Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

Be The Buyer: How to Sell More By Understanding Value

Be The Buyer: How to Sell More By Understanding Value Blog Feature

July 15th, 2016 min read

Ever wonder the best way to craft a marketing message?

It’s not going to be taking your product or service and saying how great it is - everyone knows that by now.

You need to really put yourself in the shoes of your ideal buyer. You need to live and breathe as they would. You need to feel their pains and experience their joys the same way that you do your own. Only then will you truly understand what motivates them to buy what you’re selling.

But how do you do this? Not everyone can think that way, it’s too easy to stay inside the box.

I’m coining a phrase today. It’s “be the buyer.”

It’s a methodology I’ve used without realizing it for the past few months, and it’s what is taking strategy and work that I’ve done for my clients to the next level. It’s also allowed me to guide my clients towards crafting their own marketing messages, because anyone can do it, and it applies to any business.

Let me explain.

Start with Why

Like all good ideas, this one starts with why. Why would anyone purchase what you’re selling?

It’s doing one of two things: it’s creating value or it’s relieving pain. An emotional connection is important as well, but we’ll get to that in a minute.

An example of creating value is always positive: your client uses your product or service to be more efficient, sell more, or increase a key performance metric. There’s a reason you hear the phrase value-added so often, it’s because value is all about increases.

An example of relieving pain is the opposite -- a removal. Your product or service eliminates the pain felt from a normal job function, such as having to send emails one by one, or manage contacts in a spreadsheet.

Gain creators and pain relievers are undoubtedly linked - you can’t have one without the other. The most valuable purchases are ones that do both.

Think of HubSpot - it allows you to increase your efficiencies by sending an email to a specific subset of your contact database, that is maintained with very little effort. HubSpot is both a gain creator and a pain reliever, so it is incredibly valuable.

This is the same type of value that your product or service will create for your ideal customer. It has already, or you wouldn’t be sitting at your desk, reading this post, wondering what “be the buyer” means and how you can apply it to your business.

Who is Your Ideal Client?

Start with your ideal client. This is someone who experiences both gain creation and pain alleviation from your business. Reach out to them and find out what makes them tick.

Create a buyer persona from your conversation with them. Follow step one of this article - you’re basically looking for five things:

  1. Priority Initiative: What was going on in their lives/company that made looking for a solution a priority? This is where you can pick up on pain points.
  2. Success Factors: After choosing a solution, what does success look like for your prospect? Pick up on benefits they’re hoping to obtain and features they think will solve their issues.
  3. Perceived Barriers: What would stop a prospect from moving forward with you? Listen for what issues they have, false perceptions they may have about you and any historical situations that may cause red flags when looking into your solution.
  4. Decision Criteria: What will their decision ultimately come down to? Price? Features? Understand what could be a deal breaker and what you can leverage for competitive advantage.
  5. Buyer’s Journey: As your prospects educate themselves on how to solve their problem, what are they doing along the way? Pick up on where they go for information, who they trust, who is involved in the decision process, and what they find helpful.

Once you’ve created a buyer persona, use it. I can’t emphasize this enough.

You’ve spent the time and effort to document your ideal client, what they’re looking for, and what problems they have. It’s easy to set it and forget it, but make sure you reference and update your buyer personas once a quarter - they will change.

Crafting Your Marketing Message

Let’s jump ahead to where a lot of people get stuck: content.

Whether it’s for social media, your blog, the value prop of your homepage, or a landing page for a really useful checklist, you need to have the right message for the right buyer persona at the right stage in the buyer’s journey, otherwise you’re conversions will never look how you want them to, and you’ll never grow your traffic, leads and sales.

Starting with those two powerful resources in front of you, ask yourself what about the content you are working on will convince that persona at that point in the buyer’s journey to keep reading, convert, or buy on the spot.

What gain creator are you presenting? What pain are you relieving? If that’s not immediately clear, you’re doing it wrong.

Don’t worry! We’ve all been there - I’m there more than a few times a day, but it’s what you do next that really matters.

You’ll never get unstuck with asking yourself those two questions. Close your eyes and put yourself in your persona’s shoes. What would they search for to help them break through their ceiling?

What problem do they have, every single day, that keeps them up at night staring at the ceiling wondering: how will I ever get out of this one?

That’s where you come in. Solve that problem for them, or show them a better way of doing things. They’ll pay you for it.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE