How to fine-tune the ICP?

I've got an issue with the ICP. We have inbound requests from Tier 3 people, like system administrators, network engineers, Windows application managers, etc. They send us demo requests for the products. As we contact them, they are usually telling us they are searching for some solution. In most cases, they are not decision-makers. The decision-makers are usually Tier 2 (Managers of department) or Tier 1 (CIO, CISO). Usually, we know the budget owner or decision-maker only after issuing the license and when the customer starts using it. Sometimes we never contact them. When our SDR team tries to contact Tier 3 contacts, they are not interested. It's hard to identify who might be responsible or interested in our solution.
Are there any best practices how I can fine-tune the ICP and byer personas in this case?

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    • 2
      Profile picture of Savannah Downs
      ( 1.2k POINTS )
      2 weeks, 3 days ago

      Hi, @zhurer!

      Thanks for bringing your question to the community!

      Excited to hear what other members suggest. In the meantime, check these out! 🤩


    • 2
      Profile picture of Bryan Bain
      ( 515 POINTS )
      2 weeks, 1 day ago

      Hi Zhurer,

      I believe you have a sales process issue, not an ICP problem.

      Some believe that we should always be prepared to demo. I don’t. 90% of what can happen on a demo is bad if you haven’t properly captured the prospect’s requirements, desired outcomes, key success criteria, and path forward in the event that you satisfy that criteria.

      My experience is restricting demos to well-qualified prospects reduced the number of demos, but increased close ratio. You’ll be amazed the impact that proper demo prep will have on revenue.

      • 0
        Profile picture of Zhurer
        ( 672 POINTS )
        2 weeks, 1 day ago

        Thanks, @bsquared. I think it’s a good point. Need to check this version.

      • 0
        Profile picture of Colin Campbell
        ( 11.7k POINTS )
        3 days, 5 hours ago

        Came here to say exactly this.

        Sounds like you’re ultimately selling to the right people, and those people aren’t the people initiating a sale – which is just fine! You just need to make sure your sales process matches the buying committee’s unspoken expectations here.

        Not sure if this is possible for your product/services, but have you considered a freemium model? Or a free trial? It’d allow you to take in those 3rd tier leads, get them using the product, and turn them into allies more quickly to sell a paid version to their supervisors.

    • 0
      Profile picture of Katie Ray
      ( 345 POINTS )
      2 weeks, 1 day ago

      This is a great question! The thing to remember is that every person you talk to, regardless of tier, can share some type of valuable information.

      If you know that Tier 3 folks aren’t going to be interested (lets face it, often they don’t want to implement a new product because that means more work!), don’t ask them for a meeting. Ask them “who else should I be including in these conversations”. Similarly, instead of calling Tier 3, why not get Tier 2 or Tier 1’s contact Information, call them, and share that “so and so seemed pretty interested in solving XYZ. How often are you seeing this issue occur?” This way you are able to learn more, share that someone from their org has reached out, and are starting a relationship with someone closer to the deciding factor.

      • 1
        Profile picture of Zhurer
        ( 672 POINTS )
        2 weeks, 1 day ago

        Thanks @joandkaray. Actually, we’ve tried to reach all of the Tier 1, Tier 2, Tier 3. The thing is, Tier 3 comes to us with the demo/price/information request. They don’t usually share the info on who else is involved in the decision-making process. Tier 2 and 1 roles are good visible but in most cases they either don’t reply (or just unavailable by phone) or tell they are not interested. And after that, Tier 3 can come to us with the request. That’s weird. I assume it’s because of the niche we’re working in. It’s cybersecurity. and no one wants to share their pain point cause it can bring more information about their vulnerability.

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