Unlocking Success in Sales: Harnessing the Power of Buyer Groups in xIQ

In today’s fast-paced world of sales, building meaningful relationships with clients and prospects is at the heart of success. The ability to connect on a personal level and deliver tailored messages can make all the difference. Fortunately, modern technology is here to lend a helping hand, and one tool that stands out is xiQ’s Buyer Relationship Management™ with its innovative Buyer Groups feature.

In my role helping hundreds of sales representatives adopt new technology over the years, I’ve been impressed with how this tool has revolutionized the way we engage with clients and prospects. In this op-ed, I’ll share some invaluable insights and strategies that have proven successful, even in the early stages of using Buyer Groups.

Start Small, Think Big:

One of the first lessons we learned when implementing Buyer Groups was to start small. It’s easy to get carried away and create groups for every possible scenario. However, this can quickly become overwhelming to manage. The key is finding the right balance. Two to five groups allow for effective segmentation without spreading resources too thin.

Tailor Your Cadence:

Creating Buyer Groups is just the beginning. To maximize their potential, it’s essential to establish a communication cadence that suits both the group’s nature and your personal style. For sales plays, consider 2-3 initial emails over a 3-5 week period, followed by periodic follow-ups. Vary the timing to avoid appearing too programmatic – it makes a world of difference.

The Power of Personalization: one-on-one

Even with the power of xiQ’s ability to develop personalized messages even in a group email, nothing beats that one on one approach. So, even thought xiQ group emails are far more effective than most, don’t underestimate the impact of one-on-one communication. So build into your cadence a few PERSONAL communications each cycle. This approach allows you to tap into valuable insights, such as the DISC assessment, and social profiles, and tailor your messages for maximum engagement.

Timing Is Everything:

Avoid predictable patterns in your email communications. Experiment with different days and times to catch your audience’s attention. Sending emails during slower times of the day or around lunch can yield unexpected results. We all know those 4am emails with the same subject line we just delete each morning. Don’t be those emails.

Beyond Emails:

Think outside the inbox. Social selling is a potent companion to email outreach. Repurpose email content as LinkedIn posts for a double impact. This strategy not only reaches non-buyers effectively but also enhances the acquisition group’s engagement with minimal friction. Build out a strategy for using your email content to create Op-Eds for posting on LinkedIn. Start getting your voice out there with minimal friction!


In conclusion, xiQ’s Buyer Groups are a game-changer for sales representatives. They offer the means to personalize engagement, streamline outreach, and fine-tune your communication strategies. By starting small, finding the right cadence, and embracing personalization and social selling, you can harness the full potential of these tools to drive success in the competitive world of sales.

The sky is the limit with Buyer Groups, and these strategies are just the tip of the iceberg. As you explore and adapt them to your unique needs and client profiles, you’ll discover new avenues for growth and relationship-building that will set you apart in the world of sales.

So, let’s embrace the future of sales with open arms, one personalized email and one Buyer Group at a time.

About The Author

Brian Picard

Sales Operations Specialist

Dell Technologies

Brian Picard has been a dedicated member of DELL Technologies for nearly 17 years. He presently enjoys the esteemed privilege of collaborating with all Services Sales Representatives, spanning from inside teams to field teams and even principal consultants. His primary mission revolves around the adoption of tools and processes aimed at enhancing their efficiency, simplifying their daily tasks, and driving sales. Over the past six months, AI has emerged as a significant component of his daily responsibilities. Brian is enthused to share his insights on AI and shed light on how xiQ is transforming AI into an accessible and immediately valuable resource for skeptics.