Skip navigation

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.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: