Boolean Prospecting

If there is one thing I've learned in my career, it’s that successful selling is all about targeting the right personas efficiently. One powerful tool to aid in this endeavor is leveraging Boolean searches. In this article, we'll explore how to craft an effective Boolean search and specifically focus on using it to hunt for the personas you sell to, such as Enterprise Account Managers if you’re selling lead lists, with a particular compensation range and remote working preferences in a specific city. After all, you want to make sure you'r prospects are likely to afford the services you offer.

The Boolean Basics

Boolean searches allow us to combine keywords and phrases using logical operators such as AND, OR, and NOT to refine our search results. In this case, focus on how to create a Boolean search to find potential Enterprise Account Managers within a specific compensation range, seeking remote opportunities in a particular city.

We’ll recap how we used this search to find a role to apply for, and then look at it through the lens of a seller looking for target personas. Why? Imagine if you’ve hit a brick wall in account, but need a champion, or new employees open to fresh ideas. What better source of intel than a company’s career page.

Better yet, you’ll have a fresh idea of exactly what a company expects of a new employee (your target persona). If the description is vague or poor, you might want to consider other target accounts, but we’ll save this for another day.

Let's break it down step by step:

1. Identifying Relevant Job Boards

(site:greenhouse.io | site:lever.co | site:.myworkdayjobs.com)

The first step is to specify the job boards you want to search. In this example, we're targeting three popular job boards known for hosting a variety of job listings. "site:" is a search operator that limits the results to the specific sites mentioned.

2. Targeting the Persona

"Enterprise Account Manager"

This keyword focuses on the persona you're looking for. By including the job title in quotes, you ensure that the search results include only the exact phrase "Enterprise Account Manager."

3. Defining the Compensation Range

("$100,000 OR $110,000" OR "$120,000")

Here, we specify the desired compensation range for the Enterprise Account Managers. Using the OR operator between the different salary amounts ensures that the search will include listings within any of the specified ranges.

4. Considering Remote Work Opportunities

"remote"

Including the term "remote" in the search narrows down the results to job postings that offer remote work options, which is especially relevant in today's flexible work environment.

5. Targeting a Specific City

“CITY NAME”

Replace "CITY NAME" with the actual name of the city you want to target. This addition ensures that you're searching for Enterprise Account Manager positions in the desired city.

Using a Boolean Search to Hunt for Target Personas

Now that we've broken down the Boolean search string, let's discuss how you can use it effectively to find the personas you sell to:

1. Refine Your Prospecting

Boolean searches help you filter out irrelevant results, allowing you to focus on your target personas—Enterprise Account Managers in this case. This saves you time and effort while ensuring that you're reaching the right audience.

2. Tailor Your Sales Approach

By knowing the desired compensation range and remote work preferences of your target personas, you can tailor your sales pitch to highlight how your product or service meets their specific needs and expectations.

3. Identify Prospects' Geographical Preferences

The inclusion of a specific city in the search enables you to identify Enterprise Account Managers interested in working in that location. This knowledge can help you customize your outreach and demonstrate an understanding of their preferences.

4. Analyze Competitor Strategies

Using Boolean searches, you can also keep tabs on how your competitors are recruiting talent and offering compensation packages. This competitive intelligence can inform your sales strategy and help you stay ahead in the market. If part of your value prop is prevent attrition, what better source for that threat vector than their competition’s own websites?!

Boolean searches can significantly enhance your prospecting efforts. By focusing on specific personas like Enterprise Account Managers with desired compensation ranges, remote work preferences, and specific locations, you can tailor your sales approach, improve efficiency, and gain a competitive edge in the marketplace. If you’ve hit a brick wall with your current accounts and need a new angle, try a boolean search. You'll discover a powerful tool that can propel your sales career to new heights.

Carpe numerum (seize the quota)