Humanizing the Sales Approach

A big problem a lot of sellers have is they don't know who their Ideal Customer Profile (ICP) is. But, with the right framework, you'll be able to go after the right buyers every time. My guest, Ronnell Richards, founder of Sayless Academy, will share how to find your ICP and how to reach them the right way.

Meet Ronnell Richards

• Ronnell Richards is a best-selling author, entrepreneur, and sales consultant with over 20 years of experience. 
• He's put his sales and marketing expertise into comprehensive LinkedIn Learning courses and his book, "Shut The Hell Up and Sell." 
• On top of his professional work, he mentors entrepreneurs and supports community initiatives, helping businesses succeed and creating social impact.

Why You Got to Know Your ICP

• Ronnell says a lot of tech companies don't actually have an ICP and just sell to anyone who comes along. 
• But, in today's tough market, knowing your ICP stops you from getting pulled every which way and missing out on big wins. 
• The more specific you are with your outreach and messages aimed at your ICP, the less you get lost in the crowd.

What's the Difference Between an ICP and a Strong ICP?

• Ronnell made 37 questions for his clients to answer about their absolute best customers.
• This helps them figure out all the things they have in common with those top clients.
• They usually find their ICP is way more complex than they thought. 
• A strong ICP means you're targeting buyers you know you can crush it with, and avoiding those who aren't a good fit.

Seeing Your ICP as a Person

• It's a whole different ballgame when you see your ICP as a real person, not just a target. What's their day-to-day life like?
• Are they going through a rough patch? I actually just put up a LinkedIn post about this, it's titled "I'm Not Just a Sales Guy."
• Instead of getting bent out of shape when your ICP doesn't reply to your emails, Ronnell says it's way better to build connections and make sure your outreach lines up with what they need.
• The secret to building strong relationships with your ICP is having shared values. This is how you get repeat business.

"Relationships are everything. The reason I can still do business with someone I worked with twenty years ago is because we clicked and built a real relationship." - Ronnell Richards.

Resources

Connect with Ronnell on LinkedIn

Find more information on his LinkedIn course here

Purchase a copy of his book, “Shut The Hell Up and Sell.” Visit Ronnell’s website to learn more about him. 

Sponsorship Offers

1. This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

2. This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

3.  This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.

Credits

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Mentioned in this episode:

HubSpot and bluëmago | STUDIOS

HubSpot and bluëmago | STUDIOS hubpspot.com/marketers bluemangostudios.com