your typical client looks like, including specific characteristics about their firm, company size, location, etc. Defining an Ideal Customer Profile is essential, as they are an organization-wide decision affecting the entire company.
An ICP can also help you jumpstart the creation of your buyer personas. If you’ve already determined what your perfect customer looks like it’s easy to build out different personas from there by taking additional characteristics and focusing on how that makes a prospect a potential buyer.
Let’s look at an example of an ICP breakdown:
You’ve already determined your ideal customers are companies in the software industry with between 500-1,000 employees, utilizing Salesforce, and that typically have a sales department of 6 or more.
Demographic contains a sales department
Company size is between 500-1,000 employees
Company is in the Software Industry
Technology they use is Salesforce
Take your ICP to develop Buyer Personas
Your ICP has helped you narrow down your search by A LOT (phew!) so now you can focus on building personas out from within it. Your ICP shows that you are looking for companies with a sales department. This characteristic gives you a good place to start determining who you want to create personas for.
A sales department typically has the follow individual positions on their team:
VP of Sales
Account Executive (AE)
Sales Development Representative (SDR)
With a list of all the possible sales people you could be targeting, the key factor is to make sure you are selling to the right person. Your SDR could have a great relationship with a potential buyer and guide them through the entire sales cycle but once they get ready to seal the deal find out that, even though they love the product, said contact doesn't have the purchasing power and can’t close on the deal.
The best way to avoid wasting your time and effort is to focus on the individuals who actually have the purchasing power, typically a Sales Manager or VP of Sales.
Once you’ve determined who you will typically be selling to, it’s time to build out your persona. Sticking with our example above, you should be creating a persona for both the Sales Manager and the VP of Sales, skipping a persona for the AE and SDR. Creating two personas for the sales team is helpful because you won’t sell to a Sales Manager the same way you would sell to a VP of Sales, different positions have different responsibilities. Creating a persona helps you identify the pain points each position might be having and then solve those points with different features of your product. Your buyer persona’s all you are able to more efficiently and effectively sell because you are aware of the best ways to speak to each contact.
Read more about ICPs in our blog here.