Creating a Hero Statement

Sales Enablement Training:

Buyer personas define who you market to; Jobs to Be Done defines why people buy from you. In this lesson, you’ll learn how to combine the two into a single statement your whole company can rally behind.

 

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Lesson Description:

If you've developed your buyer personas and identified the jobs to be done for those personas, you might have discovered that there are a variety of ways you can help many different kinds of people. But if you really want your sales team to be able to sell efficiently at a higher velocity, you've got to get focused on a particular persona with a particular job to be done. The best way to do that is to ask yourself who you want to be a hero to. This way of framing your business is equal parts buyer description and mission statement. If you know who you can be a hero to and what you need to do to be a hero to them, you'll be leagues ahead of your competitors who are trying to sell to anyone with a pulse. And when it comes to sales enablement, helping your sales team focus on the best customers is one of the most important things you can do. Crafting a hero statement is a great way to get started.

Instructor
Headshot of Kyle_Jepson

Kyle Jepson,
Inbound Sales Professor

Kyle teaches sales and CRM courses at HubSpot Academy. He is best known for his work on the HubSpot Sales Software Certification and the Sales Enablement Certification. He is the father of two children, the lucky husband of an equally lucky woman, and aspires to be the author of one of those paperback novels you see in grocery store check-out lines.

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