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Friday I converted dry customer survey data into a user persona for our sales team to use in their renewal discussions.

-Sales does not need extensive graphs and data to pore over; they need psychographic information they can use immediately. Give them a user persona, one they can create an emotional persuasive connection with.

-As marketers, we’d rather see the data. Give me reams of data, graphed and sorted for use in future campaigns and value prop focus groups. Howver, sales needs something they can use yesterday. They don’t need the deep think; they need the immediate persuasion.

-In a persona, present roles and responsibilities, but also the deep pain points. ‘Up at night’ should be considered: what’s the unconscious need keeping my customer up at night?

-If you can give sales a tool that will aid them in their very next conversation, then you’re doing your job. Don’t think next quarter; think 5 minutes from now.


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